{"id":13883,"date":"2020-08-19T22:05:46","date_gmt":"2020-08-20T03:05:46","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=13883"},"modified":"2025-10-29T13:51:34","modified_gmt":"2025-10-29T13:51:34","slug":"13-tips-that-helped-us-improve-a-landing-page-conversions-by-25","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/13-tips-that-helped-us-improve-a-landing-page-conversions-by-25\/","title":{"rendered":"13 tips that helped us improve a landing page conversions by 25%"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p>Our client creates dance videos that people can pay one time for unlimited access. Customers typically &#8220;gifted&#8221; this product to their significant other during holidays, birthdays, or other special occasions.<\/p>\n<p>Our client had a predicament during the February Valentine&#8217;s frenzy.<\/p>\n<p>The majority of the site traffic was coming through Facebook at a decent clickthrough. However, conversions were a dismal 0.5%.<\/p>\n<p>So, to increase the landing page conversion rate &#8211; I looked at ads and landing pages for companies during Valentine&#8217;s day.<\/p>\n<p>Let&#8217;s take a look at some of the lessons I learned.<\/p>\n<p><!--more--><\/p>\n<h2><span data-preserver-spaces=\"true\">1- Avoid the safe approach &#8211; boring and not-memorable\u00a0\u00a0<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">The biggest problem marketers struggle with? The sea of noise that bombards <del>our customers<\/del> people every minute.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">What do you prefer?<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Good and the same<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Good and different<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">You can be good, but if you aren&#8217;t different, you do not stand out.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">You play it safe, but you get drawn in a sea of sameness: the same ads, the same copy, and the same landing page.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/typical-ad-approach.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-13884\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/typical-ad-approach.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13884\" \/><\/a><\/div>\n<p><span data-preserver-spaces=\"true\">Most of the ads and landing pages are boring and mundane &#8211; they offer visitors no emotional or social persuasive elements.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Now don&#8217;t get me wrong- jewelry and watches could be a viable option. But if the marketers of the products describe the emotional push and pull of the gift.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">It doesn&#8217;t mean that marketers don&#8217;t succeed with selling during the holidays with the mundane copy.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">But they could do so much more if they got the copy and design elements right.\u00a0<\/span><\/p>\n<h2><span data-preserver-spaces=\"true\">2- Don&#8217;t go there: cringe-worthy ads\u00a0<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Remember the question I asked? I will add a scary option&#8230;<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">What do you prefer?<\/span><\/strong><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Good and the same<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Good and different<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Bad and different<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Being different is not a goal.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Being good and different is the goal.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">There a thin line between &#8220;good and different&#8221; vs. &#8220;bad and different&#8221;.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">That is perhaps why so many companies decide to play it safe and stay in the Good and the same area.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">What on earth was the copywriter thinking?<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Valentine&#8217;s day and the trash<\/span><\/strong><\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone wp-image-13885\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/trash-service-and-romance.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13885\" \/><\/div>\n<p><strong><span data-preserver-spaces=\"true\">Valentine&#8217;s day and the meat<\/span><\/strong><\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone wp-image-13887\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/meat-and-romance.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13887\" \/><\/div>\n<p><strong><span data-preserver-spaces=\"true\">Valentine&#8217;s day the vacuum cleaner<\/span><\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13886\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/clean-the-house-and-romance.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13886\" \/><\/div>\n<div>\n<p><span data-preserver-spaces=\"true\">But the winner goes to<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Valentine&#8217;s day and the funeral<\/span><\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13888\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/funeral-and-romance.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13888\" \/><\/div>\n<p>How very romantic.<\/p>\n<p>There&#8217;s no better way to put your loved one through an emotional roller coaster by gifting them pre-arrangements for their imminent death.<\/p>\n<p>You&#8217;ve got to ask yourself &#8211; what on earth was this copywriter thinking?<\/p>\n<p>Okey &#8211; surely marketers can do better. So, we looked at ads on dance lessons from competitors of our client.<\/p>\n<p>The lesson on what you should avoid continues.<\/p>\n<h2>3. Avoid Clich\u00e9s<\/h2>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13889\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/avoid-cliches.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13889\" \/><\/div>\n<p><span style=\"font-weight: 400;\">The ad started with a <\/span>clich\u00e9<span style=\"font-weight: 400;\">. But then who is Fred?\u00a0<\/span><\/p>\n<h2>4. Don\u2019t be cute<\/h2>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13890\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/not-so-cute-1.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13890\" \/><\/div>\n<p><span style=\"font-weight: 400;\">Really &#8211; cupidity? Someone thought of that ad &#8211; and someone approved it.\u00a0<\/span><\/p>\n<h2>5- Don\u2019t forget the emotional side<\/h2>\n<p><span style=\"font-weight: 400;\">I know, I mentioned it. here it is again: People buy with emotions and justify with logic. Selling on emotions always wins.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13891\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/no-emptions.png\" alt=\"\" width=\"680\" height=\"341\" data-wp-pid=\"13891\" \/><\/div>\n<div>\n<h2>6. Understand why people buy<\/h2>\n<p><span style=\"font-weight: 400;\">Three reasons explain <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/this-is-how-people-make-decisions-with-real-life-examples\/\"><span style=\"font-weight: 400;\">why people buy<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>The functional reasons<\/b><span style=\"font-weight: 400;\"> &#8211; the functionality that the product or service provides.\u00a0<\/span><\/li>\n<\/ol>\n<ol>\n<li style=\"font-weight: 400;\"><b>The emotional reasons<\/b><span style=\"font-weight: 400;\">&#8211; how the product makes the buyer feel?<\/span><\/li>\n<\/ol>\n<ol>\n<li style=\"font-weight: 400;\"><b>The social reasons<\/b><span style=\"font-weight: 400;\"> &#8211; how the buyer is perceived his social circle when using the product?