For those moments when you’re thinking, “I need new business –- and quick!”

Optimising Website Sales 3 August 2007

Jonathan Mendez has a really great post on his blog that provides his ‘7 Rules for Landing Page Optimization.’

Go visit his blog. It is well worth a read.

But, just to pick up on one point he makes, I’d suggest being careful with liberal use of the colour red – especially if you market to an international audience; it most cultures, red means ‘stop.! In others, it signifies danger, aggression, war, and heat.

That said, the colour red can be a powerful motivator when used in conjuction with specific words and phrases, such as “Order Today”.

What about you? Please do share your own suggestions for maximising conversion on landing pages. The comments link below is feeling rather lonely of late. : )

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6 Responses to “Optimising Website Sales”

  1. Hi Tracey! Jonathan’s blog mentions some very valid techniques for optimizing landing pages, but even the best and most well optimized landing pages have huge weaknesses and shortcomings. They tend to be chock full of copy, too much too soon for users, and in many instances, not even relevant to the user’s wants and needs. We’ve found that the most effective way to maximize conversions is to send visitors to conversion paths, or landing experiences instead. Conversion paths are a series of pages segment users based on their needs. Each subsequent page that they click on is tailored to what they are looking for and more user-specific. We’ve seen conversion rates soar once we take the burden off the user and give them a simple, linear, user-specific experience. I actually started a blog with my colleagues that discusses alternatives to landing pages, as well as ways to increase conversions and optimize landing experiences. Check it out. =)

  2. Hi Anna

    Mmmm. I’m not sure I fully agree.

    For starters, I think it depends on what you call a ‘landing page’. To me, this is ANY page that a visitor lands on after clicking on a link or advertisement.

    I also believe that any page on one’s website should get to the point – ie, tell the visitor, as soon as is possible, why they should hang around.

    Often, that would entail giving the WIIFM (What’s In it For Me?) within the first few sentences, or, in old newspaper terms, ‘above the fold’.

    Ultimately, it boils down to knowing your target market, and making sure your pages give them the information they are looking for.

    And if the copy is RELEVANT to your audience, then they WILL read long copy – as long as it is appropriate and interesting, mind. 😉 Research backs this up.

    But, hey, when it comes down to testing – personal results are the only things that really matter. So if your ‘linear’ path approach works for you, then all the merrier! Keep up the good work.

  3. Brian Terry Says:

    Hi Anna, great post.

    Whilst it’s good to create a website based on what’s worked for other people (the use of red headlines as an example) constant split testing is an absolute must for anyone to find out what really works in their target market. Just as you say even the use of colour can have a massive difference on conversions.

    A question I personally get asked a lot is what should be tested on a landing page.

    I would just keep it simple and test these things first:

    1. The headline
    2. The bullets
    3. The offer

    Then look at testing the use of colour in the headline and other things like the deck copy (the text just after the headline). It’s also crucial to be testing just 1 element at a time, just keep it simple, it’s the key to everything!

  4. Great advice, Terry. Thanks for sharing. 🙂

    Would anyone like to recommend some proven, reliable software or a program to facilitate the split testing?

  5. steve Says:

    Didier Grossemy is recognised in the web industry as a market leader. Didier Grossemy and other web authorities have confirmed, you only have 6.7sec to make an impression. Didier Grossemy says don’t waste any time make sure you deliver your message in your first 3 seconds or it is over. 75% of your visitors won’t even click to the second page.

    1 – Not Your Home Page Many websites try to do too much on their only landing page – their home page. This can lead to confusion or a diffused message.

    2 – You single Outcome – One landing page equals one outcome. If you have multiple messages simply either add another landing page or create another website.

    3 – Focus on Visitor A grandmother and her grandson speak, read and focus on different things when they visit your landing page, regardless of the outcome being the same. Segment your offering to your visitor’s profile with a different landing page.

    4 – De-Clutter Your message should be supported by key elements of the offer and supporting marketing devices but should always avoid clutter and confusion.

    5 – Calls to Action Always have at least five calls to action including a secondary offer that catches those who are unwilling to commit this time.

    Didier Grossemy Blog Didier Grossemy On Linkedin Didier Grossemy Profile

    • Hi Steve

      Thanks so much for your VERY useful feedback. Much appreciated.

      I agree wholeheartedly.

      Mind you, I think my own home page on my main website can be accused of trying to do too much. But I’m continuously getting queries/leads, and also great feedback on it. So I guess sometimes rules CAN be broken!


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