Before you start performing split and multivariate testing in order to improve your landing page conversion rate, there are several important factors to keep in mind.
Factor #1: Product Quality
The web can be a risky place to make a purchase. You can’t touch the product and look at it like you can when you’re out shopping at a store.
Product quality is one of the most important factors to consider before working to increase your landing page conversion rate. It’s easy for unsatisfied customers to use social media and product review sites to tell others about a poor quality product.
Even the most sophisticated conversion rate tool won’t mean a thing if you have a poor quality product or service.
Factor #2: Product Demand vs Supply
Have you ever created a product only to find there was not much demand for it within your customer base? It’s important to be able to measure the supply and demand of any potential product.
How do you access product demand? You use a keyword research tool like Wordtracker or Keyword Discovery.
Keyword tools allow you to type in a search phrase and get an estimate of the demand for that keyword (how many people type it into the search engines within a fixed period of time) as well as the supply for that keyword (a measure of the competitiveness of the keyword).
Using a keyword research tool will tell you that writing an ebook on “Fishing” is a losing proposition. While the term “Fishing” is extremely popular, the competition for that keyword is enormous, making it virtually impossible to rank highly in the search engines.
Keyword tools will allow you to zero in on more niche-oriented phrases so that you can still generate a good amount of interest and have a much easier time ranking highly in the search engines. For example, Wordtracker tells us that the term “ice fishing house plans” has a good amount of interest but very little online competition.
Before deciding to create a new product, take some time and use a good keyword research tool to help direct your ideas.
Factor #3: The UVP
Every high-converting sales page succeeds at helping the customer reach their goals. In other words, you must be relevant to your web visitors. One powerful way of doing this is to spend some time defining your Unique Value Proposition or UVP.
A UVP helps your visitors answer the question “How will this product help me?” A strong UVP will quickly demonstrate the value of your service or product and help build confidence and trust.
Your UVP should be concise and clearly demonstrate the unique advantage of doing business with your company. In addition, it should be positioned at the very top of your sales page.
Factor #4: PREselling
The term” PREsell” was first coined by Ken Evoy, a Canadian Internet marketer and President of SiteSell.
Below is Ken’s own words about his PREselling concept.
“On the Net, effective PREselling creates a warm, ‘open-to-buy’ mindset in your target group and gets that important click-through to your monetization source (i.e., your order page, your merchant-partner’s sales site, your store, etc.). And PREsold visitors are much easier to convert into customers.
Successful PREselling content ‘works’ at several levels…
1) It has that ‘been there – done that’ voice and flair.
2) It has specific knowledge that comes from real experience.
3) It is supported by a depth of useful information — good reference material plays an important part.
4) It is spun or positioned in a way that is uniquely yours. Furthermore, it is consistent, from page to page, from e-zine issue to issue, from week to month to year. And finally, it is for the customer, absolutely.”
There are many single-page websites out there that are simply pushing product with very little additional helpful content. Without a strong content base to help presell, you’ll find it difficult to convert your visitors.
Having a one-page site is not going to create that nice warm ‘open-to-buy’ mindset that Ken talks about above. In addition, the Search Engines are moving away from that single page model and looking for sites that provide more substantial value.
Find out what it is your target market is looking for and work to build an entire content-based website that is focused around that need.
Creating a small site that contains 25-30 content pages based around the theme of your products will do wonders to help PREsell to visitors. In addition, each of these content pages can (and should) be focused on additional profitable keywords that are related to the theme of your product or service. Over time, this will help to bring in even more natural organic traffic from the Search Engines.
These four factors will greatly help improve your overall website conversion rates.
Corte Swearingen is has written extensively on conversion rate improvement. He is the author of the book Got Traffic Now What? and the founder and creator of SmallBiz Marketing Tips, a website devoted to providing free content as it relates to strategic marketing.
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