Most companies cana€™t argue the fact that they want an increase in landing page conversion rate. But the fact is that there are a TON of companies out there that still arena€™t split testing.
Your bids are competitive, your ads are laser targeted, and you've tested and tweaked your landing page to get the highest possible conversion rate. You feel like Leonardo DiCaprio stand-spooning Kate Winslet on the Titanic, breathing in that fresh scent of saltwater greenbacks while your sales and leads keep pouring in.
Realizing that your 1997 GeoCities hosted landing page hasn't seen an improvement since, well, 1997. While you’re staying profitable (for now), your competitors are figuring out ways to improve, enhance, and build trust and relationships with clients that could have been yours. FACT: Your biggest conversion rate gains won't come from the new ad you create, they'll come from the landing page you test. The goal of this post is to give you proven ideas to test and try on your own site to increase your landing page conversion rates and lower your cost per acquisition.
Not only is the headline one of the first things a person sees when on your site, but did you know that on average, only 2 out of 10 people continue to read what’s after the headline?
The goal of your headline should be for your visitor to feel compelled enough to read whatever’s next.
And whether you’re writing headlines for PPC landing pages or trying to SEO your blog post, make sure you’re compelling, honest, and leave the reader wanting more.
Here’s another little trick: The Emotional Marketing Value Headline Analyzer is a free tool that lets you test different variations of your headline, and then gives you a percentage score telling you whether your headline is more intellectual, empathetic, or spiritual and what emotional marketing value it has.
Much like your headline, your value proposition is something that is unique to your business, like your USP, and it’s very similar to what you’d want to communicate in your headline. If you know the pain points and fears your potential customer is facing, this should help you write a headline and value proposition specifically tailored to them. Positive endorsements give your visitors assurance that you’re legit – if they’re done right. Word of mouth is the most powerful marketing there is, and client testimonials, reviews, and endorsements are your closest thing to social proof. You want to use testimonials that describe how your client has benefited from something you’ve helped with. Many studies have been conducted about landing page forms, and it’s a general consensus that the more information you ask for, the lower your conversion rate will be. See, even if the visitor doesn’t actually start to fill out the form, they’ll still see it and may decide whether or not they want to start filling it out based on the number of fields.
While this was more of a radical redesign, we are still testing all the elements of the page to continually improve the conversion rates.
Here’s another example from one of our clients, Second Wave Recycling, an online cell phone donation charity. But what if your form has a ton of required information and you’re not able to reduce the amount of fields? The progress bar is a simple solution to break up your form into multiple steps so people aren’t overwhelmed with a form that’s as long as the dead sea scrolls. The Cash4UsedCars landing page I showed you earlier is a great example of an isolated landing page that only has one purpose and no other links, besides some hidden away in the footer. No header links and nothing else you can click on that might distract you from filling out the form. This method of isolating the visitor is a great combatant of something called the Zeigarnik Effect. So with only one task on the site, it’s easier for visitors to focus on that and complete the conversion. Orange is the opposite of blue, red the opposite of green, and purple the opposite of yellow. Red, on the other hand, creates a sense of urgency and could work just as well, or even better than an orange button.
SHAPE: Sometimes, buttons with sharp corners don’t convert as well as ones with rounded corners. Sharp corners also tend to act as arrows, directing attention away from the button and not toward what’s inside, the call to action. Consider, instead of a regular rectangle, square, oval, or round shape, using a combination of shapes.
Sometimes the call to action (CTA) on your button is more important than what the button looks like, and it’s also easier to test. By adding relevancy and value to the button’s CTA and also changing the form title, the landing page conversion rate increased by 31.54%.
Right there on the other side of the phone is a salesman waiting like a cat about to attack. So how do you calm a visitor who knows that by calling, you have their phone number, and by emailing, you have their email address? But most importantly, it’s an easy way for your prospective clients to get answers without having to pick up the phone, and it’s a lot faster than email. We don’t require your name, email, phone number, or social security before the chat starts.
