12 meo tang ty le chuyen doi tren trang landingpage

12 EASY TRICKS TO INCREASE YOUR
LANDING PAGE CONVERSION RATE
Think your landing pages are good enough?
Think again!
If you haven’t changed your PPC landing pages since the initial designs went live, you’re
definitely leaving potential profits on the table.
While you’re just getting by, your competitors are running tests and figuring out ways to
improve, enhance, and build trust with clients that could have been yours. All because
their first impression was more impressive than yours.
But don’t worry! There’s still time to improve your landing page conversion rates. In fact,
if you start testing today, you can start seeing higher conversion rates — and more leads
and sales — as soon as tomorrow.
First, let’s clear the air and separate fact from fiction.
FACT: Your biggest conversion rate gains won’t come from the new ad you create, they’ll
come from the landing page you test.
FICTION: Landing page testing is difficult and expensive, not to mention time-consuming.
It’s just not worth it.
The goal of this post is to give you proven ideas to test and try on your own site to
increase your landing page conversion rates and lower your cost per acquisition.
It’s not as hard as you think!
So let’s get to work!
1. TEST YOUR HEADLINE & VALUE PROPOSITION

Not only is the headline one of the first things a person sees when on your site, but
did you know that on average, only 2 out of 10 people continue to read what’s after
the headline?
Talk about do or die!
The goal of your headline should be for your visitor to feel compelled enough to read
whatever’s next.
© 2013, WordStream Inc. All rights reserved. WordStream technologies are protected by pending US patents.
FACT: Your biggest
conversion rate gains
won’t come from the
new ad you create,
they’ll come from the
landing page you test.

Here are some tips for landing page headline testing:
n Keep it simple and clear, as clarity almost always trumps persuasion, e.g. “We’ll
Improve Your Conversion Rates, Guaranteed.”
n Promise to solve a unique problem your visitor is facing. Give them a solution.
n Does your headline match what your ad is saying? If not, test this out to see
the power of consistency.
n Use “Title Case for Your Headlines” and “Subhead case for your subheads.”
n Start it off as a question. For example: Want More Conversions For Less
Money?
n Try National Enquirer type headlines: “Godly New Fruit Melts Away Fat.
American Moms Now In A Frenzy!” Just make sure you’re being truthful.
n Use words that sell, like Free, Discover, Secret, Results, Quick, Guaranteed, etc.
n Are you funny? Then try humor.
n Use the wording “How To...”
These are just a few ideas to get you started. Your job is to get creative and test them out,
as every type of headline will yield different results.
And whether you’re writing headlines for PPC landing pages or trying to SEO your blog
post, make sure you’re compelling, honest, and leave the reader wanting more.
TIP
Here’s another little trick: The Emotional Marketing Value Headline Analyzer is a
free tool that lets you test different variations of your headline, and then gives you a
percentage score telling you whether your headline is more intellectual, empathetic,
or spiritual and what emotional marketing value it has. The higher the percentage, the
more emotional marketing power there is in your headline.
For example, here are some of the headlines I tested with the EMVHA:
1. 12 Landing Page Changes That Will Shock Your Conversion Rates (10%)
2. Higher Conversion Rates With Lower Costs, The Fast Way (11.11%)
3. Improve Your Conversion Rates With These Easy Tips (37.5%)
Keep it simple and
clear, as clarity
almost always trumps
persuasion.
THE IMPORTANCE
OF A/B TESTING
24 marketing experts
share their most
surprising, profit-
boosting test results.
GET THE FREE
GUIDE NOW.

