Optimizing Landing Pages: 3 Keys to Increasing Conversion Rates

Optimizing Landing Pages: 3 Keys to Increasing Conversion Rates

Introductions Todd Lebo, Senior Director of Content & Business Development MarketingSherpa @ToddLebo Dr. Charles W. Coker, Director of Training MarketingExperiments @ChuckCoker Andreas Stenzel, Marketing Director TRUSTe @TRUSTe

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Today s agenda Welcome Landing Page Conversion Anxiety s Impact Specificity Proximity Intensity Reducing Anxiety to improve conversion (An Experiment) Can I Trust You?

Session 2 Lesson Plan Landing Page Optimization ANXIETY

Introduction Conversion Sequence C = 4m + 3v + 2(i-f) - 2a Wherein: C = Probability of conversion m = Motivation of user v = Clarity of the value proposition i = Incentive (additional) to take action f = Friction elements present a = Anxiety elements present

Anxiety - Definitions Anxiety: Psychological concern stimulated by a given element in the conversion process. C = 4m + 3v + 2(i-f) - 2a Appeal Aggravation Concern

Anxiety Principles Key Principles 1. Anxiety is just as lethal (and growing) to conversion as friction. 2. If you think about mitigating anxiety in rational terms, you are likely to fail in your efforts. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. 3. Anxiety is also localized in the buy process. It is closely associated with the geography of the page.

Anxiety Principles Key Principles 4. Therefore, you must seek to relieve and/or correct for anxiety at three different levels: Specificity Proximity Intensity

Anxiety Principles Note: The rest of this session, we will be discussing how to combine all three of these dimensions of relief in order to maximize our landing page conversion. Specificity Proximity Intensity

Landing Page Optimization SPECIFICITY

Anxiety Relief Formula - Specificity Key Principle Specificity 1. Specificity is the level to which your corrective measures address precisely the source of customer anxiety and work to counteract it. Proximity Intensity

Anxiety Relief Formula - Specificity Specific Sources 1. Quality 2. Reliability 3. Security 4. Price Specific Corrections 1. Satisfaction Guarantee 2. Testimonials 3. Third-Party Seals 4. Low-Price Guarantee

Anxiety Relief Formula - Specificity Experiment ID: Protected Location: MarketingExperiments Research Library Test Protocol Number: n/a Research Notes: Background: We conducted a 24-day test for a non-profit that supports Alzheimer s disease research Goal: To improve their donation conversion path Primary research question: Which page would generate the most donations? Approach: A/B split test (variable cluster)

Anxiety Relief Formula - Specificity Original Page What are some key issues of anxiety for this type of website? What do you actually do with my money? Does my contribution really make a difference? Why do they need this much information? How reputable is this organization? Does this organization have the same values I do?

Anxiety Relief Formula - Specificity Optimized Page In the top opening paragraphs we shifted the focus from matter-of-fact information about the organization to personal stories about how the donations are helping specific people. This not only gave the page a more personal and emotional aspect, but it helps answer the question, Does my contribution really make a difference?

Anxiety Relief Formula - Specificity Optimized Page We added a very personal and powerful statement from the organization s founder about the reasons why the non-profit was founded. This gave visitors more insights to the core values of this organization. We also sought to reduce anxiety by moving the credibility indicators closer to the call-to-action (we will speak more to this later).

Anxiety Relief Formula - Specificity Original Page Optimized Page

Anxiety Relief Formula - Specificity 54% Increase in Conversions The optimized design outperformed the original by 54% Donation Page Conversion Rate Original 2.96% Optimized 4.56% Relative Difference 54% What you need to understand: The optimized page yielded a 54% higher conversion rate with a more personal feel and by addressing specific customer anxieties.

Session 2 Lesson Plan Landing Page Optimization PROXIMITY

Anxiety Relief Formula - Specificity Key Principle Proximity Specificity Intensity 1. Proximity is the degree to which your corrective measures are placed such that they are experienced at the same time as, or as soon after, the moment that the anxiety is stimulated as possible.

Anxiety Relief Formula - Proximity

Session 2 Lesson Plan Landing Page Optimization INTENSITY

Anxiety Relief Formula - Specificity Key Principles Specificity 1. The Intensity level of the corrective measure must address both the substance and perception of the concern. Proximity Intensity 2. In terms of substance, you need to address the rational foundation of the source of anxiety as it relates to the realistic level of risk. 3. In terms of perception, you must also overcome the extra level of concern stimulated by the amplifying affect of fearborne anxiety.

Anxiety Relief Formula - Intensity Ways to affect an over-correction 1. External factors (what others say about you) Security Seals Credibility Indicators (e.g., BBB, TRUSTe, HACKERSAFE) Testimonials (categorized, sequenced and specific to cause of anxiety) Third-party ratings (PriceGrabber, Yahoo! Store, etc.)

