Optimizing Landing Pages: 3 Keys
to Increasing Conversion Rates
Todd Lebo, Senior Director of Content & Business Development
MarketingSherpa
@ToddLebo
Dr. Charles W. Coker, Director of Training
MarketingExperiments
@ChuckCoker
Andreas Stenzel, Marketing Director
TRUSTe
@TRUSTe
#SherpaWebinar
•
Welcome
•
Landing Page Conversion
•
Anxiety’s Impact
•
Specificity
•
Proximity
•
Intensity
•
Reducing Anxiety to improve conversion (An Experiment)
•
“Can I Trust You?”
Session 2 – Lesson Plan
A
NXIETY
Introduction
Conversion Sequence
C = 4m + 3v + 2(i-f) - 2a
©Wherein:
“C” = Probability of conversion “m” = Motivation of user“v” = Clarity of the value proposition “i” = Incentive (additional) to take action “f” = Friction elements present
“a” = Anxiety elements present
Anxiety:
Psychological concern stimulated by a given element in the
conversion process.
Anxiety - DefinitionsC = 4m + 3v + 2(i-f) - 2
a
© Aggravation Appeal Concern1. Anxiety is just as lethal (and growing) to conversion as friction.
2. If you think about mitigating anxiety in rational terms, you are likely to fail in your efforts. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk.
3. Anxiety is also localized in the buy process. It is closely associated with the geography of the page.
Anxiety – Principles
Key Principles
4. Therefore, you must seek to relieve and/or correct for anxiety at three different levels:
•
Specificity
•
Proximity
•
Intensity
Anxiety – Principles
Key Principles
Anxiety – Principles
Specificity
Intensity
Proximity
Note: The rest of this session, we will be discussing how to
combine all three of these dimensions of relief in order to maximize our landing page conversion.
S
PECIFICITY
1. Specificity is the level to which your
corrective measures address precisely the
source of customer anxiety and work to
counteract it.
Anxiety Relief Formula - Specificity
Specificity
Intensity Proximity
Key Principle
Specific Sources
1. Quality
2. Reliability
3. Security
4. Price
Specific Corrections
1. Satisfaction Guarantee
2. Testimonials
3. Third-Party Seals
4. Low-Price Guarantee
Anxiety Relief Formula - SpecificityExperiment ID: Protected
Location: MarketingExperiments Research Library
Test Protocol Number: n/a
Background: We conducted a 24-day test for a non-profit that supports Alzheimer’s disease research
Goal: To improve their donation conversion path
Primary research question: Which page would generate the most donations?
Approach: A/B split test (variable cluster)
Research Notes:
Anxiety Relief Formula - Specificity
Original Page
What are some key issues of anxiety for this type of website?
• What do you actually do with my
money?
• Does my contribution really make a
difference?
• Why do they need this much
information?
• How reputable is this organization? • Does this organization have the
same values I do?
Anxiety Relief Formula - Specificity
• In the top opening paragraphs we shifted the focus
from matter-of-fact information about the organization to personal stories about how the donations are helping specific people.
• This not only gave the page a more personal and
emotional aspect, but it helps answer the question, “Does my contribution really make a difference?”
Anxiety Relief Formula - Specificity
Optimized Page
Optimized Page
• We added a very personal and
powerful statement from the organization’s founder about the reasons why the non-profit was founded. This gave visitors more insights to the core
values of this organization.
• We also sought to reduce
anxiety by moving the
credibility indicators closer to the call-to-action (we will speak more to this later).
Anxiety Relief Formula - Specificity
Anxiety Relief Formula - Specificity
Optimized Page Original Page
What you need to understand: The optimized page yielded a 54%
higher conversion rate with a more personal feel and by addressing
Anxiety Relief Formula - Specificity
Donation Page Conversion Rate
Original 2.96%
Optimized 4.56%
Relative Difference
54%
54% Increase in Conversions
The optimized design outperformed the original by 54%
Session 2 – Lesson Plan
P
ROXIMITY
Proximity
1. Proximity is the degree to which your
corrective measures are placed such that
they are experienced at the same time as,
or as soon after, the moment that the
anxiety is stimulated as possible.
Anxiety Relief Formula - Specificity
Specificity
Intensity
Key Principle
Anxiety Relief Formula - Proximity
Session 2 – Lesson Plan
I
NTENSITY
Intensity
1. The Intensity level of the corrective
measure must address both the substance and perception of the concern.
2. In terms of substance, you need to address the rational foundation of the source of anxiety as it relates to the realistic level of risk.
3. In terms of perception, you must also overcome the extra level of concern
stimulated by the amplifying affect of fear-borne anxiety.
