The average adult receives emails a day! What are you doing to stand out in the inbox? Click here to download! In February we started with 43 elements that almost always worked to boost conversions.
Now — almost 2 years later — we dumped 12 tests that ran their course, and added 17 tests and examples to start with better conversions. Instead of sweating the details you should launch these as your control, monitor, and then iterate. Okay this is a little ambiguous, but I hope this will clear things up. Simply put, you need a scannable page. Make sure to highlight the most important areas so they stand out immediately. There are really two camps on this issue, but simply put the fold absolutely matters.
Sure, the concept of the fold has changed it is way more elastic due to the variety of screen sizes and devices that consumer your content. However, your message needs to remain top of mind. So yeah, the fold still matters. Whether your CTA stands out will make or break your page. In other words by increasing the sales page visit volume we were able to get more raw sales when we changed the color of the text to red.
The classic example here is the arrow. If you point out a particular location, people will look there. Subtle arrows draw the eye toward back to the opt—in form on your page, and they can be surprisingly effective.
If you send a prospect to an order form too soon, they may not be ready to convert and you may lose the sale. The more specialized you get; the more likely your slider is going to hurt conversions. We tested this out on Survival Life to see if a content slider actually increased content consumption or just caused distractions. Sliders are a lazy solution to a complex problem.
When you use a slider you avoid making the tough prioritization decisions that ultimately sacrifice conversions in the process. If you are stuck with using a slider, I have a few tips for optimizing your slider. Obviously it is best to get rid of it, but I know we all have political and technical constraints. Here are some tips:. In fact, creativity can sometimes backfire. Triggered pops by their very nature are disruptive; the real trick is trying not to be offensive.
We started using triggered pops upon exit intent and we got 2, more leads in just 14 days. After a while we thought that there might be a better way to get an offer in front of someone. Instead of trying a last ditch effort with visitors who are about to leave, but we should try to engage with people who are invested in our content.
A picture is worth more than a thousand words, it could actually be the difference between a positive or negative ROI on your next campaign. People will see through fake images and they actually hurt conversions. In nearly all of our tests on lead gen forms for webinars when we include a picture of the instructor we see a big lift in opt-in rates. The real trick is to do some basic editing on these photos to make them yours!
This small bit of copy is actually some of the most read copy on your page! When you write your caption, make sure to add a text CTA to try and get the conversion right there. If you have an image of a person on the page, make sure their gaze is in the direction of your main CTA. Not only are images with copy on them bad for SEO they render terribly and give your page a cheap look. Let an image be just that, an image! DigitalMarketer has made a heavy shift in our use of VSLs.
The length of your video is definitely dependent upon the size of the offer , e,g. It may sound strange, but you want your visitors to have virtually NO control. Set your videos to autoplay and axe the video control bar. We tried this out on a few of our acquisition funnels and we saw a spike in conversions. When your VSL reaches its call to action, shazam! Your buy button magically appears.
But prospects have kept an open mind throughout your video. Much like the video control buttons, a click—to—play video reduces the control you have over your message.
Facebook has also helped set a new standard in fact even YouTube does this on embedded posts. The video will play on mute and the visitor has to take the extra action to hear the content.
The video draws in the attention, and if the visitor is intrigued they will consume the content. Interestingly enough it is how you launch the AUDIO on your videos that will make or break your campaign. Now had this happened and you were able to put headphones on or check your speaker volume the reaction would have been much different.
Some people just like to read. Your sales page has to be one of your most convincing pages! Remember, readability is everything. You really need to pepper it in to keep the offer top of mind! Notice on this sales page, we only have a CTA at the top and bottom of the page. Obviously it makes sense to have the CTA at the top — as that area gets the most attention just look at the intensity on the scroll map. There were times here where it would make sense to reiterate the CTA, but we only did this at the bottom where very few people actually arrive.
The hotter areas or the section in red indicate that there should be another CTA in that region. More people are scrolling there than to the bottom of the page so why wait? Social proof helps put prospects at ease by validating their decision to buy. Some of you may think social proof could be a distraction, but when done correctly it will really help boost conversions.
This was only a slight lift, but we only made a slight change. If you are missing any kind of social proof mostly really great testimonials from real customers you are leaving money on the table. Poor product images, however, are worse than none at all. We recommend you hire a professional to do your product images. Poor quality images will make you look bush—league. Oh — make sure that your product image is consistent with your offer. Make sure the landing page your paid traffic lands on is consistent with the copy and imagery in the ad they clicked.
I know this seems simple enough, but this is a huge mistake people still make despite its incredible impact on conversions. The person who clicked this ad has no question about whether the page they are on is the right page. The imagery is the same and the content on the page was represented in the as. The disconnect between the ad and the page is brutal on conversions.
Your visitor has jumped through all your hoops, now you just need to reel them in! A visitor in your cart is at their highest level of anxiety, here are a few must haves that more often than not boost conversions in the cart.
As you can imagine, many prospects are concerned with online security. Consumers just expect to see them on your order page. Admittedly we still need to make this change! This single gif is a reflection of the behavior of thousands of people when they hit our carts. They scroll down immediately — looking for that price. Our old cart did this much better than our updated one and we did see a dip in conversions when we removed the product image from the checkout page.
The first goal of your cart is reassurance and the best way to do this is with a product shot, product title, and price. Thankfully a few of our high ticket items still have the product shot in the cart — and keep an eye on our cats in as we try some new ways to do this even better. Remember traffic source and page type matter when you are considering adding or removing navigation. We suggest removing navigation on your checkout pages and landing pages while leaving it everywhere else!
Here are a few things for you to try out now to get some last minute boosts to your campaigns. See that progress bar at the top? Make your CTA stand out and make sure the copy is indicative of the intended action. The short form layout increased clicks to checkout, but the clicks were actually WAY less qualified.
Simply put, written reports have a higher perceived value. Hand drawn illustrations and mind maps are golden right now. You need to balance the value of your content with your longer-term business goals.
If you only need an email at this stage of the funnel only ask for an email! However, if you are giving away more valuable content you want to ask for more information!
Notice the two big drop off points from 2 to 3 fields and from 3 to 4 fields. This will make sure you are getting enough conversions!More...