{"id":1389,"date":"2014-04-17T23:36:13","date_gmt":"2014-04-17T23:36:13","guid":{"rendered":"https:\/\/blog.qualaroo.com\/?p=1389"},"modified":"2024-12-17T06:32:24","modified_gmt":"2024-12-17T06:32:24","slug":"make-conversion-optimization-work-for-you-landing-page-best-practices","status":"publish","type":"post","link":"https:\/\/web-staging.qualaroo.com\/blog\/make-conversion-optimization-work-for-you-landing-page-best-practices\/","title":{"rendered":"Make Conversion Optimization Work for You: Landing Page Best Practices"},"content":{"rendered":"

This is the second post in our series on our recent webinar \u201cConversion Optimization Techniques that Actually Work,\u201d with Qualaroo CEO Sean Ellis and Unbounce Co-Founder Oli Gardner. If you didn\u2019t have time to catch it (or if you did and would like to see it again), you can watch the whole thing here. Previously, we talked about designing smart conversion optimization tests based on insights collected from on-site surveys. Today, we\u2019re looking at a handful of landing page best practices that Sean and Oli have picked up over the years. So what makes or breaks a good landing page?<\/p>\n

<\/span>Conversion Rate Depends on Your Attention Ratio<\/span><\/h2>\n

Oli cautions: When it comes to conversion, stay away from peacocks and toothpaste.<\/p>\n

\"peacock\"<\/p>\n

Let\u2019s explain: If your landing page is the above photo, and your visitor\u2019s goal is to find the peacock, they\u2019re going to have a hard time with so many \u201ceyes\u201d competing for their attention.<\/p>\n

\"peacock-no\"<\/p>\n

Removing those unnecessary eyes makes the goal much more obvious\u2014the peacock is easier to spot, and easily-distracted visitors are instantly more focused on the goal.<\/p>\n

Toothpaste shopping also illustrates what it\u2019s like for visitors on your page: they come with a mission (buy toothpaste).<\/p>\n

\"toothpaste\"<\/p>\n

At the store, however, they\u2019re so overwhelmed that they forget what kind of toothpaste they even use (Crest, Colgate?). Distraction makes is almost impossible to complete their mission.<\/p>\n

This kind of confusion occurs when someone lands on a website with a high attention ratio\u2014which Oli defines as the ratio of interactive elements (things you can click) to the number of campaign conversion goals (always one).<\/p>\n

Unbounce tested a webinar recording page where people could a register (see below). In addition to the campaign\u2019s CTA, they provided additional interesting and helpful content. The page had an attention ratio of 6:1\u20146 potential actions to 1 goal. When Unbounce tested this  page against a page without the links, resulting in a 1:1 ratio, they saw conversions increase over 40% just from removing those helpful distractions.<\/p>\n

\"attention-ratio\"<\/p>\n

Oli stresses that this doesn\u2019t mean you shouldn\u2019t be generous with excellent, free content, but there\u2019s a time and place, and it isn\u2019t when you\u2019re trying to get visitors to perform a specific action. In some instances, like in the middle of a campaign, it can hurt more than help.<\/p>\n

<\/span>Context of Use Ups Conversion Rates<\/span><\/h2>\n

When it comes to driving conversion rates on your landing pages, context is everything. By providing visuals that help people quickly determine the context of your offer you can help them make decisions to move forward, improving your conversion rate.<\/p>\n

For example, Unbounce wanted to figure out what users were thinking when visiting their high-traffic, under-performing templates page, so they implemented a Qualaroo survey to ask visitors to the page, \u201cWhat do you think of our templates?\u201d<\/p>\n

Out of over 1000 responses the most common were:<\/p>\n