How optimizing a website can increase conversions

Conversion Optimization

If the decision is being made to update and optimize a website, metrics should be analyzed both before and after the changes to ensure positive results. Simple changes such as adding call to action buttons, design and layout updating, and new color schemes can drastically increase conversion ratios on a webpage. Some samples of this can be seen below.

Example 1 – highrisehq.com

By adding a picture of a person on the main page, signups were increased by 102.5%! The picture simplified the overall look of the page, and the female smiling is disarming to any visitor who may be skeptical. The old page had information scattered about and less overall organization. It’s safe to say that not only the picture, but the overall redesign of the site aided in this increase in conversions.

Optimizing A Website

Example 2 – Nature Air Landing Page

This is a prime example of the importance of incorporating a strong call to action on your website; both the before and after websites are almost identical, with the exception of a call to action box placed on the second site (circled in blue). This simple change increased conversions 591%! What’s fascinating is that the call-to-action button isn’t even that prominent and can be easily overlooked; however its impact is still quite significant.

Before Optimization

After Optimization

Example 3 – AMD and Social Sharing

Social sharing and interaction via sites like Facebook and Twitter can increase a websites internet presence significantly, not only from an SEO standpoint but also from a trust building and conversion standpoint. AMD did just that by incorporating social sharing icons on their page, encouraging viewers to share their website on multiple platforms. The increase was phenomenal, nearly 3600%!

Example 4 – SAP Business Objects

Sap business objects lacked a call to action button on their page. Their goal was to get visitors to download their software. When a bright orange “download now” button was added, conversions increased by 32%.

BEFORE

Before Optimization Ex. 2

AFTER

After Optimization Ex. 2

In conclusion, it’s incredible how significant the results can be from some very basic web design updates, to complete and total website overhauls. Doing simple things like adding call to action buttons in the aforementioned examples increased conversions from 32% all the way to 591%! If you are a small business struggling to stay afloat, and are able to increase your conversions by almost 600%, chances are that a change that significant could be the difference maker in your businesses overall success.

If your conversions are not where you want them to be, or you are simply thinking about updating your website, making some simple changes can yield drastic results. Don’t be afraid to do some experimentation on your own along with some A/B testing. If you eventually get to a point in which you feel as though you’ve hit a plateau, there are many internet marketing companies that can assist you with your web design project. Be sure to have metrics in-hand before you start editing your site, so you have something to compare results to. The best website in the world means nothing if you don’t know how much it increased your overall conversions.

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How to increase conversions on mobile devices

Web Responsive Design

Unless you’ve been living under a rock, you would know the significance of the impact of mobile devices on internet use. In fact, multiple studies have shown that the majority of internet searches that take place in today’s society actually occur on a mobile device instead of a desktop computer. With that being said, web designers and marketers have to develop new innovative strategies in order to maximize these viewing sources. Interactive websites that are compatible with both mobile and desktop devices are becoming the norm, and websites are being designed with a more “touch friendly” layout verses navigation with a typical desktop mouse.

Some tips that can increase conversions via mobile devices can be seen below:

  • As already mentioned, have an interactive site that changes its format based on the users viewing platform. The website being viewed on a 20 inch monitor should not be the same as the website being viewed on the 5 inch cell phone screen. Most modern web templates already incorporate this kind of adaptation.
  • Simplify and filter your content when a site is being viewed on a mobile device. This works in correlation with the first point. When you have less visual real estate to work with, you really need to focus on your core site offerings and nothing else. Not only is the viewing experience different on a cell phone screen, but navigating is also completely different. Include only the most relevant content when viewing on a mobile device and your conversions will go up.
  • Make sure your website loads quickly. Cell phones usually have slower processors and download speeds then desktop computers. You are going to want to make sure that your page downloads lightening quick with someone viewing it on a 4G network, the same way it would as someone viewing it on a desktop computer via cable modem. Google provides free tools to aid in this process and actually takes it into consideration when ranking pages in their search engine.
  • Navigation needs to be easily clickable using ones finger when viewing a site on a mobile device. Buttons need to be spaced properly and large enough to avoid any inadvertent clicks. You’re not on a desktop with a fine-tipped mouse, so navigation should reflect that.
  • Offer a visible click-to-call button. This will help you generate significantly more leads as it provides an easy way for your customers to get in contact with you without having to dial your number. One click and your phone is ringing.

