Convert Your Clicks

Ten landing page tips to turn visitors into customers

There’s something about a ten-item list that makes us want to get all Hestonian on you and break out the archaic pronouns, especially when it comes to something like getting people who visit your site to actually buy from you. After all, you work hard to get clicks. What could be more important than turning those clicks into customers?

But we’re kind of a live-and-let-live bunch here, and we’re not so big on telling people what they have to do. So consider these a set of suggestions about how to help optimize your landing pages. That way, when people get to your site, they’ll be more likely to make a purchase.

1. Tell them why they should buy from you
According to Marketing Experiments Journal, “Clarity of your value proposition is the most important factor in determining whether a customer buys from you or not.” To evaluate your value proposition, ask yourself the question: “Why should I buy from this site?”

2. Keep ‘em with you
There’s no way you’re going to get a potential customer to the intended destination—the “sale completion” page—if the path to get there is overgrown with weeds or rife with dead ends. This is what Marketing Experiments Journal calls “site flow disruption”; the way to combat it is to express your value proposition throughout the shopping process in a consistent and compelling way.

3. Don’t try to say too much
Don’t clutter your landing page with unnecessary details. Instead:
• Clearly state your key message using as few words as possible
• Use summary descriptions, sub-headings, bulleted lists and short paragraphs
• Adopt a standard one-column format for easy reading.

4. Make it simple
Improve the user experience with a site that is easy to navigate. A simple page layout that employs a clean visual and straightforward design is best. Here’s how:
• Design your site with a clear hierarchy with color and contrast for easily legible text
• Use meaningful and high-quality graphics (don’t clutter with too many)
• Use breadcrumbs to let visitors know where they are on your site
• Employ a clickable logo that takes the visitor to your homepage
• Use color to distinguish between visited and unvisited links.

Just as important, make sure you don’t:
• Employ horizontal scrolling
• Direct links to new browser windows
• Have flash-based content unless required.

5. Call them to action
Focus on one primary action per screen (don’t stuff too many products onto one screen). Make the call-to-action button clearly visible without having to scroll; don’t bury it under pages of information. Consider using tabs or a pop-up box to consolidate information.

6. Get specific
Provide product details and a large product image while displaying incentives—such as free shipping and warranty information—high on the page and close to the product. Don’t discourage visitors by requiring registration to your site.

7. Flaunt what you’ve got
What differentiates you from your competitors? Free shipping (both ways?), discounts, a 365-day warranty, price protection, privacy, customer service, etc.? If you’ve got it, flaunt it!

8. Search yourself
Make your site easy to navigate by helping potential customers find what they are looking for as quickly and easily as possible. A search feature box should be simple and visible with a type-in field, not a link. To help increase conversions, make sure your search results link to product pages.

9. Rally the believers
Credibility is a true testament: people don’t buy from websites, people buy from people. Thus, testimonials from devout customers—or even a letter from the CEO/Editor—persuades the unbelieving.

10. Let them make the choice
“Why should I buy this specific product?” Almost every e-tailer forgets about this, but it’s the question that’s key to Mr. or Ms. Customer’s mind. Prove to him or her why they should buy this over the competitive product by offering reviews, ratings and comparisons.

– Amy Borowicz

Posted by Administrator

[ Categories: Features, Guest Columns, How To's, Tips ]
Bookmark with del.icio.us Send Blog via 360°

62 Comments Add your own

1. Wednesday Roundup 2/13/20&hellip | February 13th, 2008 at 9:53 pm

[…] Convert Your Clicks - I like it when the official blogs post something about improving conversion rates beyond the click…sometimes, I really feel like it’s an uphill battle to balance clicks vs conversions and still maintain an excellent quality score. […]
2. Kegel Exercises for Men | February 14th, 2008 at 9:23 am

I’m guilty of #3, my landing page was too distracting with side ads and on-page ads. I removed all of them and my conversion increased.
3. sinus infection remedies | February 14th, 2008 at 9:30 am

This is an important thing to remember. By doubling your conversion rate, you will double your sales without having to generate 1 extra visitor.

This doesn’t mean that traffic isn’t important, only that once you have the traffic, it is important to convert it or you have just wasted your time bringing them to your site.
4. Gary | February 14th, 2008 at 9:34 am

Most visitors like simple pages. Give them a main menu on top, a side menu, right or left and then content.

It’s good to give users options, just don’t confuse them. Calls to action should drive users to meaningful places.

