Conversion optimization Flashcards
[Neil Patel]
What is the average conversion rate for a landing page?
The average conversion rate for a landing page is 4.02%.
[Neil Patel]
How page speed affects on conversion rates?
If a webpage loads slowly, it can lead to a higher bounce rate and fewer conversions. Users expect a website to load in less than 2 seconds, and slower loading times can negatively impact conversions.
[Neil Patel]
How does the placement of a call to action (CTA) affect conversion rates?
The placement of a CTA, whether above or below the fold, can have a significant impact on conversion rates. Content above the fold generally receives more attention, and the difference in user engagement between above and below the fold content can be as high as 84%.
[Neil Patel]
What is recommendation regarding the amount of content above the fold (=content before you need to scroll down)?
If you want users to scroll and have more content below the fold, you should avoid putting too much content above the fold. This can encourage users to scroll and engage with your content.
[Neil Patel]
Why is it important to remove excess clutter from landing pages?
Excess clutter on landing pages can confuse users and lead to higher bounce rates. A clutter-free design that focuses on the primary goal of conversion is recommended for better results.
[Neil Patel]
How can removing navigational links from landing pages impact conversions, according to Neil Patel?
Removing navigational links from landing pages can lead to higher conversions. Users are less likely to get distracted and are more likely to stay focused on the conversion goal when there are no navigational links.
[Neil Patel]
What should you consider when optimizing call to action (CTA) placement for user experience (UX)?
It’s important to A/B test different placements, ensure it’s optimized for a seamless user experience, and consider having multiple CTAs on a page, especially on user-facing pages.
[Neil Patel]
What is the main goal of a landing page?
To get users to convert, whether that means making a purchase, signing up, or taking another desired action.
[Neil Patel]
What are the three important user experience (UX) factors that can affect conversion rates?
- Page speed
- Call to action placement
- Removal of excess clutter
[Neil Patel]
How can you determine where to place your call to action (CTA) effectively, as Neil Patel suggests?
You can use tools like Crazy Egg to run scroll map tests or heat map tests to see where users are clicking on your page, helping you determine the optimal placement for your CTAs.
[Tim Cameron-Kitchen]
What is the definition of a bad landing page in digital marketing?
One that doesn’t convert as much traffic as it should or converts the wrong type of traffic. It’s not necessarily about aesthetics but rather effectiveness in achieving conversions.
[Tim Cameron-Kitchen]
How does the use of credibility on a landing page impact its performance?
It helps build trust with visitors who may not have a prior relationship with your business. It reassures them and makes them more likely to take the desired action.
[Tim Cameron-Kitchen]
What is an example of a credibility trigger on a landing page?
Positive reviews and ratings.
[Tim Cameron-Kitchen]
Why is it important to handle objections (vastalauseita) in marketing, even before a lead contacts your business?
Some objections can prevent potential leads from even reaching out in the first place. Addressing objections early can make the lead generation process smoother.
[Tim Cameron-Kitchen]
What is the significance of making it easy for visitors to convert on a landing page?
Visitors are more likely to take action when the process is straightforward and requires minimal effort.
[Tim Cameron-Kitchen]
How can social proof be effectively used on a landing page to increase conversions?
Displaying the number of users, positive reviews, or notable clients, can increase trust and credibility. It reassures visitors that others have chosen your product or service, making them more likely to convert.
[Tim Cameron-Kitchen]
What result should a landing page promise to visitors?
Specific result or benefit to visitors. For example, it could promise to help visitors generate more leads, save time, increase sales, or achieve some other desirable outcome.
[Tim Cameron-Kitchen]
What is the drawback of having a call to action (CTA) that simply says “Learn more”?
A CTA that only says “Learn more” lacks specificity and doesn’t communicate the value or result that visitors will get. It may not be compelling enough to encourage conversions.
[Tim Cameron-Kitchen]
How can a landing page be improved to make it more effective? (tip: 5 words > CLOSER)
- Credibility elements
- Lure
- Objections
- Social proof
- Easy to convert
- Result promise
[Tim Cameron-Kitchen]
Why is it important to align the call to action (CTA) with the promised result on a landing page?
