The Super Bowl of online marketing is moving into full speed as we approach Christmas. Many companies will make it or break it based on their online sales over this 6 week period. Some will succeed and some will fail. Many, regardless of where how they fare, will leave dollars on the table and not know why. Here is an example of how to increase conversion rates…
Landing page optimization is an essential part of the online marketing process. Most landing pages have at a minimum a:
Each of these components can affect the success that you achieve. You have less than 10 seconds to capture your visitors attention. Your headline is critical. does it quickly tell your visitor the benefits your product offers?
37 Signals ran an test on five headlines.
So What Can We Determine
Its clear that including the wording of a “Free Trial” in the headline set the tone that this was a low risk offer. Even though the original headline included this wording in the Subhead it obviously wasn’t as clear as featuring this in the headline. You have to capture your visitors attention to keep them on the page so that they continue reading your copy.
Next the visitors would have moved to the Subhead. Headline 5 is a perfect example of losing your visitor after first having them engaged. The subhead is jumbled and fails to continue supporting the headline. Compare the results (7%conversion) with headline two (30%) and three (27%).
Finally headline two wins because it follows up the low risk offer with a subhead that points out how easy it is to sign up …less than 60 seconds.
While the results can help you understand how significant and subtle changes can impact conversions, you’ll still have to conduct tests for your specific offer. What works for one may produce different results for others. Remember testing isn’t a one time activity, its an ongoing process to seek ways to improve conversion.
**To see complete test go to: Headline Tests On the Highrise Signup Page