I can’t even begin to tell you how many of our new clients have started their relationship with us via Olark.
Explicit directional cues are like arrows that are obviously trying to move your attention to the form or the button the site wants you to click on. And to prove how powerful directional cues can be, take a look at these eye tracking examples and see the difference based on directional cues or lack thereof. You know those white board animated videos you see on websites that are around 1 to 3 minutes long?
Our online attention spans have been steadily declining because of the speed of information we’re able to retrieve. Explainer videos are easy to consume and understand because they’re visual and can arouse more emotions than reading. Even though creating an explainer video isn’t easy, it’s well worth the effort if done right.
An alternative to explainer videos would be image sliders that have proven to sometimes work better than explainer videos. Visual Website Optimizer created a case study in which the image slider had a 35% higher conversion rate lift than the explainer video.
Either way, an image slider or explainer video (or both!) is a great test if you have the resources. Make it clickable so that it’s not just an image, taking people to the third-party verification of your site. You might think it’s necessary to provide a visitor with all the benefits and everything you can offer on your landing page. Sometimes removing unnecessary paragraphs can improve the experience for the visitor and make it easier to understand, thereby increasing conversion rates.
When people like something because “it’s different,” they tell their friends and their friends will tell their friends. Here’s a fun Mad Libs style twist on the regular lead generation form that actually increased conversions by 40%. It's all about the isolation :) Squeeze page or landing page, I know Google does allow certain types since landing pages for PPC destination URLs are extremely popular. Once you’ve invested in driving traffic to your landing pages, you have to close the deal as many times as possible. In our recent analysis of thousands of Google AdWords accounts with a combined $3 billion in annual spend, we discovered that some advertisers are doing this far better than others, on a consistent basis. Conventional CRO dictates that you tweak and test any number of combinations of the following factors until you find the sweet spot: The button color, white space, line spacing, text size and color, image placement and variety, etc. The above tactics are really just basic testing best practices that you should be employing anyway. The top advertisers put the legwork into testing new, completely different and highly creative offers.
Your offer should serve two purposes: Enticing visitors to convert, and helping you qualify prospects. Have a test group of people who know nothing about your product or service try to get through your offer. You need to get in front of any potential roadblocks or objections and change the way your offer flows to get rid of them.
Logically, if you want to break into that top 10% – that 1 in 10 best converting circle – you need to test at least 10 landing pages to find your winner. In fact, another interesting thing we discovered is that on average, about 85% of Web traffic goes to the top 20% of your landing pages (see chart above). Cut the fat, quit wasting time changing button colors and moving text around on your low performers, and focus on replicating that one really awesome landing page.
What really is the meaning of the expression, “kick your butt in conversation rate optimization”?!
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I just spent 6 months trying to get a better understanding of how video impacts conversion rates.
The landing page’s sole purpose was to collect e-mails from people that were interested in what we were building. That’s not where this post ends though – there are a variety of things to consider when leveraging video.
Styles of video include talking heads, fully animated explainers, live-action, animated infographics, kinetic typography or traditional screen-casts.
We decided to leverage an animated explainer on our landing page and the results were incredibly good. Video gives customers a deeper understanding of a product that can really work to reduce hesitancy on purchase or sign-up. Not only that but according to Forrester, video results are 50X more likely to appear on the front-page search results.
Facebook, Twitter and YouTube are currently leading the charge when it comes to social discovery.
The video is fairly concise but tends to be a little on the long side, have you been collecting attention span data?
I’m wondering what were your reasons for initiating the test between embedded video vs. As you’ve probably noticed, the viewing experience for both types for embed (lighbox and direct) is very different.

Since the style and experience were so different, we thought it was important to test both styles.
Learn to have online videos for your organisation: the two-part march « Why Spend Money on a Miami SEO Company?
3 This is a guest post by Jason Wells of LogMyCalls, who has some interesting data on the power of phone calls – and good reasons to measure your web-influenced call traffic.
