Tuesday, January 08, 2013 2:19 PMPosted By: Erik Stafford
Creating great marketing is just the tip of the iceberg.
Here at ISOOSI, we aggressively test everything for our clients…From landing pages to direct mail pieces to headlines, buttons, prices, even entire sections of copy. By split-testing, we can often double or even triple the effectiveness of a campaign…
Taking successful "one-off" campaigns and turning them into proven, fully-integrated, long-term business drivers.
So yes, you need to be split-testing, and working to improve your marketing.
Here are 5 quick tips that are proven to increase conversions:
Did you know that the color blue has been proven to suppress the appetite? Probably not.
Most people don’t pay much attention to color, and it’s a big mistake because people are trained from a young age to subconsciously associate colors with specific emotions!
Red, for example… Can subconsciously bring to mind thoughts of danger, or seduction:
Think this knowledge would be helpful in selling?
Damn right it is!
Just pop open Google and search for "color meanings" and you'll find tons of great information.
You should also head over to Amazon (or your local bookstore) and pick up the book “Color - Messages & Meanings” by Leatrice Eiseman.
Look... Most websites are WAY too busy. Chances are yours is too. We've seen drastic 90% increases in conversions simply by:
Small changes like this make your pages much easier to understand, and much easier to digest.
Every element in your marketing should conform to a universal hierarchy.
Take fonts for example. The headline is most important, so make it the biggest font you use. Deck (intro) copy should be a little smaller...
Then sub headlines smaller still.
Go one more step down in size for your body copy...
And finally your legal copy. The smallest stuff. The fine print.
Same goes for your design elements.
For example, don’t use the same color and style of Johnson boxes for your order form that you use for testimonials, or product breakdowns, or callouts. It’s just going to confuse people and lower your conversions.
Keep each element aligned with your hierarchy. It sections off your marketing, gives it structure, and makes it much easier to read.
Big words kill conversions.
Take a peek at what your most successful competitors are doing.
Chances are, they're speaking BENEATH their audience.
At a level their audience can understand.
Look, no one likes to feel stupid… No one likes to feel out of their league.
So great ad copy is always written SIMPLE.
With small words.
Don’t assume that just because there’s a button there, people will click it. Don't assume because there's a phone number there, folks will call it.
YOU NEED TO TELL THEM TO DO IT!
Be confident. Be clear.
And let them know what to expect!
If you’re selling a digital product, for example, tell them what’s going to happen when they click the order button.