4. 12 Quick & Fast Ways To Get More Sales, Leads, and Sign Ups (18.18%)
5. 12 Easy Landing Page Tweaks That Will Shock Your Conversions, Starting Today
(38.46%)
6. Woah! 12 Ideas To Increase Your Conversion Rates (37.50%)
7. Do Your Conversion Rates Need A Little Lift? (25%)
8. These 12 Easy Tricks Will Increase Your Conversion Rates, Starting Today. (45.45%)
9. WARNING: Increasing Your Conversion Rate Is Easier Than You Thought (30%)
(Of course, you’ll still want to run your own A/B tests, since “emotion” is subjective, and
your audience might not enjoy being manipulated emotionally.)
Much like your headline, your value proposition is something that is unique to your
business, like your USP, and it’s very similar to what you’d want to communicate in your
headline. If you know the pain points and fears your potential customer is facing, this
should help you write a headline and value proposition specifically tailored to them.
2. ADD TESTIMONIALS & REVIEWS
Positive endorsements give your visitors assurance that you’re legit — if they’re done right.
Word of mouth is the most powerful marketing there is, and testimonials, reviews, and
endorsements are your closest thing to social proof.
Many companies put up landing page testimonials that are way too generic and weak.
They’re simply not believable. Stuff like:
“Great work!” — John A.
“Wow!” — Vicky H.
“We’re making so much more money now!” — Frank Q.
And my favorite...
“Thanks.” — Ricky B.
Not only are these testimonials insanely short, but they come off as fake. Who is Vicky?
And who the hell is Ricky?
You want to use testimonials that specifically describe how your client has benefited from
something you’ve helped with. The more detail there is, the more “human” they are. And
the more human, the more believable.
You want to use
testimonials that
specifically describe
how your client has
benefited from
something you’ve
helped with. The
more detail there is,
the more “human”
they are.

Here’s a better example (not real):
“Not only did WordStream help me overcome my fear of marketing, but they showed
me exactly where my advertising dollars were being wasted and which areas were
more profitable than others. My business now has a 72% better ROI than before.”
— James Van Der Beek, CEO of DawsonsCreekDVDs.com
Note that the full name and business are included, as well details about what kind of
results they got with the product/service. Not only is this testimonial more convincing, but
it can be used as a reference if your potential customer is still not convinced about doing
business with you.
Heat maps show that people really do care about this stuff! Do you have well-known
clients that are higher up the brand food chain? Use them instead of your average mom
n’ pop store. Those are the businesses that your new customers are aspiring to be!
But be careful. The easy, quick, and wrong way to do this is to write the testimonials
yourself, or go on Fiverr and hire someone to do it. I’ve spotted a couple of companies
with testimonials from the same person because of their picture. Ouch!
TIP
If you can, ask your clients for their LinkedIn picture, and include it alongside their
testimonial for a human touch. Since that picture is already online, they’re more likely
to go with it and let you use the shot.
3. OPTIMIZE YOUR LEAD CAPTURE FORM
Your lead generation form may be the quickest and easiest area for conversion rate
improvement on your landing page.
Many studies have been conducted about landing page forms, and it’s general consensus
that the more information you ask for, the lower your conversion rate will be.
Even if the visitor doesn’t actually start to fill out the form, they’ll still see it and may decide
whether or not they want to start filling it out based on the number of fields. A high number
of required fields will either scare them away, or they’ll abandon it half way through.
Do you ask for both first and last name? Why? Why not just “Name”?
Are you asking for their company name too? Why?! You can get that later!
Your lead generation
form may be the
quickest and easiest
area for conversion
rate improvement
on your landing page.

Here’s the new, simplified form (note that they wanted to keep the first and last name fields):
What about different home phone, cell phone, work phone fields? It’s too much!
Here’s a test we ran for Cash4UsedCars. Their old form looked like this:

The result? A 77% increase in conversion rate and a 42% decrease in cost
per lead!
Here’s another example from Second Wave Recycling, an online cell phone donation
charity. This one’s a bit more creative. Their old form:

And the new form:
The result of this landing page test was a 53% increase in donations. That’s with no
change in advertising budget, no change in the ads, and no change in bids.
We made it visually simpler and easier to distinguish between the two options (either
print a free pre-paid USPS label, or request a pre-paid envelope). We also made the
copy easier to read, added some directional cues, and changed the color of the buttons.
The result of this
landing page test
was a 53% increase
in donations. That’s
with no change in
advertising budget,
no change in the ads,
and no change in bids.

