Utilize new tools to raise the average.
I recently attended a webinar Landing Pages 3.0: What’s New, What’s Hot, and What’s Not by ION Interactive. During the presentation, it was mentioned that the average conversion rate has hovered at 2.5% since the 1990s! Now that’s strange to me. Don’t we know more about the web and how to use it than we did in the 1990s? Don’t we have superior technology and better interactivity? Of course we do, so here are some helpful points from the webinar to help us raise that average!
We should take advantage of interactivity! Use expandable bullets, light boxes, and tabbed content to present a clean, action-focused page. The hidden content is available to the viewers who want to read it, and it won’t slow down the viewers who just want to see the main points and continue on.
One word of caution, I would be careful to only add the hidden content when necessary. If there are a lot of expandable bullets for a free offer, this may decrease your credibility. The viewer may feel obligated to read through these points to find the “catch.” I would consider it the equivalent of having a whole page of fine print. You might make the viewer wonder what they are missing. All things in moderation.
Start using dynamic tailored content. We have the technology! You can change the headline of a page to match the keywords used to find the page. Or you can react to what your viewers input in the form fields. This increases the relevance of your product or offer. For instance if you offer motorcycle and car insurance, have the copy change on the next page to reflect the option they selected.
Multistep forms can help you convert. If the form has more than six fields, consider breaking it up over two pages. However, don’t forget to indicate how long the process is. If the field is spread over three pages, indicate that and always let the viewer know where they are in the process.
Out of all the solid advice that was given during the webinar I was disappointed by the mobile section. There was not a peep about responsive design. Let’s get with it people! This will be how the web is designed and developed in the future, so don’t get left behind.