One of the byproducts of the mobile marketing explosion is an increase in the number of phone calls businesses receive. LogMyCalls tracks conversions resulting from phone calls, and here’s what our research shows us.
Google says that pay-per-call mobile Adwords campaigns have 6% to 8% higher conversion rates than pay-per-click mobile Adwords campaigns.
The reason for these higher conversion rates for mobile is simple: it is natural for mobile searchers to call.
The first thing it means is that a landing page conversion rate is simply not as ‘clean’ as it used to be.
Second, it means that businesses need to be staffed and prepared to answer phone calls and answer them effectively. Third, it means that you shouldn’t measure mobile conversions in the same way you’ve measured online conversions for the last 10 years.
Finally, we should point out that some businesses will be impacted by mobile more than others. Hi David, I work with Jason and we’ve seen great success with mobile LP as a click-to-call only. Last year we found an average of 23.4% more sales, leads and phonecalls for our clients in the first six months. Some visitors visit a lead page and leave without interacting with the page, either by typing in another URL, clicking the back button or closing the browser tab. As opposed to visitors who bounce, some visitors who view the landing page and actively navigate to another site may have interacted with the site. This is the percentage of visitors viewing the lead page who click on a specific campaign element on that page. The measure of the number of potential customers that perform the desired action is referred to as the conversion rate of the landing page.
MORE ABOUT BRANDONAfter being physically and mentally disabled by a brain tumor, Brandon overcame the odds to regain his health to help his pregnant wife in her fight against stage 3 breast cancer. Lo mas seguro es  que a estas alturas entiendas la importancia de las Landing pages en una estrategia de Inbound Marketing y conozcas los elementos fundamentales para crear una de forma correcta. Sin embargo, conseguir los mejores resultados de conversion con una landing page a la primera no es facil. Debemos utilizar una tipografia que resulte sencilla de leer y transmitir un mensaje claro en el que vayan incluidas las palabras claves de nuestra oferta. Ser capaces de generar una mayor confianza en tu empresa es uno de los aspectos que mas puede hacer mejorar en gran las conversiones de ti Landing Page. Por lo tanto incluye algun testimonio en tu landing page, a ser posible con fotografia e identificacion clara del autor, para resaltar la autenticidad del testimonio.
Siguiendo la linea de los Testimonios, se puede incluir otros elementos para generar aun mas seguridad en los visitantes sobre la empresa.
Tambien podemos anadir logotipos de empresas con las que hayamos trabajado y que tengan una buena reputacion o incluso los logotipos de los medios de comunicacion en donde ha sido mencionada la empresa. Los formularios deben ser lo mas cortos posibles, asi que solicita los datos justos y necesarios para poder mantener un seguimiento sobre el lead. Ya he comentado el tema de la impaciencia de los visitantes, que no leen,  sino que escanean.
Como con todos los aspectos de la estrategia de Inbound Marketing testar es la mejor manera de optimizar y mejorar los resultados. Concretamente yo le atribuyo mucha importancia al diseno, que sea creativo a la vez que se cuiden los detalles.
Really good landing pages are designed to be simple: nothing more than a web page designed to get your web visitors to perform an action. And with so many great products on the market these days, creating a landing page should be easier than ever. There are a number of reasons why you want your Google AdWords text ad and landing page headline to match. Just because you can throw up a landing page quickly in 20 minutes doesn’t mean you should.
So the moment he or she sees a misspelled word or poor sentence structure – they are going to start backing away. Supply Endorsements – When you partner with big brands who have an online presence, you adopt their recognition and reputation. Supply 3rd Party Certification – No e-commerce site should be without a certificate of security from organizations like VeriSign and the Better Business Bureau. Share Press Mentions – Has a high-profile blog or magazine positively reviewed your product?
See, after you’ve gotten the visitor’s attention with your seductive headline, created interest with compelling copy and provoked desire with social proof, testimonials and endorsements—you need to push them to perform an action. Tell them what you want them to do in the clearest, most concise and compelling language possible.
