(This is part 1 of 2)
This post was written by Lindsay Hunt, ClickBank Product Manager
Your presentation page is optimized perfectly for conversion?
Probably not.
No site is perfect and there is always the possibility to improve. At ClickBank we seekways to improve our pages constantly (e.g. OrderForm)
Sellers often ask us what they can do to improve conversions on their pages.Recommend that you concentrate in some area to find specific improvements you can make to increase sales.
Analyzes your presentation page, bearing in mind the following categories. We will talk about the top four in this post and the other four in part two.
1. Narrow your topic
The motif of a presentation page is selling a product. If you want all visitors to becomecustomers, be sure to remove any unnecessary distraction from your presentationpage.
There are many forms of distraction:
Links on navigation bars and lateral bars provide ways to exit from your presentationpage and the possibility that visitors get lost in other parts of your site.
Links to social media lead visitors to external websites and may not return anymore.
The advertisements also lead visitors away from your site.
Exit links within your content, even if relevant to your theme, distract visitors and lead them away from your page.
More opportunities for exiting your site, visitors will be less concentrated in buyingyour product.
ACT:
Counts how many ways visitors can exit from your presentation page and delete multiple exit links (links that lead away from your site visitors).
2. Call to Action
The "call to action" (CTA) is an invitation to visitors to your site to perform an action.
The main reason for a presentation page is selling a product. I.e. your CTA is a "buy now" button that directs the customer to the ClickBank order form. A mistake is having too many CTA different on your page.
Ask your visitors to subscribe to your newsletter or connect via social media beforethey see your buy now button? Try to focus the attention of the visitor on an action and make the checkout process easier.
A couple more tips regarding your CTA. Make sure you ...
Easy to find – use Visual signals to attract attention to the CTA. Make sure the buttonstands out from the rest of your design so that visitors understand that can click. Use a button, a text link.
Repeated – Provide the option to click on your CTA in different places on the page sothat you don't have to scroll to the bottom of the page to find it.
Specifies – pay attention to text in your button. It is unclear what will happen once a customer click the button? If there are several steps and clicks required to buy, youhave fewer people who manage to get on the order form.
ACT:
How many different actions ask a visitor to do on your page? It's easy to find yourCTA?
3. Title
The title is the first thing a visitor sees when it arrives on your site. Is your opportunityto create interest and encourage visitors to continue reading. You have no time to catch your attention. Research shows that sites lose up to 50% of the visitors within eight seconds. If you don't capture attention with your title, it may be that visitorsdon't read anything else on your page.
Make sure the title is written in simple language and easy to understand. Remember that your visitors want to know what will be. Why should continue reading? What benefits derive from your product?
ACT:
Find someone who is not familiar with your product. Ask them to read your title anddetermines whether they understood the goal of your page. Try to write 10 + titlesbefore selecting the best.
4. Copywriting
Copywriting does the advertising content posted on your page, for example titles,subtitles, paragraphs, bulleted lists.
As viewers have a limited attention threshold, you'll need to make it easy to take aquick look at your site. Bulleted, bold text and highlight the important points so thatvisitors can get a quick summary of your content.
Your copywriting needs to provide enough information so that visitors can make abuying decision. If you do not give enough, visitors will not have the confidence to buy.If you provide too much information risks losing the people who don't have time tosort it all.
A method for finding a middle ground is to focus on the features and benefits of the product.
The features describe your product and benefits explain to potential customers what your product will do.
For example ...
The iPhone has an 8MP camera, and a retina display of 4 inch, LTE wireless technology and 16 GB of space. Those are features.
Because the characteristics you should interest you?
These features allow you to stay connected to your friends when you're out. You can capture the beautiful moments and share them easily. You can find answers to your questions with a Pocket device.
Advantages persuade customers to buy a product. Features are the details of the product.
ACT:
Creates a list of the features and benefits of your product. Visitors can take a quick look at your content and understand the benefits and features? Can you make it clear why your product is unique?
In the next post, we will discuss the other four ways to optimize your pages.
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