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Hello {FIRSTNAME},
Welcome to all of our new subscribers!
In this week's edition of eTips, Kim Roach, of www.unleashthetraffic.com,
will assist you in increasing your web site's conversion rate.
I hope you'll enjoy the publication.
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 Is Your Web Site Missing These Crucial Conversion
Factors?
By
Kim
Roach
Smart online marketers never guess. They base their decisions on precise
testing. Unfortunately, 90% of online marketers never test at all. However,
for those that take the time to test properly, they can quickly rise above
the competition.
Want to know how to increase your profits without increasing your web site
traffic? Proper testing and tracking is the key.
You should test all of your sales letters, landing pages, order forms, and
web designs. Here are some of the crucial elements that you should test on
every page along with some advice on the best practices.
Keep in mind that nothing beats your own testing because different market
segments will respond differently to your sales copy.
Headline
Simple changes to the headline have been known to produce up to 1,900% increase
in conversion rates. The headline is the single most important part of your
sales letter. If they don’t read past your headline, they will never
reach the order button.
An effective headline will capture your visitors’ attention and draw
them into your sales copy.
You only have about 8 - 10 seconds to capture your visitors attention. To
do so, your headline must hit your visitors deepest needs and desires.
One of the most powerful headlines is a question. Why? Because questions
irritate the brain and make your grey cells go haywire. Psychologically,
questions are extremely powerful.
Here are 3 quick tips for writing effective headlines:
- Ask a question that begs to be answered.
- Create curiosity. ( Our brains our naturally curious)
- Embellish your visitors deepest problem.
If you are not testing your headline, you are most likely leaving lots of
money on the table.
DropCaps
Many people ignore the possiblity of including a dropcap on their sales page.
However, through testing, it has shown to increase conversion rates.
As online marketers, we have been left in the dark. Many offline advertisers
and marketers have been using dropcaps for years.
One of the first people to confirm this technique was David Ogilvy. David
Ogilvy wrote “Ogilvy On Advertising” and also produced advertising
for brands such as American Express, Sears, Ford, Shell, Barbie, Dove, Maxwell,
IBM, and Kodak.
Ogilvy is quoted as saying, “The drop capital increases readership of
your body copy by an average of 13%.”
This one simple change could boost your bottom line.
Colors
Psychologists have suggested that color impression can account for up to
60% of the acceptance or rejection of a product or service.
Changing a few colors on your web site can instantly increase your conversion
rate. When color is used correctly, it can send a number of messages to your
readers. It can also highlight important points.
Color triggers a variety of emotions. To know which colors will appeal to
your visitors, you must know your audience very well. This is where market
research comes in.
McDonalds has already done much of the testing for you. It is certainly no
coincidence that McDonalds uses the colors red and yellow. They did intensive
research before determining that those were the colors that would attract
the eye. Take a look as you are driving down the street. There are now countless
numbers of businesses who use red and yellow in their advertising.
Red is one of the most effective colors to use for your headlines and
sub-headlines. Blue has proven to be the best color for links. However, like
all of the other elements of your web page, you will need to perform your
own testing.
To view an example of an effective landing page, go to
http://www.unleashthetraffic.com/traffic/
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As a web master, color is definitely something
you will want to research and test on your web site. It could mean the difference
between a sale and a lost customer.
Offer a Strong Guarantee
Guarantees help to alleviate any anxiety that your potential customers may
have.
Give your customers a risk-free guarantee . Let them know that they can take
their time consuming your product and that if it doesn't work out for them,
they can quickly return it, no questions asked. This may sound contradictory,
but it's good business for you and for them.
Guarantees will increase sales. However, many people do not know that guarantees
will reduce return rates as well. Therefore, they are a vital component of
your sales letter.
A longer guarantee creates fewer returns than a shorter guarantee. A 90-day
guarantee will produce fewer returns than a 30-day guarantee.
If you are truly marketing a quality product or service, then you should
not be afraid to back it up with a 100%, no questions asked, lifetime money-back
guarantee.
In addition, it has often been found that people return a product less when
they are allowed to keep some bonus items even if the product is returned.
Here are a few techniques that have often been found to be successful in
creating a guarantee:
- Circle the guarantee
- Use a guarantee icon
- Write your guarantee in your own handwriting
P.S.
Believe it or not, the P.S is the second most important element of your sales
page. Many of your visitors may not read your entire sales letter, but they
will read your P.S. It is second only to the headline.
In fact, did you know that P.P.S. is the most important postscript.
Many successful online marketers use three postscripts. So, what do you say
in a postscript?
Listed below are some important topics to cover in a P.S. Use one that identifies
your risk reversal guarantee. Use another to remind them of the urgency to
take action now. Use another to inform them on how life will be without your
product and what life will be improved with your product
Images of Your Product
No matter what you are selling online, you can increase your conversion rates
by using pictures of your products. This is especially true for e-books.
So much of the online world is intangible. However, whenever you create a
3-d image of your product, you turn the intangible into tangible.
If you decide to do this, make sure you have your images created professionally.
Nothing can kill sales like poor graphic design.
Bullets
Bullets are captivating, short, sweet, and pleasing to the eye. Not to mention,
all of the top marketers, historic and present-day, use bullets. Clustered
bullets offer a burst of benefits.
In your bullets, be sure to use the words, 'you,' 'your,' and 'yours,' rather
than 'I,' 'us,' 'our,' or 'we.' By using possessive words, you transfer ownership
and allow them to visualize owning your product.
Here are some phrases you can use to transfer ownership:
"Your widget will be delivered in 5 days"
"You will receive"
"You will learn"
"You will discover"
Background Color
The color of your background is a very simple change that can instantly increase
your conversion rate. The most effective background colors include white,
dark blue, grey, and black. Of course, you will want to test this out for
yourself to see which works best for you.
The optimal background color can change depending on your target market.
Remember, nothing beats your own testing.
Once you have implemented some of these strategies, test your sales copy
on a small scale. Optimize your copy to it's fullest potential and then begin
your major campaign.
Many online businesses do not test at all. They never optimize their sales
letter, landing pages, or order forms. As a result, they are leaving money
on the table.
I do not want you to make the same mistake!
Test Everything - Never Assume.
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| Tip of the Week |
 |
You can display your form submission buttons with an image background using
the STYLE tag. Add the following code to your INPUT tag: STYLE="background:
url(yourimage.gif)" Make sure your text is clearly visible through your image
background.
Today's tip is an excerpt from the acclaimed
Web Design Mastery series.
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