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If you sell multiple products on your website remember that visitors of the different product types are in fact different, and what works on one page might not work on another to create a conversion. Always A/B test first to find the layout that works, then begin multivariate testing to focus on the details. Once you discover which layout is the best match for you to display information that your visitors like, your next step should be to determine the best headers, images, and call out buttons on each page. Clear marketing messages, little visual distractions, and an obvious call to action will increase your conversions. Listed below is a breakout of tips to help you optimize your landing pages for higher conversions.
1) The structure of the page has an effect.
a. The less distractions the better for pages conversion pages.
b. If you remove a visible navigation or several quick links form the page, you will reduce the number of engagements you have on a page (less distractions) which could ultimately help increase your conversions.
2) Each page should have 1 goal with a centralized focus point.
a. If you want to increase sales for socks, focus on the socks for your socks page, and leave the advertising of the other products to a minimum.
b. If you want to sell socks have an obvious conversion point such as a call to action “buy socks” button in the content section of the page.
3) Each Page should have a specific marketing message for each product you sell.
a. On every conversion triggering landing page you should have a message that not only tells why people need the product you sell, but also tells them why they should buy this product from you. This will give them the boost they need to convert.
4) Images and buttons do play a role in the conversion process.
a. Make sure to conduct multivariate testing for images used on your page to determine whether it’s better to have images with people or not. Sometimes visitors want to be engaged by people they have something in common with, but other times it might not be best if your website visitors have a big range in age, sex, or nationality.
b. Test your buttons to see if your buttons are too aggressive, or not aggressive enough. A softer conversion call out such as “get started” might get more visitors into the checkout funnel than the “buy now” button you have been using.
5) Use social media to help increase your brand and product awareness.
a. I recommend using the facebook ‘like’ button and the twitter ‘tweet’ button on your product pages to help your message spread virally. These buttons are great because they automatically are kicked to their profiles/accounts without causing your visitors to leave the page. The best places for these small links are in the actual content section of the page so that they can share, after they have reviewed the page.