I agree with the idea of not directing internal links to new windows. However, In some cases it’s appropriate pop-ups for help screens and “what’s this?” answers. I think its OK for some external links as well.
5. Employ the Web!&hellip | February 14th, 2008 at 9:35 am

[…] Ten landing page tips to turn visitors into customers from the Yahoo! Search Marketing Blog […]
6. Lance Schneider | February 14th, 2008 at 9:35 am

In #6 you say, “Don’t discourage visitors by requiring registration to your site”. Does this go for high quality, downloadable content on your landing pages too? I try to give them as much useful info as possible on my landing pages, then I offer more in-depth info if they register. Capturing that user’s info is very important in case they don’t buy right away. Do you agree or not?
7. Ben | February 14th, 2008 at 9:46 am

You’re actually forgetting the most powerful method to dramatically increasing conversion rates on a landing page (or any other page on a website), which is to use a professional multivarible testing platform to test what combination of elements work best on your page for each visitor segments. Tools like Optimost (recently bought by Interwoven) have lots of case studies on this.
8. Ken Howard | February 14th, 2008 at 9:52 am

This sounds great for products, but my website is for life coaching and psychotherapy SERVICES and for promoting my self-help iTunes podcast on tips for sucessful living. Wish they would discuss subtle distinctions between product and non-product-based websites.
9. Charliesaurus | February 14th, 2008 at 9:57 am

It would be nice to include a sample of what you’re speaking of. I think I can visualize it… but can you recommend any specific landing pages that you feel work best?
10. zk | February 14th, 2008 at 10:09 am

simple is beautiful , but how do we get Simple ..thats a tough one
11. Six Pack Abs Exercises | February 14th, 2008 at 10:15 am

This may not apply to everyone, but I found that by giving a decent amount of content to get the reader into the page, and then splitting them into men’s and women’s respective pages, I was able to speak more strongly in the sales copy to each gender. This change nearly doubled my conversion rate.
12. David | February 14th, 2008 at 10:33 am

What about with an ebook web site where there is only one product, the ebook? I felt it necessary to include a lot descriptive text about the ebook, but can there be too much?
13. Go 2 Fish | February 14th, 2008 at 10:34 am

Is this for beginners ??
14. Joe | February 14th, 2008 at 10:42 am

11. Don’t try to disquise ads as content. Consumers are smart enough to realize what’s an ad and what’s not. You risk annoying the very people you’re trying to attract. Instead build links to relavent ads into the content of the page.
15. Top Audiobook Downloads | February 14th, 2008 at 11:02 am

It’s about trust and value. As Wallace D. Wattles says is his book, The Science of Getting Rich. “Give more in value than the money you take in return.” However this is good points, it’s just not always possible to apply them all…
16. Guy | February 14th, 2008 at 11:28 am

This is a good article. However I challenge point #6 where it says “don’t require registration”. While providing users with the exact information for why they came my whole focus of my landing page is to have them register for our free newsletter. I have had phenomenal success with this approach and encourage others to follow the trail I have blazed. Here’s an example of one of my (yes, one) main landing pages.
===> http://FindItFreeLive.com/E1/021208B-Dell-Laptop.htm

Also… I would recommend keeping your directory structure to 3 or at the most 4 levels whenever possible.
17. Jack Stone | February 14th, 2008 at 11:32 am

I disagree with #3’s headline (but not with the content under the headline). Testing of fund-raising letters and direct marketing letters proves that (a) people complain about long letters, BUT (b) people BUY (or give) far more in response to long letters than short letters. Ignoring what people say, and watching what they DO, people respond far better to a long letter than a short one.

However, uncluttered, yes. People need to be able to get TO your sales pitch, and not be blocked or confused by unnecessary clutter.
18. Engineering Services - Elecrtical , Mechanical | February 14th, 2008 at 11:49 am

For service providers, I would say converting clicks to conversions you make sure your customers can contact you from the landing page, ie. email, phone number, contact form.
19. Press Release Distribution | February 14th, 2008 at 12:07 pm

Credibility factors matter too: are you a member of an association, an accredited business of BBB, etc? Any logo that you qualify for (Truste, SSL security, Paypal, etc.) should be considered, or at least tested, to see if it helps make more sales. I think the key to any changes or variables is to test and see what works best.
20. Michael | February 14th, 2008 at 12:15 pm

I found all this information useful and will be using it to get more sales. I really like #9 some days I feel like I am the only one who understand the importance of what we offer. If you need an emergency kit, please visit us!
21. chris k | February 14th, 2008 at 12:25 pm

I just suped up my yahoo merchant web site following your suggestions. hope it works and I wish the yahoo templates made it easier to make a really sexy web site.
22. Web Design & Marketing Services | February 14th, 2008 at 12:53 pm

Some really good tips as always , thanks a lot !
I do make sure at our company everybody takes these into consideration when designing or redesigning client pages .

