We’ve all heard the term “less is more”. And we’ve been told this applies for landing pages too. I.e. your forms should be short and only ask for only the bare minimum of required information if you want to convert.
However, when used across the board, this advice can backfire.
As an example, one of the main questions someone typically has when faced with a landing page is is how much your offer will cost. But if the offer on your landing page is for a free quote, you can’t necessarily disclose pricing on the page. When there’s no pricing, but instead a form requiring a name, phone number, and email, the visitor knows:
- They’re going to need to talk to someone to get an answer to their question (they’re well aware you can’t give a customized quote from such limited info), plus, prospects are very reluctant to give their information out to just anyone.
- They can click the back button and find a competitor that will give them what they want faster.
So why would we expect a form with super generic fields to be compelling enough for someone to engage with us in all cases?
As we’ve found at our agency KlientBoost, by increasing the amount of steps and the amount of form fields, we could actually increase conversion rates. The key here for us has been the order in which we present our steps and what info we ask for first.
Can more form fields really increase conversions?
As you may know, adding form fields goes against everything we’ve typically been advised to do:
And while there are certainly cases in which fewer form fields are best, we’ve found adding more of the right form fields in progression can help ease conversion anxiety. When done correctly, it can take your free quote/lead generation landing pages to the next level.
At our agency we call our multi-step form approach the Breadcrumb Technique – think Hansel and Gretel where the breadcrumbs lead them in the right direction.
Experimenting with the Breadcrumb Technique
This is the landing page version of the sales technique called the “Yes Ladder”. It’s the art of eventually getting to what you want (the conversion) as a marketer, by getting visitors to say yes to much smaller requests first.
Instead of having one page and one form to capture leads, you spread the form fields across two or more steps. So potential leads that visit the first page via your ads will fill in a short form and, after clicking the CTA button, they’re directed to the next step.
The first step starts with the least personal questions that allow the visitor to stay anonymous, whereas the second (and possible additional steps) ask for more, (albeit) reasonable, personal information. Here’s an example from one of our clients ZipLending. Their landing page offers a quote for rates on mortgages:
Notice the questions being asked in the step one form:
- What kind of property are you considering?
- What is your estimated credit score?
- What is your desired loan amount?
All fairly low threat questions that allow the prospect to stay anonymous but feel like they’re going to get a quality answer they’re looking for, tailored to them.
Next, they’re directed to the second step form fields:
This step asks for more personal information, but logically reminds the prospect we need this information to send custom rates their way.
And while I can’t share the nitty gritty numbers of this test, I can share some high-level results. After the multi-step changes were made in the form above, we were able to bring in 35 more leads for ZipLending from March 2017 to May 2017. The client also noticed they were really high quality leads because of the qualifying questions we had included in our first step.
When we experimented with a multi-step form for another client, Garza Law, we were able to steadily increase the number of leads, bringing in 66 more in March 2018 than in December 2017, for example. Here’s a look at that:
Depending on the industry you’re working with and the typical value of a lead, 35-66 more leads in a given month can be a huge upgrade for a client and it’s why we’re thrilled to be able to deliver this via the multi-step form approach.
Why the BreadCrumb Technique is a cool experiment
If you want to try this with your landing pages, on the first step form, you set up questions pertinent to what the prospect might ask had they called you on the phone. This establishes the custom nature of what they will receive in return.
In the particular example we’ve outlined above, the visitor is interested in getting a no-obligation quote. So surely we’d need certain information on what they’re looking for to be helpful, and because the prospect understands this they’re more willing to participate for the perceived, increased value.
Replacing highly personal, red-flag-raising questions in the first step with questions that help the prospect hone in on exactly what they’re looking for will not only grow your conversions, but often improves lead quality as well.
Additionally, on the ZipLending page, notice the the headline changes between step one and two to let people know that they’re not yet finished with the process.
The “get rates” CTA button text also changes to “send rates”. If the language does not differ from your step one to step two, this could cause a drop in conversions as people may think the form just refreshed and they’re done with the process.
The psychology backing up this technique
After filling out the initial questions in step one, the last step of filling out the more sensitive fields like name, email, phone number becomes much easier because of compliance psychology.
Dr. Robert Cialdini said it best:
“Once we’ve made a choice, we will encounter personal and interpersonal pressures to behave consistently with that commitment.” Influence – The Psychology of Persuasion
In other words, once you commit to small things, you’re more likely to continue onto bigger commitments aligned with your initial decision.
Scott Fraser and Jonathan Freedman also conducted research on how to get people to say yes. They went door to door asking people to put up a sign that read: “Drive Carefully” in their front yard, but only 20% of people agreed to this.
They then did the same test in a nearby neighborhood, but this time they asked people to put much smaller signs in their yard. This created the opportunity to get them to eventually say yes to putting up the original, larger signs.
Next time around, 76% people agreed to put up the larger signs compared to the original 20%. Psychology baby!
Following the multi-step model designed to ease visitors into a commitment, here’s another successful built-in-Unbounce landing page example from one of our clients:
The first step
The second step
Successful multi-step forms weren’t a one-time thing for us
What’s cool is that this multi-step landing page technique has worked for us at KlientBoost several times for different clients.
Below you can see our client Mention’s Unbounce landing page offering their free demo, Auto Buyer’s landing page for their offer on your vehicle, and Watchex’s estimate for purchasing your Rolex. These campaigns all followed the same breadcrumb technique:
Progress bars can help light the way
When it comes to multi-step landing pages, something to consider testing is adding a progress bar, or a step wizard. This is especially handy when you have more than two steps, like the following example:
The wizard signals to people just how much they will need to fill out, which can help ease any uncertainty about how much information is required.
How do you try out The Breadcrumb Technique on your Unbounce landing pages?
It’s easy! Instead of having your usual one-step form, head to your form confirmation dialog and make your first-step’s form destination direct to the url of your second step (See below).
When you select the form in the Unbounce builder, you will see options on the right of where the form confirmation goes. Under confirmation, select “Go to URL”, then paste in the url of the second step form, and make sure that the “Append form data to URL” is checked.
