2 Tips for Higher Conversions via the Adobe Landing Page Optimization Survey

Some recent Adobe landing page optimization research shows that marketers are catching onto this whole “optimization thing.” Many, however, have yet to grab some big opportunities.

The Adobe optimization survey queried more than 1,700 digital marketers. The findings are published in the “Top 5 Conversion Opportunities”  report and a nifty infographic (note: you have to fill out a form to get the report).

The report’s insights are great, but we dug into the data and found a few of our own. Then we turned them into tips to boost your conversion rates.

Tip #1. Optimize more than landing pages

When someone says “conversion optimization,” marketers think “landing pages.” Not surprisingly, landing page tests are the most popular with 41% of marketers running them. And since the homepage is often a landing page, 33% of marketers are testing there as well.

The percentages start dropping like bricks from there. Here’s a chart from the Adobe report:

adobe optimization research - where to test

The big opportunity here is all the way at the top. Only 10% of marketers test their shopping carts and forms. Seriously!?! That’s less than half the number that test display ads!

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3 simple landing page optimization tips that will keep you from burning your house down

Ideas are like sparks. Some do nothing. Others light a fire that keeps you warm and happy. And others burn your house down. Some landing page optimization tests can explode in your face.3 tips for landing page optimization fire safety

In marketing, you need to separate the good sparks from the bad. Ideas that are based on opinion and anecdotes are often bad. Ideas that are based on research, metrics and facts are much more likely to be good.

Here’s how you can use testing to keep your butt out of the fire.

Start testing and stop arguing

Here’s a scenario: your colleague wants to divert all of your resources into building a microsite. Why? Because you need it for a campaign next month and that’s what everyone else is doing. Your boss nods.

Red alarms blare in your head:

  • We’ve never tried this before!
  • How will we hit this month’s numbers?!
  • Have I updated my resume?

This is when you should condemn your colleague as a fool – just kidding! People with ideas are brave, so don’t attack them. Arguing doesn’t accomplish anything.

Instead, propose a three-step test.

Step #1. Pick something simpler

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Opt-in Email Newsletter Popup Best Practices for 2012

If you’re like the other gazillion websites trying to get people to sign up for an email newsletter, then you probably have an opt-in email popup form. You know, it’s that annoying lay-over popup box that asks new visitors to opt-in with their name and emails.

Wouldn’t it be nice if there were landing page optimization best practices for designing these? Then your opt-in popups could grab many more subscribers right out of the gate. At the very least, it would be good to know which elements are worth focusing on in testing.

Since we thought it would help a LOT of people to get some straight answers on popup opt-in forms, we got Jeremy “Shoemoney” Schoemaker on the phone (Conversion Voodoo is very lucky to work with the best of the best in online marketing). We had an idea for him:

“Whaddya think about us running some tests on the opt-in popup for your newsletter?” Jeremy’s reply was about as easy as they come, “Have at it!” So we did.

Not only that, but Jeremy requested that we post the results for his audience. All we could say was “absolutely!” We rarely get to publish results because 99% of our clients want to remain anonymous — so this was sweet!

Our goal was to test the “default” settings on the popup to see if there were the better ways to convert visitors into subscribers. We hoped to find some best practices to share with you for your website that may not have a horde of visitors every month like the Shoemoney blog. Although we counted more than 30 different elements in opt-in popups, we whittled that number down to the most relevant (i.e. the ones you should care about), which you’ll see in the tests below.
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Boost your Christmas conversions by 10.2% with a simple JavaScript trick (code included)

Hot off the conversion press and just-in-time for Christmas.

Last year we posted about our Merry Christmas v. Happy Holidays test we ran for one of our clients. This year we decided to some landing page optimization tests with variations of the Christmas theme.

If you’ve followed our blog before, you know that creating a sense of urgency for your users to act usually increases conversions. Since we practice what we preach, we decided to run a headline on one of our client’s websites doing just that. We tested a headline that reminds them how near Christmas is. We came up with 2 variations of this headline: one that just states the days, and another that states the days, hours, minutes, and seconds and counts down in real time.

The test:

Here’s the day countdown:

10 days til Christmas.

Here’s the realtime seconds countdown, +10.2% in conversion rate:

9 days, 13:22:03 til Christmas.


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Expedia deletes one field from their registration process, increases profit $12m

The following test from Expedia shows how understanding how your users interact with your forms leads to conversion rate gains.

Here is (our mockup) of Expedia’s experiment – see the field deletion in Variant B?

 

At a glance, they simply dropped the “Company name:” field and that increased their site PROFIT by $12 million a year according to Silicon.com.

Why was changing this field so critical? Continue reading “Expedia deletes one field from their registration process, increases profit $12m”