But what if your form has a ton of required information and you’re not able to reduce the
amount of fields?
Let me introduce you to the power of the progress bar.
TIP
The progress bar is a simple solution to break up your form into multiple steps so
people aren’t overwhelmed with a form that’s as long as the dead sea scrolls. The
bar shows them how far along they are in the process with each step. You can see
a simple educational one in action right here.
4. PUT LANDING PAGE VISITORS IN THE ISOLATION TANK
One common theme you see with strong PPC landing pages is isolation.
The Cash4UsedCars landing page above is a great example of an isolated landing page
that only has one purpose and no other links, besides some hidden away in the footer.
No header links and nothing else you can click on that might distract you from filling out
the form.
This method of isolating the visitor is a great combatant of something called the Zeigarnik
Effect. The Zeigarnik Effect occurs when your brain feels dissonance from uncompleted
tasks. You’ll remember these unfinished tasks better than the ones you finished.
So with only one task on the site, it’s easier for visitors to focus on that and complete the
conversion. Keep that in mind when you create your landing pages.
5. TEST BUTTON COLOR, SHAPE, AND SIZE
There’s a science behind Amazon’s, Apple’s, and Target’s rounded corner buttons. The
color, shape, and size of the button is a huge part of conversion psychology.
The button on your landing page is the #1 most important item that you want clicked.
So it’s vital to make sure it’s performing at peak condition, like Michael Phelps was during
the 2008 Olympics (and not how he performed afterwards).
Here are some things to consider:
COLOR: Your button’s color should contrast from the rest of the site so it sticks out. Don’t
make it the same colors as other elements on your site.

Take LegalZoom for example. Most of the site’s elements are in shades of blue, but the
target button is in a contrasting bright orange:
TIP
Orange is the opposite of blue, red the opposite of green, and purple the opposite of
yellow. Use this color wheel to find your complementary and contrasting color for your
button test.
What’s the best practice? It’s widely accepted that orange is a great “click color” because
it creates the feeling of buying or selling, it’s energetic. Both Unbounce and SiteTuners
use it on their sites — and they’re conversion rate optimization companies, so they should
know!

Red, on the other hand, creates a sense of urgency and could work just as well, or even
better than an orange button. Don’t make assumptions — your tests will determine which
button color works best for you.
You’ll never find one color that makes everyone happy. But you’ll find one that makes the
majority happy, and that’s the one that’s best for your landing page conversion rates.
SHAPE: Sometimes, buttons with sharp corners don’t convert as well as ones with
rounded corners. Here’s why:
1. Rounded corners are easier for the eyes and brain to process.
2. We’ve been conditioned to be wary of sharp corners, as they can pose a threat. That
also applies to buttons (crazy, right?).
3. Sharp corners also tend to act as arrows, directing attention away from the button
and not toward what’s inside, the call to action.
Consider, instead of a regular rectangle, square, oval, or round shape, using a combina-
tion of shapes. Amazon uses a combination of a circle and a rectangle:
Sharp corners also
tend to act as arrows,
directing attention
away from the button
and not toward what’s
inside, the call to
action.
The only way to figure out which one works best for you is, again, to test it out.
SIZE: Finally, your button size is also worthy of some easy testing. Increase or decrease
its size to determine what gives you the highest conversion rates. (Hint: Bigger is usually
better!)
6. TEST BUTTON CALL-TO-ACTION
Sometimes the call to action (CTA) on your button is more important than what the button
looks like, and it’s also easier to test.
Take the below test from Michael Aagaard at ContentVerve.com, for example. By adding
relevancy and value to the button’s CTA and also changing the form title, the landing page
conversion rate increased by 31.54%.

The best approach is to focus on what the value and relevance is for the visitor. Never
label a button with the word “Submit” — it’s vague and does nothing to tell the visitor what
they’ll be getting if they click it.
Aagaard’s suggestions for testing your button CTA include:
n Test the font color.
n Test using “My” instead of “Your.”
n Don’t focus on what a visitor has to do, focus on what they’ll get.
n Change verbs to “Get” where it makes sense. (“Get To Cart” doesn’t.)
n Test a right-pointing arrow on your button’s left side.
n Add value and relevancy to the button.
n Test a headline CTA and a subhead CTA.
n Test a hover effect that changes the color of the button.
7. TRY A CHAT TOOL FOR YOUR LANDING PAGE
For potential customers, calling someone at your company could feel extremely
threatening.
Right there on the other side of the phone is a salesman waiting like a cat about to attack.
He’s got his hair slicked, script ready, his objection blockers rehearsed, and he just fin-
ished his third 5-Hour Energy shot while taking a look at his ankle tattoo saying “A.B.C.”
(Always. Be. Closing).
Never label a
button with the word
“Submit” — it’s vague
and does nothing to
tell the visitor what
they’ll be getting if
they click it.