For the second step of the form, you must make sure a very crucial step is completed, otherwise the information from your first step will not pass over and you will not receive a full lead. See below:
You will need to create hidden fields with the same field IDs of the form fields on your first step. If they don’t match, the information will not pass over. As long as you have all fields from the first step as hidden fields on the second step, you should be just fine.
Now that your first and second step are linked together correctly, you can continue with your regularly scheduled programming of sending the second step form to your form confirmation dialog (or a thank you page). All done!
Unbounce has an easy multi-step function
There’s always more than one way to do something! Although this requires some development work, Noah Matsell from Unbounce has some helpful tips on creating multi-step forms within the same page/url. This means you won’t need to paste in the second form url as the destination of your first form.
Note that this workaround allows you to create a form with one field per step, so this may not work for those who would like to have several form fields appear in a given step, however you can test out what works for you.
To create these multi-step forms on the same page:
Create your form in Unbounce.
Create a new button element for your ‘Next’ button and one for your ‘Previous’ button. Keep in mind when positioning these buttons (and your form submission button) that only one field will be shown at a time.
Update the script with the ID of your ‘Previous’ and ‘Next’ button elements. Tip: Make sure you exclude the ‘#’ in the ID.
Copy the CSS from ‘multistep_form.css’ and paste it into the Stylesheets section of your page.
That’s it! See the whole process and the required code here.
Test out the technique on your next landing page
It might take a bit of practice to figure out the correct questions to be asking on your first step, or to find out the type of language to use on your form; but that’s what conversion rate optimization is all about: testing and trying new things to see what sticks. Ask the questions your visitors want answers to, and ask the questions your sales people need answers to to give a prospect a more personal answer.
If you give this a try, we would love to hear about your experience with a comment below.
Read original article:
With the rise of serverless architecture adding a contact form to your static site doesn’t need to be the reason to switch to a CMS anymore. It’s possible to get the best of both worlds: a static site with a serverless back-end for the contact form (that you don’t need to maintain). Maybe best of all, in low-traffic sites, like portfolios, the high limits of many serverless providers make these services completely free!
In this article, you’ll learn the basics of Amazon Web Services (AWS) Lambda and Simple Email Service (SES) APIs to build your own static site mailer on the Serverless Framework. The full service will take form data submitted from an AJAX request, hit the Lambda endpoint, parse the data to build the SES parameters, send the email address, and return a response for our users. I’ll guide you through getting Serverless set up for the first time through deployment. It should take under an hour to complete, so let’s get started!
Setting Up The Project
We use Yarn to install the Serverless Framework to a local directory.
- Create a new directory to host the project.
- Navigate to the directory in your command line interface.
yarn initto create a
package.jsonfile for this project.
yarn add serverlessto install the framework locally.
yarn serverless create --template aws-nodejs --name static-site-mailerto create a Node service template and name it
Our project is setup but we won’t be able to do anything until we set up our AWS services.
Setting Up An Amazon Web Services Account, Credentials, And Simple Email Service
The Serverless Framework has recorded a video walk-through for setting up AWS credentials, but I’ve listed the steps here as well.
- Sign Up for an AWS account or log in if you already have one.
- In the AWS search bar, search for “IAM”.
- On the IAM page, click on “Users” on the sidebar, then the “Add user” button.
- On the Add user page, give the user a name – something like “serverless” is appropriate. Check “Programmatic access” under Access type then click next.
- On the permissions screen, click on the “Attach existing policies directly” tab, search for “AdministratorAccess” in the list, check it, and click next.
- On the review screen you should see your user name, with “Programmatic access”, and “AdministratorAccess”, then create the user.
- The confirmation screen shows the user “Access key ID” and “Secret access key”, you’ll need these to provide the Serverless Framework with access. In your CLI, type
yarn sls config credentials --provider aws --key YOUR_ACCESS_KEY_ID --secret YOUR_SECRET_ACCESS_KEY, replacing
YOUR_SECRET_ACCESS_KEYwith the keys on the confirmation screen.
Your credentials are configured now, but while we’re in the AWS console let’s set up Simple Email Service.
- Click Console Home in the top left corner to go home.
- On the home page, in the AWS search bar, search for “Simple Email Service”.
- On the SES Home page, click on “Email Addresses” in the sidebar.
- On the Email Addresses listing page, click the “Verify a New Email Address” button.
- In the dialog window, type your email address then click “Verify This Email Address”.
- You’ll receive an email in moments containing a link to verify the address. Click on the link to complete the process.
Now that our accounts are made, let’s take a peek at the Serverless template files.
Setting Up The Serverless Framework
serverless create creates two files: handler.js which contains the Lambda function, and serverless.yml which is the configuration file for the entire Serverless Architecture. Within the configuration file, you can specify as many handlers as you’d like, and each one will map to a new function that can interact with other functions. In this project, we’ll only create a single handler, but in a full Serverless Architecture, you’d have several of the various functions of the service.
In handler.js, you’ll see a single exported function named
hello. This is currently the main (and only) function. It, along with all Node handlers, take three parameters:
This can be thought of as the input data for the function.
This contains the runtime information of the Lambda function.
An optional parameter to return information to the caller.
// handler.js 'use strict'; module.exports.hello = (event, context, callback) => const response = statusCode: 200, body: JSON.stringify( message: 'Go Serverless v1.0! Your function executed successfully!', input: event, ), }; callback(null, response); };
At the bottom of
hello, there’s a callback. It’s an optional argument to return a response, but if it’s not explicitly called, it will implicitly return with
null. The callback takes two parameters:
- Error error
For providing error information for when the Lambda itself fails. When the Lambda succeeds,
nullshould be passed into this parameter.
- Object result
For providing a response object. It must be
JSON.stringifycompatible. If there’s a parameter in the error field, this field is ignored.
Our static site will send our form data in the event body and the callback will return a response for our user to see.
In serverless.yml you’ll see the name of the service, provider information, and the functions.
# serverless.yml service: static-site-mailer provider: name: aws runtime: nodejs6.10 functions: hello: handler: handler.hello
Notice the mapping between the hello function and the handler? We can name our file and function anything and as long as it maps to the configuration it will work. Let’s rename our function to
# serverless.yml functions: staticSiteMailer: handler: handler.staticSiteMailer
// handler.js module.exports.staticSiteMailer = (event, context, callback) => ... ;
Lambda functions need permission to interact with other AWS infrastructure. Before we can send an email, we need to allow SES to do so. In serverless.yml, under
provider.iamRoleStatements add the permission.
