How to increase the landing page conversion rate from 13% to 30%?

I have read some articles about how to improve the conversion rate of landing pages before, but after reading a lot of the content, my feeling is: they are all right, but I don’t know how to start .

I thought about it and felt that the reason behind this might be that such articles usually lack actual case support, or the author himself has no actual improvement experience. This leads to the fact that many of the principles stated in the article are correct, but when you read these principles and actually do them, you find that you don’t know how to start.

My requirement for myself is that if I write this kind of article, it must be a project that I have done myself and have practical experience accumulated, and the methods described in the article must have been verified by me and can be implemented.

Recently, I happened to be in charge of an overseas e-commerce website. When this website was first launched, its landing page conversion rate was only about 13%. After more than a month, I used three strategies to increase its landing page conversion rate to 30%.

This article describes three strategies that I have actually used - factor analysis, blind selection and A/B/N testing. I will talk about them one by one below.

Strategy 1: Factor Analysis

[Factor analysis] is a qualitative analysis method, which means breaking down a thing into multiple factors and then analyzing the different factors (I often use this method in the process of studying psychology).

When the first version of the product was launched, statistics showed that the landing page conversion rate was only about 13% (the landing page conversion rate of another similar website in the company was about 20%). So I was quite disappointed to see this conversion data, because this version of the landing page was decided after a long discussion between me and the operation team, but the resulting data was not as good as I expected.

At this time, I did one thing, which was to find about ten competitor landing pages, and then used the [factor analysis] method to break down the factors contained in different competitor landing pages one by one.

For example, the core factors that need to be included on a landing page include: product selling points, product list, why choose us, user reviews, answers to frequently asked questions, countdown, promotional information, etc. Through this process, I actually have a clearer understanding of the factors that a landing page should have.

Of course, some people will ask, why didn’t I do this when I first designed the product?

In fact, we did consider this aspect at the time, but we were more relying on personal experience in designing, and did not quantify and refine this work.

After clarifying the core factors that a landing page should have, I reorganized the various factors on the landing page according to their importance. The final landing page factors are ranked in order of importance as follows: main title of the landing page, copywriting of the four core selling points of the product, main image of the landing page, product list, comparison between real and fake products, why choose us, answers to frequently asked questions, real user questions and answers, and navigation bar at the bottom of the website.

There is also a question involved here: Is it better to have more or fewer factors on a landing page?

We have discussed this internally, and my personal opinion is that more factors are better . The benefits of having more factors are:

1. Answered more questions of users;
2. Make the content of the landing page appear fuller and more credible.

But the corresponding problem is that if too many factors are not arranged properly, they may appear cluttered and affect the visual experience.

Strategy 2: Blind Selection

The program that uses the blind audition method very successfully is “The Voice of China”, where the mentors make their selections based solely on the contestants’ voices, eliminating a series of interfering factors such as appearance, movements, clothing, etc.

As for why I applied it to products, here is a special experience: when I just graduated and did an internship, I went to work in a computer chair company. The computer chairs sold by this company ranked first on major e-commerce platforms for many years, and the styles they designed were frequently imitated by many competing products.

As we all know, competition on e-commerce platforms is very fierce, the life cycle of new products is very short, and plagiarism is also very serious. However, this company continues to release "original works" and lead the industry trend. The reason they were able to do this was because the strategy they used was the [blind selection method].

For example: When deciding on a new computer chair style, the company will hand it over to five industrial designers for design. Each designer will produce three draft designs, for a total of fifteen draft designs.

The product manager will then organize a [blind review meeting] within the company with these 15 design drafts, and invite 25-30 reviewers to conduct a blind vote, and ultimately select the design draft with the most votes (if the votes are more dispersed, then all design drafts will be sent back for redesign).

——In this way, the company ensures that every new computer chair model can basically achieve good sales and feedback in the market.

For this landing page design, I introduced the entire blind selection process and improved it. The specific process is as follows:

• The first step is for the product manager to provide three different landing page product prototypes;
• In the second step, three designers designed four landing pages of different styles according to their own understanding (the first three were combined with the product manager's prototype, and the fourth was a personal creation);
• Step 3: The designer team conducts the first round of review and revision, and delivers 12 landing pages;
• Step 4: The product manager will lead the entire operations team to conduct a blind vote to select the three best landing pages from the 12 landing pages.
• Step 5: Front-end engineers develop and then test;
• Step 6. The operations staff will conduct a two-week landing page effectiveness test (the number of samples for each landing page needs to be above 100).
• Step 7: Determine the best landing page based on the actual delivery effect.

Through this process, we generated three landing pages with different styles but high quality internally, and these landing pages were unanimously approved by us internally.

Strategy 3: A/B/N Testing

Everyone should be clear about A/B/N testing. It means that when a product has two or more versions, users are allowed to randomly access these versions in the same time dimension, and then the data of each version is collected for comparison and analysis to determine the best version.

Because we are working on an overseas website, we can easily configure A/B/N testing directly on Google Optimize. The previous two strategies are more of a qualitative analysis, and are product strategies based on sensibility and experience. However, in the end, we still have to rely on data. Only when users pay for it is it truly valuable. Many times, what we think is right may not necessarily be correct.

After A/B/N testing on Google Optimize, we determined the final product landing page, and the conversion rate of this landing page reached an astonishing 30%. Coincidentally, this landing page was also the landing page with the highest vote rate in our internal blind selection at that time.

Well, this is the end of the sharing of conversion rate improvement strategies. What needs to be reminded is that when you refer to the above methods, you need to combine them with the actual situation of your own products.

Whether it is necessary to invest so many resources in the design of the landing page depends on the specific users. The user group of our product is users from first-tier cities in Europe and the United States. This part of users has very high requirements for the overall design and aesthetics of the product, so I have invested so many resources and energy in the design and content of the landing page.

Author: Wangzai No.9

Source: Wangzai No. 9