He’s gonna get you.
So how do you calm a visitor who knows that by calling, you have their phone number,
and by emailing, you have their email address?
Meet Olark. Olark is by far my favorite solution when it comes to website chat. It looks
great and has some unique features that allow for in-depth data and customization:
1. See what city your visitors are from within the chat.
2. See what page they’re currently on.
3. See how long they’ve been on your site.
4. Add any attention-grabbing image (like me juggling).
5. Round robin operator system.
6. Easy split-testing of greeter texts.
But most importantly, chat is an easy way for your prospective clients to get answers
without having to pick up the phone, and it’s a lot faster than email.
Chat is an easy way
for your prospective
clients to get answers
without having to pick
up the phone, and it’s
a lot faster than email.

We don’t require your name, email, phone number, or social security before the chat
starts. We let our visitors hit the ground running with no lead capture.
I can’t even begin to tell you how many of our new clients have started their relationship
with us via Olark. (We call it Cupid!)
8. LOOK HERE! (ADD DIRECTIONAL CUES)
Directional cues are like finger pointers. They try to move your attention to wherever
they’re pointing.
There are two types of directional cues: explicit and implicit.
Explicit directional cues are like arrows that are obviously trying to move your attention
to the form or the button the site wants you to click on.
Here’s one from CrazyEgg’s pricing page:
Implicit directional cues are more subtle. They’re like that woman-drinking-a-green-
juice-out-of-a-mason-jar-because-all-the-other-glasses-were-dirty type of look.

See how she’s looking in the direction of the form? (Even though it looks like she’s actually
by-passing the form and eyeballing that ice cream truck in the distance?)
And here’s everyone’s favorite gecko.
(The red arrows are only there to show you the subtle directional cues. They weren’t there
in the live image.)

And to prove how powerful directional cues can be, take a look at these eye tracking
examples and see the difference based on directional cues or lack thereof. Red indicates
laser-focused eyes.
vs.
The difference is clear.
9. CREATE EXPLAINER VIDEOS & SLIDERS
You know those animated whiteboard videos you see on websites that are around 1 to 3
minutes long? Those are called explainer videos.
Explainer videos are, well, videos that explain what your business does. And if done right,
these little animated masterpieces could increase your conversion rates by 30% (or more).
Why are they so effective? The answer has to do with our attention spans. The
average attention span online is about 8 seconds.
Our online attention spans have been steadily declining because of the speed of
information we’re able to retrieve.
We don’t want to read books that have too many pages. We don’t even want to read a
newspaper!
Explainer videos are easy to consume and understand because they’re visual and can
arouse more emotions than reading.

But don’t just go all Steven Spielberg on me here. Explainer videos can be a bit tricky, so
here are some tips:
1. Explainer videos can be very expensive and hard to A/B split test since you’ll have
to create uniquely different videos to do so. Plan things carefully.
2. You might think the idea is all in the animation, but really it’s in the script. Spend
some time creating a killer script.
3. Think about voiceovers too. You want someone who meshes with your business
identity. Do you sell saddles? Talk like a Texan. Do you rent out bouncey
dragons? Talk like a kid. Do you want to sound super-smart and impress
Americans? Talk like a Brit. (J/K. Sort of.)
4. Include your best features/benefits and direct viewers with a call to action at the
end of the video.
5. Keep it as short as possible. Anything after a minute and a half will be hard to watch.
Even though creating an explainer video isn’t easy, it’s well worth the effort if done right.
And if you’ve ever thought about it before, make sure you do your research and inquire
about pricing, because some providers aren’t the cheapest.
An alternative to explainer videos would be image sliders that have proven to sometimes
work better than explainer videos. Visual Website Optimizer created a case study in which
the image slider had a 35% higher conversion rate lift than the explainer video. (However,
in this case, the explainer video was almost 5 minutes long and very technical.)
Either way, an image slider or explainer video (or both!) is a great test if you have the
resources.

