Last Thursday we hosted an incredible webinar on conversion optimization with Chris Goward, the founder of Wider Funnel.
The webinar is recorded on our website. It is really, really good. Chris unleashed data that can improve the conversion rate of your landing pages.
He also, and more importantly, discussed specific testing tactics and data points that marketers can used. It was a good webinar.
1) Data is the Only ‘Rule’
Chris doesn’t believe in landing page ‘rules’ per se. There is no rule like ‘green buttons are always better,’ or, ‘less copy is always better.’
Testing and data rule.
Every page needs to be tested. Because one of these ‘rules’ that may apply to an ecommerce company selling office chairs, may not apply to a SaaS company with landing pages promoting White Papers.
Every page is different. That’s why testing is critical and that’s why there is no hard and fast ‘rule’ that applies to every page in every situation.
Test everything. Leave nothing to chance.
2) Rotating showcase areas are generally bad
Chris says that essentially all the tests he’s ever conducted show that rotating showcase areas generally reduce conversion rates. Picking one showcase area that has all of your messaging on it is better.
Every marketer should obviously test their showcase area with a variety of CTAs, content, and rotation options.
Test everything.
3) Other non-landing pages matter too
Sometimes marketers are so focused on landing page optimization that they fail to consider optimization strategies for other pages on their site. They don’t stop to think about how their ‘How it Works’ page could improve, for example. They may even fail to put a CTA on that page.
They don’t think about how their Products or Features pages convert. They don’t test these pages the same way that they test landing pages.
Chris says that marketers should test these ‘interior’ pages of a website and optimize them. It is perhaps even more critical to test and optimize these pages than it is to test and optimize landing pages.
Why?
Because it is likely that you’ve spent a lot of time already to test and optimize your landing pages. You should also keep testing and optimizing, but the room for improvement is smaller. Maybe you’ll change the conversion rate from 29% to 31% on a landing page through some advanced optimization strategies. That’s great. But what if you could change the ‘How it Works’ page conversion rate from 1% to 21%?
That would be a big deal.
This sort of increase is possible because these interior pages on your website likely haven’t been optimized nearly as frequently, or as well, as landing pages themselves.
To view the entire webinar and learn from Chris, please click here.
