How to optimize the conversion rate of Web pages? (medium): The optimization of the form

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7. Picture use

Increasing the picture may reduce the conversion rate. I've done a couple of a/b tests and found that a clickable picture of the home page will reduce the total number of registrations (or even a return visit within 30 days, excluding previously accessed data). I think Pinterest knows this, so the user will not be allowed to skip key actions on such "Request Invitation Code" page (http://pinterest.com/landing/).

Note the Carousel diagram plugin at the bottom of the page. They are not clickable, so the user does not jump from the registration startup page. From my experience, if these pictures are clickable, the email address submission rate for the page is estimated to be down by 5%. I used to test the log out of the page can be clicked and not clickable pictures, in each case, can not click the image conversion rate of 5%-7%, and the test group users and control group users are consistent quality.

Pictures can also be used to increase the conversion rate. One of the things that internet marketing says is "There is a chicken click" (Chicks Get clicks) ("Pornography has a market" vulgar). Consulting firm Ion Interactive a test for a gaming company and found that the conversion rate of the following design was 35% higher than the same design without the emphasis on the giant milk.

This is the two tested landing page, the right page registration rate of more than 35%:

Source: http://www.neurosciencemarketing.com/blog/articles/sex-sells-sometimes.htm

This is not to say that all sites should place half-naked beauties on landing pages (either real or virtual). Because this means is obviously only applicable to game developers. Zynga, for example, has successfully used this tactic in game ads such as the Gang Wars (Mafia War).

But generally, there are some main points to drive the conversion rate through the picture, especially for the websites selling products:

Use high quality clip art to avoid low priced pictures

Try a picture rotation carousel or 360 degree picture rotation

Default magnified product picture, and browse more product thumbnail links

More information see here: http://conversionxl.com/how-images-can-boost-your-conversion-rate/

8. Provide celebrity recognition/customer Word-of-mouth

Sometimes the provision of word-of-mouth information can promote the recognition of product effects, especially for the electrical business products. Mint.com on the home page shows celebrity recognition and customer Word-of-mouth. I don't have data on the effectiveness of this program, but you can consider learning from them. Word-of-mouth information is not always useful. Facebook, for example, will never advertise this, but for financial services, Word-of-mouth is likely to be useful.

Source: https://www.mint.com/

9. Play the role of video on product display and transformation driven by leverage

The subject is William-wai-wong, and he has a rich and deep understanding of the video test. Video is an important asset when it comes to interpreting the product and explaining its value. I think the video is valuable when the product is related to the user's personal finances, health, or sensitive information. The Dropbox home page has a video that is placed directly under the Download Dropbox button:

Dropbox version of the landing page based on video is widely praised as a successful case. Path.com also set a good example of how the iphone app was automatically played for first-time visitors. Video is quite useful in path because users are generally tired of more and more social networks and become more cautious about sharing personal information. And this video fully demonstrates the vision of path-focusing on closer, more manageable friendships. In fact, they provide many videos on the home page:

Internationalization issues and costs of using video

There are a few things to consider before you jump to the next step in making a video. First of all, these videos are not cheap. I've talked to a couple of supplies, and the 1-3-minute video will probably cost $5,000–20,000. For a start-up team, this is a huge expense. In making this decision, you should try as many other free conversion rate optimization methods as possible. Video may not be necessary, and you can achieve enough conversion optimization by other means.

Second, consider the question of internationalization. If you are planning to expand to several countries around the world, you need to (1) Translate your product videos into various local languages, (2) Consider the impact of low broadband networks in other countries on video playback latency. For the Internet users in San Francisco, loading a video is nothing. But you cannot assume that markets such as Brazil and India are in such good conditions. Their network construction has just started, and broadband penetration is far less than in Europe and the United States. Remember, latency is a lethal factor in conversion rates. A video that is not fluent may mean a high waiver rate and a low registration rate, which is usually highly correlated with two indicators. Think about these consequences when using the CRO tool.

10. Matching landing page intent and content

When William Wai Wong first joined the local group business start-up website Bloomspot, he first observed that every competitor in the industry was copying the universal landing page that Groupon used for all marketing campaigns.

