Conversion Optimization One of my favorite pseudo-equations is the one for conversion optimization. Conversion optimization is about taking a lead capture page like a landing page, contact us page, or sign up page, and tweaking it to maximize the likelihood that the viewer will take action. See the equation below: C = 4m + 3v +2(i-f) -2a C - Conversion probability m - motivation v - value proposition clarity i - incentive f - friction a - anxiety Since these elements are hard to quantify this is really more of guideline than real math. The coefficients represent how important each element is in the conversion process. Motivation is the most important factor in the probability of conversion. When a user has no need of your product or no desire to learn more about it, conversion is going to be very unlikely. The next most important element is your value proposition, how your product or service is superior and unique. In the next part of the equation, the user is weighing the incentive to fill out the form against the friction, or the amount of hassle in filling out the form. Incentives are what you are offering the user in return for their time and information like a “free trial,” “whitepaper,” or a “free consultation.” The friction increases if the form has too many fields, is difficult to use, or has multiple pages or sections. For example credit applications have a lot of friction due to the number of required fields. If the value of your incentive is great enough, it can overcome the friction and work in your favor. The final piece of the equation is anxiety. This represents the fear the user has about sharing their personal information. The best way to alleviate this is to provide a privacy policy so the user believes that their information is safe and secure. Like I said, it’s hardly an exact science, but this should provide you with excellent guidelines for making effective lead capture forms and landing pages. For more detail information about SEO/SEM please contact: Kevin Drongowski Senior Account Manager Integrated PPC Questions? 425-780-2774 Call or text
Posted on: Mon, 03 Feb 2014 17:32:27 +0000
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