With a well designed effort to improve conversion, you can see real difference in the $$$ department .

Kris
23. Burt | February 14th, 2008 at 1:11 pm

Many of the comments here seem to be confusing landing page with web site. The idea behind a landing page is that you can customize the content to a specific ad or product or??? The same is true with the term conversion. Conversion doesn’t necessarily mean a sale, it often means moving the customer onto the next step in a multi-step process. The comments about testing are great. a single landing page is like driving a stake into the ground as a reference point. Create another landing page with a single difference and then compare the two 4 results.
24. Teach Me $$ | February 14th, 2008 at 1:22 pm

Thanks Guys,
This list is becoming a part of my checklist.
25. Absinthe, real absinthe with thujone. | February 14th, 2008 at 2:29 pm

It is very interesting but you have to remember that each web site or products is specific so you can’t follow each point to a detail. You need to know your visitors and do a lot of market research. This is another very interesting article about shopping cart mistakes that I recommend.
Enjoy.
26. Jerry McTigue | February 14th, 2008 at 2:35 pm
27. Jerry McTigue | February 14th, 2008 at 2:36 pm

Do all of the above…or, hire a professional copywriter.
28. Shycon Web Design | February 14th, 2008 at 2:48 pm

All very good tips. Don’t forget to use great images of your products. Don’t overdo it, but images are key when getting visitors to understand your product better
29. Analysis | February 14th, 2008 at 3:59 pm

As a rule when you increase conversion ratio you decrease traffic. So if you decided follow the advice and make some changes, make sure it will not affect your search engine ranking…
30. Maya | February 14th, 2008 at 4:46 pm

Besides my lampshades I sell affiliate products. I think product pictures are important. I have difficulties with #1 and am not sure how I can convince people why they should by for example nautical lamps from lampplus (affiliate)from my site.
31. sempolnet | February 14th, 2008 at 5:06 pm

This is good idea.
But why practical better than theory?
32. Membership Academy | February 14th, 2008 at 6:00 pm

Good solid landing page tips, and great use of the “top 10 tips” theme.
33. Sorn | February 14th, 2008 at 6:06 pm

I try to do that you suggest.I’m newbie in Aff. program.This content can make me clear.
Thank you.
34. Safety Videos | February 14th, 2008 at 8:12 pm

The implementation of breadcrumbs is especially key in my opinion. Far too often, users hit a deep page and are totally lost from there. Then they just leave the site altogether.
35. Webdesign | February 14th, 2008 at 8:37 pm

When doing webdesign for a customar, i always try at least 3 landing pages at the same time. I then look at the conversion rate an tweak when need to be.

You always need to have good statistics like google analyicts to track and review the data about your visitors and their behaviour.
36. The Unit | February 14th, 2008 at 9:03 pm

Sounds pretty straight-forward to me. Now I just have to follow through on it.
37. Amy Borowicz | February 14th, 2008 at 10:19 pm

Hi everyone,

Thanks so much for your terrific feedback!

Best,
Amy Borowicz
38. Home Theater Speakers | February 15th, 2008 at 12:24 am

What if you’re not selling a physical product - but rather giving advice and tips? Like for home theater systems. I have a donate button but basically only make money with Amazon and adsense ads and a little bit from Chitika. Perhaps I need to write an ebook?
39. Mark Logan | February 15th, 2008 at 4:53 am

I liked the info. provided here, much needed for SecuritySaint.com……

Thanx~
Mark Logan
40. A Website That Sells Ideas | February 15th, 2008 at 6:31 am

The process is trickier when you’re a nonprofit or selling ideas instead of products, as you can see at this website The AIR Equation.
41. Rosalind Gardner | February 15th, 2008 at 9:09 am

Hi Amy,

I think #10 - giving visitors a choice - is especially effective and is a model that I’ve used successfully online for the last 10 years across a number of different websites. Providing honest reviews and saying what you do and don’t like about a product increases visitor trust and sales like nothing else.

Cheers,
Ros
42. SEO Company | February 15th, 2008 at 10:17 am

Very interesting post.
43. Geoff | February 15th, 2008 at 10:27 am

Very useful tips, particularly for the novice. Simple often is best, but it`s so easy to get carried away and try to pack too much in.
44. Is Paul McCartney Dead? | February 15th, 2008 at 11:42 am

I found this article very helpful. We have a great product and we have been guilty of putting to much information on our page. There is a fine balance between to much information and not enough. It takes practice, Practice and more Practice to get it right.
45. Ten Landing Page Tips fro&hellip | February 15th, 2008 at 3:38 pm

[…] should buy this over the competitive product by offering reviews, ratings and comparisons. source: Yahoo! Search Marketing Blog � Convert Your Clicks __________________ My Ratios :: My […]
46. Caleb | February 15th, 2008 at 3:42 pm

#4 says not to link to new browser windows,yet many aff programs -esp.Clickbank- clearly state it must be opened in a new window?