In addition to buying a bunch of search keywords ("SPA", "Massage", "dinner", etc.), targeted marketing to a large number of people on Facebook, and a number of other online displays, Groupon and other group buying sites use a common landing page background. This can actually save development time, but in practice it won't take long to build a generic template and then test different text, background diagrams, and other operational elements based on the vertical subdivision. This is the Bloomspot strategy.

The results showed that bloomspot conversion rate was as high as 20%.

Example: Groupon and other group buy sites for some (massage offers, restaurant offers, fitness offers) keyword use of common landing page background.

Bloomspot is based on the vertical content, using the background image and copy which match with the consumption target, the conversion rate is greatly improved.

As William Wai Wong points out, the mainstream of a competitor's game isn't necessarily right for you. You can actually play smarter than the mainstream.

Simplifying the Registration form

For user registration, there are several ways to best practice. Several of the biggest customer growth I've ever made was achieved by improving the registration form.

11. Remove unnecessary form items

I think Yahoo is one of the stupid x that specializes in producing scary registry and asking for redundant information. Check out the registration form for the email account:

Source: http://www.unmatchedstyle.com

They don't need users to fill out sex and birthdays. This kind of data is entirely for the benefit of Yahoo, because they can use the data to do targeted advertising. For the first registration of the same IP address, they can discard the authentication code (the authentication code failure rate is usually 10%). The authentication code needs to be identified for two registrations within a few minutes of the same IP, as it may be that the machine is attempting to bulk register. But the first registration of an IP is almost certain to be a real user rather than a machine, so they should not be allowed to fill out the verification code. Not to mention the fact that the form is so long that the key behavior calls are below the first screen.

12. Automatically populate the form with inline validation

Twitter does a good job with registry validation and AutoFill. At the beginning of the homepage you only need to enter your name, email address and password. When you click the Submit button, they will guide you to the second page, which provides the suggested form item (for example, choosing a username), and other information that you have already filled in the correct authentication:

Then they use a simple algorithm to recommend the username. Users can click on the selection directly. If you have a name like Melissa Anderson, you may be the 53rd person to register Twitter with this name, and it's definitely impossible to use Anderson.melissa, Melissa.anderson, MELISSA1 ... And so on, because these have long been used. Twitter will recommend one to you in an unoccupied username. This will increase the registration rate.

13. Provide social networking site account registration, use social drive

Using Facebook or Twitter to authenticate users is a convenience. You can call user accounts, mailboxes, and so on from Facebook and Twitter APIs, automatically fill out forms, and then just have the user confirm the authorization or set a password.

Digg has done a good job of borrowing social networks, using Facebook's open graph to prompt reader information on social networks (using the Facepile plugin), highlighting the registration options for "Log on using Facebook". Mixcloud claims that by logging in with Facepile and Facebook accounts, their registered conversion rate has increased 200%-300% (http://www.netmagazine.com/news/report-f8-london-part-2-111504). Although most Web sites do not have the same boost, according to my communication with other developers and designers, the registration button with Facepile can bring the registered growth rate of 20% to 50%. Here's what Digg does:

Hipmunk also did well in this area, and they provided the social login option in the Registration dialog box:

You may want to look at the follow-up value of users who have registered with different social network accounts. You can often find a difference in the value of individual users from Facebook or other options. Depending on the value generated by the user, consider the social networking site registration button that the master pushes.

In addition, you can focus on presenting a social registration button based on the user's access source. For example, when I visited Hipmunk through a link on Facebook, I tested the page with the Facebook account connected as the primary registration channel. Because the registration process occurs in the context of the user's source Web site, this approach may optimize the registration rate.

Follow-up notice

(next)

Mail Marketing

14 header row and sender address

15 repeatedly test mail copy length

16 Plain Text vs. HTML

17 Choose the right time to send a message

Facebook Marketing

18 Localized operation

19 Creative Advertising (title, picture, Introduction) with picture rotation

20 precise positioning of target group

21 Click to convert Path

22 Product/Application Market saturation

23 Market environment

Search engine Marketing (AdWords)

24 Optimizing advertising quality and advertising effect

25 like/push button position test

26 Intelligent Dynamic Update and push-text analysis

SEO (Search engine Optimization)

27 Page Meta Data

28 Behavior calls embedded page meta data

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