Although there are many more things that can aid in a mobile pages conversions, the key thing to keep in mind is that different viewing platforms require their own design elements that are intrinsic to the platform they are being viewed on. Websites with lots of detail and many links would not do well on a mobile device. Mobile sites need to be much more user friendly and need to focus on core content in order to be successful.

With the majority of internet users searching the internet via their cell phones, you will want to make sure your mobile page has a “homerun” design otherwise you may be missing out on a ton of business.

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Using Whiteboard Animation Videos on a Landing Page

Whiteboard Animations

Whiteboard animation videos are an extremely effective marketing technique. The videos are engaging and watching a person actually draw what is being described does a great job of grasping the user’s attention. There is something about this video format that is compelling, and more companies are using them on their websites and landing pages to increase conversions.

Some of the benefits of whiteboard videos versus other types include:

  • You don’t need to be in front of a camera or pay actors
  • They appear professional and unique
  • If used properly, they can explain products/services/ideas in a very simple and engaging way
  • Overall they are entertaining and eye-catching

Whiteboard animation provides an alternative to standard animation and can help separate you from the competition. If possible, it would be best to test the results of a landing page using a whiteboard video instead of a regular animated video, to see which delivers better results. Since whiteboard videos are still relatively uncommon (if you are able to develop one that gives results on your landing page) you will be able to brand yourself differently than the competition and give yourself an edge.

Videos in general have been shown to significantly increase user activity and conversion ratios on landing pages, and having one that is unique like a whiteboard will only help make your video more memorable and separate yourself from the competition. If you are in a competitive space, a whiteboard animation video could be one of the few marketing techniques you can deploy to differentiate your company and service.

These video types also do a great job of taking complicated concepts and simplifying them so the viewer can easily understand. The moving hand that is drawing during the video catches the user’s eye, while the audio is being played. The video format keeps the viewer’s curiosity level high because they are wondering what is going to be drawn next in correlation to what they are hearing. This does not appear to be the case with standard animation as it feels more predictable and intuitive in nature.

Effective video use on a landing page can dramatically increase traffic conversions and user engagement. Taking your video a step further by utilizing a whiteboard format also adds uniqueness and a likeability factor that regular videos do not possess. Not only are conversions important but also finding a way to stand out in the crowd in a competitive landscape is also significant. Sometimes it’s not the best company or service that wins, but rather the one that people remember.

If your goal is to create a high converting landing page while incorporating video, it may be a good idea to test a whiteboard video format to see what results you get. You may find that your return on investment increases with this video format versus a standard animation video. Every edge you can obtain should be exploited when it comes to any marketing campaign and creating videos that are different and memorable definitely fall into this category.

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Tools to Create High-Converting Landing Pages

Tools Landing Pages

Landing page design is an extremely important marketing tactic. Increasing conversion ratios and decreasing cost per acquisition are fundamental properties of a successful marketing campaign. A properly developed landing page can achieve this with relative ease, especially given the free and available tools for landing page creation.

Below are a list of free landing page tools currently available in order to help anyone, from a new, to intermediate, to expert marketer increase their page’s effectiveness.

  • Ontrapages.com – offers a free landing page design tool that provides template pages and access without the need for a credit card. Their designs are fully mobile responsive and offer A/B split testing analytics in order to track conversion ratios.
  • Getresponse.com – offers a free 30-day trial for landing page design in conjunction with other marketing techniques, such as email, auto responders, webinars, etc. They provide a more diverse selection of products, while other companies chose to solely focus on landing page design.
  • Instapage.com – also offers a free-30 day trial with various monthly memberships available. The upgraded memberships offer things like A/B testing and custom code editing. Prices range from $29 – $127 per month.
  • Landerapp.com – provides a 14 day free trial and states no credit card is required. They offer A/B testing, dynamic text replacement, Facebook integration, and an easy to use editor for your page design. Monthly membership pricing ranges from $16 to $149 per month.
  • Leadpages.net – offers mobile-friendly templates, A/B analytics, drag and drop customization, and integrations with various types of CRM software. There appears to be no free trial, and only membership offerings of $25 to $199 per month for their product.
  • com – offers a free 30-day trial with several membership options afterwards ranging from $49 to $499 per month. They provide various landing page templates, various software integrations such as wordpress.com and other conversion tools.

Many of these landing page development tools offer similar functionality and membership plans; however it would be best to try a company via a free-trial before committing any funds. While you are testing the software you can decide if it is simple or advanced enough to meet all of your marketing needs. Some marketers may require advanced A/B testing and traffic analytics on their landing pages, while some other marketers make just be interested in simplicity and design. The good news is that there are plenty of options available and many can be tested before deciding which one to go with.

