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Add You - Increase Your Web Page (and Landing Page) Conversion with Conversion Rate Optimization
Get Discovered Through Press Releases
Do you have a service or product that you want to get in front of the masses? Maybe you have reached a new milestone in your existing business that you want to shout out to the world. Well, the easiest way to get the message out is through the power of a press release.Press releases have been around for awhile and can be a powerful tool in your marketing arsenal. If you have a little experience writing, you can create one on your own. If not, you can hire a professional to write one for you. It is well worth the money to get a professional job done.There are several elements that comprise a press release.1. The contact information, this allows the press to contact you for a possible story or for potential cu
ird 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 read more.Do you have a service or product that you want to get in front of the masses? Maybe you have reached a new milestone in your existing business that you want to shout out to the world. Well, the easiest way to get the message out is through the power of a press release.Press releases have been around for awhile and can be a powerful tool in your marketing arsenal. If you have a little experience writing, you can create one on your own. If not, you can hire a professional to write one for you. It is well worth the money to get a professional job done.There are several elements that comprise a press release.1. The contact information, this allows the press to contact you for a possible story or for potential cu
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 benefi
How to Manage Your Graphic Designer to Get Great Design for Your Nonprofit
Nothing is as compelling as managing the design, of a printed piece or web look for your organization, service or campaign. It's easy to get swept away envisioning the impact it will have on your target audiences. And the creative adventure of bringing that piece, or web design, to life, is usually a welcome change from strategic and administrative work.However, the excitement often fades when you dive into the process of finding, hiring, and managing a designer or design team. Let's be honest. It's challenging to manage a designer's creativity into a design take that meets your organization's needs can be challenging. You definitely want to give the designer the opportunity to channel her creative genius into something p
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.Nothing is as compelling as managing the design, of a printed piece or web look for your organization, service or campaign. It's easy to get swept away envisioning the impact it will have on your target audiences. And the creative adventure of bringing that piece, or web design, to life, is usually a welcome change from strategic and administrative work.However, the excitement often fades when you dive into the process of finding, hiring, and managing a designer or design team. Let's be honest. It's challenging to manage a designer's creativity into a design take that meets your organization's needs can be challenging. You definitely want to give the designer the opportunity to channel her creative genius into something p
About Conversion Rate Optimization:
Conversion Rate Optimization is the continual process of making your Web Site 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, GoToMyPC.com increased their conversion rates by 400% by testing the following…
- Headlines
- Call to Action
- Copy
- Images
- Graphics
- Button Look
- Button Text
- Button Location
- No Links
- Press Quotes
- Testimonials
- Pricing
- Flow Through Process
- And more
Optimizing Your Landing Page’s "Conversion Funnel"
If you review your web site statistics (called “log files”) you’ll notice the following 4 things are happening on your landing pages…
The largest percentage of your visitors are bailing 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.
A small percentage of visitors attempt to convert (buy or use a contact form to become a lead) but fail. Many of these people will call.
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 Page Components
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.
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 read more.
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
The Hidden Treasure in Your Business
I started working with another new client last week. He has been in business for about a year and a half. Yes, he has managed to make plenty of mistakes, like we all do. But, he has done something so very right that I thought I’d share it with you.This business owner has kept accurate records of all his customers, complete with name, address, phone, even directions to their houses (he makes house calls).I don’t think I’ve actually worked with a client before who kept such good customer records. Generally, they have information like “Joe” and a phone number that only has six numbers. But, this is such a critical success point.His customer list gives us a tremendous resource to work with. We can market to th
r example, GoToMyPC.com increased their conversion rates by 400% by testing the following…I started working with another new client last week. He has been in business for about a year and a half. Yes, he has managed to make plenty of mistakes, like we all do. But, he has done something so very right that I thought I’d share it with you.This business owner has kept accurate records of all his customers, complete with name, address, phone, even directions to their houses (he makes house calls).I don’t think I’ve actually worked with a client before who kept such good customer records. Generally, they have information like “Joe” and a phone number that only has six numbers. But, this is such a critical success point.His customer list gives us a tremendous resource to work with. We can market to th
- Headlines
- Call to Action
- Copy
- Images
- Graphics
- Button Look
- Button Text
- Button Location
- No Links
- Press Quotes
- Testimonials
- Pricing
- Flow Through Process
- And more
Optimizing Your Landing Page’s "Conversion Funnel"
If you review your web site statistics (called “log files”) you’ll notice the following 4 things are happening on your landing pages…
The largest percentage of your visitors are bailing 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.
