Landing Page Optimization
to Improve Online Sales Conversion

With landing page design we tend to focus on only two
out of six factors affecting web site conversion rate

The 4 Factors to Improve Online Sales That We Ignore

The web site conversion rate factors we tend to ignore, or give little attention to when trying to improve online sales are Buyer Motivation, Buyer Anxiety, Sales Friction in the order process and the Purchasers Availability of Funds - do they have the money ?

To improve online sales, it could be argued that it is more difficult to affect visitor motivation, or any anxiety they may have, or their shortage of funds, but I will come back to that issue, first lets deal with sales friction.

Download the FREE trial test report (PDF, 1.2MB):
Simple Split Test Increases Web Page Conversion by 698%
Website Sales Revenue by 181%

Very little, I would suggest.

What may seem like an obvious online order process in terms of the steps required and the stages the buyer must go through may seem easy and obvious to us, but customers often have problems for reasons that can seem difficult to understand.

And yet industry data shows the level of abandoned shopping carts to be of such high proportions (40% on average) as to warrant our greater attention to improve web site conversion rate through a process of testing, testing and more testing.

Just a small reduction in sales friction can have a worthwhile impact on the online conversion rate, as the Landing Page Conversion Predictor shows.

But is it possible to improve online sales by affecting buyer behaviour in terms of motivation, anxiety and the availability of funds during landing page design ?

I would argue that it is possible to influence such factors.

Improving Web Site Conversion Rate by Influencing Buyer Behaviour

Buyer Motivation
Buyer motivation, or how keen the visitor is in what is being offered can be influenced by sales copy. Good sales copy can turn someone who is mildly interested into someone who is keen to buy.

Available Funds
Whether the visitor is able to buy if they don’t have the available funds can be affected by how the offer is structured, like staggered payments, deferred payments, try it free for X days, nothing or little to pay now and then pay monthly.

Buyer Anxiety
Finally we have buyer anxiety and what steps can be taken to reduce it. Buyer anxieties can be many and varied, including trust - how secure is the site for them to enter their credit card details and does the site look reputable.

Then there are what guarantees are offered, what associations does the web site belong too, is it hacker safe, can someone be contacted if there’s a problem, can they get their money back and so on.