If you are a first time internet marketer or marketing expert, landing page design will always be an important part of your internet marketing campaigns. Being able to create and track leads via the internet is vital to the survival of almost all modern-day businesses. With the tools mentioned above, one increases their chances of success in the already competitive landscape of internet marketing. Something as simple as a landing page which you are driving traffic to can make or break a business, and taking advantage of this fact will help separate the weak businesses from the strong.

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The Evolution of Web design

Web Design Evolution

Web development has changed a lot over the past 10-20 years, not only in graphic design and flow, but also in analysis and metrics. Websites from startups that may have seemed “cutting age” during their original launch would now be seen as plain and unimaginative. Little was available in terms of analytics and testing in order to maximize traffic and break down visitor behavior. In 2016, website developers and designers now have a plethora of tools at their disposal to aid in the success of a newly formulated website.

Below are some examples of popular websites and how their designs have changed over the years. You will be able to notice an overall evolution in design that is more modern and sophisticated.

The original Netflix website hit the internet in 1999. It featured a very basic html format as can been seen above. The 2016 version is sleeker and streamlined. It contains high resolution images and better overall design. Navigation appears easier and users are given more attractive options for exploring the site.

Netflix 1999

On the new Netflix website, analytics have obviously shown the importance of a call to action, and brightly placed buttons in order to stimulate user activity. The new website very obviously drives the user to “join free for a month” as shown by the bright red button on the left-hand side. Whereas the original site seemed to place more emphasis on “search” for a title of a film, with random links scattered throughout.

Netflix 2016

Even in a shorter time span of 6 years, drastic changes can be seen in how web design has developed. Uber’s original website was launched in 2010 and left much to be desired.

Uber 2010

There is an inherit level of sophistication associated with simplicity; however this is not a proper example of that. The site below launched in 2016; still remains “simple” while also being more contemporary and refined. There is also a strong call to action placed on the right-hand side encouraging users to start using Uber.

Uber 2016

The flow of visitor traffic is being funneled in a particular direction. This is not the case even after one enters the first Uber site. There is a small “sign up” button in the bottom right, and a generic map displayed with no focus being placed on driving traffic to a specific location or driving users to take a specific action. The “sign up” button blends in with the site and barely grasps any attention, as can be seen below:

Uber Map

Examples of this can be shown on almost any website on the internet today. There is an organic evolution to web design that feels like a progressive natural occurrence. Almost as if it’s uncontrollable and meant to be.

As technology continues to increase, so will society’s use of the internet, and more thought will be placed on web design and the proper way in which to “deliver” information via the web versus merely “displaying” information on the web. With the onset of mobile devices and their influence in the modern world, our web design experience will continue to evolve into one more mobile-centric. Web design will now have to account for multiple viewing platforms and the exploitation of each.

 

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Tools for Split Testing

Split Testing

Split testing, similar to A/B testing, is when you take a landing page, marketing campaign, website, etcetera and test its effectiveness one way, then make some changes and test its effectiveness again. You then compare the two to see which provided a better outcome through various analytics and attempt to build off that to increase the effectiveness of your campaign. There are many tools that can assist you with this testing process and below we are going to discuss several of them.

Self-proclaimed as the “most popular split testing tool” comes www.optimizely.com. They offer a free trial and plenty of case studies in reference to their product. Some of these case studies are provided by large companies such as The Discovery Channel, Trulia and Sony. Sony’s case study reported a 6% increase in banner ad clicks 21% more shoppers engage with cart and a 20% increase in checkout conversions. These increases are significant for any business and optimizely has plenty of other case studies to back their claims as an excellent split testing tool.

Another split testing software option is www.qualaroo.com. Qualaroo gathers information and comments by users and allows you to analyze it and make adjustments to your site accordingly. They also provide case studies on the effectiveness of their product. For a site entitled www.goodblogs.com Qualaroo claims they increased registrations 300%.

Lastly we are going to discuss www.crazyegg.com Crazyegg uses heatmaps to show how users are interacting with your site and areas that need improvement. They offer a free heatmap when you create an account and offer a free 30-day trial. They don’t appear to have case studies on their site, however they do have a blog with a lot of activity on it. After just 1 click it was easy to discover a post revolving around a company’s experience with Crazyegg and how it helped them so it appears similar information to case studies is available if you search for it.

In conclusion, there are many tools one can use for split testing and many offer free 30 day trials in order to test results. It also appears that many companies boast case studies showing the effectiveness of their software and it is recommended that you review these case studies before signing up with a company.

