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The Landing Page Optimization Book: Increase conversion rates to 14.56% |
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How can you break away from the single digits conversion rate?A campaign is only as successful as the landing page created for it. Optimizing your landing page will allow you to reap the benefits of every campaign you run. And although every element throughout an online marketing effort is important; the landing page is where you have the opportunity to convert the prospect into a customer. This book will help you increase online revenue by providing:
This is the landing page optimization book that you will not be able to put down. By implementing the techniques in this book you will be following our conversion framework. The conversion framework has allowed us to see an average of 238% increases in conversion rates for our clients in 2007 alone. The content of this book is drawn from the knowledge and experiences of globally led implementations for large ecommerce platforms including REMAX, Newell Rubbermaid, HowStuffWorks, Frontier,AmericanExpress. The goal of this book is to shed light on the problem of low conversion rates and offer you practical tips and techniques that will help you break out of single digit conversions. We have compiled years of experience on multi-million dollar platforms with the expertise and knowledge of the greatest minds in the field to show you the impact conversion optimization will have on your ROI.
The Landing Page Optimization ebook is really good. It’s 135 pages of solid, detailed information about conversions and landing pages with lots of case studies to clarify and back up the points made. This isn’t an ebook that you scan through quickly. It’s more like a textbook that you sit down and really “read”. This one is for “learning”, so if you truly want to learn how to create better landing pages, and get higher conversions, you’ll settle down with this one. It’s not free, but there’s so much included that it’s like having a consultant sit down and teach you everything he knows about the subject. Essentially, that’s what Khalid has done, and I’m really grateful to have access to his experience. The Inconvenient Truth about Conversion RatesThe facts are clear; online consumer spending has surpassed any projections and is expected to reach $200 billion by 2010. This increase in spending has motivated companies to increase online ad spending to over 30 billion. These factors combined with surges in traffic volumes are motivating companies to invest more and more in their online endeavors. Is this the same thought? But things are not always as they seem. Conversion rates are dropping consistently every year. Because top e-tailers and lead generation sites welcome a million of visitors a month, a 2% conversion rate won’t necessarily cause concern since they will still be making millions of dollars a year. So the conversion problem continues to be ignored. Typical conversion rates for landing pages vary depending on a number of factors including the product or service, the audience and target market, and the goal of the page. Average conversion rates linger in the low single digits numbers. Below are the average conversion rates in February of 2008:
On the other end of the spectrum, according to Nielsen’s Megaview Online Retail Report, the retail site with the highest consistent conversion rate to date is the Lane Bryant Catalog, which got 24.7% of visitors to convert in June of 2007. A dedicated landing page can help increase conversion rates into double digits. Our clients experienced an average of 14.56% in 2007 alone. So achieving double digits is not impossible. The top rates for ecommerce websites published by Neilsen’s MegaView Online in their retail report of 2008 give an insight to what companies are appealing to their client base more effectively and what types of conversion rates they are able to achieve.
The conversion frameworkIn order to maximize the success of a landing page you must have a clear methodology and process in place. Our conversion framework provides a blueprint to the construction of your landing page. The conversion framework has allowed us to see an average of 14.56% and 238% increases in conversion rates for our clients in 2007 alone. It is a process that has proven to work time and time again, and now, you will have Invesp’s best kept secret at the tips of your fingers. The effectiveness of a landing page is measured by its conversion rate. You may want visitors to order a product, sign up for your services, register for a newsletter, or just fill out a form. The goal is to get the highest percentage of your visitors to take that desired action. But, clearly, visitors are not doing what you want them to do. Understanding your visitor from the perspective the buying stages as well as motivators, objections, and doubts will help you decide what copy, elements, images, and layout would appeal to them. A landing page is one opportunity to convert very targeted traffic into clients and buyers. Following the guidelines and tips provided in this book will help you create the right landing page for your specific campaign. After reading Landing Page Optimization: The Complete Guide you will:
I’ve read many books under conversion optimization, and have undoubtedly found that this book, Landing Page Optimization: The Complete Guide, is one that should be referred to, studied, and applied. We’ve had teams that have mulled for weeks and months over ways to increase conversion for specific product or service offerings at Microsoft only to end up with lower than anticipated results. After applying some of the techniques in this book we have seen an insurmountable increase and response from our customers. This book offers multiple best practice tips, plenty of case studies, and great information that can clearly impact the end result in a landing page conversion optimization project. Measurable ResultsThe question is do you really want to see higher conversion rates? We would like you to consider the impact a higher conversion rate can have on your ROI. Let’s say that you are getting an average of 20,000 visitors per month, and of those visitors you are converting at 2.2%. That translates into a total of 440 orders. Now, if your conversion rate goes up by only to 2.5%, which results in a total of 500 orders. That small bump in your conversion rate resulted in a total of 60 additional orders. If your average is $150/order, that is a potential gain of $9,900 dollars by that small increase in conversion. So the conclusion is that by ignoring conversion you are missing out on significant increases in overall revenue. Conversion impacts your ROI tremendously and the conversion problem should not be overlooked. The chart below gives you a break down how incremental changes in conversion rates can make a big difference.
