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> Part 4 of 4: A Step-by-Step Guide to Imroving Your Site’s Conversions Russ A Khisameev

Have you ever thought what impact high conversions could have on your business? The benefits you could reap as a result?


In monetary value, it could grow your income to 6 or 7 figures monthly revenue.


In spiritual, you could help people you have never even met and be the reason why their life has shifted from struggle to success.


Imagine, opening your inbox and reading heartfelt ‘thank you’ e-mails from people you have helped in life.


This could be overwhelming to say the least.


This is exactly what you will achieve if you apply the principles I am sharing with you in this blog post series. So, without further ado, let’s get started.



home page

Home Page Example

Tweak Your Landing Page Layout for HIGHER Conversions


Your landing page’s layout plays a critical role in conversions. In my previous blog post I have mentioned that your audience will spend 3 seconds to decide whether what you have on your page is what they need and take action.


You want to make sure that when they land on your site, they see exactly what they are looking for and there are no distractions that can take their attention away from making this critical to your conversions decision to opt-in.


It makes sense then to separate your landing page with your home page and have an offer displayed right in front of them.


In case if you don’t know…


Home page is the first page of your website or blog that holds all the pages together. It is your main page from which people can find their way through your blog pages.


Landing page is a page that has one specific purpose to get your prospects to take a very specific action to subscribe.


Landing Page Example

Therefore, it aims to eliminate all distractions and let your prospects focus on making a decision to subscribe.

To achieve this, the following elements need to be taken into consideration:


The Header

The header is your most important element on a landing page. And since it has to grab your prospect’s attention within 3 seconds – it must evoke curiosity and engage your prospect to seek to know more.




(Simply put, if your header is not right – you will fail in the rest. The header in fact is where the vast majority fails.)


I can’t stress highly enough how important it is for your header to match what the visitor was promised.


As you know, people move online fast. If they perceive that your offer doesn’t meet their needs, they will leave your landing page without giving you a second chance.


So, your header needs to reflect what you have promised on your add. It should grab your prospect’s attention and evoke curiosity to know more to get your prospect to read further.


To make it appealing, you should use large text that matches the ad and your overall branding. Most common colors used for headers are red and blue.


Red is believed to be the color of the action and leadership. It is the color that demands attention. And blue is the color of trust and authority. You want to make sure that your header stands out but in a sensible way.


Avoid hype in your header as it can kill conversions.



The Body


Most people visiting your website will skim through the content. They will only read that which appears to them.


So, your body should complement your header but give more information on benefits your customers get in return for their contact details.


Use headlines as guides to separate content. Use lists, colored sections, bullet points and graphics to highlight features and value propositions.


Remember, your body copy should be designed to drive the conversion. This is your primary goal.


So, have it in mind when creating it.



Call to Action


What you say on your button is as important as the design of it. So, if you are serious about increasing conversions, you need to consider both.


However, they play two different roles: Button design helps attract attention and button copy aims at convincing your prospects to take action.


When your prospects makes a decision to opt-in, they will ask themselves first, Where should I click? And second, why should I click this button?


So, you need to make sure these questions are answered promptly and there is no obstacle for their action.



Your Button’s Design


The main objective of your button’s design is to stand out. You need to use a color that is in contrast with the page so that it attracts attention.


With regards to color of the button, you can choose whatever color you find appropriate. There is no definite color that outperforms all the others.


Some people say that red works well. Others, that red is irritating to the eye and instead of attention and taking action it prompts people to stop.


You need to test different options to see which one is best for you. Try few different colors that you think may work for you.


But don’t experiment with your buttons’ location. Put it at the end of your offer or right next to you opt-in boxes on the right hand side because if you put them somewhere else you may lose on conversions.


It must be easy for your prospects to locate it.


Having said that, I do want you to not take my word for it. Be creative, see what options are more effective for you.


There were many examples where call-to-action buttons were installed into video or had a very controversial appeal. Yet, they outperformed the common ones.



Your Button’s Copy


Your button’s copy plays a huge role in conversions. A couple of words on the button can have a huge difference in conversions.


There are multiple examples that prove my statement. The words ‘Add to Cart’ significantly outperformed the words ‘Buy Now’. And the word ‘Get’ outperformed the word ‘Order’.


The secret lies in the messaging. Add to Cart comforts people who are not yet ready to make a purchasing decision. And the word ‘Get’ emphasizes what they are going to receive instead of what they are going to do to get it.


Another critical point to make is that your button should emphasize tangible specific value your lead is going to get by clicking on the button and subscribing.


In example, Grab Your Copy Now will outperform Get Instant Access because unconsciously, your prospect would perceive that he or she is getting something and it is tangible. So, it feels more compelling than just instant access.


You can also make your button’s offer match with your overall promise. If you have promised free toolkit – you can state on your button Get Your Free Toolkit Now.


Having said that, I repeat, to see what works best for you. TEST! TEST! TEST! Please don’t take my word for it. When it comes to marketing nothing is ever set in stone.



Credibility Elements


When your prospects realize that you have what they need, they will want to know whether they can trust you.


To establish trust with them, you need to have some credibility elements displayed on your landing page. These could be your customer reviews, testimonials, privacy policies, business certifications, awards or simply logos of widely recognized organizations and media.


Don’t forget, most people who land on your page from sources other than e-mail, have probably never heard about you. These credibility elements will be the critical last step for them to make a decision whether to take action or not.


Your credibility elements such as testimonials or certifications will take fear out of their decision and helps them to do this.

Remember, the more your prospects perceive you as credible, the more visitors you can convert.



The Design


The overall design of your landing page can vary, as there are many ways your landing page can be organized.


Most landing pages you see on the Internet are a single step but a two-step design can be very effective too.


A two-step landing page will usually have a call-to-action on the first page and a form on the second page.


The length of a landing page depends on the purpose of your page. There are short and long landing pages that can be equally as effective for different audiences. The highest converting landing pages are the most traditional that have body content on the left and a form on the right.


With landing pages, you can get really creative and try new things since they are not typically integrated in with the rest of your website. So, give yourself some creative freedom to try new and different ways of communicating your message.


But keep navigation to the rest of your website off of the landing page unless it’s critical. You generally don’t want visitors to leave the page. Remember, the primary purpose of a landing page is to drive a conversion.





Since your main objective is to improve on conversions, you cannot afford to ignore testing as your primary tool.


Because… if there is a truth in everything I have shared with you, it is only through testing you will find out.


This means that testing should be your continuous method for improving your website’s performance. As it is the only tool that allows you to measure and track the response you get from your campaigns.


The most common ways to achieve that are A/B Split Testing and Multivariate Testing.


Here are their definitions:


A/B Split Test is the most popular direct marketing tool by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.


Its typically performed to determine the better of two content options.


Multivariate Testing – A slightly more complex test, multivariate test is a process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous A/B tests performed on one page at the same time.


By conducting tests on your landing page, you will be able to determine which headline is more effective or what layout works best for you.


Last but not least, listen and learn from your customers to make sure what you’re tracking matches to the story your data is telling you.


It’s as easy as picking up the phone and call the customers yourself! If you can’t do that, try conducting regular online surveys or implement some type of post-sale customer feedback system.


These are key to your long-term success.


On this note, I want to complete your journey through these blog posts.


We have touched base with pretty much every element I could think of. If I missed something or you have questions, please do let me know by sending me a quick message.


Stay tuned.

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