By Ravi Trivedi | @trivediravi | [email protected] Digital Marketer | Entrepreneur | Investor
5 Steps to Improve Landing Page Conversions
Conversion Optimization Tips
Summary of Elements of Good Landing page Live Examples
A) Headline should have clear value proposition
B) How do you come up with a Crisp version
Identify Your Target Market
What Business You Are In ? [ 2 Sentences] Who are you Marketing to?
Is It Targeted Enough? Is It Targeted yet large Segment
Hone your Messaging on the Page Create Messaging For Target Audience Broad messaging has poor conversion Create messaging for what the customers
CARE about, not features that you like.
Use a Phone Number from the Target Country Add Testimonials, Add Brands Who are Using Your product Add Safety Seals
Create Urgency to Act. Create Incentives
Limited Time Offer
Make Your Call to Action Prominent
Reduce # of Call to Actions
Color of Call To action Button
Keep Messaging Consistent. Make sure the
Call to Action matches the Headline
* Changing Button Color to Red Increased Conversions 21%
Source : http://www.quicksprout.com/2014/01/24/how-colors-affect-conversion-rate/
1. Reduce Friction Elements
1. # of Data Elements
2. Ease of Data Entry
3. Show Pricing Upfront
2. Anxiety - Asking for Personal Data
1. Reduce concerns in sharing data [ Spam]
Links Distract Users, so remove all unnecessary links on your landing page
Lot of landing pages even remove the complete navigation
1) Clear Value Proposition/ Crisp Messaging 2) Increase Trust 3) Clear Call To Action 4) Reduce Friction Elements/Anxiety 5) Reduce Exit Links
Which Step is relatively more important ?
Source
* Source : Marketing Experiments Model [http://www.marketingexperiments.com/]
* Source : Quick Sprout
1. HEADLINE – Concise and Clear
2. IMAGE or VIDEO - Visual Convert Better than Text
3. BENEFITS - Clear Value 4. CALL TO ACTION – Clear,
Increase Chance to Click. Color
5. ABOVE THE FOLD 6. REDUCE EXIT LINKS 7. DESCRIPTION - Features 8. TESTIMONIALS - Increase
Trust 9. TRUST ELEMENTS -
• Tell me the Startup/Company/Website you run/manage • Share Your Landing Page For Review
Good References
Marketing Experiments - http://www.marketingexperiments.com
Visual Website Optimizer Blog - https://vwo.com/blog
100 Case studies on Conversion Optimization – https://blog.kissmetrics.com/100-conversion-optimization-case-studies/
What is A/B Testing?
Comparing two versions of a web page to see which one performs better.
Optimize for CTR, Conversions [Macro or Micro]
What Can You Test Headlines
Sub headlines
Paragraph Text
Testimonials
Call to Action text
Call to Action Button
Tools – Google Website Optimizer [ Now
Content Experiments ], Visual Website Optimizer, Optimizely
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