It’s been eight months since we all started gathering on Thursdays at 10am PT/ 1pm ET to discuss conversion optimization in #CROChat. We’ve shared advice on testing, design, personas and more in both the lead gen and ecommerce spaces. And now it’s time to step back and reflect.
#CROchat will be taking a brief pause through the end of the year, and will return with fresh energy and ideas in 2011. That doesn’t mean though we shouldn’t still use the #CROchat tag to talk with each other and share conversion marketing tips. We must never stop sharing and learning! I’ll still frequently be using the #CROChat hashtag and hope you will too.
Here are 21 of my favorite landing page tips shared in #CROchat this year:
- Some very important things to measure on the landing page include: time spent on page, registration numbers, behaviors (both that lead to conversions and bounces), keyword performance, and number of pages per visit.
- Some key micro-conversions to track: downloads, social engagements, and video views.
- To track conversions that take place offline you can use: coupons, promo codes, and tracked phone numbers. You should also train your sales reps to track this kind of info.
- Getting the wrong people to bounce is a good thing!
- Test what you measure and see how that impacts the evolution of your campaigns.
- Conversion rate optimization and SEO balance each other out.
- SEO should be followed up by conversion rate optimization. Rankings lead to site traffic, but site traffic does not always lead to conversions.
- Highly specific conversion bait is likely to be much more specific than link bait.
- Landing page pet peeves: wrong message, information overload, and poor design.
- When implementing video, beware of auto-play and make sure your video loads quickly and smoothly.
- Homemade videos don’t seem to hurt conversions. Test them!
- When working within a shopping cart, only ask for what you need and store addresses in user accounts when possible.
- Using a progress bar will help set user expectations when dealing with both multi-part forms and shopping carts.
- Monitoring Average Order Value (AOV) helps show the quality not just quantity of online sales.
- Data transparency works when it’s understandable by all and impartial; filtered data is always skewed.
- Testing price points on the landing page is important because value is in the eye of the beholder.
- After “what’s in it for me?” the most important question is, “how much?”
- When it comes to price on the web, the competitor’s price is a search away.
- Include trust elements and social proof on your landing page to increase conversions.
- Segment your visitors to increase your ability to provide really targeted information and offers.
- Analyzing behavioral analytics gives us insight into user behaviors that lead to and away from conversions.
I’m sure we’ll still see each other around the #CROchat watering hole during the next couple of months, and I’ll definitely still be tweeting with you about landing pages from the @ioninteractive account.
Happy tweeting and in the words of frequent #CROchat contributor, Carey Gatz: cro rulez.