It clarifies to visitors what they will receive by taking action. It creates a stronger incentive for them to convert and sets clear expectations.
[Dale Pearson]
What is the conversion rate, and why is it important in digital marketing?
Difference between people who enter a funnel and customers who come out of it. It measures effectiveness of your marketing efforts in turning leads into customers.
[Dale Pearson]
How can focusing solely on one stage of the marketing funnel lead to a mistake in optimization?
It can lead to mistakes because it neglects the entire customer journey. Sometimes, the most effective way to improve the conversion rate is to make changes higher up the funnel.
[Dale Pearson]
Give an example of why drawing conclusions from conversion rates at the top of the funnel can be misleading.
It may not reflect the quality of leads generated.
[Dale Pearson]
Why is it important to evaluate the performance of leads at every stage of the funnel?
To understand how leads are progressing and whether they have a chance of converting further down the funnel. This helps assess the impact of marketing efforts on the business.
[Dale Pearson]
What is the significance of profit in digital marketing, and why should it be prioritized over conversion rates?
Profit is the ultimate goal of digital marketing. Prioritizing profit ensures that marketing efforts are aligned with the overall business objectives.
When does it make sense to segment your audience for analyzing conversion rates? (Dale Pearson)
Segmenting your audience makes sense when you have different customer groups with distinct behaviors or needs. For example, it’s advisable to segment new customers from existing ones to understand their conversion rates separately.
[Dale Pearson]
Why should you be cautious about segmenting your audience too much?
It can lead to small sample sizes, which result in unreliable conversion rate data. It’s essential to find a balance between segmentation and having a representative sample for meaningful analysis.
[Dale Pearson]
Explain why relying solely on industry benchmarks for determining a good conversion rate is not recommended.
Industry benchmarks don’t consider the specific factors unique to your business, such as audience, brand trust, call-to-action, product, and pricing.
[Brandi Zatorski]
What is the average conversion rate for a landing page with a sign-up form?
23%
[Brandi Zatorski]
What is the primary purpose of a landing page?
Capture information from potential customers in exchange for something valuable, such as a coupon code or a lead magnet.
[Brandi Zatorski]
What are the key characteristics of a landing page?
Landing pages are standalone web pages that are not accessible from the main website. They serve a specific purpose and moment in an advertising campaign. They aim to capture contact information from visitors in exchange for something valuable.
[Brandi Zatorski]
Why is it essential to have a clear message on a landing page, and what should it align with?
Help visitors quickly understand who you are and what you can do for them. The message on the landing page should align with the source that sent visitors to the page, such as an email or advertisement.
[Brandi Zatorski]
What is the significance of a clear CTA on a landing page?
It guides visitors on what action to take next. It should be easy to understand and prominently placed on the page to ensure visitors know how to proceed.
[Brandi Zatorski]
What is the recommended amount of questions in a lead form on a landing page?
It should strike a balance between gathering enough information to qualify leads without overwhelming them with too many questions. Typically, 2 to 4 questions that help qualify leads are recommended.
[Brandi Zatorski]
Why is social proof important on a landing page, and how can it be presented?
Social proof helps demonstrate how others have benefited from your product or service, building trust with potential customers. It can be presented through case studies, video testimonials, before-and-after pictures, or reviews.
[Brandi Zatorski]
What are the six key ingredients for an effective landing page?
- Value-added content (lead magnet)
- Clear message aligned with the source
- Clear Call to Action (CTA)
- Smart lead form with the right number of questions
- Social proof
- Fast loading time
[Brandi Zatorski]
Provide an example of a lead magnet.
Offering a coupon code in exchange for the customer’s email address for B2C and eCommerce stores.
[Jason Whaling]
What is the foundational point of view for writing copy for landing pages?
Your copy should focus on your customers and prospects, not your products and services.
[Jason Whaling]
What does AIDA stand for in the AIDA framework?
ATTENTION
Headline + Sub-headline
INTEREST
Bullet points, images, testimonials
DESIRE
Reviews, testimonials, trust seals, media
ACTION
Button, form
[Jason Whaling]
What are 3 recommended headline formulas?
