In the ever-raging battle for higher conversion rates and better sales, it can be tempting to go straight to the more extravagant landing page make-overs. However, in many cases, simple tweaks of basic components can yield impressive lifts. Here’s a case study where tweaking 4 basic elements on a B2C landing page increased conversions by 99.4%.
I recently tested four different privacy policies on a sign-up form on the home page of a betting community. The results were quite surprising as the variations had drastically different impact on sign-ups – from an 18.70% drop in sign-ups to an increase of 19.47%.
In this article I’ll show all four variations, run you through the test data, and give you concrete takeaways.
If you’re looking for a way to generate more leads and better leads from your online marketing campaigns, add lead validation to your process.
Lead validation is a human activity that adds depth and detail to computer- generated analytics.
The lead validator listens to recordings of phone inquiries and reads website form submissions to separate true sales leads from non-lead conversions.
Conversion Rate Optimization is all about understanding your target audience and what makes them tick. CRO tools are essential to gaining that insight, but you don’t necessarily have to invest in a new tool every time you want to dig a little deeper. In fact, often all you have to do is take advantage of the more advanced features of your current tools.
Here are 5 tricks for how to get deeper visitor insight without investing in new tools.
A/B testing is much more difficult and complex than most vendors and blog posts would have you think.
There are literally hundreds of ways to screw up your A/B tests and if you aren’t careful, testing can easily do more harm than good to your online business.
In this article, 10 CRO experts with extensive hands-on experience will reveal their biggest A/B testing mistakes so you can learn from them an avoid these pitfalls yourself.
Atul Tandon, a veteran nonprofit marketer who has been instrumental in taking World Vision from a $350 Million dollar organization to over $1 Billion in annual revenue, once said, Donating is an irrational decision. And hes right. If you think about it, when you donate, you give money to an organization and receive no material benefit in return. In fact, in most cases the benefit usually goes to someone else.
But there is a benefit to the donor. That benefit, however, is much more difficult to define, and it depends on who the donor is and whats motivating them to give. Some give out of a sense or duty or responsibility. This is typical of the older generations of donors, while younger donors need to be inspired in order to give. They need to know that they will be making a difference.
Let’s face it – filling out forms sucks. Nobody really enjoys it. Nevertheless, a lot of people endure it because it’s the only way get to the good stuff “behind the form”. The easier and simpler you make the process of filling out your forms, the more conversions you are likely to get.
Here’s a case study where simplifying a 3-step lead gen form increased the completion rate by 30%. I made extensive changes to the form, and in this post we’ll go over all of them one by one. Check out the case study and use it as inspiration for your own experiments.
Optimizing sign-up forms isn’t just about removing fields. The form copy itself has direct and measurable effect on your conversion rate, and even small tweaks can have significant impact on the decisions and actions of your potential customers.
This case study illustrates how a few simple form copy tweaks increased conversions on a betting forum by 31.54%.
Client: Bettingexpert.com – a free betting community where tipsters from all over the world can share betting tips, tools, data, and much more.
Page: Home Page Bettingexpert.com.
Optimization goal: Increase number of signups/new members.
Critique of the Original Form Copy
At first glance, the original from copy is pretty decent and does an okay job of clarifying the purpose of the form. The header says: “Join BettingExpert” and the button copy says: “Sign Up+”
However, the form copy doesn’t convey any value what so ever and does nothing to answer the question: “Why should I fill out this form and give you my email?”
In other words, the form copy lacks both relevance and value – two of the main things to focus on if you want to write web copy that converts.
When I created the treatment, I focused on increasing the relevance and value communicated by the header and button copy. In other words – I focused on answering the question “Why should I fill out this form?”
The main – and most tangible – benefit of becoming a member of BettingExpert.com is that you can get free betting tips from top tipsters on a daily basis.
Based on experience from similar tests, I hypothesized that I could accelerate the decision-making process of the prospects and increase signups by focusing the form copy on the main benefit.
In my treatment the header says: “Get FREE Betting Tips” and the button copy says: “Sign Up & Get the Best Daily Tips”
Test and Results
In order to find out whether my hypothesis would hold water and increase conversions, I set up a simple A/B test with the Control Variant (A) and my Treatment (B). The Treatment increased signups by 31.54%.
I ran the test for 9 days and reached a sample size of 13.560 visitors, and 291 conversions. The standard error was 0%, and the statistical confidence was 99%. From the beginning to the end, the treatment outperformed the control variant – at no point did the control take the lead.
The copy you use in sign-up forms has direct and measurable effect on your conversion rate. As this case study clearly illustrates, even small tweaks can have major impact on the decisions and actions of your prospects.
The tweaks described in this article may seem insignificant from a usability or design point of view, nevertheless, they generated a serious lift in conversions. How can that be? Here’s the answer:
Asking prospects to do something will automatically start an internal dialogue in their heads. They need to assess whether the potential benefits of what your offering them outweigh what they have to do – or part with – in order to get it.
In connection with mission critical elements like sign-up forms, it’s important to clarify the value of your proposition so you can give your prospects a good reason to carry out the conversion goal.
The control copy is completely generic and conveys no value or benefits whatsoever. It’s just a plain order: “Join BettingExpert – Sign Up+”
The treatment copy on the other hand “Get FREE Betting Tips – Sign Up & Get the Best the Best Daily Tips” features a clear value proposition and promises the prospect specific valuein return for filling out the form.
What you should do now
If you have a mission critical form on your website, go over the copy and see if it’s a generic order like “Sign Up Now” or “Join XXX.com”. If so, take a step back and consider how to best answer the question “Why should I fill out this form?”
Usually answering that question entails clarifying value and focusing on what the prospect will get – instead of what he or she has to do in order to get it.
Last but definitely not least – remember to test your new form copy! Even small copy changes can have a significant impact – so you want to make sure you’ve made the right changes.
Should I go long or short-form? Is there too much content on my landing page? Should I write more copy?
If you find yourself asking these questions over and over again, you’re in luck! Because this article will help you find the answer – every time.
When it comes to landing page length, marketers seem to be divided into two groups: those who swear to long-form, and those who swear to short-form.