Conversion optimization is all about creating the best possible experience for visitors on a landing page in order to increase the percentage of visitors who become converted into leads or customers. Marketers go all out to create the perfect landing page, from their perspective. They’ll pull all the stops including a sleek graphic design that are catchy, navigation tools that make it simple for a browser to find what they are looking for and optimized content that answers the questions that people have. However, they stop short of optimizing for conversion to capture more leads and generate revenue on these pages.
More landing pages, more returns
Research into conversion optimization has shown that businesses that have 40 or more landing pages generated 12 times more leads than those that had one to five of them. It has also been established that landing pages that had videos can pull up conversion rates by up to 80%. Research results released in June 2015 further indicate that 71% of the brands that saw their sales numbers go up used the strategy of multiple landing pages.
Google sets out to find out
Over the years, search engine giant Google has done its own digging into conversion rates. In 2011, Google carried out over 7,000 A/B tests. A/B stands simply for A or B options offered to site visitors. It is the comparison of two different versions of a single variable on landing pages to find which one gives better results. Landing pages are then selected according to the option that gave better results. Another experiment Google conducted was into the highest converting shade of blue. They tested 50 shades of the color before settling on one as their call to action color.
The Google experiment paved the way into A/B testing for other companies who came to understand that value could be added by testing and adjusting variables on their websites. eBay and especially Amazon.com which have some of the highest conversion rates, are big on A/B testing and they both periodically present slightly different versions of their landing pages to users in an effort to improve customer experience.
Perhaps you are a small business or start-up without the resources that Google, eBay or Amazon have. You can still maximize your conversions by engaging an independent Internet marketing company. They would be in a position to carry out A/B tests and adjust your website so that you get as many conversions as possible.