A lot of clients contact us when they have already tried everything they can think of to increase the conversion rate of their landing pages and the key buying and contact pages on their website, but still feel they could do better. Unfortunately having already tried everything to think of, they don’t know where to start.
Here is how we approach this problem at Factory Five…
We use the framework shown below to analyse the conversion critical factors of landing and conversion pages from which we build hypotheses to test. We then carry out a test on our most promising hypothesis and if it delivers improvements then we implement it permanently. If the test doesn’t yield improvements in conversion then we simply discard it and move on to test our next hypothesis.
Over time using this framework, we frequently find that conversion rates can often be hugely improved.
The framework is based on layout of the Business Model Canvas, and is shown below:
The layout of the Conversion Canvas is very similar to the Business Model Canvas. At the centre of the Conversion Canvas you have the Value Proposition – the very reason customers should buy from you company and not another, combined with urgency if you provide the customer with a powerful reason to act now.
The left side of the canvas represents negative elements from the customers perspective. These hinder prospects from taking the next step. The right side shows those factors which aid conversion. However, every element on a conversion page should be considered in terms of these six factors when considering how to improve conversions.
One additional point to note is that the factors above the horizontal line are at the forefront pf a prospects mind, whereas they may only be aware of issues below the line subconsciously.
Here’s what each of the terms in the canvas means:
1. Value Proposition
The value proposition states what’s special about your product/service versus your competition. Typical elements we see highlighted include newness, performance, speed of service, ease of customisation, design, and customer service.
Urgency refers to giving users a genuine reason to take action now, in addition to the value proposition. To provide urgency you can use scarcity, deadlines, special offers, and even the copywriting you use.
As an example of added urgency, do you think it’s an accident that Amazon uses the words “Buy Now” on its product page, and combines it with “Order within the next 3 hours and receive it tomorrow…”? No, its no accident – the words are carefully chosen to add urgency.
Could distractions be causing less of your users to convert. Generally, the more links and options you give a user, the more distractions you’re giving them, and the less likely they are to convert.
A simple way to think about friction is by thinking what worries might be preventing your visitor from proceeding with the conversion? Other questions to think about is have you built enough trust and credibility on your landing page?
Two ways you can achieve this are by using social proof and try before you buy.
Social proof is about projecting credibility and trying to invoke a “me too” response from your visitor. You might be able to achieve this through testimonials, or by should other social data, such as the number of happy customers you already have, the number of social shares, or the number of people who’ve already signed up for the webinar.
Try before you buy means exactly what it says. By allowing people to try your product before committing to purchase you increase trust and remove friction. Another good example from Amazon is their “Look Inside” feature, allowing you to check for yourself before you buy that a book isn’t going to be a waste of your money.
Clarity is concerned with how easy it is to discern what the purpose of the page is, that is, how quickly do people catch on to what the value proposition and urgency are.
Clarity involves both the images and text on the page. Here are some things to consider testing:
Can you make your call to action stand out more from its surroundings to increase conversions?
Would using a different colour for your call to action have any impact on conversions?
Could you use directional cues to draw people to your call to action? For example, using converging lines such as a road disappearing into the horizon to draw the eye.
How relevant to is the landing page to what the visitor is expecting to see?
If the visitor came from a page or search keyword that isn’t that relevant then it’s wonder that you’re not getting a high conversion rate.
A Worked Example
So that is the basics, but how you use all of this in practice? Let’s look at an example using a landing page one of our US based clients asked us to improve. This client is in the business of teaching people (mostly students) how to program with Java. Below, you can see the sales page used at the end of their sales funnel to sign people up to their course.
This page might look like a fairly standard sales page, but if we apply the Landing Page Canvas, can we think of any ways to improve it? Let’s examine the page using the canvas to guide us to find out.
Here you can see the initial ideas we sketched out using the canvas for this client.
1. Value Proposition
- There is no real value proposition displayed that appeals to us both intellectually and emotionally.
- Consider: are there other ways you differentiate yourself? Support? Friendliness of membership area? No question too silly etc?
- Can the value proposition contain some level of aspiration? Do your customers what freedom, love, to be a Java oracle in the office, to land that job?
- Here is my try – “if you’re like most people you only have a few hours per week to devote to learning, why not join 1,000s of others becoming rockstar Java programmers with the best online Java course available today”
- Are you relevant within your competitive environment? What I mean by this is what are your competitors charging e.g. Lynda.com charges $25 per month for basic access.
- On my computer the benefits and the call to action button are below the fold.
- Does the list of features aid or inhibit purchase? Is it very clear to everyone looking at this page exactly what “access to instructor’s exercise files” means?
- The “How to Program Java” heading in the same box doesn’t make much sense. How about trying “You get all this”
- Once I’ve read the heading on the page it isn’t necessarily clear what I’m supposed to do next
- No comments here – I think the time limited offer is a good one, but one thing that might work for you is “final hour urgency”. Send an email in the the final hour of the offer as an added push to purchase.
- There are other ways to create urgency: scarcity (limited places available).
- Seems expensive, what if I buy it and I don’t like it? Perhaps we could add a guarantee: 30-day no questions asked money back guarantee, or change the purchase button to “Order Risk Free Now”.
- I’m interested in this but how can I be sure I can trust you? Add testimonials.
- The price disparity between the full price and the special offer price seems a lot – is it some kind of gimmick or do they actually sell copies at £1,500.
- After I’ve watched the video it asks me to signup or to watch some free videos. If I click this I’ve left your funnel. How about making the videos launch in a popup if possible so they don’t leave the landing page.
- Looking at the books and coders campus images I might wonder what they are or even think they are clickable.
As you can see, by analysing this page using the Landing Page Canvas we were able to identify lots of options to improve their conversion rate. The next step was to test our most likely candidates to improve conversions.
After running some tests we were able to increase this clients conversion rate by over 100%.
Hopefully this article has given you some interesting insights into how to improve your own conversion rates using the Conversion Rate Canvas.