3 Ways To Double Your Website Conversion Rates – With Tips Every Marketer Must Know

Editor’s note: This is a guest post by Toby Jenkins of Web Marketing That Works.

One of Pete’s 7 levers of Business is Opt-ins. Typically, an opt-in rate of 2-3% on all of your website traffic is considered a good result. In this post, I want to focus on how, at Bluewire Media,  we have been able to use landing pages that help us consistently an opt-in rate of 6-7%.

The proof is in the pudding,, as you know. So here is the data comparing the last 90 days vs the previous 90 days:

marketing-performance

Even though  traffic has dropped fractionally,  opt-ins are actually up significantly (21%!) on the previous 90 days and our overall Opt-in rate is 6.98%. A key part of this success is that our opt-in forms follow the landing page design I want to share with you here.

The 30 Second Version:

If you only have 30 seconds then here are the 4 key take aways:

  1. Remove leaks on your opt-in pages by removing navigation options.
  2. Build trust by demonstrating social and expert proof.
  3. Make it easy for people to take action by visually highlighting the next steps.
  4. Download a free Landing Page Design Template to get started.

Details – 3 Key principles:

There are 3 key principles to great landing pages that we’ve learned over the last 9 years:

  1. Remove leaks
  2. Build trust
  3. Make it easy for people to take action

1. Remove Leaks:

When you look at your landing page, ask yourself: 

“Other than my call to action, what can a visitor click on?”

Every link on your page that is not your single call to action, is an opportunity for your visitor to leave and a distraction from the purpose of your page.

On our standard page template, even excluding the drop down menu items, there are 20 different leaks a visitor can choose from:

web-strategy

This isn’t necessarily a bad thing. After all, we want people to navigate and explore our website easily.

But, when it comes to the point where we want a visitor to opt-in to download one of our templates, this is far too distracting. So we have created our opt-in or landing page design which we use for our free templates like the Web Strategy Planning Template:

web-strategy-planning

You’ll see on this page far fewer options for a visitor, removing the top, the main and the side navigation bars. We have only left a link on our logo, a handful of links in the body copy and there are links in our footer right at the bottom of the page.

web-strategy-footer

This makes for a very uncluttered and easy to use page with far fewer “leaks”.

Now I’ll explain the other elements that make this style of page a winner.

2. Build Trust:

If you want someone to feel comfortable telling you their name and email address, you’ll need to earn their trust and make your landing page as trustworthy as possible.

Here’s what we’ve chosen to do.

Share buttons (like the image below) at the top of the page provide social proof that others have found the tool/template useful.

share-buttons

Slideshare

Using Slideshare to preview the actual resource means a visitor can “try before they buy” and see exactly what they are going to get.

slideshare

Wherever possible on our landing pages, we provide the Slideshare preview.

Text: Beneath the slideshare we explain what the template actually is and the benefits of using it.

Testimonials and comments: We allow comments and add testimonials for more social proof that the template is useful.

testimonials

And Facebook comments too.

facebook-comments

3. Make it easy for people to take action:

Finally, when you’re encouraging people to take action on your landing page, here are a few design pointers that help to make it easy.

Encapsulate the form: by having a contrasting colour around the form to help it to stand out from the page.

 encapsulate-form

Use directional cues: Arrows and faces looking towards the form help visitors to know where to go next.

directional-cues

Contrast: Make your call to action button clear by using a contrasting colour – again to make it stand out from the page.

contrast

Also, remember to use lots of white space so the page isn’t visually crowded.

So to revisit those key principles of a successful opt-in page:

  1. Remove leaks
  2. Build trust
  3. Make it easy for people to take action

If you’re looking for an example PDF that you can pass onto your designer to improve your own opt-in rates, download our free Landing Page Design Template.

If you have any other tips or tricks that have helped to improve your opt-in rates, please leave a comment below.

Author Bio: Toby Jenkins is CEO of Bluewire Media, a web marketing speaker and author of Web Marketing That Works. The best way to contact him is on Twitter: @Toby_Jenkins.

about-pete
Pete Williams is an entrepreneur, author, and marketer from Melbourne, Australia.

Before being honored “Australia’s Richard Branson” in media publications all over the continent, Pete was just 21 years old when he sold Australia’s version of Yankee Stadium, The Melbourne Cricket Ground For Under $500! Don’t believe it? You will! Check out the story in the FAQ section (it really is our most asked question).

Since then, he’s done some cool stuff like write the international smash hit ‘How to Turn Your Million-Dollar Idea Into a Reality’ (+ the upcoming ‘It’s Not About the Product‘) and he’s created a bunch of companies including Infiniti Telecommunications, On Hold Advertising, Simply Headsets and Preneur Group.

Lots of other people think he’s pretty good too! He’s been announced as the Global Runner-Up in the JCI Creative Young Entrepreneur Awards for 2009, the Southern Region Finalist in the Ernst & Young 2010 Entrepreneur of the Year, and a member of SmartCompany’s Top 30 Under 30.

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