Post on 11-Nov-2014
description
The 7 Principles of Website Optimization
Brought to you by the Wishpond Content Team
PRINCIPLE #1
Make it Easy on your Visitor
“If there are several ways [to achieve] the same
goal, people will eventually gravitate to the least
demanding course of action…
Laziness is built deep into our nature.”
- Daniel Kahneman
EXAMPLE #1
Having the email form field preselected on Wishpond’s homepage doubled conversions.
Seriously. Doubled.
PRINCIPLE #2Avert Loss
“The disadvantages of a change
loom larger than its advantages.”- Daniel Kahneman
For years now, studies have proven that people prefer avoiding a loss around twice as much as they do attaining a gain.
RESULT: Increased their click-through-rate by
CONTROL
TREATMENT
68%
EXAMPLE #2
PRINCIPLE #3
Design for Conversion
“[Your] website should be a complete sales
presentation, from pitch to close, not a browsing
experience.”- Jacob McMillen, Crazyegg
SIZE MATTERSIncreasing the length of your landing page may improve conversion rates by 62%. Then again, decreasing the length of your landing page may improve conversion rates by 11%. Test it!
DIRECTION MATTERSDirectional cues have been proven to increase conversion rates by 68.3%.
SIMPLICITY MATTERSReducing the number of form fields on your landing page can improve conversions by 75%.
FOCUS MATTERS Reducing the number of links on your landing page can improve conversions by 42.3%.
EXAMPLE #3
CONTACT US!
First Name*
Second Name*
Email Address*
Telephone Number*
Company Name*
Your Message
SEND3
FIELDS3-5
FIELDS6+
FIELDS
25%
20%
15%
10%
5%
0%
source: http://www.quicksprout.com
Average impact of form fields on landing page conversion
PRINCIPLE #4Be Different, Be Better
“It is your job to make your
unique selling proposition
obvious, different and
memorable enough that
[visitors] can see exactly
what your business has to
offer that the other guys
do not.”- Greg Ciotti, Convince&Convert
RESULT: Increased their bottom line (with no additional advertising costs) by over
“Because we have 58 repairmen on call 24 hours a day to man our 27 service trucks, we can guarantee that your home or business will be cool within 2 hours of your call – or there’s no charge for the repair.”
CONTROL
TREATMENT
An air conditioning company in Las Vegas focused (as did all their competitors) on delivering “fast service”.
400%
EXAMPLE #4
PRINCIPLE #5
Create Urgency
“Never pressure people
to push them into
purchasing. Instead, use
pressure to prevent them
from procrastinating.
There is a fundamental difference between the two.”- Michael Fortin, via CopyBlogger
EXAMPLE #5
CONTROL
TREATMENT
RESULT: Conversion rate increased from ~3.5% to ~10%
PRINCIPLE #6Yield the Floor
“The value of engaging with your
business is never clearer than when a
previous customer is willing to stand
ahead of you and say “Seriously,
this business behind me had
a huge influence on my own
success.”
- James Scherer, Customer Reviews
RESULT: Conversion rate increased
CONTROL
TREATMENT
no testimonials
testimonials
34%
EXAMPLE #6
PRINCIPLE #7Get Personal
Selling your product is about…
● The amazing things it can do
● Its features and specifications
● The capabilities that none of its competitors have
● Its availability today for the low, low price of $29.99.
Selling your visitor on your product is about…
● The amazing changes it can bring in their life
● Its benefits and personal impacts
● How much more time they will have to do the things they love
● How the capabilities it has that none of its competitors’ do make it better to use.
The point of your landing page is not to sell your product, but to sell your visitor on your product.
Here is the difference between the two:
EXAMPLE #7
“Try Schedulicity Free” CONTROL
TREATMENT
RESULT: Conversion rate increased 24%
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