Conversion optimization is just like most marketing strategy, there is no sure-fire one-time solution and it needs constant iteration. To find the most suitable conversion solution and to ensure that your strategies are poised for success, you need to continue testing different ideas.
YOU HAVE TO BE SMART ABOUT WHAT YOU WILL BE TESTING
When it comes to iterating landing pages you can test any components of the page from the different color combinations, different font styles and sizes, call to actions and messaging. However, if you spend a lot of time changing and every single component in your landing page you will end up wasting time and getting a few things done.
A smart marketer steps back and looks at the bigger picture. He examines every testing strategy and tries to formulate an intelligent framework.
So what do you test for? Start with concepts instead of testing out individual page elements; try testing for value proposition, information found in your site, trust, customers’ emotion or sentiment, information overload, option overload, incentives or promotions offered and first impression of your customers.
HERE IS AN EXAMPLE THAT YOU SHOULD MODEL
SmartShoot is a marketplace where photographers and videographers connect with buyers who need effective and high quality media. Customers need to go through three steps:
1. Fill out a form to describe the project details called a project request form.
2. Create a SmartShoot account
3. Publish his project request.
To describe what SmartShoot conversion funnel looks like:
Remember that the goal of SmartShoot is to take users past step 2; they should create an account and publish their project request. SmartShoot could come up with different variations of the steps and test each one however this could be a huge waste of time and money. The path to ROI could take longer and may even confuse customers in the process.
“To have the quickest and largest impact on our lead form conversions, we won’t work on the page where the conversion occurs, but rather the page immediately before the conversion — the highly-trafficked home page.” Says SmartShoot owners.
The process is less complicated and costly however this would increase the company’s ROI.
This was the original homepage of SmartShoot’s website:
The “Post a Project” statement that they use to attract customers was not as effective as it could be. Posting seems to be synonymous to work and customers don’t want to do the work. Customers want SmartShoot to do everything for them. Therefore they iterated the process according to what their customers suggested.
– Customers wanted quotes from vetted photographers and filmmakers
– Customers wanted samples of their work
– Customers do not want to sift through emails to look for samples
So instead of the usual “post a project” a “get a quote.” Seems to be more appropriate according to what customers are looking for. And the marketers were right on the money! “Get a quote” converted at 40% higher rate than “post a project”.
And remember, SmartShoot’s ultimate goal is to guide users so they can move down the funnel. “Publish request” is the real conversion goal, however, “get a quote” won by 35%.
You have to test concepts that make sense, so create variations of your existing website and do not apply ideas made up on-the-fly.