- How to result without hard part
- How to result so you can benefit
- Allow me to roadblock results
[Jason Whaling]
How to come up with headlines using how to- or let me help you -formulas?
Ask two questions:
- What results are they after?
- What roadblocks do they think are getting in the way of that result?
[Jason Whaling]
What are 3 purposes of creating interest on a landing page?
- Communicate the benefits of the offer
- Demonstrate how it will save time or money
- Make it clear how easy it is to get started
[Jason Whaling]
What to include in the bullet points section of a landing page?
Address smaller goals or steps someone wants to achieve and smaller roadblocks they need to overcome related to the main offer.
[Jason Whaling]
What copywriting formulas should be used in the benefit story section of a landing page?
You can use “You can” and “Allowed us to” or “Allowed me to” in the benefit story section to describe the benefits of the offer.
[Jason Whaling]
What is the purpose of the CTA section on a landing page?
The purpose of the action section is to make it crystal clear what prospects should do next, such as clicking a button to take action.
[Jason Whaling]
What are some examples of call-to-action phrases?
Examples of call-to-action phrases include “Download now,” “Yes, I want to [insert the result] now,” “Register now,” “Join now,” and “Get instant access.”
[Adam Erhart]
What is the “halo effect” in digital marketing, and why is it important to consider?
First impression a person has with a brand heavily influences all future interactions. Positive first impression can lead to more favorable attitudes and beliefs about the brand, increasing the likelihood of customer loyalty.
[Adam Erhart]
Explain the “serial position effect” and why it matters?
People tend to remember and value the first and last pieces of information more than those in the middle. Make a strong first impression and compelling CTA for better conversion rates.
[Adam Erhart]
How can marketers use “mere exposure effect” to build trust and likability among their audience?
People like and trust things they see more often. Appearing consistently in front of audience through various channels, increases familiarity, trust and likability.
[Adam Erhart]
Describe the concept of “loss aversion” in marketing, and explain how businesses can use it to influence customer behavior.
aversion = vastenmielisyys
People’s strong aversion to missing out on opportunities. Businesses can utilize this by creating a sense of urgency or scarcity in their offers, motivating customers to take action rather than risk missing out on a deal.
[Adam Erhart]
What is the “compromise effect,” and how can businesses structure their pricing to take advantage of it?
People tend to choose a middle option when presented with multiple choices. Businesses can use this by offering three pricing options, placing the one they want to sell most in the middle as the compromise option. Labeling it as “most popular” can make it even more appealing.
[Adam Erhart]
How can the “framing effect” be used to position marketing messages more effectively?
Presenting message in a way that makes it more attractive. Marketers can use this by framing their messages to align with the beliefs and desires of their target audience, making it more relatable.
[Adam Erhart]
Explain the “bandwagon effect” and how it can be leveraged in marketing.
People tend to do what others are doing. Marketers can utilize this by showcasing social proof, such as testimonials and case studies, to demonstrate that others like them have successfully engaged with the product or service, encouraging potential customers to follow.
[Adam Erhart]
What does the “confirmation bias” mean, and how can marketers address it in their messaging?
Tendency to seek information that confirms one’s existing beliefs. Marketers can address it by aligning their content with the beliefs and values of their target audience, reinforcing their existing views while presenting solutions.
[Adam Erhart]
How can businesses reduce perceived risks for customers and overcome the “pelzman effect”? (=zero risk bias)
Offering guarantees, clear return policies, and providing social proof through testimonials and case studies. This can help customers feel more confident in their decisions, mitigating the “pelzman effect” where people avoid risks.
[Adam Erhart]
Explain the “blind spot bias” and its relevance in marketing.
bias = puolueellisuus
The blind spot bias implies that people often fail to recognize the cognitive biases affecting their decisions. In marketing, it underscores the importance of using ethical marketing techniques that align with consumers’ values and beliefs, as they may not be aware of the biases influencing their choices.
bias = puolueellisuus
[Adam Erhart]
What is “IKEA effect” ?
People value things more, when they are part of creation
[Adam Erhart]
What is “Pygmalion effect = Rosenthal effect” ?
High expectations lead to better results (treat your customers as they are super smart and they will be)
