The three most common problems with value propositions are failing to make it clear what the product or service does, forgetting to mention valuable benefits, and neglecting to tell your prospect what will happen if they buy. Always use plain and clear language to describe value propositions, particularly for complex products or services. Ensure that all elements of value are listed on websites so visitors understand the full benefits. Make the post-sale experience clear so users know what to expect - this can be achieved with a future-pacing flowchart.
Friday, March 15, 2024Exploring the nuances of conversion optimization, this article highlights 13 factors that may hinder website traffic from converting and offers actionable tactics. From establishing trust to simplifying navigation and enhancing value perception, marketers can implement these solutions to optimize their conversion funnels.
Magazinesdirect.com, a subscription purchasing website, found from user research that visitors didn't trust the website. In particular, users didn't believe that the site was the official publisher of the magazines they wanted to purchase. The brand tested adding a dynamic tagline beneath the site logo that was unique to each individual magazine landing page. Instead of ‘A Future Publishing Company', the tagline read “The official publisher of [Magazine Name]”. This resulted in a 15% increase in conversions and a 28% increase in revenue.
Get Roasted Now offers “expert roasts” of landing pages containing actionable advice for improving conversion. The company marks up your landing page in a private Figma canvas with clear recommendations, delivered within 2 business days. Pricing starts at $99 for a single roast and a "conversion quick wins checklist”.
This article discusses an A/B test on CTA anchor text that initially failed, but eventually led to a 4% increase in leads. The test compared 3 variations: a control, a version with "free" added, and a more descriptive option. The best practice of adding "free" caused a drop in conversion rates, likely due to users associating it with spam. However, the descriptive option that included the product name in the CTA improved conversions, especially among new visitors.