10. EMPLOY TRUST BADGES & GUARANTEES

Trust badges are pretty commonplace these days. Like product listing ads, it’s a must-test
if you’re running an e-commerce store.
Badges like these have been known to help increase landing page conversion rates.
It’s obvious that people care about your level of trustworthiness when shopping with
you. But did you know that people will actually click on the badges, look at your https://
connection, and investigate your reviews to make sure you’re legit before even
considering doing business with you?
A fellow Dane by the name of Karsten Lund ran a 6-month long A/B test in which
he added just one badge in the header for an e-commerce store. The result? 32%
conversion rate increase.
Here are some quick ideas for badge and seal tests:
1. Move your seal or badge closer to the desired action (like the “Place Order” button).
2. Add the seal or badge to your header.
3. Make it clickable so that it’s not just an image, taking people to the third-party
verification of your site.
4. Don’t overdo your badges. We’re not looking to start any fashion trends here.
Do you have any corporate rewards or big media mentions? Include those on your site
as well. And if possible, add the logo images as links going straight to the mentions.
Make sure they open up in new tabs and don’t take the visitor away from your site.

Now when it comes to guarantees, KISSmetrics made some interesting findings.
Here are some different guarantees you can test out:
1. 100% Money Back Guarantee
2. 100% Risk Free Guarantee
3. 100% Satisfaction Guarantee
4. The Lifetime Guarantee
5. Lowest Price Guarantee
6. The Free Trial
7. The Extreme Guarantee (Zappo’s 365 day return policy)
All poised to disrupt your conversion rates in some way. How much? That’s for you to
find out.
11. STOP HOARDING & REMOVE YOUR CLUTTER
You might think it’s necessary to provide a visitor with all the benefits and everything you
can offer on your landing page.
It’s not.
Sometimes removing unnecessary paragraphs can improve the experience for the visitor
and make it easier to understand, thereby increasing conversion rates.
Remember, attention spans have never been lower than they are today.
So take a look at your site, and say goodbye to that prized paragraph you’re so proud of.
12. FANCY IT UP & BE RIDICULOUS
As a wise person once said, “Don’t take yourself so seriously, no one else does.”
We’re living in an age of visual eye candy. Social sites like Pinterest and Instagram are not
popular because people loved pinboards before they were digital or photography before
If possible, add the
logo images as links
going straight to the
mentions. Make sure
they open up in new
tabs and don’t take
the visitor away from
your site.

there were filters. People love these sites because they can express themselves and be
unique.
Don’t try to fit in. Try to stand out.
When people like something because “it’s different,” they tell their friends and their friends
will tell their friends.
Before you know it, you’re not just a company, but a source of inspiration.
Here’s a fun Mad Libs style twist on the regular lead generation form that actually
increased conversions by 40%.

BONUS LANDING PAGE CONVERSION RATE TIPS
Here are a few final things to consider before I let you go:
n When you do make changes to your site, make sure you test one major thing
at a time, i.e. redesign, layout, headline etc. (If you change too many things at
once, some of the changes might have improved conversion rate while others
didn’t, and you won’t know what worked and what didn’t.)
n You want to reach statistical significance with at least a 95% confidence level.
(To be on the safe side, make sure your increase in conversions is actually from
the change you made, not some external reason you can’t control, like seasonal
variance.) You can use this easy calculator to test if your results are significant.
n No testing is foolproof. Making your button bigger or having more testimonials
does not guarantee an increase in conversion rate; it could actually make it worse!
Be smart and don’t make assumptions.
n Never. Stop. Testing.
n Sometimes it can take weeks, even months before you reach a significant
result. Use this calculator to determine how long you should run your A/B
tests for.
n Remember that getting the sale doesn’t end on the landing page. Look at
your approach in terms of how you talk and communicate, and mystery shop
your competition and your own employees. Even if you have a 42% lead gen
conversion rate on your landing page, your real conversion rate could be much
lower when it comes to actually sealing the deal.
ABOUT WORDSTREAM

WordStream Inc. provides search marketing software and services to small and medium-
sized businesses that want better results from paid search. WordStream’s easy-to-use
PPC Advisor software facilitates more effective PPC campaigns by providing a customized
workflow, the 20-Minute PPC Work Week, to help advertisers increase relevance across
Google, Bing, and Yahoo and get expert-level results in a fraction of the time. Whether
you’re new to search marketing or are an experienced PPC manager, WordStream’s PPC
management software can provide the boost you need to grow your business and drive
better results.

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