Speaking of call-to-actions, it doesn’t matter how visible your call-to-action button is if you fail to make it compelling. Keep Design Consistent – More than likely you will repeat the call to action further down the page. Create a Sense of Moving Forward – With both your design and copy, the reader should feel like he is making progress. Limit Character Count Between 90 to 150 – A great call-to-action is compelling in about five to seven words.
Preferably you should use screenshots of how your product is used… (context of use) basically anything to help the visitor feel like they are holding or using the product. This image illustrates how hard it can be to pick out the purpose of a page when it’s overcrowded.
People do scroll, so it’s okay to keep lower priority information and activities below the fold. Eric Siu is the CEO at digital marketing agency Single Grain and interviews entrepreneurs (including Unbounce CEO Rick Perreault!) weekly at Growth Everywhere. After all higher conversions means you have hit the nail on the head with your message market match and as a result it creates more leads and customers. Your job is to get creative and test them out, as every type of headline will yield different results. Not only is this testimonial more convincing, but it can be used as a reference if your potential customer is still not convinced about doing business with you. The easy, quick, and wrong way to do this is to write the testimonials yourself, or go on Fiverr and hire someone to do it.
A high number of required fields will either scare them away, or they’ll abandon it half way through.
So it’s vital to make sure it’s performing at peak condition, like Michael Phelps was during the 2008 Olympics (and not how he performed afterwards).
Use this color wheel to find your complementary and contrasting color for your button test.
It’s widely accepted that orange is a great “click color” because it creates the feeling of buying or selling, it’s energetic. But you’ll find one that makes the majority happy, and that’s the one that’s best for your landing page conversion rates.
They’re like that woman-drinking-a-green-juice-out-of-a-mason-jar-because-all-the-other-glasses-were-dirty type of look.
And if done right, these little animated masterpieces could increase your conversion rates by 30% (or more). And if you’ve ever thought about it before, make sure you do your research and inquire about pricing, because some providers aren’t the cheapest.
Social sites like Pinterest and Instagram are not popular because people loved pinboards before they were digital or photography before there were filters. Making your button bigger or having more testimonials does not guarantee an increase in conversion rate; it could actually make it worse! Look at your approach in terms of how you talk and communicate, and mystery shop your competition and your own employees. The landing page is the first step in the funnel and we all now how important & effective the sales funnels can be  when used correctly ! It's unfortunate that so many people believe their ads are the issue, when in fact, it's their landing page. I've been a web developer for 14 years and I don't recall ever seeing a better, more-organized guide for landing page optimization. Everything you've listed is so valuable, but I particularly liked the encouragement to use sliders (and the surprising effect they have on conversion). Infact, Im a testimony to adding testimonials as it really boost the morale of visitors and tend to make sign up! I spent all my time learning web design, only to find out that the most important thing in making money online is marketing, sales copy, and conversion. I especially found the rounded corners on buttons thing interesting - another reason why I find buttons with sharp corners unappealing is because I associate them with the ancient Windows 98-style operating system! This is the basic premise of conversion rate optimization: Finding the right formula to entice as many people as possible to take your desired action. Even an extra 5 conversions can seem like a big leap if you’re only measuring 100-200 total.
However, the top 25% of AdWords account have conversion rates across their account of 5.31% or greater. Ask your prospects what they really want from you before they commit to your product or service – their answers might surprise you.
To do that, you need to gather the intelligence necessary to understand how your ideal customer converts and how you can make it simple for them to do so. These advertisers who are achieving top 10% results across their account aren’t doing it with one winning landing page, though. Think about that: Do the landing pages that produce the remaining 15% of traffic combined deserve an equal amount of time and effort? The bar is really low when you consider how many of your competitors are barely optimizing at all. He serves as company CTO and is the author of 4 Award-Winning Books on Software Development. During the development days of Vidyard (when we were under PG’s reign at Y Combinator) all we had was a landing page created using Unbounce.

They would be the first testers, first customers and eventually the first passionate advocates of our platform – it was important to get this right.