# serverless.yml provider: name: aws runtime: nodejs6.10 iamRoleStatements: - Effect: "Allow" Action: - "ses:SendEmail" Resource: ["*"]
Since we need a URL for our form action, we need to add HTTP events to our function. In serverless.yml we create a path, specify the method as
post, and set CORS to true for security.
functions: staticSiteMailer: handler: handler.staticSiteMailer events: - http: method: post path: static-site-mailer cors: true
# serverless.yml service: static-site-mailer provider: name: aws runtime: nodejs6.10 functions: staticSiteMailer: handler: handler.staticSiteMailer events: - http: method: post path: static-site-mailer cors: true provider: name: aws runtime: nodejs6.10 iamRoleStatements: - Effect: "Allow" Action: - "ses:SendEmail" Resource: ["*"]
// handler.js 'use strict'; module.exports.staticSiteMailer = (event, context, callback) => const response = statusCode: 200, body: JSON.stringify( message: 'Go Serverless v1.0! Your function executed successfully!', input: event, ), }; callback(null, response); };
Our Serverless Architecture is setup, so let’s deploy it and test it. You’ll get a simple JSON response.
yarn sls deploy --verbose yarn sls invoke --function staticSiteMailer "statusCode": 200, "body": ""message":"Go Serverless v1.0! Your function executed successfully!","input":}" }
Creating The HTML Form
Our Lambda function input and form output need to match, so before we build the function we’ll build the form and capture its output. We keep it simple with name, email, and message fields. We’ll add the form action once we’ve deployed our serverless architecture and got our URL, but we know it will be a POST request so we can add that in. At the end of the form, we add a paragraph tag for displaying response messages to the user which we’ll update on the submission callback.
<form action=" SERVICE URL }" method="POST"> <label> Name <input type="text" name="name" required> </label> <label> Email <input type="email" name="reply_to" required> </label> <label> Message: <textarea name="message" required></textarea> </label> <button type="submit">Send Message</button> </form> <p id="js-form-response"></p>
To capture the output we add a submit handler to the form, turn our form parameters into an object, and send stringified JSON to our Lambda function. In the Lambda function we use
JSON.parse() to read our data. Alternatively, you could use jQuery’s Serialize or query-string to send and parse the form parameters as a query string but
JSON.parse() are native.
(() => const form = document.querySelector('form'); const formResponse = document.querySelector('js-form-response'); form.onsubmit = e => e.preventDefault(); // Prepare data to send const data = ; const formElements = Array.from(form); formElements.map(input => (data[input.name] = input.value)); // Log what our lambda function will receive console.log(JSON.stringify(data)); }; })();
Go ahead and submit your form then capture the console output. We’ll use it in our Lambda function next.
Invoking Lambda Functions
Especially during development, we need to test our function does what we expect. The Serverless Framework provides the
invoke local command to trigger your function from live and development environments respectively. Both commands require the function name passed through, in our case
yarn sls invoke local --function staticSiteMailer
To pass mock data into our function, create a new file named
data.json with the captured console output under a
body key within a JSON object. It should look something like:
// data.json "body": ""name": "Sender Name","reply_to": "firstname.lastname@example.org","message": "Sender message"" }
To invoke the function with the local data, pass the
--path argument along with the path to the file.
yarn sls invoke local --function staticSiteMailer --path data.json
You’ll see a similar response to before, but the
input key will contain the event we mocked. Let’s use our mock data to send an email using Simple Email Service!
Sending An Email With Simple Email Service
We’re going to replace the
staticSiteMailer function with a call to a private
sendEmail function. For now you can comment out or remove the template code and replace it with:
// hander.js function sendEmail(formData, callback) // Build the SES parameters // Send the email module.exports.staticSiteMailer = (event, context, callback) => const formData = JSON.parse(event.body); sendEmail(formData, function(err, data) if (err) console.log(err, err.stack); else console.log(data); }); };
First, we parse the
event.body to capture the form data, then we pass it to a private
sendEmail is responsible for sending the email, and the callback function will return a failure or success response with
data. In our case, we can simply log the error or data since we’ll be replacing this with the Lambda callback in a moment.
Amazon provides a convenient SDK,
aws-sdk, for connecting their services with Lambda functions. Many of their services, including SES, are part of it. We add it to the project with
yarn add aws-sdk and import it into the top the handler file.
// handler.js const AWS = require('aws-sdk'); const SES = new AWS.SES();
In our private
sendEmail function, we build the
SES.sendEmail parameters from the parsed form data and use the callback to return a response to the caller. The parameters require the following as an object:
The email address SES is sending from.
An array of email addresses added to the reply to the field in the email.
An object that must contain at least one ToAddresses, CcAddresses, or BccAddresses. Each field takes an array of email addresses that correspond to the to, cc, and bcc fields respectively.
An object which contains the Body and Subject.
formData is an object we can call our form fields directly like
formData.message, build our parameters, and send it. We pass your SES-verified email to
Destination.ToAddresses. As long as the email is verified you can pass anything here, including different email addresses. We pluck our
name off our
formData object to fill in the
// handler.js function sendEmail(formData, callback) const emailParams = Source: 'email@example.com', // SES SENDING EMAIL ReplyToAddresses: [formData.reply_to], Destination: ToAddresses: ['firstname.lastname@example.org'], // SES RECEIVING EMAIL , Message: Body: Text: Charset: 'UTF-8', Data: `$formData.messagennName: $formData.namenEmail: $formData.reply_to`, }, }, Subject: Charset: 'UTF-8', Data: 'New message from your_site.com', , }, }; SES.sendEmail(emailParams, callback); }
SES.sendEmail will send the email and our callback will return a response. Invoking the local function will send an email to your verified address.
yarn sls invoke local --function testMailer --path data.json
Returning A Response From The Handler
Our function sends an email using the command line, but that’s not how our users will interact with it. We need to return a response to our AJAX form submission. If it fails, we should return an appropriate
statusCode as well as the
err.message. When it succeeds, the
statusCode is sufficient, but we’ll return the mailer response in the body as well. In
staticSiteMailer we build our response data and replace our
sendEmail callback function with the Lambda callback.
