LANDING PAGE OPTIMIZATION
Improve conversion on your website
- LPO is a Part of a broader internet marketing process called conversion optimization, or Conversion Rate Optimization (CRO), with the goal of improving the percentage of visitors to a website who become sales leads
- A landing page is a web page that is displayed when a potential customer clicks an advertisement or a search engine result link. This web page typically displays content that is a relevant extension of the advertisement or
- Landing Page Optimization (LPO) aims to provide page content and appearance that makes the web page more appealing to target audiences. .
- #1 Develop a hypothesis such as, A user is more likely to do what we ask of them if we say, “Please”
- #2 Each user is presented with a different variation of the ???. In this example, one group of randomly-selected users is presented with Come Here, while another group of users is presented with Come Here, Now And
a third group of users is presented with Come Here, Please.
- #3 We make permanent changes to our design and/or advertising campaigns to reflect the winning combination.
- #4 Repeat steps 1-4.
- Increased conversion & sales - the same amount of traffic generates more sales.
- Decreased customer confusion - people find what they are looking for with less work.
- Improved customer satisfaction - people are happy with the overall shopping experience.
LPO case study: FineTuxedos.com
- Prior to this LPO experiment, the homepage of FineTuxedos.com had two banners, one above the other with a different CTA.
- CTA #1 (small banner): Complete Tuxedo Packages Starting at just $135.95.
- CTA #2 (large banner): Real Men Don't Rent, Winter Sale, up to 50% off.
- Hypothesis: Displaying two banners with two calls-to-action on the homepage confuses the user and he or she will be less likely to add items to the shopping cart and make a purchase. Reducing this to one CTA will
eliminate confusion and improve conversion. In addition, CTA #1 is a stronger CTA than CTA #2 and would improve conversion even further.
- Combination #1.
- Combination #2.
- Combination #3.
Our hypothesis correct:
- Removing one banner, and displaying only CTA#1 resulted in 39% more users adding items to their shopping carts after visiting the homepage of FineTuxedos.com.
Consorte Marketing | Sources: http://en.wikipedia.org/Landing_page_optimization; http://www.consortemarketing.com/case-studies/landing-optimization-fine-tuxedos.