Surprisingly Simple Ways to Increase Conversions


A few days ago I got a sales pitch on LinkedIn.  Usually I can spot those a mile away, but this time I was caught blindsided.  I had a new friend request (or connection request to use the right terminology).  In the notes area of the request: I’d like to work with you!

I don’t know about you, but any time I get a request from an unknown name, I rack my brain trying to figure out if I have met them before.  In this case I hadn’t, but I did take the time to look at the profile.  I don’t want to advocate LinkedIn spam, but using requests wisely, with an earnest pitch can be effective.  Or at least get your prospects to open the door.

Less obvious conversion number 2: a form confirmation page, literally.   You work really hard to drive traffic to your webform.  And you are happy every time someone converts.  So what if you could follow up that conversion with a second offer.  Let’s say someone downloads your white paper.  How about following that up with a webinar invite landing page or ask about their interests.  The second form is short and sweet:  email address + 1-2 more qualification questions.  Instant progressive profiling.  And the worst thing that can happen?  They close the window and decline the offer.  But you’ll likely get a 2 for 1.

The last tip is a little harder for marketers.  We like to explain things, but being direct and getting to the point right away is a lot more effective.  I’ve been reviewing the “Which Test Won” blog, and it has a ton of useful info on A/B testing and successes.  One continuous theme is really how the most direct buttons, images and wording are more effective.  That might mean putting the button at the top, clearly spelling out terms and conditions, or listing out the rewards for a registration.

To put this in practice, here are a few ideas:

  • Before “You’ll learn how to improve your business”
  • After: You’ll receive a 5 step checklist of areas to improve”
  • Before: “Signing up will give you a free consultation”
  • After: “You’ll receive a 30 minute consultation”
  • Before: ” Sign up now for a discount coupon”
  • After: “Sign up now to receive 20% off your first purchase”

To recap, here are 3 easy ways to improve your conversions, and be sure to share your tips in the comments:

  1. Connect with your prospects, literally or find ways to stand out in the crowd of pitches with a unique come on
  2. Change your landing pages into 2 for 1 offers: change your confirmation pages to secondary landing pages
  3. Be direct, really direct, with your offer copy

One thought on “Surprisingly Simple Ways to Increase Conversions

  1. Great post on writing good copy. Your examples look so simple. It should be easy to do yet most people seem to fall down when comes to writing calls to action. Most of it comes from the fact that we write from out point of view and not the view of those we wish to convert. We also fail to test, test, and test some more.


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