Conversion Rate Optimization Page Forms (Chapter 10)

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The 2018 Conversion Rate Optimization Guide

Chapter 10

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Forms that convert

Before we get to the actual form we should talk about the commitment to fill out the form.  In the process of a sale there are a number of steps that a prospect goes through in the buying cycle. The tipping point is when the prospect is ready to commit to submitting information. There are two psychological theories that can be used during this process: Continue reading →

Conversion Rate Optimization Page Copy (Chapter 9)

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The 2018 Conversion Rate Optimization Guide

Chapter 9

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Copy simplified for ADHD

Now I know we are not all ADHD, but many of us have been affected by the speed of technology and we tend to have the attention span of a gnat. The point is this:  Landing pages need to be designed for those of us who are multitasking and only spend approximately 3-5 seconds on a page.  Information should be simple, broken into bit size chunks, using bullets instead of paragraphs. Continue reading →

Conversion Rate Optimization Page Layout (Chapter 8)

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The 2018 Conversion Rate Optimization Guide

Chapter 8

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Page layout and flow

Each page has a purpose, something you want the user to do. For those of you who took an art class, you may remember how some paintings can have a directional flow to them that causes your eyes to follow a path or line. Like a painting, a web page needs to be constructed such that the user’s eyes follow an unconscious path which ends at the call-to-action. In most cases, we want the user to go through this process: Continue reading →