// handler.js module.exports.staticSiteMailer = (event, context, callback) => const formData = JSON.parse(event.body); sendEmail(formData, function(err, data) const response = statusCode: err ? 500 : 200, headers: 'Content-Type': 'application/json', 'Access-Control-Allow-Origin': 'https://your-domain.com', , body: JSON.stringify( message: err ? err.message : data, ), }; callback(null, response); }); };
Our Lambda callback now returns both success and failure messages from
SES.sendEmail. We build the response with checks if
err is present so our response is consistent. The Lambda callback function itself passes
null in the error argument field and the response as the second. We want to pass errors onwards, but if the Lambda itself fails, its callback will be implicitly called with the error response.
headers, you’ll need to replace
Access-Control-Allow-Origin with your own domain. This will prevent any other domains from using your service and potentially racking up an AWS bill in your name! And I don’t cover it in this article, but it’s possible to set-up Lambda to use your own domain. You’ll need to have an SSL/TLS certificate uploaded to Amazon. The Serverless Framework team wrote a fantastic tutorial on how to do so.
Invoking the local function will now send an email and return the appropriate response.
yarn sls invoke local --function testMailer --path data.json
Calling The Lambda Function From The Form
Our service is complete! To deploy it run
yarn sls deploy -v. Once it’s deployed you’ll get a URL that looks something like
https://r4nd0mh45h.execute-api.us-east-1.amazonaws.com/dev/static-site-mailer which you can add to the form action. Next, we create the AJAX request and return the response to the user.
(() => const form = document.querySelector('form'); const formResponse = document.querySelector('js-form-response'); form.onsubmit = e => e.preventDefault(); // Prepare data to send const data = ; const formElements = Array.from(form); formElements.map(input => (data[input.name] = input.value)); // Log what our lambda function will receive console.log(JSON.stringify(data)); // Construct an HTTP request var xhr = new XMLHttpRequest(); xhr.open(form.method, form.action, true); xhr.setRequestHeader('Accept', 'application/json; charset=utf-8'); xhr.setRequestHeader('Content-Type', 'application/json; charset=UTF-8'); // Send the collected data as JSON xhr.send(JSON.stringify(data)); // Callback function xhr.onloadend = response => if (response.target.status === 200) // The form submission was successful form.reset(); formResponse.innerHTML = 'Thanks for the message. I’ll be in touch shortly.'; else // The form submission failed formResponse.innerHTML = 'Something went wrong'; console.error(JSON.parse(response.target.response).message); }; }; })();
In the AJAX callback, we check the status code with
response.target.status. If it’s anything other than
200 we can show an error message to the user, otherwise let them know the message was sent. Since our Lambda returns stringified JSON we can parse the body message with
JSON.parse(response.target.response).message. It’s especially useful to log the error.
You should be able to submit your form entirely from your static site!
Adding a contact form to your static is easy with the Serverless Framework and AWS. There’s room for improvement in our code, like adding form validation with a honeypot, preventing AJAX calls for invalid forms and improving the UX if the response, but this is enough to get started. You can see some of these improvements within the static site mailer repo I’ve created. I hope I’ve inspired you to try out Serverless yourself!
(lf, ra, il)
See original article here:
Read original article:
Time flies! Did you know that it has been more than nine years already since we first embarked on our wallpapers adventure? Nine years is a long time, and sometimes we all should break out of our comfort zones and try something new, right?
We’d love to invite you to a little creativity challenge: Get out your pens, paint brushes, camera, or fire up your favorite illustration tool, and design a desktop wallpaper for March 2018.
Read article here:
In a saturated online world with an abundance of information, marketers are constantly battling for attention. You’ve likely read that online users have an attention span less than that of a goldfish. Therefore, the more organized and straightforward your strategy is for converting a lead, the better. Over the last couple decades, eye-tracking studies have been performed to ascertain where consumer’s eyes move when they land on a web page. Jakob Nielsen even authored a book Eyetracking Web Usability which analyzes “1.5 million instances where users look at Web sites to understand how the human eyes interact with design.” Landing…
The post The Fine Art of Landing Page Design: Using F & Z Patterns to Increase Conversions appeared first on The Daily Egg.
Read the article:
(This is a sponsored post). Someone who uses your app or website has a particular goal. Often, the one thing standing between the user and their goal is a form. Forms remain one of the most important types of interactions for users on the web and in apps. In fact, forms are often considered the final step in the journey of completing their goals. Forms are just a means to an end.
In 2008, I worked on Boots.com. They wanted a single-page checkout with the trendiest of techniques from that era, including accordions, AJAX and client-side validation.
Each step (delivery address, delivery options and credit-card details) had an accordion panel. Each panel was submitted via AJAX. Upon successful submission, the panel collapsed and the next one opened, with a sliding transition.
It looked a little like this:
Boots’ single-page checkout, using an accordion panel for each step.
Read original article:
Reading Time: 7 minutes
Landing page optimization is old news.
Seriously. A quick google will show you that Unbounce, QuickSprout, Moz, Qualaroo, Hubspot, Wordstream, Optimizely, CrazyEgg, VWO (and countless others), have been writing tips and guides on how to optimize your landing pages for years.
Not to mention the several posts we have already published on the WiderFunnel blog since 2008.
And yet. This conversation is so not over.
Warning: If your landing page optimization goals are short-term, or completely focused on conversion rate lift, this post may be a waste of your time. If your goal is to continuously have the best-performing landing pages on the internet, keep reading.
Marketers are funnelling more and more money into paid advertising, especially as Google allocates more and more SERP space to ads.
In fact, as an industry, we are spending upwards of $92 billion annually on paid search advertising alone.
And it’s not just search advertising that is seeing an uptick in spend, but social media advertising too.
It makes sense that marketers are still obsessing over their landing page conversion rates: this traffic is costly and curated. These are visitors that you have sought out, that share characteristics with your target market. It is extremely important that these visitors convert!