A small percentage of visitors attempt to convert (buy or use a contact form to become a lead) but fail. Many of these people will call.
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 Page Components
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.
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 read more.
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 benefi
Avoid Direct Mail Suicide with Postcard Magnet Mailers
On their 10 year anniversary American Printing & Promotions, Inc. launched www.postcardmagnet.com to make business owners aware of postcard magnet mailers: a powerful direct mail alternative that accomplishes what traditional direct mail cannot.Experts say, “The most difficult task of any mailing is to stay out of the trash can long enough to deliver a message.”Everyday, enormous amounts of direct mail take a short and un-eventful journey directly from the mailbox to the trashcan, representing tens of thousands of advertising dollars literally wasted. www.postcardmagnet.com offers business owners a mailer that consumers will keep and use rather than discard and ignore.“It’s our mission to provide business ow
riefly viewing your landing page.On their 10 year anniversary American Printing & Promotions, Inc. launched www.postcardmagnet.com to make business owners aware of postcard magnet mailers: a powerful direct mail alternative that accomplishes what traditional direct mail cannot.Experts say, “The most difficult task of any mailing is to stay out of the trash can long enough to deliver a message.”Everyday, enormous amounts of direct mail take a short and un-eventful journey directly from the mailbox to the trashcan, representing tens of thousands of advertising dollars literally wasted. www.postcardmagnet.com offers business owners a mailer that consumers will keep and use rather than discard and ignore.“It’s our mission to provide business ow
The second largest percentage of visitors bail when they decide your landing page does not prove compelling.
A small percentage of visitors attempt to convert (buy or use a contact form to become a lead) but fail. Many of these people will call.
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 Page Components
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.
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 read more.
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 benefi
Your Fortune is in the Follow Up!
Would you blow your entire annual marketing budget on just one ad to run once during the Superbowl?Of course you wouldn't. You know that people seeing your message just once wouldn't be enough.Then why do we tend to spend our time and dollars on single-shot marketing, rather than repeated messages?The answer is... most folks just don't know any better. Or, perhaps it seems boring to repeat your message over and over and over and over.But the truth is, your fortune is in the follow up!This past weekend I went to hear direct marketing master Bill Glazer (my marketing mentor who runs Glazer-Kennedy Inner Circ
mponents that should be tested and improved to boost your conversion rates…Would you blow your entire annual marketing budget on just one ad to run once during the Superbowl?Of course you wouldn't. You know that people seeing your message just once wouldn't be enough.Then why do we tend to spend our time and dollars on single-shot marketing, rather than repeated messages?The answer is... most folks just don't know any better. Or, perhaps it seems boring to repeat your message over and over and over and over.But the truth is, your fortune is in the follow up!This past weekend I went to hear direct marketing master Bill Glazer (my marketing mentor who runs Glazer-Kennedy Inner Circ
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.
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 read more.
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 benefi
Information for Sale
Every day millions of people worldwide search for answers to certain questions, search for various information that will help them make their lives better. It is the same need as the need for food. It means that if there is such a need, a person will satisfy it once it becomes possible. If you can answer some questions or know how to improve people's lives, why not take money for it? Actually, what is money? It is a form of gratitude from people for something useful they acquired. Once you do something useful for people – get gratitude in return.What will people pay money for? For getting all the necessary information and answers to their questions here and now. They will not have to spend time on searching – everything t
ird 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 read more.Every day millions of people worldwide search for answers to certain questions, search for various information that will help them make their lives better. It is the same need as the need for food. It means that if there is such a need, a person will satisfy it once it becomes possible. If you can answer some questions or know how to improve people's lives, why not take money for it? Actually, what is money? It is a form of gratitude from people for something useful they acquired. Once you do something useful for people – get gratitude in return.What will people pay money for? For getting all the necessary information and answers to their questions here and now. They will not have to spend time on searching – everything t
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 offers your customer (rather than generic "feel good" stuff like unknown logos and clip art). Studies show that product images 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 reads “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 web sites 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 web site was because it had an unprofessional "look and feel" that lacked credibility and did not "feel" trustworthy. Having a professional look, and trust building tools (such as VeriSign and BBBOnline certifications) help convert significantly more of your web site's qualified visitors into new customers.
Other Important Conversion Elements to test:
- Buttons – Button text, color, look, etc.
- Pricing
- Formatting and placement of page elements, images and copy
- Navigation links versus no navigation links
- Press Quotes
- Testimonials
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 Page Analyzer" websiteoptimization.com/services/analyze/
- 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 top left
- 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
Conclusion:
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).
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