Two weeks of West Coast jet lag while keynoting three conferences means a lot of parties. At a reception, a guy named Peter told me that he read my book “Call to Action” a few years ago and that he used it as the basis to redo his company’s shopping cart. Peter more than doubled conversions based on the advice we gave him. However, he said he had an unbelievable battle to explain and use an obvious technique: leveraging his…
My last two columns focused on evaluating the five dimensions that make the 10 design elements of the anatomy of a landing page convert better. A prominent feature found on many landing pages is a form to complete, or at the end of a retail landing experience, forms required to complete a check-out. I haven’t written about designing forms on ClickZ since 2004 or on how to reduce shopping cart abandonment since 2003. (Sorry, as you can see by the 300+ columns I’ve written here,…
There is no question that improving the forms on your website can improve your conversion rate. In fact, Gavin Doolan, of the Google analytics team, did a wonderful job explaining the basics concepts needed to improve form conversion rates. However, what do the forms that exist in the “wild” tell your visitors about you? Does it say you care about your visitor? Your sales team? Your legal department? No one? This past week one of my MarketMotive conversion optimization students…