1. Deliver What You Promised

If someone searched for “cheap cat hats” then make sure you have something on the landing page that can either a. direct them to somewhere where they can find more information on a cheap cat hat, or b. information on the page relevant to cheap cat hats. The more specific to the audience, the better, obviously.

2. Testimonials

Riding on the coattails of the cheap cat hat theme. Get a quote from a user. “I found the cheapest cat hat I could find! Thanks Donovan!” Would be a great example.

3. Credibility

If you’ve had media coverage, use the logo of the media outlet, if another site talked about you, use their logo with their testimonial as in point 2.

4. Hierarchy of Scale

A classical art technique used by the ancients to show the level of authority someone had was to portray them larger in either a sculpture or painting.  Eg. The Paraoh would be the largest, the peasant the smallest.

Use this principle in your landing page design. Put the most relevant things to the visitor in order…

A possible order would be:

1. Headline: The Best Place for Cheap Cat Hats Below!

2. Testimonial: Awesome cheap cat hat finder Donovan! Thanks for the help! - Mark

3. Body: Cheap cat hats are hard to find online… I’ve searched everywhere and compiled the information here.

4. Call To Action: Click here to find cheap cat hats instantly!

The structure can be any order, and it’s layout varies. Test them for best results particular to your niche.

5. Call To Action

Like JR Farr stated on his blog:

Have a compelling call to action: Once you do all of this work to get people to your site via better search traffic, make sure you offer them something compelling to do once they get there. This is often referred to by marketers as a “call to action,” and your site needs one. So, make sure you make it clear to visitors what you most want them to do once they reach your site. Then, make that call-to-action so compelling that they will not be able to resist taking it.

By using these five fundamentals on your landing page, you’re guaranteed a better conversion rate.

An explanation of tested variables in Web Optimizer.

Headline

Three different headlines are being tested:

1. Watch Doctor Paul Reveal How You Can Start Having Consistent Success With Women Sooner Than You Realize…

2. Discover The Science-Based Secrets That Make Doctor Paul’s Visual System Essential For Your Success With Women

3. Watch Doctor Paul Explain How Your Success With Women Can Be Dramatically Increased Through Tactics Based In Real Science

Video Preview

Two different video previews are being tested:

1. A frame from the video with “CLICK TO PLAY” at center bottom.

2. Doctor Paul’s logo center bottom.

Opt-in texts

Text right near the optin box

1. Text below the optin box

When you submit your quiz, you’ll be eligible to receive the Doctor Paul newsletter, which reveals many of my patent-pending theories, strategies, tactics and methods for attracting, meeting, and dating women of high character. I also include coupons, specials and program announcements from time to time.

*Please enable Javascript and cookies so you can see your quiz results

2. Text above optin box

When you submit your quiz, you’ll be eligible to receive the Doctor Paul newsletter, which reveals many of my patent-pending theories, strategies, tactics and methods for attracting, meeting, and dating women of high character.

I also include coupons, specials, program announcements from time to time and my free eBook “The 10 Laws of Being A Man”.

*Please enable Javascript and cookies so you can see your quiz results

3. Text above optinbox with bullet points

When you submit your quiz, you’ll be eligible to receive the Doctor Paul newsletter, which reveals many of my patent-pending theories, strategies, tactics and methods for attracting, meeting, and dating women of high character.

You’ll also receive:

* The 10 Laws of Being A Man eBook ($47 value)

* Discount product coupons

* Weekly email bootcamp with Doctor Paul

*Please enable Javascript and cookies so you can see your quiz results

Which combination do you think is currently pulling a 37.5% optin rate? Post the three number combination below in the comments.

After browsing his website and digging through the analytics, I noticed something staggering: 70%+ abandonment rate on his checkout. This is after people already add the item to their cart to buy. Only 30% of people are going through with their order.

To put this in perspective, the internet-wide e-commerce average is around 30% abandonment rate.

I sent this rather frank, but brutally honest email to the Director:

I wanted to briefly talk about how small, insignificant things make the difference between a 70% non-purchasing checkout and dissatisfied customers or potentially hundreds of thousands a year and return customers. I think this principle can be used in all our interactions with our customers, here’s what happened:

After spending a few moments trying to figure out why the cart abandonment rate was above 70% (average is 20%)!

I decided to act like the customer and click through an order, like I did before. This time, I decided to purchase a higher end product instead of a beginner product (just so happened it was that one before).

This is what a men’s site customer saw on nearly every checkout page. I looked at the rest of the men’s site checkouts. Same thing but different versions of this on every checkout page, WITH a 2 page checkout to seal the fate of our potential customers.

Don't Make It Difficult For Your Customers To Buy With Additional Instructions or Text Before Payment...

Do you know what else was found?

The mindOS image was even on other products that were unrelated to those checkout pages. Argh. Horrible. Puke. Add to that a default shoppingcart header message that pretty much said, “Are you sure you want to buy this? Positive? Because we eventually deliver it… Trust us, we will. But ecourse’s you’ll get within a few minutes, hard products take much longer.” 

Basically, if you’re ordering a hard copy product, (which is worth more to us) rethink, go back and buy an ecourse. By the time they go back after thinking, “thats a great idea!”… they get distracted and their outta here, never to return…

Onward!

Things I’ve changed for the time being to help:

1. Deleted ALL OF THAT CRAP
2. Make the checkout expanded. Eg. Everything is on ONE checkout page when they click the link to buy. Take a look.
3. Added the new logo

Things that WILL be done on the new site’s checkout (same system):

1. Relevant, simple photo (click to add) with short bullet point descriptions for a single relevant equally priced product. Eg. If ordering MindOS eCourse then something would be “You’ve got Inner Game handled with your order, why not add on The Gentleman’s Toolbox for only $47 more? Inside you’ll learn bam bam bam, Click To Take Advantage for 10% Total Order” or “Want 10% Of Your Order? Just Add the Gentleman’s Toolbox for $47″ etc
2. Product images on checkout
3. Short bullets with benefits
4. Secure checkout logo (yet to make) with/or Doctor Paul 90 day satisfaction trial logo at top (yet to make)
5. Short testimonial specific to product (if applicable)
6. A coupon at Thank You Page for 10% their next order within 10 days.
7. Down the road other cross promotions with other companies at our checkout pages (eg. fitness (adonis effect) or social network dating (windowshoppingforwomen)

Every part of the business needs to be optimized in order for us to exist profitably. =)