But, there comes a time in every optimizer’s life, when they face the cruel reality of diminishing returns. You’ve tested your landing page hero image. You’ve tested your value proposition. You’ve tested your form placement. And now, you’ve hit a plateau.
So, what next? What’s beyond the tips and guides? What is beyond the optimization basics?
1) Put on your customer’s shoes.
First things first: Let’s do a quick sanity check.
When you test your hero image, or your form placement, are you testing based on tips and recommended best practices? Or, are you testing based on a specific theory you have about your page visitors?
Tips and best practices are a fine place to start, but the insight behind why those tactics work (or don’t work) for your visitors is where you find longevity.
The best way to improve experiences for your visitors is to think from their perspective. And the best way to do that is to use frameworks, and framework thinking, to get robust insights about your customers.– Chris Goward, Founder & CEO, WiderFunnel
Laying the foundation
It’s very difficult to think from a different perspective. This is true in marketing as much as it is in life. And it’s why conversion optimization and A/B testing have become so vital: We no longer have to guess at what our visitors want, but can test instead!
That said, a test requires a hypothesis. And a legitimate hypothesis requires a legitimate attempt to understand your visitor’s unique perspective.
To respond to this need for understanding, WiderFunnel developed the LIFT Model® in 2008: our foundational framework for identifying potential barriers to conversion on a page from the perspective of the page visitor.
Get optimization ideas with the LIFT poster!
Get the LIFT Model poster, and challenge yourself to keep your visitor’s perspective in mind at all times. Use the six conversion factors to analyze your pages, and get optimization ideas!
The LIFT Model attempts to capture the idea of competing forces in communication, narrowing them down to the most salient aspects of communication that marketers should consider.
I wanted to apply the principles of Relevance, Clarity, Distraction, Urgency and Anxiety to what we were delivering to the industry and not just to our clients. And the LIFT Model is a part of that: making something as simple as possible but no simpler.– Chris Goward
When you look at your page through a lens like the LIFT Model, you are forced to question your assumptions about what your visitors want when they land on your page.
You may love an interactive element, but is it distracting your visitors? You may think that your copy creates urgency, but is it really creating anxiety?
If you are an experienced optimizer, you may have already incorporated a framework like the LIFT Model into your optimization program. But, after you have analyzed the same page multiple times, how do you continue to come up with new ideas?
Here are a few tips from the WiderFunnel Strategy team:
- Bring in fresh eyes from another team to look at and use your page
- User test, to watch and record how actual users are using your page
- Sneak a peek at your competitors’ landing pages: Is there something they’re doing that might be worth testing on your site?
- Do your page analyses as a team: many heads are better than one
- Brainstorm totally new, outside-the-box ideas…and test one!
You should always err on the side of “This customer experience could be better.” After all, it’s a customer-centric world, and we’re just marketing in it.
2) Look past the conversion rate.
“Landing page optimization”, like “conversion rate optimization”, is a limiting term. Yes, on-page optimization is key, but mature organizations view “landing page optimization” as the optimization of the entire experience, from first to last customer touchpoint.
Landing pages are only one element of a stellar, high-converting marketing campaign. And focusing all of your attention on optimizing only one element is just foolish.– Amanda Durepos, “Next level landing page optimization: Before and after the conversion”
From testing your featured ads, to tracking click-through rates of Thank You emails, to tracking returns and refunds, to tracking leads through the rest of the funnel, a better-performing landing page is about much more than on-page conversion rate lift.
An example is worth 1,000 words
One of our clients is a company that provides an online consumer information service—visitors type in a question and get an Expert answer. One of the first zones (areas on their website) that we focused on was a particular landing page funnel.
Visitors come from an ad, and land on page where they can ask their question. They then enter a 4-step funnel: Step 1: Ask the question > Step 2: Add more information > Step 3: Pick an Expert > Step 4: Get an answer (aka the checkout page)
Our primary goal was to increase transactions, meaning we had to move visitors all the way through the funnel. But we were also tracking refunds and chargebacks, as well as revenue per visitor.
More than pushing a visitor to ‘convert’, we wanted to make sure those visitors went on to be happy, satisfied customers.
In this experiment, we focused on the value proposition statements. The control landing page exclaimed, “A new question is answered every 9 seconds!“. Our Strategy team had determined (through user testing) that “speed of answers” was the 8th most valuable element of the service for customers, and that “peace of mind / reassurance” was the most important.
So, they tested two variations, featuring two different value proposition statements meant to create more peace of mind for visitors:
- “Join 6,152,585 satisfied customers who got professional answers…”
- “Connect One on One with an Expert who will answer your question”
Both of these variations ultimately increased transactions, by 6% and 9.4% respectively. But! We also saw large decreases in refunds and chargebacks with both variations, and large increases in net revenue per visitor for both variations.
By following visitors past the actual conversion, we were able to confirm that these initial statements set an impactful tone: visitors were more satisfied with their purchases, and comfortable investing more in their expert responses.
3) Consider the big picture.
As you think of landing page optimization as the optimization of a complete digital experience, you should also think of landing page optimization as part of your overall digital optimization strategy.
When you discover an insight about visitors to your product page, feed it into a test on your landing page. When you discover an insight about visitor behavior on your landing page, feed it into a test on your website.
It’s true that your landing pages most likely cater to specific visitor segments, who may behave totally differently than your organic visitors. But, it is also true that landing page wins may be overall wins.
Plus, landing page insights can be very valuable, because they are often new visitor insights. And now, a little more advice from Chris Goward, optimization guru:
“Your best opportunities for testing your value proposition are with first impression visitors. These are usually new visitors to your high traffic landing pages or your home page […]
By split testing your alternative value propositions with new visitors, you’ll reduce your exposure to existing customers or prospects who are already in the consideration phase. New prospects have a blank canvas for you to present your message variations and see what sticks.
Then, from the learning gained on landing pages, you can validate insights with other target audience groups and with your customers to leverage the learning company-wide.
Landing page testing can do more than just improve conversion rates on landing pages. When done strategically, it can deliver powerful, high-leverage marketing insights.”