#8 is interesting…I never thought about making search results only link to product pages…
47. Netrepreneurs Only! | February 15th, 2008 at 3:47 pm

All in all…I think the best thing to do for the readers of this particular post is for someone -possibly the author of this post- to show examples of tite landing pages…how about it?
48. Pa | February 15th, 2008 at 4:46 pm

I have experimented with #3 among others and have definiely found it make a big difference whether you get more or less conversions. Simpler is better.
49. XYZ | February 15th, 2008 at 7:19 pm

Such an insightful posting! Thanks - I plan to implement these tips.
50. Guided Meditation Teacher | February 16th, 2008 at 2:49 am

I found this article to be very helpful in reviewing my website on guided meditation to flow more easily. This has allowed my visitors to find what they are looking for quickly. My conversion page that has ranked well for a free meditation music download has converted much higher when I removed all the clutter and got straight to the point that my visitors were searching for. Thank you for the well rounded tips.
51. Best Posts for the Week o&hellip | February 17th, 2008 at 3:18 pm

[…] Ways to Make Money with Your Website. Convert Your Clicks. A Twitter / StumbleUpon Combo to Benefit the Blogosphere. Guide to Link Cloaking, Masking, and Url […]
52. Natural Parvo Treatment | February 17th, 2008 at 5:29 pm

There are so many conflicting opinions on the long vs. short sales / landing page that it’s easy to get confused.

Essentially, I think the page should be as long as it needs to be, and no longer.

For example, our visitors typically have a wide range of questions in their minds when they find our site, so it takes a fair bit of copy to answer all of them.

In summary, don’t try to create either a short or long page just because that’s what somebody tells you to do - create one that’s the right length for the product or service you’re selling.
53. Kareechy | February 18th, 2008 at 3:17 am

Great tips for landing page guide,I higly recommend about using testimonial,It’s work well!
54. Peg Davis | February 18th, 2008 at 12:42 pm

Hi Amy,

Your #1 and #2 tips sound really familiar! We’re flattered that you are a marketingexperiments reader, but we have to insist on credit where original, copyrighted material is at issue. Your readers might want to go directly to the MarketingExperiments journal briefs you’ve quoted from:

http://www.marketingexperiments.com/improving-website-conversion/conversion-value-proposition-page-design.html

Thanks,
Peg Davis
Writer, MarketingExperiments
55. Advertising Recruiter | February 18th, 2008 at 1:02 pm

Agree on most, but in our industry (advertising) visitors expect a degree of design. Some ad agencies go too far and go a bit overboard with flash. A Creative Director will critique design but a Media Director will want to get to the facts quickly.

I have been tinkering with making our site more “engine-friendly” and appreciate these suggestions! Ours is a consulting business, so keeping “trust” in mind when writing content has helped us.
56. Kurtlar Vadisi | February 18th, 2008 at 11:19 pm

I think point 4 is the most important. Keep it simple. Not many people pay enough attention to this.
57. Sergio | February 19th, 2008 at 9:38 am

This is a very good summary of what to do to increase your conversions. I would ad to the “Make it Simple” tip, that the Golden Triangle be used in the design of the page. This is direction of visual scanning by most users, starting at the top left, moving to the right, and then moving diagonally to the visible bottom right of the page (without need to scroll).

The other very overlooked aspect is that customers are more likelly to buy a product if the website is written in the Language they speak. If you are marketing in the US, there is a very large Spanish speaking market.
58. John Rhodes | February 21st, 2008 at 11:06 am

Thank you very much, that was very help full.
59. Administrator | February 21st, 2008 at 3:55 pm

Hi Peg (Comment #54),

You are correct, and we have revised the post to properly attribute the concepts to your site. While this was simply an oversight on the part of our writer, we sincerely regret what occurred, and apologize to you and your site.

Jeff Hecox
Manager, Client Communications
60. craig | March 2nd, 2008 at 9:44 am

Improving conversion ratios is crucial for online businesses

Craig
http://www.theprintedbagshop.co.uk
61. Blogging guides by san | March 11th, 2008 at 2:21 am

Nice tips to make most out of search engine marketing.I have to take care of landing pages.
62. Fightwize Self Defense | March 16th, 2008 at 9:32 pm

Thanks for the tips

Makes a great deal of sense

Malcolm
Fightwize Self Defense