The 2018 Conversion Rate Optimization Guide
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Landing Page Optimization
Landing pages are often one page that may have a second page for additional form fields and a thank you/confirmation page. There are two types of landing pages, long format and short. Long pages are for more complicated decisions to reach the goal, whereas short are low risk where the user enters an email to get the information or trial. Having a video on a landing page is another way of providing a lot of information with a simple looking page. Continue reading
Often when running conversion rate optimization A/B testing (split testing) the tests are concluded too early even though the results are showing a statistically accurate result. To avoid this false positive a general understanding of the life of a test and what can affect it is required.
Your potential customer is waiting for you to entice them. They’ve read your marketing material, they know what you you’re selling and they’ve thought long and hard about clicking the “buy” button you have on your sales page.
You’ve done everything you could do, and now you have to convince them to pull out their credit card and purchase what you’re offering. Even though you woo them with words and benefits, could there be something holding them back? Could it be something as simple as color?
Before you run off with this data, remember your first step is to build a baseline to measure against. There are a number of tools to do this, from quantitative tests such as form metrics, funnel metrics and heat maps to qualitative testing such as popup surveys and feedback tabs. Once you have built a baseline and have an understanding of where the problem is you can start A/B testing or split testing. To learn more about how to use different optimization tools download this guide.
22% More Conversions
Which has higher form conversions, (A) a short sentence enticing the user to fill out the form or (B) a 1,2,3 step process instructing the user of the process? You guessed it the 1,2,3 step process. In an A/B test using 1,2,3 type instructions (B) had a 22% increase in form submissions.