Editor’s Note: Welcome to live blogging coverage from Affiliate Management Days. We’ll have several articles during this event covering topics of interest to businesses running affiliate programs. More coverage of #AMDays.
This is a live blogging recap of the session “How to Optimize Affiliate Landing Pages for More Conversions and Revenue.” This covers remarks during the session featuring speaker Chris Goward (pictured left), the CEO of WiderFunnel Marketing, a firm specializing in landing page optimization and conversation rate optimization.
- Conversion optimization has been undersold. Testing buttons and fonts is not effective A/B testing. In fact, true A/B testing is situation-specific, and best practices and tips and tricks are not really hallmarks. Your sales process and sales cycle will determine what/how you should be testing.
- Interesting note: “Smiling people” in some cases has reduced conversion rate as opposed to providing lift.
- Static screenshots often outperform video in conversions. However, the content/value of the video can influence conversion rates as well.
- Value proposition is still the greatest indicator, but other factors (design, offer, layout) can weigh down your conversions.
- Relevance: Does the prominent language in your affiliate ad match the prominent language on your landing page? Matching lifts conversion rates.
- Clarity: Form follows function. Don’t sell so hard or artfully that the visitor misses the call to action.
- Anxiety: Minimize anxiety/data points on key “decision pages”. Quote forms, Add To Carts, etc.
- Distraction: Don’t take away from the call to action with superfluous information. Drive the process.
- Urgency: Why should they take action now? Even if you can’t show a tangible, time sensitive urgency, create one! What are they missing out on by waiting?
Chris urged us to look at their whitepaper for more information: Conversion Optimization Whitepaper
Note: Inasmuch as this is “live blogging” there may be minor inaccuracies. We may correct them after publication, if brought to our attention.