Just because your landing pages are separate from your website, does not mean that your landing page optimization should be separate from your other optimization efforts. A landing page is just another zone, and you are free to (and should) use insights from one zone when testing on another zone.
4) Go deeper, explore further.
A lot of marketers talk about landing page design: how to build the right landing page, where to position each element, what color scheme and imagery to use, etc.
But when you dig into the why behind your test results, it’s like breaking into a piñata of possibilities, or opening a box of idea confetti.
Why do your 16-25 year old, mobile users respond so favorably to a one-minute video testimonial from a past-purchaser? Do they respond better to this indicator of social proof than another?
Why do your visitors prefer one landing page under normal circumstances, and a different version when external factors change (like a holiday, or a crisis)? Can you leverage this insight throughout your website?
Why does one type of urgency phrasing work, while slightly different wording decreases conversions on your page? Are your visitors sensitive to overly salesy copy? Why or why not?
For many marketers, personalized landing pages are becoming more normal. And personalization opens the door to even more potential customer insights. Assuming you already have visitor segments, you should test the personalized experiences on your landing pages.
For example, imagine you have started using your visitors’ first names in the hero banner of your landing page. Have you validated that this personalized experience is more effective than another, like moving a social proof indicator above the fold? Both can be deemed personalization, but they tap into very different motivations.
From psychological principles, to validating your personalized experiences, the possibilities for testing on your landing pages are endless.
Just keep testing, Dory-style
Your landing page(s) will never be “optimized”. That is the beauty and cruelty of optimization: we are always chasing unattainable perfection.
But your landing pages can definitely be better than they are now. Even if you have a high-converting page, even if your page is listed by Hubspot as one of the 16 best designed landing pages, even if you’ve followed all of the rules…your landing page can be better.
Because I’m not just talking about conversions, I’m talking about your entire customer experience. If you give them the opportunity, your new users will tell you what’s wrong with your page.
They’ll tell you where it is unclear and where it is distracting.
They’ll tell you what motivates them.
They’ll tell you how personal you should get.
They’ll tell you how to set expectations so that they can become satisfied customers or clients.
A well-designed landing page is just the beginning of landing page optimization.
The post How to get evergreen results from your landing page optimization appeared first on WiderFunnel Conversion Optimization.
Back in 2015, Unbounce launched its first ever exit overlay on this very blog.
Did it send our signup rate skyrocketing 4,000%? Nope.
Did it turn our blog into a conversion factory for new leads? Not even close — our initial conversion rate was barely over 1.25%.
But what it did do was start us down the path of exploring the best ways to use this technology; of furthering our goals by finding ways to offer visitors relevant, valuable content through overlays.
In this post, we’ll break down all the wins, losses and “holy smokes!” moments from our first 2,345,864 exit overlay viewers.
Goals, tools and testing conditions
Our goal for this project was simple: Get more people to consume more Unbounce content — whether it be blog posts, ebooks, videos, you name it.
We invest a lot in our content, and we want it read by as many marketers as possible. All our research — everything we know about that elusive thing called conversion, exists in our content.
Our content also allows readers to find out whether Unbounce is a tool that can help them. We want more customers, but only if they can truly benefit from our product. Those who experience ‘lightbulb’ moments when reading our content definitely fit the bill.
As for tools, the first four experiments were conducted using Rooster (an exit-intent tool purchased by Unbounce in June 2015). It was a far less sophisticated version of what is now Unbounce Convertables, which we used in the final experiment.
Testing conditions were as follows:
- All overlays were triggered on exit; meaning they launched only when abandoning visitors were detected.
- For the first three experiments, we compared sequential periods to measure results. For the final two, we ran makeshift A/B tests.
- When comparing sequential periods, testing conditions were isolated by excluding new blog posts from showing any overlays.
- A “conversion” was defined as either a completed form (lead gen overlay) or a click (clickthrough overlay).
- All experiments were conducted between January 2015 and November 2016.
Experiment #1: Content Offer vs. Generic Signup
Our first exit overlay had a simple goal: Get more blog subscribers. It looked like this.
It was viewed by 558,488 unique visitors over 170 days, 1.27% of which converted to new blog subscribers. Decent start, but not good enough.
To improve the conversion rate, we posed the following.
Because online marketing offers typically convert better when a specific, tangible offer is made (versus a generic signup), we expect that by offering a free ebook to abandoning visitors, we will improve our conversion rate beyond the current 1.27% baseline.
Whereas the original overlay asked visitors to subscribe to the blog for “tips”, the challenger overlay offered visitors The 23 Principles of Attention-Driven Design.
After 96 days and over 260,000 visitors, we had enough conversions to call this experiment a success. The overlay converted at 2.65%, and captured 7,126 new blog subscribers.
Since we didn’t A/B test these overlays, our results were merely observations. Seasonality is one of many factors that can sway the numbers.
We couldn’t take it as gospel, but we were seeing double the subscribers we had previously.
- Offering tangible resources (versus non-specific promises, like a blog signup) can positively affect conversion rates.
Stay in the loop and get all the juicy test results from our upcoming overlay experiments
Experiment #2: Four-field vs. Single-field Overlays
Data people always spoil the party.
The early success of our first experiment caught the attention of Judi, our resident marketing automation whiz, who wisely reminded us that collecting only an email address on a large-scale campaign was a missed opportunity.
For us to fully leverage this campaign, we needed to find out more about the individuals (and organizations) who were consuming our content.
Translation: We needed to add three more form fields to the overlay.
Since filling out forms is a universal bummer, we safely assumed our conversion rate would take a dive.
But something else happened that we didn’t predict. Notice a difference (besides the form fields) between the two overlays above? Yup, the new version was larger: 900x700px vs. 750x450px.
Adding three form fields made our original 750x450px design feel too cramped, so we arbitrarily increased the size — never thinking there may be consequences. More on that later.
Anyways, we launched the new version, and as expected the results sucked.
For business reasons, we decided to end the test after 30 days, even though we didn’t run the challenger overlay for an equal time period (96 days).
Overall, the conversion rate for the 30-day period was 48% lower than the previous 96-day period. I knew it was for good reason: Building our data warehouse is important. Still, a small part of me died that day.
Then it got worse.