Regardless, you don’t have much too loose if you sign up for a free trial, just be aware that after that trial is up, you are considered a legitimate prospect by that company and may be subject to follow up emails and phone calls of them trying to sell you their service.

Your ability to take advantage of companies like this will also vary greatly on your marketing budget as many companies charge monthly fees for their service once the free trial has expired. At the end of the day, if you have an established site, or are trying to get a site established with the intention of converting that sites traffic into leads or product sales, a split testing company may be worth exploring.

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The importance of finding a unique selling proposition

Unique Selling Position

Whether you are working in a highly competitive and crowded market or not, should not deter you from understanding the importance of identifying what’s unique or different about what you intend to sell and what differentiates you from the competition.

Businesses and consumers alike are being beaten over the head with various options of whom they should do business with and it’s more difficult now than ever before to establish oneself in a market that’s so competitive. Let’s face it, almost all markets are extremely competitive nowadays and if you are lucky enough to find yourself in a market that is untapped, it will only be a matter of time before word spreads and competition catches wind. Before you know it, you’ll be fighting tooth and nail for business that used to just fall into your lap and the future of your sales operation may be called into question.

The first thing you need to identify in order to separate yourself from the herd is “how are we different?” Meaning, what’s different about your service or company that other services or companies simply cannot or do not offer? Try to think outside the box here because it’s typically more than something as simple as “price” or “cost.” Often times the perceived value associated with cheaper services is a negative one and changing that perspective can sometimes be difficult. More important than actual cost is the quality and depth of the service you provide. Are you a smaller boutique operation that is very much concerned with customer service and experience or are you a larger operation that can tout relationships with fortune 500 companies? Both can be positive and negative traits depending on how you spin them.

You will also want to make sure you develop good relationships with your customers or prospects over time. People enjoy doing business with individuals they genuinely like and get along with, and this becomes even more important when trying to differentiate yourself from the crowd. The product or service you are offering needs to be as unique as your own personality.

Even if you do not feel as though your product is the most “unique” in its offering, it’s your job as a sales person to make it appear as so. Your job is to bring value to that product and make all other products appear pale in comparison. Consult fellow coworkers, friends, colleagues and family on the product and ask their thoughts on it and what aspects of it they feel are the best and/or worst. Use that market research to help you develop your sales proposition and continue to probe both customers and non-customers as to why they bought or did not buy.

That information, combined with a sales presentation that promotes the uniqueness of your product in conjunction with a positive and likeable attitude can do wonders for your sales and help you achieve new heights. Remember to identify what’s different about what you are offering and make your customer believe in the value of that difference.

 

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Optimizing an Email Capture Form

Email Web Form

Capturing emails and building a list can play an extremely important part in the success or failure of a marketing campaign. You will want that form to be quickly visible, easy to fill out and intuitive in nature. A potential client should never have to jump through hoops or get lost within a site in order to submit their information and it’s the job of any good internet marketer to make the grabbing of their information as easy as possible for the consumer.

It should be painless, seamless, easy and quick, and should not have the customer second guessing whether or not they should have submitted anything in the first place.

One way to do this is to have your email capture form (or any form for that matter) “above the fold.” What this means is having the form visible on your website or landing page without the customer having to scroll down in order to see it. This makes it extremely easy for your customer to submit their email without thinking twice about it, and removes the needless browsing on your page before email submission. Every time that customer clicks somewhere else, it increases the possibility of them going elsewhere or losing interest in your offer.

Be sure to include the right number of fields on your capture form. If you are only after an email address, you should only have 1 field. Do not ask for more information than is needed. Long forms tend to scare off customers and keeping things quick and simple will aid in conversions.

You will want to make sure you have a strong call to action on your website or landing page as well. Encourage people to submit their information by having that call to action directly above your form on your site. Don’t be afraid to play around with this verbiage and test different things. You may find that, “Yes I want FREE info” does not give as good results as “Get your FREE info.” Small variations in text can greatly increase or diminish the frequency in which people fill out your form.

If you can, provide a lot of value. Don’t be afraid to offer something for “free” in exchange for their email address. You can give away an e-book that you wrote or provide a free training video for download on whatever topic that might be relevant to your form request.

Lastly, be sure to reiterate your privacy policy somewhere on the page where it’s clearly visible for the client to see so they know you do not intend to sell their information to 20 or 30 different companies who will spam them. Openly state that you take privacy very seriously and only intend to use their information for the purposes that they’ve requested.

