The conversion rate is essentially the “rate of success” per user. In other words, the probability that a user will take action on whatever you are offering whether it be filling a form or buying your product.
Obviously, the higher the rate the better.
The goal that every website owner, designer, and marketer continue to work on is finding better ways to keep inching that conversion rate higher and higher.
Simple factors like color, copy, and location of the call to action can drastically impact the rate of success (positively and negatively).
Below is an example of one of ASANT Media’s project’s, Chart Pattern Manifest, squeeze page that has a 44% conversion rate. Again, in other words, there is a 44% chance the user will sign up to the list when they visit the site.
To some 44% might seem low, but industry average for email lists are usually around 10-20%.
So what makes this particular squeeze page better?
Over the last couple of months, we have been testing out different formats, schemes, and copy material, below are some tips we have taken away to creating a compelling squeeze page.
1. Make it short – When you are giving something away for free, there shouldn’t be too much selling needed. If your offer is actually good, then a few sentences should suffice.
In our CPM example, you can see we pretty much summed everything up in the title of the page.
2. Make the form stand out – We found the best positioning for a form to be above the fold and to the right. It also helped to make the textfields larger and have the labels in a different font and color from the general text.
In our CPM example, we put the form labels in a green Georgia font and created large textfields and submit button (labeled ‘subscribe’).
3. Social proof – Everybody likes to be part of something. If you already have a signficant amount of users as part of your list, community, or whatever, then show it off.
In our CPM example, we simply threw up a counter of users subscribed to our service.
4. Identify persona – We tested this item a couple times. Is it important to let people know who is behind the product? We found it was important to create that relationship and let users know we aren’t hiding anything.
In our CPM example, we put “created by TheWildInvestor.com” in the first sentence. Even if users don’t know what that is they can check.
It is important to constantly test and tweak design factors when it comes to sales/squeeze pages to see what works best with your specific audience.
For the most part, Twitter automatically coverts most URL’s into TinyURL format. The beauty of this is that, you are given the ability to easy cover your affiliate links and ids, which allows for higher conversion rates. Also people must rely more on your brief description than to know what they are clicking on by the URL address.