Category: Website Design

New Research Reveals 5 Ways to Improve Your Conversion Rates

We all know that testing your email headlines, website layouts and creative concepts is the best way to improve the results of your marketing campaigns. But we also know that A/B split testing can be a pain. So, we took a look at the Which Test Won? website and found new research that reveals 5 ways you can improve the conversion rates on your campaigns.Here they are:
  1. Add a Video: The infamous music downloading company, Napster, tested 2 landing pages, one that featured a “What You Get With Your Subscription” video and one without. The page featuring the video got 18.5% more free trials and paid subscriptions.
  2. Use a British Accent: Now that we’ve established you should have a video, you should take into account the test done by Eyevision, a video marketing company which found that using a British accent voiceover on a video on the homepage resulted in a 6% lift in free downloads.  Interestingly though, in the UK an American accent upped downloads 8%.
  3. Use Fewer Words in Headlines: A test done for World Class Driving confirms that when it comes to Pay-Per-Click headlines, less is more. By cutting the verbage down from the explanatory title “Drive 5 Supercars. The US Supercar Tour” to “Life is Short. Drive Fast” they increased conversions 34%!
  4. Include A FAQ Box in Checkout: Van der Valk Hotels & Restaurants wanted to increase the conversion rate amongst customers who visited their reservations page. The hotel group surmised that one of the reasons people would abandon the site at an advanced point in the process was due to incomplete information and unanswered questions. So they looked at the questions that were received most by their customer service lines and put the answers up to the right of the reservations page in a FAQ box. The results were a 9.2% higher conversion rate for the page that featured the FAQs.
  5. Use People-Focused Language: In a test done for Hubspot in which they were hoping to increase free trials, the company tested a page which asked the visitor what their goals were: “Use Web to Grow My Business” or “Deliver More Quality Leads for Less” against a page where they asked who the visitor was: “I’m a Business Owner” or “I’m a Marketer." The page that focused on the visitor’s role, as opposed to their goal, won out and increased free trials 49.1% for the site.
Though the results of these tests cannot be universally applied to all businesses, the outcomes can provide insights into the way consumers think when presented with marketing materials. And if nothing else, taking the quizzes on which version won is a good (and slightly nerdy) way to kill an afternoon.Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.

The 5 Deadly Sins of Web Design

Most consumers who encounter a truly awful website will click away to competitor’s site in a matter of milliseconds. But not Vincent Flanders.  On the contrary, he has dedicated a whole book and website to Web Pages That Suck.While the title sounds slightly cruel, the site serves a good purpose. By checking out sites that completely miss the mark, you can make sure you never make the same conversion-killing mistakes that these poor people made.There are a lot of errors than contribute to a poor website experience, but what follows are the five deadly sins of web design:
  1. Lack of Focus: People should be able to tell what your company does within 5 seconds of visiting your site. If users can’t easily figure out what your company does, and consequently, what value you can bring to them, they will immediately click away. Irrelevant graphics and fluffy copy will just confuse your customer and slash your conversion rate.
  2. Too Little Contrast: People need to be able to read what you write. Don’t make it hard on people to read your copy by making it light gray on a white background, or even worse, hot pink on lime green. If users have to strain to read your info, they’ll just choose to read it somewhere else.
  3. Getting In Your Own Way: Make it easy for your visitor to take action. This seems obvious, but  distracting graphics, needless splash pages and registrations often do just that. If a consumer visits your site with the goal in mind to make a purchase, let them do it without throwing up roadblocks and distractions.
  4. Putting All Your Eggs In One Basket: Your website is undoubtedly an important marketing tool in your overall strategy, but you need to be realistic about how much a website can achieve. You cannot expect a website to replace all other forms of media and trying to design a website that does so is a recipe for disaster.
There are a lot of ways for websites to go awry, but keeping a customer focus and using a little common sense will help you avoid many of the common pitfalls… and ensure that you are not deemed a Web Page that Sucks.Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.

How to Increase Landing Page Conversions by 45%

Marketers are a nosy bunch. We want to know your name, age, gender, location, occupation, hobbies and pretty much anything else you are willing to tell us. And for the most part, we have good reason. We have been trained since Marketing 101 that the more information that we can gather about our consumers and prospects, the better.If we know certain key facts about people, we can put relevant products and offers in front of them, increasing the likelihood of a sale. However, sometimes the tactics we use gather information, such as requiring users to create accounts or fill out lengthy contact forms, actually lower our ability to make a sale.Take the example given in Luke Wroblewski’s book, Web Form Design: Filling in the Blanks (Amazon affiliate link) about an ecommerce site that required users to register or login to make a purchase. The company surveyed their customers and found that both first time purchasers and returning users were frustrated by this seemingly unnecessary process. In an experiment, the company changed the wording on their site to read: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."The results were an astonishing 45% lift in consumer purchases, which translates to $15 million in additional revenue in just the first month and $300 million over the first year. And this does not appear to be an isolated example. Research conducted by Janrain and eMarketer reported that when encountered with a registration form, a mere 25% of respondents say they complete it and even worse, 17% are driven to competitors’ sites. And, in case you missed the irony, this is drawing from a pool of people who agreed to answer a survey about how willing they are to answer questions. Just imagine the responses of all those who blew off the survey!Unfortunately, registration forms aren’t the only culprit of driving away prospects by being too invasive. Lengthy, over the top “Contact Us” forms can be just as dangerous. Imaginary Landscape, a web technology company, performed a study in which their website featured a contact us page with 11 questions and a contact page that had only 4 questions. In the 2 month study, the number of forms submitted on the 4-question contact us page increased 160% and the conversion rate increased 120% over the 11 question page.This example highlights the simple fact that less is more. Once a prospect has gone to your contact page, they are already looking to engage with your brand, so don’t get greedy. In initial contact, ask only the necessary information to contact them again in the future, and leave the follow up questions for a later time.The bottom line is that purpose of your site is to get customers to interact with your brand and make purchases, so don’t make them jump through hoops to do so. With online privacy concerns reaching a fever pitch and consumers’ demands for convenience at an all time high, asking too many questions can cause customers to put their credit cards back in their wallets and your competitors sites back on their screens.Information is nice, but don’t let your love for statistics, Excel spreadsheets and pie charts get in the way of the main goal. The next time you are tempted to ask for your consumers’ favorite Beach Boys song before you allow them to purchase a beach towel, ask yourself if the information is worth the risk of alienating your consumers. It may not be.Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.