It occurred to us that for a 30-day period, that sample size of viewers for the new overlay (53,460) looked awfully small.
A closer inspection revealed that our previous overlay averaged 2,792 views per day, while this new version was averaging 1,782. So basically our 48% conversion drop was served a la carte with a 36% plunge in overall views. Fun!
It turns out increasing the size of the overlay wasn’t so harmless. The size was too large for many people’s browser windows, so the overlay only fired two out of every three visits, even when targeting rules matched.
We conceded, and redesigned the overlay in 800x500px format.
Daily views rose back to their normal numbers, and our new baseline conversion rate of 1.25% remained basically unchanged.
Large gap between “loads” and “views” on June 4th; narrower gap on June 5th.
- Increasing the number of form fields in overlays can cause friction that reduces conversion rates.
- Overlay sizes exceeding 800×500 can be too large for some browsers and reduce load:view ratio (and overall impressions).
Experiment #3: One Overlay vs. 10 Overlays
It seemed like such a great idea at the time…
Why not get hyper relevant and build a different exit overlay to each of our blog categories?
With our new baseline conversion rate reduced to 1.25%, we needed an improvement that would help us overcome “form friction” and get us back to that healthy 2%+ range we enjoyed before.
Since “relevance” is key to driving conversions, we expect that by running a unique exit overlay on each of our blog categories — whereby the free resource is specific to the category — we will improve our conversion rate beyond the current 1.25% baseline.
We divide our blog into categories according to the marketing topic they cover (e.g., landing pages, copywriting, design, UX, conversion optimization). Each post is tagged by category.
So to increase relevance, we created a total of 10 exit overlays (each offering a different resource) and assigned each overlay to one or two categories, like this:
Creating all the new overlays would take some time (approximately three hours), but since we already had a deep backlog of resources on all things online marketing, finding a relevant ebook, course or video to offer in each category wasn’t difficult.
And since our URLs contain category tags (e.g., all posts on “design” start with root domain unbounce.com/design), making sure the right overlay ran on the right post was easy.
URL Targeting rule for our Design category; the “include” rule automatically excludes the overlay from running in other categories.
But there was a problem: We’d established a strict rule that our readers would only ever see one exit overlay… no matter how many blog categories they browsed. It’s part of our philosophy on using overlays in a way that respects the user experience.
When we were just using one overlay, that was easy — a simple “Frequency” setting was all we needed.
…but not so easy with 10 overlays running on the same blog.
We needed a way to exclude anyone who saw one overlay from seeing any of the other nine.
Cookies were the obvious answer, so we asked our developers to build a temporary solution that could:
- Pass a cookie from an overlay to the visitor’s browser
- Exclude that cookie in our targeting settings
We used “incognito mode” to repeatedly test the functionality, and after that we were go for launch.
Then this happened.
After 10 days of data, our conversion rate was a combined 1.36%, 8.8% higher than the baseline. It eventually crept its way to 1.42% after an additional 250,000 views. Still nowhere near what we’d hoped.
So what went wrong?
We surmised that just because an offer is “relevant” doesn’t mean it’s compelling. Admittedly, not all of the 10 resources were on par with The 23 Principles of Attention-Driven Design, the ebook we originally offered in all categories.
That said, this experiment provided an unexpected benefit: we could now see our conversion rates by category instead of just one big number for the whole blog. This would serve us well on future tests.
- Just because an offer is relevant doesn’t mean it’s good.
- Conversion rates vary considerably between categories.
Experiment #4: Resource vs. Resource
“Just because it’s relevant doesn’t mean it’s good.”
This lesson inspired a simple objective for our next task: Improve the offers in our underperforming categories.
We decided to test new offers across five categories that had low conversion rates and high traffic volume:
- A/B Testing and CRO (0.57%)
- Email (1.24%)
- Lead Gen and Content Marketing (0.55%)
Since we believe the resources we’re offering in the categories of A/B testing, CRO, Email, Lead Gen and Content Marketing are less compelling than resources we offer in other categories, we expect to see increased conversion rates when we test new resources in these categories.
With previous studies mentioned in this post, we compared sequential periods. For this one, we took things a step further and jury-rigged an A/B testing system together using Visual Website Optimizer and two Unbounce accounts.
And after finding what we believed to be more compelling resources to offer, the new test was launched.
We saw slightly improved results in the A/B Testing and CRO categories, although not significant. For the Email category, we saw a large drop-off.
In the Lead Gen and Content Marketing categories however, there was a dramatic uptick in conversions and the results were statistically significant. Progress!
- Not all content is created equal; some resources are more desirable to our audience.
Experiment #5: Clickthrough vs. Lead Gen Overlays
Although progress was made in our previous test, we still hadn’t solved the problem from our second experiment.
While having the four fields made each conversion more valuable to us, it still reduced our conversion rate a relative 48% (from 2.65% to 1.25% back in experiment #2).
We’d now worked our way up to a baseline of 1.75%, but still needed a strategy for reducing form friction.
The answer lay in a new tactic for using overlays that we dubbed traffic shaping.
Here’s a quick illustration:
Converting to this format would require us to:
- Redesign our exit overlays
- Build a dedicated landing page for each overlay
- Collect leads via the landing pages
Basically, we’d be using the overlays as a bridge to move readers from “ungated” content (a blog post) to “gated” content (a free video that required a form submission to view). Kinda like playing ‘form field hot potato’ in a modern day version of Pipe Dream.
Because “form friction” reduces conversions, we expect that removing form fields from our overlays will increase engagement (enough to offset the drop off we expect from adding an extra step). To do this, we will redesign our overlays to clickthrough (no fields), create a dedicated landing page for each overlay and add the four-field form to the landing page. We’ll measure results in Unbounce.
By this point, we were using Unbounce to build the entire campaign. The overlays were built in Convertables, and the landing pages were created with the Unbounce landing page builder.
We decided to test this out in our A/B Testing and CRO as well as Lead Gen and Content Marketing categories.
After filling out the form, visitors would either be given a secure link for download (PDF) or taken to a resource page where their video would play.
Again, for this to be successful the conversion rate on the overlays would need to increase enough to offset the drop off we expected by adding the extra landing page step.
