Landing Page Checklist

Learn the 11 most important keys to high conversion rates I've found during my work as a conversion optimization consultant...

Below are the latest articles on advanced conversion optimization...

A Simple Guide to Effective Conversion Rate Optimization

Conversion rate optimization can seem complicated, but when you follow a clear process, you can get great results quite easily.

Conversion rate optimization can seem complicated, but when you follow a clear process, you can get great results quite easily.

Conversion rate optimization (CRO) fine-tunes your marketing, and it can lead to such big improvements in sales and profit that even the smallest businesses should do it.

At its most basic, CRO is a method of increasing the number of potential, past, or current customers who take a desired action in any marketing situation, online or off.

But for now, let’s zoom in on maximizing your chances of converting your website visitors to subscribers, customers, members, clients, and so on.

Reaching high conversion rates isn’t hard to achieve. But it does require spending some time testing site elements and creating alternatives that work better.

But here’s the catch: You should follow a clear process when you set up your tests, or they might hurt your business rather than help it.

The process isn’t complicated, but it’s easy to make a mistake that skews your results.

So let’s look at the ideal process for conversion rate optimization and the mistakes that even some well-known (and expensive) CRO companies often make with their clients’ tests.

You’ll also learn what kinds of tests are most likely to create big improvements.

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Guarantee Blindness

Nowadays you need a guarantee to sell almost anything. But just any guarantee won't be enough.

Nowadays you need a guarantee to sell almost anything. But just any guarantee won’t be enough.

Do you offer a “30-day money-back” or “100% satisfaction” guarantee?

As great as those sound, they’re just not as effective as they used to be.

People don’t notice standard guarantees anymore. They’ve got guarantee blindness.

One of the most important things a good copywriter does is make your prospects believe—beyond a doubt—that they’re going to get incredible results.

But whether you hire a copywriter or you write your own sales pages, you should understand how guarantee blindness affects your sales; otherwise, you can only hope the copywriter knows how to form a great guarantee.

Strong guarantees are almost sure to create more sales than refunds, so offering them makes sense (as long as your product is as good as it’s supposed to be).

But to get really great results, you need to make the guarantee shine so brightly that even the blind will see it.

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Focus Points

Poor focus points is one of the most common reasons for low conversion rates.

Poor focus points is one of the most common reasons for low conversion rates.

When visitors come to your site, you need to give them something to focus on.

If nothing on the page captures their attention, the page looks unfinished and amateurish, at best.

And your visitors leave.

Sure, you need to grab their attention, but I’m not talking about writing strong headlines or understanding your customers’ innermost desires.

I’m talking about a critically important web design technique: how to use focus points to lead visitors to your conversion goals.

It’s something you need to be aware of even if you haven’t designed your own site and don’t do the updating.

Your designer might not know anything about it.

And that means your visitors might be leaving your site just as fast as they get there.

But a word of warning: focus points aren’t the easiest things to get right.

You should know how to use them, though, because they can make a huge difference in your conversion rates.

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White House Landing Page – Video Critique

White House Landing PageThe White House landing page is the page you see when you visit their site (for the first time).

The goal is to get people to join their emailing list.

The page is quite okay. But it could be better.

And here are some ways they could increase their conversion.

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Landing Page Video Tutorial – How to Build Opt In Landing Pages

Landing Page Video TutorialLanding pages are the most effective way to get visitors to take a specific action.

Opt in landing pages try to get people to opt in to an emailing list. And if done well, they can do that very, very effectively.

But most opt in landing pages are so poorly written and designed that their conversion is minimal.

What’s your opt in landing page’s conversion? Is it 70%? Is it 50%? Is it even 25%?

Would you be willing to do some changes to double your conversion? Or to get even 10 more percents of visitors to opt in.

Here’s a video tutorial that explains the most common mistakes and shows you how to increase your conversion.

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How to Seduce a Goldfish

People have the attention-span of a goldfish. And that affects your marketing.

People have the attention span of a goldfish. And that affects your marketing.

Have you ever knocked on the side of a fish tank and felt betrayed by the goldfishes that ignored you?

You push your face against the side, yell at them—loudly enough to wake up a fossil—or serve their favorite purple treats that smell like chicken poo, and they’re still more fascinated by the water around them than you.

Does your website or marketing efforts remind you of that fish tank? No matter what you do, no one notices.

It could be that people have the attention span of a goldfish.

Depending on the goldfish, it’s somewhere between three and 10 seconds. (That’s actually a myth, but you get the idea.)

That’s how long you have to turn apathy into solid interest or risk losing your visitors and prospects to other sites and businesses.

Understanding what makes people excited about your message is the key to effective writing and marketing.

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101 Headline Formulas that Capture Attention and Get Your Message Read

101 Headline Formulas - The Ultimate Swipe File

“The Only Swipe File You’ll Ever Need”

The headline is the most important part of any text.

It will either keep people reading what you have to say, or send them away.

How many headlines do you read during a day? Twitter, Facebook, email, magazines, etc. Altogether 100? Maybe more?

And how many of those make you read more?

An average headline gets around 25% of people to read on. And even fewer read to the end. Even when reading and leaving are the only possibilities (landing pages, magazines, etc.).

What do you think happens to those percentages in Twitter where dozens of headlines fight for attention?

So, what can you do to beat the odds?

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Stockmann Syndrome – Don’t Try this (Landing Page) at Home

Landing Page Conversion

You can’t always hit the bulls-eye, but you’ll always do fine with these three landing page principles. photo: ##Erika**

Landing pages are a cornerstone of online marketing, but sometimes even large companies forget how to build effective landing pages.

Stockmann is the best known and most prestigious department store in Finland. They’ve been around for 125 years and their special sale is an event people wait almost religiously.

Their marketing is usually really good, but the other day I stumbled onto their opt-in email list landing page. All the three basic elements of an effective landing page were wrong.

I could not believe they could go so wrong with their marketing. But so does many other major companies all around the world.

If you follow these three basic guidelines, you’re landing page will get at least an average conversion. But if you forget even one of these basics, your conversion will sink.

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