Anxiety Relief Formula - Specificity
Specificity
Proximity
Key Principles
Ways to affect an over-correction
1. External factors
(what others say about you)• Security Seals
• Credibility Indicators (e.g., BBB, TRUSTe, HACKERSAFE)
• Testimonials (categorized, sequenced and specific to cause of anxiety) • Third-party ratings (PriceGrabber, Yahoo! Store, etc.)
Anxiety Relief Formula - Intensity
2. Internal factors (what you say about yourself)
• Copy • Language
• Tone (match tone to buying decision) • Personalization
• Signatures • Images
• Colors and themes (matching look and feel of site to niche) • Privacy policy
• Satisfaction guarantees • About Us page
• Contact telephone number (reassure that the company is legitimate and you can talk
to an actual person)
Anxiety Relief Formula - Intensity
Ways to affect an over-correction
• Legitimate question: Why do you need my credit card information for a free trial?
Not this
But this
Anxiety Relief Formula - Intensity
Session 2 – Lesson Plan
E
XPERIMENT
Experiment ID: Protected
Location: MarketingExperiments Research Library
Test Protocol Number: n/a
Background: Company offering Web hosting and related services
Goal: Increase service sign-ups
Primary research question: Which Landing Page would produce the highest conversion rate?
Approach: A/B split test (variable cluster) aimed at supporting the value proposition, prioritizing information, and addressing and correcting specific
Research Notes:
Experiment
Original Page
LOGO
Experiment
LOGO
LOGO
Experiment
LOGO
Experiment
Optimized Page
LOGO
Experiment
LOGO
• Along with strengthening the communication of the value
proposition, the optimized page sought to alleviate certain
concerns(anxiety) that naturally arise with online hosting solutions.
• With clear graphic images, they communicated the reliability of their
product and the extent of their customer service.
• Even further, key bullets point are given to answer any other
concerns: “100% Uptime in 2007”, “ 24/7 customer support”, “No hidden Charges”, [Local] based call center”, “30 Day Money Back Guarantee”, “Verified Secure.”
Experiment
LOGO
• Added testimonials to address
concerns of reliability, ease of use, and speed of service.
• Using “Best Value” instead of “Best
Seller” more specifically addresses any concerns that may arise from the
Experiment
Optimized Page
Experiment
Original Page
What you need to understand: The optimized page yielded a 162%
higher conversion rate by strengthening the communication of the value proposition as well as addressing customer anxieties with
162% Increase in Conversions
The optimized page also increased revenue per visitor by 128%
Web Hosting Offer Page Conv. Rate
Original 1.31%
Optimized 3.44%
Relative Difference
162%
Experiment
Session 2 – Lesson Plan
C
ONCEPT
S
UMMARY
Concept Summary
Key Principles
1. Anxiety is just as lethal (and growing) to conversion as friction.
2. If you think about mitigating anxiety in rational terms, you are likely to fail in your efforts. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk.
3. Anxiety is also localized in the buy process. It is closely associated with the geography of the page.
Concept Summary
Key Principles
4. Therefore, you must seek to relieve and/or correct for anxiety at three different levels:
•
Specificity
•
Proximity
•
Intensity
Specificity Intensity Proximity1. Specificityis the level to which your corrective measures address precisely the source of customer anxiety and work to counteract it.
2. Proximity is the degree to which your corrective measures are placed such that they are experienced at the same time as, or as soon after the moment that the anxiety is stimulated as possible.
3. The Intensity level of the corrective measure must address both the substance and perception of the concern.
• In terms of substance, you need to address the rational foundation of the
source of anxiety as it relates to the realistic level of risk.
• In terms of perception, you must also overcome the extra level of concern
Key Principles
Concept Summary
Session 2 – Lesson Plan
E
ND
Session 2 – Lesson Plan
Overview
Trust and the “Open Web” – The Lines Are Blurring
•
Search and social content syndication advancing extremely rapidly.
•
Devices know who and where you are – no forms required.
•
Personal data online has never been more accessible.
Overview
Customers Who Trust You, Buy More
•
TRUSTe accelerates Interactions and transactions
•
TRUSTe advances Brands Online
•
TRUSTe acts as a Second Line of Defense to Mitigate Risk –
in Near
Website Best Practices to Accelerate Trust – TODAY!
•
Communicating The Human Touch
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Full Contact Info
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About Us Pages
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Leadership Pages
–
Pictures
Privacy and Data Management Best Practices to Accelerate Trust.
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Give Users Transparency, Choice, and Control
•
Preference Center
•
Disclaimers on Forms
•
Privacy Policies
84% Increase in Purchases 29% Increase in Sales 5% Lift in Conversion
