Conversion Rate Optimization [7 Best Practices]Are you hoping to increase the number of readers who sign up for your email list and order your books? My 7 conversion rate optimization best practices can help.  1.) Build excitement Conversion rate mostly refers to the percentage of visitors who buy a product or fill out a lead form online. Whether you're promoting a paid book, or a free lead magnet, the first thing you should do is create a dedicated landing page for your item. If you happen to be promoting a paid book, you, of course, have the option to link to its Amazon page. In this case, you wouldn't have to create a landing page, but you should optimize your Amazon page for conversion. To do this, be sure you have a great book description. In other cases, you may be linking to a non-Amazon page, which you would be responsible for designing. For example, if you're trying to grow your author email list, you'd need to create an opt-in landing page. The images and text on your page should be aimed at getting people excited about what you're offering. 2.) Keep your offer clear and concise Though landing page visitors may assess various aspects of your offer, they often do so quickly. Instead of analyzing every nuance of your page, they'll try to create a snapshot of what's most important to them, then make a decision off that. If your communication is even a bit confusing, or a bit long, you can interrupt this quick scan visitors do, which can cause many to leave, hurting your conversion rate. You want to get across the core information of your offer in a clear, concise way, toward the top of your page, just under the headline. Answer these two questions:
3.) Structure your page around one CTA Hypothetically, a landing page with 10 different call to action (CTA) links could sound like a good idea. 10 offers vs. 1 would mean 10x the chance a visitor notices an offer that's appealing. However, promoting multiple items comes with a consequence - your message will become diluted. For your marketing copy to cover 10 different items on a single page, only a few lines could be given to each, not enough to properly excite and educate prospects into converting. Or, you could go into depth on all 10, which could result in a page that's ridiculously long and turn visitors away. Instead, choose a single item and construct your page around driving conversions for it. Prospects won't need to spend time figuring out which offer to click. A single offer makes a decision simple. Plus, your page will have enough room to effectively excite and educate. 4.) Make your CTA buttons easily accessible When visitors arrive on your landing page, a CTA button should automatically be visible above the fold, ie, no scrolling necessary to see it. This state should be the case on both the desktop and mobile versions of your website. When visitors do scroll down your page, to learn more about your product, this initial CTA button will disappear. You don't want your visitors to waste valuable seconds scrolling upward to find it once they've made a decision to get your offer. Instead, you want to be sure a button is either a very quick scroll away, or, even better, always visible:
5.) Give your offer a time limit Often, prospects come across your landing page from social media, email, or an ad. Various alternative pieces of content can be fighting for their attention, like someone else's Facebook post. To keep attention on your offer, you want to give them a reason to act on it now. Even if they find it appealing, and tell themselves they may "go back to it later," other obstacles may get in the way and they'll never make it back. By the next day, your offer can be forgotten. An offer-expiration time can prevent this. It creates a sense of urgency. For example, a book that typically costs $4.99 can be offered for just $0.99, however, the deal expires in only 48 hours. The sooner the expiration is to now, the more effective. 6.) Surround your offer with credibility If you're trying to convert a visitor who isn't yet familiar with you, like a lead magnet prospect at the awareness stage of your funnel, third-party credibility is crucial. It can up conversions at the bottom of the funnel too. 3 examples of third-party credibility signals you can add to a landing page:
7.) Make form completion simple Let's say you've done a great job putting together an appealing offer and promoting it. You've convinced a reader to get it. The last step in the conversion process is the submission of an online form, either a lead form or purchase one. You want to make this step as simple as possible so you don't lose your prospect at this critical moment. Don't ask for information on your form that's not necessary to completing the conversion - the more form fields, the higher the chance someone abandons the page.
0 Comments
Leave a Reply. |
RSS Feed