These tips will not increase your conversion rate automatically, that’s impossible. If you don’t track the effect of introducing the elements below into your landing page, then it’s going to be impossible to improve the conversion rate.
Again – test and tricks. These tips are IDEAS that worked for others but it doesn’t mean they will work for you (although there’s a pretty good chance they will.)
1. Use Analytics to find who your average visitor is and take action based on that data
How to do this: Analytics = any analytics software. See what screen resolution most of your visitors use, where do they come from, what browser they use and the type of their internet connection. Notice any commonalities? Let’s say more than 80% of your visitors use Firefox. You might want to consider how to optimizer your landing page under Firefox browsers in order to load faster.
2. Discover why people abandon your website by surveying them
How to do it: Observe your visitors and get answers to this important question. You can provide them with surveys, chat with them and many other things. See this great article for more on this topic.
Watch what they say (by getting feedback) but also watch what they do with some specialized managed analytics software tools.
3. Remove conversion obstacles
You may not realize that some things you have on your page are big obstacles. For example:
- more than one column distracts the visitors, use a single column
- Distracting links, remove any links that may distract the visitor from the main purpose of the landing page
- Distracting text that doesn’t have anything to do with your product/service.
4. Define success
Make it specific. What is defined as success for your page? Is it for the visitor to go and click the “buy now” button and then enter his information there and buy the product? Is ‘success’ the visitor entering his name and email address and clicking “Subscribe”?
Defining success will give you clarity so you can focus your efforts on how to achieve that success.
4. Add credibility indicators (and make them visible)
Take those shiny case studies, awards and recognitions and put them so the visitor knows you’re a credible person or company. Also, make sure they are above the fold on the page.
5. Answer these 3 questions before the visitor clicks the ‘back’ button
I would like to thank MarketingExperiments.com for teaching me this valuable lesson. the first several seconds of visiting your site, the visitor will ask the following questions:
- Where am I?
- What can I do here?
Within the first several seconds you absolutely must answer these questions or else the visitor will probably be confused and leave. If you do succeed in orienting him (by answering the first 2 questions) then you need to answer his final question:
- Why should I do it?
Why should he buy or register? As you can see, most of the tips in this article are related to answering this question. Anyway, to learn more about this concept visit Marketing Experiments blog.
6. Clarity trumps persuasion
From thousands of tests conducted, many consulting agencies have realized it’s far better to communicate with clarity online than try persuasion tricks.
This tip is similar to the tip above. Here I’ll demonstrate how you answer those 3 questions:
Let’s take a look at this example:
As you can see, the second paragraph clearly answers the question “Where am I” and the third one “What can I do here”. The first paragraph gives the benefits of using BaseCamp and below you have credibility indicators outlining who used their software. Perfect example. If you take a look at some of the most popular landing pages you’ll also see they follow a similar pattern.
7. All of the tips above will not work for you
That was an attention getter actually. You WON’T KNOW if they work for you except if you test them. How to test? Start with Google Website Optimizer and read their Help Guide where you’ll find everything you need to know about testing.