What can you do to avoid missing out on the increase in revenue? In our Landing Page Optimization: The Complete Guide we give you a comprehensive overview of the principles, steps, and techniques for a landing page that will help you see conversion rates in the double digits. The chapters covered include:
Steven Bradley While I don’t consider myself an expert on either conversions or landing pages I do consider myself well versed in both and still there was a lot of new information for me to absorb. The early parts of the book make the case for why conversion rates are important. Khalid and the team offer a wealth of statistics to show how much money you stand to gain by implementing some simple steps to improved conversions. They also provide data to show how much money you might be leaving on the table by ignoring conversion best practices. The beginning chapters will also explain exactly what a conversion is and how to calculate your success or lack of success. I particularly enjoyed the sections that look at various analytics metrics, showing you why it’s important not to draw conclusions based on any single metric, but rather to look at them in combination to gain a better picture of how well your site is performing. Techniques that workWe understand the limitations businesses are faced with daily when it comes to optimization which is why we chose to compile tips that are implementable and easy to understand. Some of the techniques you will be exposed to throughout the book include:
Throughout the book we delve in deeper through each of the above tips and techniques and many more that we have not listed (207 to be exact). The book lays out strategies to begin implementation immediately. So don’t waste another moment, order your copy of the only guide to landing page optimization you will ever need. 5 Reasons this book is better than the rest1. This book says it all, we haven’t held anything back. It gives the facts and techniques and doesn't cut and snip corners. Our conversion framework is laid out, step by step. 2. Over 10 years of experience with ecommerce platforms and shopping cart software companies. The Invesp team has a culmination of experiences that give us a unique perspective. Whether it is the knowledge through MBA’s in marketing, years of copywriting, or industry knowledge through globally led implementations; the team is has a distinctiveness unlike any other company out there; which is reflected in this book. 3. Agile Approach. The cyclical, iterative process that is present throughout the book gives a certain connectivity and collectiveness to all of the information presented. 4. The information is broken down. It’s hard to imagine what a poor landing page’s impact can have on your ROI. Not anymore. In this book you will find formula after formula that allows you to plug in your numbers to get your results. 5. A framework that has proven to work. We have followed and implemented the framework laid out in this book and have been able to see 238% average increases in traffic for our clients.
Patricia Skinner From time to time I come across a product that’s worth talking about. Recently I checked out a new report on landing page optimization available over at Invesp Consulting. The opening words of any information product are often enough to tell you if you’re reading quality material. And certainly, after only a few paragraphs you’ll know if you have in your hands a report that’s backed by true knowledge and industry experience. Quite categorically Landing Page Optimization: The Complete Guide is a quality report; it promised me a good read right from the beginning. Even to the end I wasn’t disappointed. The words demonstrate the author’s thorough knowledge and experience of his subject. More than that, the author cites a great deal of research conducted by Invesp Consulting. The report clearly defines the reasons why you must optimize your landing pages. You’ll learn how to increase profits by 75 percent or more, without increasing your advertising budget by a cent. Follow the step-by-step suggestions to tweak your landing pages for super-effective performance. While including a lot of basic, commonsense marketing information, Invesp also includes some great advanced selling tips; even your copywriting will find a fresh, revitalized direction. It’s in language that we can all understand too, which is somewhat of a novelty in the tech world—and there’s even a glossary at the end. Who we areFounded in 2006, Invesp consulting has become a leader in conversion optimization. We have helped numerous companies boost online sales, increase revenue, and enhance customer loyalty through a unique methodology and approach. While other companies are using software capabilities to achieve results, Invesp deploys experts within the field to gauge an understanding of a client’s site, target market, and overall online goals. Globally led implementations on large ecommerce platforms have paved the way to Invesp’s credibility and success with clients worldwide. Some of our clients:
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