Landing Page Optimization: Sell more by spending less Advanced, Business, Conversion, Increasing Response, Landing Page Optimization, Tips & Tricks
I had great fun talking about Landing Page Optimisation at Bizcamp Newry. It was a great event and well done to the crew for organising it. Below, is part one of my presentation. Part two can be found here.
What is a landing page?
A landing page is the webpage you direct traffic to from a specific email, ad or piece of marketing. Its goal is to convert that traffic into sales or sign ups.
If I asked you right now to hand over your credit card would you do it?
Feeling nervous? Why? What do you mean you need more information?
Some information you are looking may include:
- Who are you?
- What am I buying from you?
- Is the service/product good?
- Do I want it?
- Do I want it now?
- Can I trust you?
- Who else thinks this is a good deal?
The tricky bit is to get the balance right; giving just enough information to get the conversion. Include too little or too much information, or add unclear messaging and you start loosing sales.
- The Primary offer
- The primary offer
- The total solution being offered
- Sales copy
- And anything to indicate a limit (number, time) to the offer.
- The redesigned page swapped the main header copy and image positions – copy on the right, image on the left.
- The value statements are in bullets along with check marks. An image of a lock is placed next to the security statement.
- Lots of white space is used above the button to draw in the eye.
- Button size is increased and the call-to-action text is much more descriptive.
- A testimonial is placed directly underneath the button, as it gives that extra push.
- 2009 Webby Awards nominee icon is included along with an iPhone App notice and iPhone image.
- As Featured in the Press, icons of CNBC, TechCrunch and Cnet, logos added to the bottom of the page.
- The Truste icon was removed.
- McAffee and Verisign logos are also added.
Here is an example of a landing page for the site Rudder.com. It comes from a case study by WiderFunnel.
In this case study Rudder redesigned their landing page to try and increase conversion.
The resulting page managed an amazing 45% increase in conversion.
So how did they manage it?
An article over on I am a landing page designer offers a good explanation why this new page converts so well.
In summary, adding these visual references and clarifying the layout of the page gives the user confidence in signing-up for this service. Benefits are clearly outlined and, most importantly, we know that Rudder is free and secure; a vital element, not to be ignored when dealing with issues of personal finance. Rudder has since redesigned again.
Redesigning order pages for maximum conversion
Here is an example of an order page for a free Audiobooks Catalogue featured over on Which Test Won. The old version is on the right, new redesign is below.
As you can see, in the redesign, an image of what you are signing up for is added. The most interesting thing about this new page is what’s been taken away. Sometimes simplifying things is the best course of action. In this case, the new Landing Page is much better off for this decision, as users know exactly what this form is for. You must be absolutely sure that every item, piece of text or image you add to the order page, adds to a visitor’s knowledge about why they’re signing-up.
In the first page version, the left and right column had no relevance to the purpose of the page. At the very least, they distracted a visitor or at worst, led a visitor to click away from the order page without taking any action. The result? The new order page resulted in 42% more visitors registering for a free catalogue, a dramatic increase.
Clarity Trumps Persuasion
The answer then, lies in not making a form ask for fewer details but just enough to secure the sign-up. Shorter pages are not the goal either. They need to be long enough to make a sale. See how SEOMoz added $1million to their revenue with a longer sign-up page. What converts best, on any landing page, is clarity above all else.
Part two can be found here.
Give us a shout on firstname.lastname@example.org if you would like to discuss improvements to your landing pages.