Learn about some handpicked tips from the team at ClinicSoftware.com that will help any business- big or small grow and become even more successful using various marketing devices.
Conversion Centered Design
This takes the form of 7 principles:
Once the visitor arrives on the landing page, it’s your headline’s job to hold or maintain that Attention. Finally, it’s the job of your landing page design to focus your visitor’s Attention on the action you want them to take.
In the large part, Context is how well the initial above-the-fold landing page experience delivers on the promise made in the ad or email.
This is all about learning to write copy that quickly and effectively communicates the value proposition of the campaign. Context confirms that you are in the right place — Clarity makes it easy to understand the value in what you’re reading.
Congruence is all about alignment. This means removing anything from your landing page that doesn’t speak directly to the goal you set when creating your company.
Trust. Believability. Alignment with your customers’ beliefs. These are the traits of a credible landing page. If your testimonial photos look like stock, or your trust seals and privacy statements seem desperate, you’ll have a hard time convincing a potential customer to believe in you or your product/service.
The final step in the campaign conversion process is getting people to actually fill in your form and click on your call to action (CTA). The principle of Closing is about studying the area around your CTA, the design of your CTA and the copy you use to inspire a click.
This means making sure every action you request of your audience leads naturally into the next step — can be used to get a second conversion and create campaign momentum loops, and how to create a post-conversion experience better targeted to your ideal customer.
It’s a sobering fact, but the truth is the 99% of first-time visitors to your site won’t make a purchase. They may, however, sign up for your newsletter, subscribe to your blog, or download size guides and tutorials. These smaller actions are called microconversions, and they often guide visitors through the buyers’ journey all the way to a purchase.
If you don’t offer these opportunities, those visitors might never make it to the big one. Any potential for keeping buyers engaged that you overlook is a big mistake.
UVP vs UCP
There’s an important distinction to draw when thinking about dedicated campaign-specific landing pages vs. your website’s homepage. Your homepage’s primary job is to communicate your Unique Value Proposition, whereas your landing page’s job is to communicate the Unique Campaign Proposition.
Your Unique Campaign Proposition is related just to the purpose or offer of your campaign, which might not be the same as the value proposition of your website/homepage. For instance, for a webinar, you want to talk about the topic and guest — not your product or service.
If you’re doing branded search PPC then the landing page may well have an identical UVP and UCP, but for other campaigns (for a sale, special offer, webinar invite, ebook download, etc.) the UCP is much more targeted on one specific task.
Neglecting Cross Selling Opportunities
Product recommendations can always be a cross-selling opportunity. If buyers are looking at a product that can be improved or enhanced by other products you sell, be sure to include those suggestions on the product page. For instance, if buyers are looking at a pair of fashion boots, then the cross-selling suggestion of boot socks could go a long way. If buyers are looking at a new phone, be sure to include any phone cases you sell, as well as cords, chargers and other accessories.
The idea behind cross-selling is to let buyers know you carry much more than the product they have in mind. There is a good chance they haven’t even considered the need for additional items, and your cross-selling suggestions will remind them.
This is concerned with the order with which the copy on your page is presented, both in literal terms (which comes first) and in terms of the visual dominance (what stands out most). Make sure you are telling your story in the right order, and that your subhead is there to add clarity, not be the sole holder of it.
Another reason pages often lack clarity is that marketers are often sucked into trying to be cute or clever in their communications. You can see from some recent changes in CISCO’s homepage headline below how distinct this difference can be when it comes to clearly communicating your UVP or UCP.
“I don’t believe you. It’s that simple. I don’t want to listen to what you have to say, and you can’t convince me to change my mind because I made it up the moment I saw your landing page, or read the supposedly real endorsements and testimonials for your product.”
That’s what happens when someone lands on your page and encounters any element that strikes them as untrustworthy.
To counter this, you should create/source/request content for as many types of social proof as are relevant to describing the trustworthiness of your business.
These are some trust elements that can appear on your page:
- Tribes and reliability
- Social shares
- Your friends bought/ tried/liked/shared this
- Privacy policies
- Number of sales
- SSL – HTTPs
Yes this is a lot but my recommendation is to create a living document that you constantly update with fresh validatory content as and when it comes to you. You should be monitoring social media and doing regular outreach to your customers, industry partners and fans.
While many campaigns have a set start and end date, some campaigns eventually become evergreen. For those campaigns, there are things you can do to keep the momentum going. When your promotional efforts are over, this is when you might want to consider a social share as the primary Continuance action, so that you can maintain a decent flow of traffic coming back to the landing page.
Walk through your current campaigns and reflect honestly on what kind of experience you’re creating for prospects. Are you paving a clear path to conversion? Or are you sending prospects through a labyrinth of distractions reminiscent of an IKEA showroom?
If you’re overwhelmed about where to start, have a look at where you’re sending your campaign traffic. While Conversion-Centered Design principles are effective for designing effective marketing campaigns start to finish, they also make for high-converting landing pages.
Congruence, simply put, is aligning every element on your page with your singular campaign goal. We’ve all been in a meeting with stakeholders from different departments who want a piece of the action. Or maybe your boss insists on adding something extra to everything you do.
Every time you listen to that evil devil on your shoulder and add content or links to your landing page that are not aligned with your campaign goal, you’re beginning a downward spiral into mediocrity. And you’re designing a marketing experience according to the voice of many as opposed to the voice of your customer.
There’s an important distinction to draw when thinking about dedicated campaign. As I mentioned earlier, while these principles are most effective in the context of a marketing campaign with a corresponding landing page, they are still useful when optimizing your website.
Negative influences are what I call “stop words”: words, phrases or graphical elements that are placed in close proximity to your CTA which may create a moment of pause as your visitor contemplates its meaning.
Words such as “spam” in privacy statements below your CTA have been shown to decrease conversions because they plant a negative inference in the mind of your prospects right at the point of conversion.
Trust seals are commonly used with the goal of increasing confidence, when in reality they can come across as desperate, causing reflection like, “Why are they trying so hard to convince me of the security of this transaction? Is it not really secure or trustworthy?” More often, the key to a secure transaction is the presence of the lock icon in the address bar that denotes that the page uses a secure socket layer (SSL).
Examples of positive influences are statements that reduce anxiety at the
point of conversion.
For instance, being explicit about how long it will take for a call back gives people a point of reference. “We’ll respond to your request within four hours” is much stronger than no statement at all.
For a webinar registration, mentioning that the session will be recorded eases the anxiety of not being able to attend, encouraging people to register anyway.
Click Worthy CTA Copy
Another critical part of the conversion equation is what you actually write on your buttons: your call to action.
At Unbounce, we’ve looked at our customers’ landing pages to learn more about the impact of different words and phrases in CTA copy. And some of the data is quite surprising…
The Price Of Free
Contrary to popular belief, I’ve found in several A/B tests that the word “free” can have a negative influence on conversions.
I think in part this is because we are all becoming savvier about marketing practices. Giving your email to a company is a form of social currency and thus is not free. We understand that we’ll be marketed to over email — making the reference to “free” seems a little like a bait and switch.