Optimizing an email capture form can be done similarly to any form as long as you apply some of the key principles in the aforementioned article. It’s important to keep things as simple and seamless as possible so your clients feel comfortable in disclosing their information to you.

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Landing Page Optimization

Landing Page Optimization

When developing a landing page for any type of lead generation purpose, your response rate will be directly affected by how well that landing page is optimized to maximize your ROI. Often times you may see landing pages that appear to be poorly done with no visual flow or strong call to actions. These pages are usually skipped over by potential prospects lowering your landing pages conversion ratios and increasing your cost per lead. With landing pages the name of the game is to maximize both your lead generation and cost per acquisition while maintaining or lower your lead cost as much as possible.

Below are some tips to help you with your landing page optimization.

  • Have a strong call to action! Many marketers will tell you that having a strong CTA is the most important part of your site/landing page. You need to elicit emotion in your potential prospect and motivate them to submit their information or take whatever action your landing page is designed for. One way to do this is by having a strong call to action button. You will want your button to have text on it and for it to be bright and prominently displayed on your site. You will also want your call to action repeated several times throughout your landing page to get your prospect to take action “NOW!”
  • Use a video! Videos have been show to increase conversions by as much as 80%! That’s a very powerful increase and linking a video is something that can be done very quickly and easily. Simply use a site like youtube.com and search for a video on a relevant topic or you can use a site like www.fiverr.com and pay to have a video recorded if you don’t want to record one yourself.

  • Use testimonials! It’s no secret that product testimonials improve conversions. Some websites report that they’ve seen increases as large as 50% directly due to testimonials being added to their landing pages. If you have testimonials, USE THEM; they are a very powerful tool!
  • Track everything! In the world of landing page optimization the importance of tracking your results cannot be over-looked. Every change that is made to your page needs to be monitored and track to see if it’s affecting your landing page in a positive or negative way. A/B testing should be utilized so that comparisons can be made. Do not get emotional about testing. It’s all about the numbers! If you feel a change should increase results but ultimately it does not, don’t take it personally. Simply adjust the changes and try again. It will take some time to get your landing page dialed in.

Hopefully you’ve found these 4 tips useful on how you can optimize your landing page and increase conversions. The thing to keep in mind is that even after you go live with your landing page your job is not done! You will want to make adjustments; test and retest until you are able to maximize your conversions and ROI.

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Landing Page Tricks and Tips

Landing Page Tips Tricks
When setting up a new landing page, the little details can make all the difference in the world. Something as simple as your call to action button placement can affect your conversions significantly, and it’s best to do some research on the best ways to setup your landing page before you launch. If you’ve spent your time and hard earned money on a page, you will want to make sure you get good results, and if you follow the tips below you will definitely be on the right track.

  1. Consistency – You will want to make sure your message on your landing page is consistent throughout. If you are offering a free e-book or tutorial on something, make sure you state that throughout your landing page. Do not veer off topic and keep your message clear and concise. Make sure there is absolutely no confusion about your offer and what the potential customer is getting if they request more information or choose to order something.
  2. A/B test everything! – Make sure you are running tests of your pages ROI before and after changes are made to it. Adjustments on where your form is placed, to the verbiage being used, to your call-to-action can have profound impacts on your landing pages results. Don’t worry if you make a change that negatively affects your landing pages response rate! As long as you are doing proper A/B testing, you can always change the page back so the results aren’t permanent.
  3. Make your landing pages mobile friendly! – This is absolutely huge. Everyone has a smart phone nowadays and people are spending more time on their phones than ever before! You will want a landing page that’s dynamic and changes depending on the type of device it’s being viewed by. Not only does it make the page appear more sophisticated and professional, but it increases inquiries dramatically. In-fact, you may end up finding that you are generating more prospects via mobile devices than desktop. Make sure your landing page and form are optimized for mobile devices, this can’t be stressed enough!
  4. Have a strong call to action – It seems surprising that typing something as simple as “Request info now!” can stimulate a response from a potential customer, but it definitely does. If you just have a landing page with a bunch of information on it and no call to action, your results may be lackluster.

You can always search on Youtube to more information on the best way to setup your landing page. Below is a video with some tips on how to structure your page:

Landing page development is not an exact science. There are tons of little tricks you can implement along the way while launching your page, however you still may need to adjust some things once you begin testing. Always keep copies of your page before you make any changes and be sure to monitor and track everything. As long as you do that, you will be able to increase your pages performance and have a successful marketing campaign!

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