These were our results after 21 days.
Not surprisingly, engagement with the overlays increased significantly. I stress the word “engagement” and not “conversion,” because our goal had changed from a form submission to a clickthrough.
In order to see a conversion increase, we needed to factor in the percentage of visitors who would drop off once they reached the landing page.
A quick check in Unbounce showed us landing page drop-off rates of 57.7% (A/B Testing/CRO) and 25.33% (Lead Gen/Content Marketing). Time for some grade 6 math…
Even with significant drop-off in the landing page step, overall net leads still increased.
Our next step would be applying the same format to all blog categories, and then measuring overall results.
- Offering specific, tangible resources (vs. non-specific promises) can positively affect conversion rates.
- Increasing the number of form fields in overlays can cause friction that reduces conversion rates.
- Overlay sizes exceeding 800×500 can be too large for some browsers and reduce load:view ratio (and overall impressions).
- Just because an offer is relevant doesn’t mean it’s good
- Conversion rates vary considerably between blog categories
- Not all content is created equal; some resources are more desirable to our audience.
- “Form friction” can vary significantly depending on where your form fields appear.
We’re continuing to test new triggers and targeting options for overlays, and we want to tell you all about it.
So what’s in store for next time?
- The Trigger Test — What happens when test our “on exit” trigger against a 15-second time delay?
- The Referral Test — What happens when we show different overlays to users from different traffic sources (e.g., social vs. organic)?
- New v.s. Returning Visitors — Do returning blog visitors convert better than first-time visitors?
Stay in the loop and get all the juicy test results from our upcoming overlay experiments
These days, cyberspace is about as cluttered as my closet.
And in that deep sea of endless streams and notifications and other dopamine-releasing distractions, getting your offer seen can be challenging to say the least.
Luckily, overlays can help mute some of that background noise by focusing your visitor’s attention on one (hopefully) compelling offer.
But your job doesn’t end there.
Once you get your prospect’s attention with an overlay, it’s your job to use design and copywriting best practices to keep their interest.
What are these best practices I speak of? Let’s take a look at some overlay examples we spotted in the wild for some concrete examples of what you should — and shouldn’t — do.
Be immediately clear on the value of your offer
I have to admit that when I first saw this overlay, I found the tongue-in-cheek copywriting delightful.
The headline was clever and had me nodding my head:
And while the self-aware overlay is a cute idea, you know what’s less cute? Just how quickly your prospect will look for that “x” button if the value of the offer isn’t abundantly clear.
Don’t make readers work to find out what your offer is. It’s fine to be cutesy, as long as you’re explaining what’s in it for them. See how Groove clearly explains the benefit of signing up for their newsletter?
The transparency of this offer makes it appealing, and the specificity of Groove’s current monthly revenue adds credibility.
It’s not about you!
This overlay by the Chive has personality, but not much persuasive power:
The headline – “the best newsletter in the world” – is playful (if a little cocky), but it fails to communicate what makes the newsletter great and why readers should care.
They’re so caught up in self-praise that they forget to explain what’s in it for the reader. How will signing up for this newsletter impact the reader’s life?
This overlay by GetResponse is guilty of a similar infraction, and to be frank, the tone is a little despie:
This overlay uses “I” and “us” language without ever explaining the benefits of the offering — not to mention it never really explains what GetResponse is.
This is problematic, because the overlay appears on a page giving away an ebook only marginally related to their core offering — so it’s safe to assume that not everyone will know what GetResponse is.
Want more overlay best practices?
Lead with what’s in it for them
So what does customer-focused copy look like? Preneur Marketing’s overlay leads with a headline that explains in detail what the reader will get when they sign up:
But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?).
A great thing to test would be a hero shot representative of the actual offering, like the one in this overlay by Acquire Convert:
Use overlays to counter objections
No matter which stage of the buyer journey your prospect is at, their inner monologue will include some objections to your offer. Overlays are a great way to counter them.
For example, have a look at this overlay by Gr8fires, which appeared for visitors to their ecommerce store. They knew visitors to that page were likely shopping around for the best deals and were likely already thinking, “I don’t know how much stove installation is going to cost.”
To counter that objection, Gr8fires created an overlay with an “installation calculator” that detailed the costs associated with installing their product. See how the headline mirrors the conversation in the prospect’s head?
This example is particularly wonderful because it accomplishes something for both the marketer and the prospect. On the prospect’s end, it delivers great value in exchange for a very small commitment (entering name and email). On the marketer’s end, it helps to educate prospects on a larger-ticket item that typically requires more convincing.
A real win-win scenario. Beautiful, isn’t it?
Don’t be a negative Nelly
If you’ve seen overlays across the web, you’ve likely noticed that “yes” button text is often juxtaposed with “no” hyperlink text in close proximity. And you’ve likely noticed that the “no” hyperlink text is often sassy.
I see this everywhere online — marketers resorting to language like:
Or this one:
Don’t forget this one:
Or finally, this example, which borders on offensive:
It should go without saying, but you should never talk down to prospects simply because they might not want your offering.
Not only does that create friction to completing the form, it can also damage your brand’s image and credibility.
This example by Narcity misses the mark for a different reason:
This overlay forces a lie in order to opt-out: “I’m already subscribed.”
This is problematic for two reasons:
- If people are subscribed then they shouldn’t be seeing this to begin with
- It creates cognitive dissonance, forcing prospects to stop and think.
In short, it creates a jarring experience that doesn’t make you wanna fill in the form.
So what should you be doing?
Mirror the voice in your prospect’s head
Don’t talk down to your visitors with “I can’t stand exclusive offers” opt-out copy.
Stop and reflect on what they’re likely thinking when they click that “no” button. The folks at TVLiftCabinet.com keep it classy:
When at a loss, stick with a straightforward, “No thanks, I’m not interested.”
Make it easy to say yes
There are tons of other things you can test to make your overlay offers irresistible to visitors.
- Test fewer form fields to reduce perceived friction on your forms:
- Make visitors feel like they’re being offered something exclusive:
Whatever you do, never forget that your prospect’s attention is a valuable commodity.
And once you have it, you should respect it by doing everything you can to deliver meaningful value.