Use emotion. Zig Ziglar has told sales professionals for decades that people buy emotionally. They buy with their hearts, then justify that decision with their heads. Your headline is the emotional hook. “Solve Your Tax Problem” isn’t as emotionally powerful as “Get The Greedy IRS Out Of Your Pocket!” • Ask a question. Questions excite the brain. But make sure it ’s a question that demands an answer beyond yes or no. A yes isn’t compelling enough to keep somebody reading, and a no can stop a reader dead. • Focus on a problem. Don ’t offer a solution. Make a visitor read to get that! When you eventually do offer a solution, it will be even more powerful when the reader has his mind on the problem. • Pique curiosity. If you get a reader ’s mind craving to know the answer, or the solution, or the explanation, you probably have a winner. Change sets of Components on the page The goal is to modify a set of components to do a better job of getting you the conversion you want Our methodology moves us from ‘less right’ to ‘more right’ over time as we test our way to improvement
White space is possibly the most important factor to consider. It will allow the user to focus on the meaningful content within each section. Break up lengthy pieces of information into digestible blocks of text, utilizing headings, sub-headings, bullets, blockquotes and paragraphs. Readable content is important, so use a good line height that is large enough to make content scannable. Margins and letter spacing also need to be taken into consideration.
Studies have shown that testimonials can have a significant impact on conversion One study tested several changes to a landing page, one of which was to increase the visibility of testimonials. Those changes improved the overall conversion rate by 40.7% MarketingExperiments.com, “Optimizing Landing Pages 2006” (05/23/2006) Another study of a free trial offer page included moving testimonials to the right column so that, “even if visitors do not specifically read the testimonials, they still notice that the whole page has testimonials down its side. This allowed the sales message to flow uninterrupted without sacrificing credibility.” That change and others improved conversion on the page by 89.47% MarketingExperiments.com, “Optimizing Free Trial Offers” (12/15/2006)
The design of a call to action can be broken down into 4 simple elements — size, shape, color, and position. Each plays a vital part in determining how effective the call to action is in directing the user. Don’t make your users work or think, or they’ll leave. It’s not that they aren’t smart, it’s that they want access to information quickly without spending unnecessary time searching for it. Don’t overdo it with multiple, competing calls to action on every page. Decide what your primary target is and then define a clear objective per page. Your content should have answered, “What’s in it for me?” and your call to action should now answer, “What do I do now?”
Using a free a Color Contrast tool (which conforms to accepted standards) you can easily check to see how the contrast on your website measures up. Research how major sites use color and contrast to improve readability and highlight specific sections, and use this knowledge to experiment with color schemes. One of best ways to enhance contrast is by creating size differences between elements, making some things appear larger than others. This works especially well within a minimal color scheme, and it means you don’t have to necessarily rely on color.
Boost your profits without spending more on web advertising Bernard May President Matt Vandewouvwer Creative Director