8 Easy Landing Page Tactics to Increase Conversion Rate

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Table of Contents• Importance of increasing

conversion rate• A/B Testing – What You Need to

know• Landing page tips you can start

using today• Case studies• Additional tips

Before We go Any Further, Make Sure YouNever feel constrained to “best practices”

Don’t copy exact test ideas

Test everything

Proceed

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Importance of increasing conversion rate

Importance of Conversion Rate

Make More Money By Increasing Conversion rate• Save money on ad spend• Increase leads/sales• Easier than increasing traffic• Increases the efficiency of you traffic


Increase traffic or Conversion Rate? Goal: 720 Conversions

Clicks Cost-per-Click Cost Conversion Rate Conversions

15,000 $1.50 $22,500 4% 600


Increase traffic Means Increased Cost Goal: 720 Conversions


15,000 $1.50 $22,500 4% 600

18,000 $1.50 $27,000 4% 720

$4,500 increase in costPer Month


Let’s Say 20% increase in conversion rate Goal: 720 Conversions


15,000 $1.50 $22,500 4% 600

15,000 $1.50 $22,500 4.8% 720

$0 Increase in Cost

One Time Change, Continued Increase


More Paid Traffic vs Increase Conversion Rate

Janua

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Febru

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March

April

MayJu

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Augus

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Septembe

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October

November

December

$20,000.00 $21,000.00 $22,000.00 $23,000.00 $24,000.00 $25,000.00 $26,000.00 $27,000.00 $28,000.00 $29,000.00 $30,000.00

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Cost & Conversions by Month

Cost Conversions

20% Conversion Rate Increase

Janu

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Febru

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March

April

MayJu

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Augus

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Septembe

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October

November

December

$20,000.00 $21,000.00 $22,000.00 $23,000.00 $24,000.00 $25,000.00 $26,000.00 $27,000.00 $28,000.00 $29,000.00 $30,000.00

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Cost & Conversions by Month

Cost Conversions

20% Increase in Spend

Same Conversion Volume

Save $40,500

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A/B Testing

A/B Testing

A/B TestingWhat to A/B Test:• Copy• Design• Forms• Images/VideosLength of test depends on:• Volume of traffic• Conversion volume• Significance between variants

A/B Testing

Test, learn, repeat1.Test – design, copy, forms, images/videos2.Learn – Analyze the data. Does an image do

better than a video? Keep the image!3.Repeat – Test as often as possible and continue

to test

A/B Testing = Always Be Testing

A/B Testing

Always Be Testing

Janua

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April

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Novem

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December

0

200

400

600

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1000

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One Time vs Continuous Testing

Conversions - Continuous Conversions - One Increase

Increase in Conversion Rate:5% Monthly Increases20% Increase

77%Increase in Conversion Volume:

18%

No Testing

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Consistency

Consistency

Don’t Confuse Your visitorsMessaging should be consistent through:• Ad• Landing Page (headline, offer, copy)• Form/Call-to-Action• Thank you page• The rest of the sales process

Consistency• Increases trust – your page has what you said it has• Better Experience

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Headlines

Headlines

A Good Headline• Let’s the visitor know what the page is about - instantly• Is consistent with the ad the visitor clicked on• Captures the visitor’s attention• Tells the visitor what action to take – use with sub-header

Headlines

Testing a Headline is quick and Effective• Take 15 minutes to create a new headline• Easy to implement change• Can show significant lifts in conversion rate

Headlines

Headlines Formulas

“How to”

• How to increase your PPC conversion rate

• How to get more for your money with your credit card

• How to learn Spanish in your free time

“How to ______ Without”

• How to increase ppc leads without increasing spend

• How to start a business without a ton of money

• How to create a website without knowing how to code

The “Number” headline

• 10 ways to be more productive at work

• Increase productivity by 32% with this tool

• Save 30 Hours per month by automating your marketing

Headlines

Headlines FormulasGet rid of ____ once and for all

• Get rid of lower back pain once and for all

• Stop getting low quality leads once and for all

• Get rid of contacts once and for all

Sense of urgency

• Do Not Miss out on this once in a lifetime event

• Save 10% on Shoes Today Only• Only 12 Reservations left for outdoor

adventures

Headlines

Headlines: Appealing To Emotions Case StudyA B

Headlines

Emotion Headline Wins!

BIncrease in Conversion Rate:

25%

Headlines

4 Options to Increase Conversion Rate x%

Headlines

Headlines: Using Numbers Case StudyA B

Headlines

Headlines: Using Numbers Wins!A

Increase in Conversion Rate:

41.8%

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Benefits vs features

Benefits vs Features

Features – Car Shopping

Features• Powerlift Gate & 4 Doors• 241-hp Turbo- 4 engine• Advanced Direct Injection• All-Wheel, All-Season grip


People don’t buy products; they buy better versions of themselves


Features –> BenefitsFeatures• Powerlift Gate & 4 Doors• 241-hp Turbo- 4 engine• Advanced Direct Injection• All-Wheel, All-Season grip

Benefits• Easy to get into• Fast & helps environment• Save on Fuel• Easy to drive in rough conditions

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Forms & Calls-To-Action


FormsTo Start:• Remove unnecessary fields – limit hesitation from visitor• Use whitespace – don’t over crowd your form• Make it visible

Try Testing:• Separating long forms into a 2-step form• Different “submit” button colors• A new CTA• Placement of the form


Calls-To-ActionA good CTA• Consistent with ad• Set clear expectations• DO NOT use submitTest• Color• Size/Shape• Copy• Placement

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Trust signals

Trust Signals

Types of Trust Signals• Product reviews• Testimonials• Awards• Multiple payment options

• Well Designed website• Social profiles• Before & After photos• Certifications

Trust Signals

Before & After Case StudyA B

Trust Signals

Before & After Wins!

BIncrease in Conversion Rate:

29%

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Prevent Leaks

Prevent Leaks

Prevent Leaks

Use Exit Intent Opt-ins

Kept 7% of visitors onsite

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Sense of urgency

Sense of Urgency

Visitors Are limited – Convert ThemUse a Sense of Urgency by:• Enticing visitors to make the decision to convert now• Showing new laws or regulations that change the product/service• Showing scarcity of products or limited availability

Use language like:• “Don’t miss out”• “Today only”• “Limited seats available”

Sense of Urgency

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Additional Tips

Additional Tips

Thank You Pages• Most qualified visitors on your

site• Keep engaged with your

brand• Create a next step in

conversion path• Guide download -> Free

Demo• Request more information

-> Schedule a tour• Up sale or discount

Additional Tips

Lead Your Visitor’s Eyes to Convert

Thank You!

Any Questions?

Marketing

8 Easy Landing Page Tactics to Increase Conversion Rate