Challenger “D” and “H” were leveraging video in a light-box and an embedded iframe respectively. The variables in effective content creation (Y) are A = Audience, V = Vertical and S = Style. In that regard, it’s extremely important that your video can be posted directly in your facebook feed, can be linked to via Twitter and is automatically syndicated to your YouTube channel.
We get a lot of customers asking about the impacts of video on their landing pages, so this will be a valuable resource to send people to. Check out our animation and let me know what you think – would appreciate your feedback.
Lightboxes are by far the more engaging way of displaying content (less distractions from other written text). Also, I couldn’t get the video to stream on either of my iOS devices, you’ll probably want to considering moving to an HTML5 compatible platform! More of the content is absorbed and the attention span is generally higher for these types of embeds.
We’ve been in business for a year now, and seem to be getting amazing responses from clients. In other words, someone that downloads a White Paper or attends a webinar is significantly less likely to receive a Demo of your product or buy from you than someone that calls your business. And a reasonable 13.2% of the people that downloaded the White Paper ended up receiving a demo of our product. And a very, very poor 3.6% of those leads wanted a demo (this campaign was conducted very recently so we expect that number to rise).
They also say that including phrases like ‘Call Now’ or Call us Today’ in the mobile ad copy improves conversion rates. Because, just like a landing page, small tweaks to phone pitch can make a close rate go up or down.
I just went through with a customer the analytics issues around tracking attribution and she reported many of the same things you observe here.
The percentage of those who leave with respect to the number of entire visitors is referred to as the bounce rate. It is an analysis of different segments and the conversion rates of the different segments. Gaille is one of the top business bloggers in the world, and he has founded several multi-million dollar companies. Si no es el caso, puedes consultar nuestro “Checklist fundamental para crear tu proxima landing page”.
Existen muchos factores que pueden influir y casi en el 100% de los casos deberemos hacer pequenas modificaciones que nos ayuden a mejorar. Por otro lado, es necesario destacar los elementos mas  importantes para que llamen mas la atencion. Los visitantes son impacientes, no quieren esperar y apenas leen el contenido de la pagina. Uno de los elemento mas habituales para generar confianza es el uso de testimonios de clientes. Incorpora en algun lugar de la landing page algun logotipo de garantia que genere confianza en los visitantes.
Aunque parezca mentira, todavia se da mucha credibilidad a una empresa simplemente por haber sido mencionada en los medios de comunicacion tradicionales como TV, radio y prensa escrita. La mision de una landing page es que los visitantes rellenen el formulario y pasen a convertirse en leads. Esta es la razon de incluir mensajes cortos y destacados que transmitan los beneficios de la oferta de manera rapida y clara. Desde el titular principal, el tipo de letra, los colores, la ubicacion de los elementos, el tipo de formulario, y todo aquello que podamos variar debe ser testeado de forma que podamos analizar los diferentes resultados. If your text ad copy says, “Discover 4 Ways to Improve Your Career as a Web Developer” and your landing page headline says, “The Truth about Professional Training Courses,” you are going to startle the reader when he clicks through. Meaning, you can improve the quality of your landing page, raise your quality score and lower your CPC when you match text ad copy with landing page headline. Just like a blog post, a landing page should present your visitors with useful, unique and ultra-specific information. You see social proof in action when you see subscriber counts, Twitter followers or number of product users.
These changes amounted to an increased voter base, wider and more aggressive volunteerism and, more importantly, $60 million in donations. Once you have a winner, you can test that one against another one to get even better results.
So you could test different headlines, call-to-action designs, images, videos and so on at the same time, helping you find the best combination.
I’ve had some success with using the same header as my primary site and zero navigation except for the log in on my landing page. We have consulted and helped companies in excess of $100 million in revenue that werena€™t actively split testing to increase landing page conversion rate. I’ve spotted a couple of companies with testimonials from the same person because of their picture.
