MindValley Labs Internet Marketing Blog

Great Tips for Increasing Online Conversion Rates

How Can You Increase the Online Conversion Rate of your Main Page?

Summary

In a phone consultation this week we shared with Bill some tips for increasing online conversion rates. In particular we showed him how to increase the online conversion rate of his main page.

Scenario

Bill owns a website selling language courses. Natural search is working really well - he gets 1200 visitors a day from Google, 600 go direct to his targeted pages and 600 end up on his main page.

However despite a very attractive site that appears to get many things right browsers simply aren't clicking past his main page to his targeted pages. Sound familiar?

Are you falling into the easy errors that your competitors no doubt will be as well?

Here's what Bill's site looked like:

This is what Bill's site looks like and I've illustrated 4 pitfalls that he's sadly fallen into. I'll identify these pitfalls, show a strategy to put it right and then show you how Bill would go about it.

 

4 Errors Bill has made

1) Sidebar on the Left

So many tests have proven that the most dominant element of a webpage is the upper left hand corner. This means that it's the area people are most likely to concentrate on. The last thing you want to happen is for your customer to be put off in a flash.

The first thing you see in the dominant upper left hand corner is the sidebar and links to "Arabic" and "Albanian". These aren't even the core products that Bill sells.

2) Plain, Unemotive Text at the Top Dominating 

Once again first impressions count -you should be asking yourself . . . How can I make a Lasting and Emotive Impression on the potential customer? There should be a hook there to trigger a browser's inquisitive side.

3) Images of People

It's also been proven that images of people actually have a negative impact on conversion rates. They have the effect of distracting a browser away from something you want them to see, like the compelling copy, headline or a list of key benefits.

4) Regimented, uninspiring formal information and jargon

"Multimedia PC CD Roms for Beginners, Intermediates and Advanced levels" might be informative but the term 'Multimedia PC Cd Roms' is offputting, irrelevant jargon. The whole paragraph does not convey the key factors that sets them apart from the competition.

Strategy For A Killer Main Page

4 Solutions

1) Make a Good First Impression

Make your upper left hand corner exciting and targeted to what they are looking for. The first thing they see could be the headline, for example.

2) A Headline that provokes them and leaves them stunned

Instead of plain text being the first thing to catch the browsers eye they should be immediately smacked in the face by a punchy headline that also answers their most pertinent question.

3) An Image of the Product

Instead of having a human image why not have an image of the product? Tests have shown that this increases the conversion rate by making the product look more attractive.

4) List of Key Benefits that set the Product Apart from its competitors

Enticing benefit laden copy condensed down into concise bullet points will have a phenomenal impact on your site. By educating your browser what is totally unique about your product you will set it apart from its competitors.

Here's what we'd do for Bill

How Implement Strategy

 

 1) First Impression is very impactful

Instead of seeing the sidebar initially now the browser will immediately see the headline and an image of the product.

2) A Punchy Headline that answers their most pertinent question

See how this headline compares with the plain text previously:

"When the Waiter Mistook me for a Native on Holiday with my Friends they just Laughed . . . That laughter soon turned to Amazement when I Answered him Flawlessly in his Native Tongue"

 

Hitting the browser with incredible copy should be one of your biggest priorities. This headline is a variation on a classic headline that's been used no end over the years.

3) Image of the Product

This has been proven to improve the conversion rate. People are interested to see the packaging of the product. You can easily design a product cover by Photoshop.

4) Benefit Laden, Competition Crushing Copy

Here's what Bill should put:

• Unique Digital Software Package that only we offer
• Downloadable MP3s, Ipod Compatible
• All text and learning from Native Speakers
• Completely revamped and Revolutionized for 2007
• Patented Software Process Scientifically Trains you to embed a foreign language in your long term memory, you remember more much faster!

If you compare this to before there are some major differences:

• Stresses key benefits
• Identifies Strengths over competitors
• stresses uniqueness and how modern the product is

When Bill implements these tips we're sure he'll see great results. The top section of your main page has to be impressive to stop your potential customers clicking away. These tips are easy to execute and don't take very long.

Let's see if they actually work

Does it Work? Here's The Statistics

Bill's implemented a few of our recommendations in the last couple of weeks and is already seeing dramatic improvements in his conversion rate. The click through to his product pages has gone from 40% to 45%. This has resulted in a 12% increase in sales, a truly rapid transformation!

Truly remarkable results that can turn your business around in a matter of weeks. Information on how to increase your online conversion rates is rapidly increasing. Gain a better idea of how to increase your online conversion rates by reading more Tips for Increasing Online Conversion Rates.

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About the Author

Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype. Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.

Check out other posts by Mike Reining

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