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Landing Page Conversion Rates
Increase Your Landing Page Conversion Rate
(or more) with Conversion Rate Optimization
If you’re looking for an easy and low risk way to increase your
landing page conversion rates, then use the conversion rate
optimization strategies outlined in this online guide.
About Conversion Rate Optimization:
Rate Optimization is the continual process of making your Website and landing pages generate better results from your
visitor traffic. For example, more leads, opt-ins, and more sales.
Conversion Rate Optimization is also the fastest and easiest
strategy to increase your sales without spending more money on
increasing your traffic.
In fact, the most successful companies test everything. For example, a MarketingSherpa.com case study showed that www.GoToMyPC.com increased their conversion rates by 400% by
testing the following…
- Call to Action
- Button Look
- Button Text
- Button Location
- No Links
- Press Quotes
- Flow Through Process
- And more
A 400% increase in conversion rate is like getting four times the amount of customers for the same advertising budget. As you can imagine, conversion rate optimization can be a great strategy for increasing your leads and sales. Here's how to do it...
Page’s "Conversion Funnel"
If you review your website statistics (called "log files")
you’ll notice the following
4 things are happening on your
Optimize Your Landing
Page Conversion "Funnel"
- The largest percentage of your visitors are
bailing (leaving) within 0-8 seconds after briefly viewing
your landing page.
- The second largest percentage of visitors bail when
they decide your landing page does not prove
compelling or relevant to what they're looking for.
- A small percentage of visitors attempt to convert
(buy or use a contact form to become a lead) but fail.
Some of these people will call you if you provide your phone number.
- A small percentage of visitors convert.
Conversion rate optimization is the process of optimizing your
landing pages to minimize your "bail out rate" and
maximize your "conversion rate" (CR).
The Top 6 Landing
To Optimize for Maximizing Your Conversions
The following are the top 6 conversion components that
should be tested and improved to boost your conversion rates…
- Headline - Since your headline is the first line that
your visitors will read, the headline of your web page offers
the biggest opportunity (about 80% of the opportunity) for
improvements in conversion rate. Use headlines that clearly
state the biggest benefit(s) that your product offers. Tell them exactly what they can get on your landing page.
- Offer - Since your offer is the "call to action" that
asks your visitors to act (purchase, sign up, opt-in), your
offer accounts for the second the biggest opportunity for
improvements in conversion rate.
- Lead - The “lead” or first paragraph is the third
biggest opportunity for improvements in your conversion rate.
Leads must be written with strong benefits that capture your
visitor’s attention and make them want to continue reading.
- Benefits - The "benefit bullets" (bullet-point
format) are the forth biggest opportunity for improvements in
conversion rate. List your benefits in the order of your
product’s "value hierarchy" to your target market. In other
words, state your product’s strongest benefit first, and its
weakest benefit last.
- Images - The images you use have a big impact on your
conversion rates. The best practice is to use images that
clearly portray the biggest benefit your product or service offers your
customer (rather than generic "feel good" stuff like unknown
logos and clip art). Studies show that product images usually work best
when placed to the left of your product description (or lead
paragraph) since it makes it easier to read your copy from left
to right. Plus, people like to read"captions" under your
images almost as much as they read your headlines. So, add
powerful captions and make your images clickable to the
order/sign up page.
- "Look & Feel" - According to a recent study by
Stanford University, 46% of Web sales are lost on websites that
lack the critical elements that build value and trust with
website visitors. The number one reason the people indicated why
they wouldn't buy from a website was because it had an
unprofessional "look and feel" that lacked credibility and did
not "feel" trustworthy. Having a professional look, and trust
building logos (such as VeriSign and BBBOnline certifications)
help convert significantly more of your website's qualified
visitors into new customers.
Other Important Conversion Elements to test:
- Buttons – Button text, color, look, etc.
- Formatting and placement of page elements, images and
- Navigation links versus no navigation links
- Press Quotes
Other Conversion Best Practices and Tips:
- Reduce your "bail out" rate by optimizing your web
pages to download within 5 seconds on a 56k modem – Test your
pages on Andy King’s "Web
- Add a 1-800-Number and Call to Action above the fold
(top of the page)
- Add a Logo and a powerful "Value Proposition" to the
- Instead of letting visitors click off your landing page, put
all your information on one page (This tactic alone increased
the conversions of a landing page by 55%)
- Use colors that fit your target customer’s personality
When you use "Conversion Rate Optimization" to test and
improve your web pages and landing pages you can double your
sales (possibly even quadruple) when you add up all the
performance improvements. Of course it takes time and work but it's
well worth the effort.
If you’re truly serious about maximizing your results,
continuously test, track and improve the important elements of
your web site, landing pages (and your marketing materials).
Contact us now for a free price quote
on our conversion rate optimization services by calling Matt
Hockin at 541.280.3363 or by clicking here.
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