When it comes to business on the Web, conversion is truly
king. Whether it’s email subscribers, new accounts or good ole-fashioned
purchases, conversion makes or breaks businesses online. Thousands of articles,
hundreds of papers and dozens of books have been written on the subject. In
fact, a whole discipline, Conversion Rate Optimization (CRO), has been born out
of the intense need to transform traffic into transactions.
1) Testing – Start testing before you even start spending. Then,
once you’ve found a direction you’re comfortable with, put it to the test
immediately. Start with A/B testing to try larger variations of design and
copy, and fine-tune with multivariate testing of discreet elements.
2) Epic
headlines – Most people abandon your landing page within 8 seconds, so your
headline is often your one and only shot at convincing them to stick around. So
be clear and concrete in what you’re offering and what they’ll get out of the
deal. If you can’t summarize what the user will get from you in five words or
less, keep iterating until you can. In most cases, cute or clever wording
doesn’t convert.
3) Write
Killer Copy – If you’ve hooked them with the headline, you’ll need to land them
with awesome copy. Having a content strategy for your landing pages ensures you
tell a compelling story in a way that resonates with your users. You need to
communicate the essentials while weaving in the brand narrative, all while
maintaining crystalline clarity. Great copy is explicit, bold and direct.
4) Eliminate
Options – Don’t create analysis paralysis for your visitors. Give users one
choice, not three, not five. Multiple choices lead to confusion and confusion
leads to … well, no where good. Eliminate choice and you make the conversion
option easier to understand and easier to take action on. And less friction
means more conversions.
5) Keep it
above the fold – As designers, we hate the notion of boxing ourselves into the
top 600 pixels of the design. But the fact is, people don’t scroll on a landing
page unless they’re really, really intrigued. Don’t bury the good stuff,
particularly main benefits and the call to action. Keep it up top and easy to
digest in that initial eight-second look. If you go long, repeat the call to action
near the bottom of your page to save the user the scroll back up.
6) Try a
Video – Need to do some product ‘splanin? Try a video that shows off the
benefits of the product in action. Pay attention to the video thumbnail, too.
That’s what users will see when they first hit the page. Yobongo saw a 70.9%
increase in conversions when they changed their video thumbnail.
7) Use
Social Proof – Logos, Likes, Pins – whatever it is, show the visitor that other
people love your stuff. When visitors lack information they’ll turn to what
others have done to help guide their decision. Reinforce the conversion with
respected logos, testimonials and other points of social proof that help a
visitor on the fence make the decision you want them to make.
8) Design
for Context – Different inbound traffic sources have different needs and
expectations. Someone coming from an article or lengthy blog post needs less
information than someone coming from a Tweet. Each user has different needs
based on their inbound source.
9) Craft
your Buttons Carefully – Buttons count, big time. In many cases they’re the
primary call to action. So pay attention to the look, feel, shape, color, size
and placement of your buttons. And be sure to test. Simple changes can have a
big impact.
10) Keep it
Sexy – Design wins. Great looking pages convey expertise and professionalism.
They create trust and security simply by being better than the other options
out there. So pay attention to design. The quality of design transfers to the
quality of the product or service the visitor is considering. A bad design can
hurt conversion for an amazing product or company. A great design can
super-charge your conversions.
For more details on our products and services, please feel
free to visit us at Internet Marketing Company India, Online Marketing Companies India &
Internet Marketing
New Delhi
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