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.
Here’s the day countdown:
10 days til Christmas.
Here’s the realtime seconds countdown, +10.2% in conversion rate:
Conventional wisdom states: You should use images that guide a user to the actionable elements (or interest/desire elements) on the page. That’s what we’ve been told and that is what most of us have believed up until now. This idea stemmed from eye tracking studies where an image of a person looking or pointing at your call-to-action guides the user to look in the same direction, and it works! Doing this is great if you want your users to look at your call-to-action rather than click on it.
Just look at this cool image from Human Tracking. Clearly the eyes glanced to the left will guide the viewers eyes to the left.
Guiding potential users to your call-to-action using page elements or images is common practice in conversion optimization. But we hypothesized that, while guiding a user to a button can increase conversions, we had a belief that conveying emotion is more important than simply guiding the eyes of the viewer.
Now I know some you are saying to yourself “Duh!” But look around… Most sites focus on guiding the eyes, not conveying emotion. Since we are heavy on “copy” in our company, clearly emotion is something we yearn to elicit in people who visit our sites.
Before we go on, I want to give a BIG shout-out to our massive-traffic clients who let us do crazy tests to learn from and to grow their conversions. Without them (and the massive amount of traffic) we couldn’t do these types of tests. And just FYI, a little disclaimer: No landing pages were harmed in the making of this blog post. In fact, we were able to chalk-up another W in the win column for our incredible clients. (Whew!)
When we begin a new Conversion Rate Optimization project we like to start out by seeing what else is out there to help us get inspired and to see what the competition is doing (and not doing) these days. This week we focused on landing pages for insurance websites.
For our landing page inspiration blog posts, we like to run though and point-out the good “best practices” on the pages, as well as highlight some of the elements that we would recommend testing.
Please use the comment area below to post some critiques and questions. Please add your thoughts on elements that should be pointed out on the pages. Often times, there are more gold nuggets there to find.
To see our comments, just rollover the images and our good/try notes will popup.