Anxiety Relief Formula - Intensity Ways to affect an over-correction 2. Internal factors (what you say about yourself) Copy Language Tone (match tone to buying decision) Personalization Signatures Images Colors and themes (matching look and feel of site to niche) Privacy policy Satisfaction guarantees About Us page Contact telephone number (reassure that the company is legitimate and you can talk to an actual person)

Anxiety Relief Formula - Intensity Not this But this Legitimate question: Why do you need my credit card information for a free trial? Corrective measure addresses not only the substance of the legitimate concern, but overcorrects by reassuring that You will never be charged during.

Session 2 Lesson Plan Landing Page Optimization EXPERIMENT

Experiment Experiment ID: Protected Location: MarketingExperiments Research Library Test Protocol Number: n/a Research Notes: Background: Company offering Web hosting and related services Goal: Increase service sign-ups Primary research question: Which Landing Page would produce the highest conversion rate? Approach: A/B split test (variable cluster) aimed at supporting the value proposition, prioritizing information, and addressing and correcting specific visitor anxiety

Experiment Original Page LOGO

Experiment LOGO LOGO

Experiment LOGO

Experiment Optimized Page LOGO

Experiment LOGO Along with strengthening the communication of the value proposition, the optimized page sought to alleviate certain concerns(anxiety) that naturally arise with online hosting solutions. With clear graphic images, they communicated the reliability of their product and the extent of their customer service. Even further, key bullets point are given to answer any other concerns: 100% Uptime in 2007, 24/7 customer support, No hidden Charges, [Local] based call center, 30 Day Money Back Guarantee, Verified Secure.

Experiment LOGO Added testimonials to address concerns of reliability, ease of use, and speed of service. Using Best Value instead of Best Seller more specifically addresses any concerns that may arise from the two options price differences.

Experiment Original Page Optimized Page

Experiment 162% Increase in Conversions The optimized page also increased revenue per visitor by 128% Web Hosting Offer Page Conv. Rate Original 1.31% Optimized 3.44% Relative Difference 162% What you need to understand: The optimized page yielded a 162% higher conversion rate by strengthening the communication of the value proposition as well as addressing customer anxieties with specific corrective measures.

Session 2 Lesson Plan Landing Page Optimization CONCEPT SUMMARY

Concept Summary Key Principles 1. Anxiety is just as lethal (and growing) to conversion as friction. 2. If you think about mitigating anxiety in rational terms, you are likely to fail in your efforts. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. 3. Anxiety is also localized in the buy process. It is closely associated with the geography of the page.

Concept Summary Key Principles 4. Therefore, you must seek to relieve and/or correct for anxiety at three different levels: Specificity Specificity Proximity Intensity Proximity Intensity

Concept Summary Key Principles 1. Specificity is the level to which your corrective measures address precisely the source of customer anxiety and work to counteract it. 2. Proximity is the degree to which your corrective measures are placed such that they are experienced at the same time as, or as soon after the moment that the anxiety is stimulated as possible. 3. The Intensity level of the corrective measure must address both the substance and perception of the concern. In terms of substance, you need to address the rational foundation of the source of anxiety as it relates to the realistic level of risk. In terms of perception, you must also overcome the extra level of concern stimulated by the amplifying affect of fear-borne anxiety.

Session 2 Lesson Plan Anxiety END

Session 2 Lesson Plan Can I Trust You?

Overview Trust and the Open Web The Lines Are Blurring Search and social content syndication advancing extremely rapidly. Devices know who and where you are no forms required. Personal data online has never been more accessible. Building trust online has never been more important.

Overview Customers Who Trust You, Buy More TRUSTe accelerates Interactions and transactions TRUSTe advances Brands Online TRUSTe acts as a Second Line of Defense to Mitigate Risk in Near Real Time

Transactional Assurances Website Best Practices to Accelerate Trust TODAY! Communicating The Human Touch Full Contact Info About Us Pages Leadership Pages Pictures

Transactional Assurances Privacy and Data Management Best Practices to Accelerate Trust. Give Users Transparency, Choice, and Control Preference Center Disclaimers on Forms Privacy Policies

1000 s of Companies Succeed MARKETING UPLIFT >1M Opt-In Newsletter Registrations 4% Bump in Application Conversions 7% Increase in Quality Lead Conversion SALES UPLIFT 84% Increase in Purchases 29% Increase in Sales 5% Lift in Conversion

About TRUSTe Our Name Speaks Trust: 14 Years of Trust Online 3,000+ Customers Globally 1M+ Verify Our Clients Monthly

Thank You! Questions? www.truste.com astenzel@truste.com @TRUSTe