We also made the copy easier to read, added some directional cues, and changed the color of the buttons. Both Unbounce and SiteTuners use it on their sites – and they’re conversion rate optimization companies, so they should know! Even if you have a 42% lead gen conversion rate on your landing page, your real conversion rate could be much lower when it comes to actually sealing the deal. But for free marketing, i've tested various formats and have found that a simple little squeeze page gets me the most leads. I almost thought it was too long, but happy to hear that the comprehensiveness got people excited. I can see how sliders (and even chats) can be very effective, particularly for certain audiences. We found that the top converting 10% of AdWords advertisers regularly outperform the average conversion rates for their respective industries by 3 to 5 times. We removed low volume accounts and those that hadn’t set up conversion tracking properly.
They find one, then start over, replicating the process to find another one, until everything they’re running is in top form. Throw $100 at a campaign and you’ll already be 10 times better than your competition. Y equals some crazy combination of A, V and S and the balance needs to be perfect to get this right. The presentation and organization goes a long way to generating comfort in the purchase decision.
Now there are multiple Operating Systems, Web-browsers, File-formats and delivery mechanisms to consider.
The paramount things to look for lie in simplicity, compatibility, availability of analytics and VSEO (Video Search Engine Optimization). You can probably imagine that this would transcend into a higher conversion rate with a well selected audience. But, keep this in mind: if you have a lead type (inbound phone call) that is converting 30%, 40% or 50% of the time, why wouldn’t you want to generate more leads of that type? Anadir un mensaje sobre la politica de privacidad en el formulario tambien puede ayudar a dar fiabilidad a la landing page. Por lo tanto, el formulario debe ser perfecto para esta mision y cualquier fallo puede implicar el abandono de la pagina.
Debe ser grande, con un color que resalte sobre el resto de elementos, que parezca un boton clicable (utilizando bordes y sobras) y que el texto refleje exactamente lo que ocurre al pulsarlo (descargar un ebook, suscribirse a una newsletter, enviar una solicitud,etc). Incluir elementos visuales como imagenes o videos es muy util a la hora de expresar un mensaje de forma rapida.
Solo de esta manera lograremos ajustar la landing page y lograr aumentar de forma significativa la tasa de conversion.
But you can’t force them to perform that action, whether it be buying, downloading or subscribing, if you hide the call-to-action from them.
Many of your pitfall points uncover the conversion problems of a page that need to all point toward the same goal.
My current theme on my primary site allows me to build custom landing pages and remove the side bars.
They provide quiet interaction or information gathering and are best for people in group office settings or other areas where they can't (or prefer not to) turn on speakers to consume a video with sound, e.g.
There are a large number of providers in this space (we work very closely with BizMedia and Switch Video). Make sure you work with a company that is leveraging video engagement analytics to understand how these variables have actually impacted viewership across different spaces. When you search for something on Google, video search results show up with a thumbnail image.
We tracked how many people downloaded the White Paper and we tracked how many phone calls each landing page produced. Por lo general, es recomendable utilizar fondos blancos con textos oscuros, de esta manera los ojos del visitante iran directos a leer tu mensaje. Utilizar un buen servidor y utilizar solamente los elementos visuales fundamentales te ayudara con esta tarea.
Por lo general, los videos captan mas la atencion de los visitantes, siempre que sean de corta duracion, ya que si se exceden los 2 minutos los usuarios abandonaran la landing page. Each frame of a long, scrolling landing page should suggest just one, clear goal and action. In fact, when I'm doing research or study, it's frustrating when all the options require audio, because sometimes it is just more convenient to read and view images.I look forward to employing your recommendations in my conversion testing!
The most important thing to consider is how well you work with the team and the style of content you’d like to produce. En muchos casos hemos visto incrementar hasta un 5% la tasa de conversion solo mejorando este aspecto, ?Que supondria un 5% mas de conversion para tu empresa?
Pero debemos tener cuidado de no saturar la pagina con imagenes y videos, ya que esto podria afectar a la velocidad de carga. Testar mucho elemento al mismo tiempo es muy caotico y es mas complicado sacar conclusiones.

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