<\/span><\/li>\n<\/ol>\n<div class=\"blog_img\">\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/quarter-inch-drill-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13899\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/quarter-inch-drill-1.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13899\" \/><\/a><\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">Appealing to the emotional and social reasons behind a purchase turns visitors into customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start by understanding the emotional and social pulls and pushes are in order to leverage them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You will only do that by talking to customers.\u00a0<\/span><\/p>\n<h2>7. Is it the ad or the landing page?<\/h2>\n<p><span style=\"font-weight: 400;\">Facebook traffic doesn\u2019t convert well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if your ads are well-targeted, then visitors are willing to give your product a chance. It was the landing page that wasn\u2019t delivering.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we first reviewed the landing page, we found that there was a lack of emotional and social copy and elements that would drive the purchase. Much like the ads of the competitors.<\/span><\/p>\n<\/div>\n<div class=\"blog_img\">\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13900\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/original-landing-page.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13900\" \/><\/div>\n<\/div>\n<div>\n<h2>8. People think they buy on impulse &#8211; they don\u2019t<\/h2>\n<p><span style=\"font-weight: 400;\">We are not big believers in <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/this-is-how-people-make-decisions-with-real-life-examples\/\"><span style=\"font-weight: 400;\">impulse buying<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13756\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/img_5f0fda229066c.png\" alt=\"\" width=\"680\" height=\"337\" data-wp-pid=\"13756\" \/><\/div>\n<h2>9. A bad question to ask: why did you buy the product?<\/h2>\n<p><span style=\"font-weight: 400;\">We never ask customers why they bought a product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try this instead\u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ask people what was going on in their lives when they decided to buy the product.\u00a0<\/span><\/p>\n<h2>10. Digging for oil: Jobs to Be Done interviews<\/h2>\n<p><span style=\"font-weight: 400;\">Because most of the time, we get top of mind answers &#8211; simple and don\u2019t get into the real reasons of why people buy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, we interviewed 15 customers and asked them to walk us through when they decided they wanted to buy the videos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most customers would initially state that it was on impulse purchase &#8211; they saw the ad, and they bought.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we dug deeper we discovered:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Most purchased as a gift<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Some were empty nesters<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Some had many young kids<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Most lacked intimacy in the relationship\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Some were in a relationship with a person who loved dancing\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Most noticed how others are happy when dancing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Most were sick of mundane date nights<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Some were prepping for a special event in their lives that included dancing (like a wedding)\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These weren\u2019t only the common threads, but these were the most important.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Where is <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/this-is-how-people-make-decisions-with-real-life-examples\/\"><span style=\"font-weight: 400;\">the causality in these issues<\/span><\/a><span style=\"font-weight: 400;\"> that we uncovered?<\/span><\/p>\n<h2>11. A winning formula: People don\u2019t buy \u201cx\u201d &#8211; they buy \u201cy\u201d<\/h2>\n<p>Logical vs. psycho-logical.<\/p>\n<p><span style=\"font-weight: 400;\">As it turns out &#8211; people don\u2019t buy dance lessons.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People don\u2019t buy \u201cdance lessons\u201d &#8211; they buy \u201chappiness.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People don\u2019t buy \u201cdance lessons\u201d &#8211; they buy \u201cintimacy.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People don\u2019t buy \u201cdance lessons\u201d &#8211; they buy \u201cbetter relationship\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People don\u2019t buy \u201cdance lessons\u201d &#8211; they buy \u201cexciting dates\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dance lessons are a tool for a deeper goal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, remember that we spoke to people that had made the purchase already.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We wanted to understand from them what drove them to that purchase. Many of the items there were the pushes of the situation:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">It\u2019s just him and her, or they have no alone time as a couple.\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Their date nights were so boring and always the same thing.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They needed to bring intimacy back into their relationship\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">He wanted to give her a gift that was unique and she\u2019d always appreciate\u00a0<\/span><\/li>\n<\/ul>\n<h2>12. Use emotions in your headlines<\/h2>\n<p><span style=\"font-weight: 400;\">The copy on the site was now more focused on the emotional and social reasos behind someone buying dance lessons.\u00a0<\/span><\/p>\n<div class=\"blog_img\">\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/first-test-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13896\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/first-test-1.png\" alt=\"\" width=\"680\" height=\"332\" data-wp-pid=\"13896\" \/><\/a><\/div>\n<\/div>\n<p><b>The results:<\/b><span style=\"font-weight: 400;\"> a 10% increase in purchases.<\/span><\/p>\n<h2>13.\u00a0 Use \u201cbefore\u201d and \u201cafter\u201d<\/h2>\n<p><span style=\"font-weight: 400;\">Copy and images can evoke emotion and persuade the visitor to buy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again &#8211;\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Before and after in the headline.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Before and after in the images.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Customers struggled with the lack of intimacy or excitement in their relationship. It was a result of a life change, a busy life, or frustration in the relationship.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They thought dance lessons could possibly bring that back.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/second-test.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13895\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/second-test.png\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13895\" \/><\/a><\/div>\n<p><b>Before:<\/b><span style=\"font-weight: 400;\"> an image of a copy at a boring dinner date night.<\/span><\/p>\n<p><b>After: <\/b><span style=\"font-weight: 400;\">an image of a couple enjoying dancing in the middle of their home.\u00a0<\/span><\/p>\n<p><b>The results: <\/b><span style=\"font-weight: 400;\">a 17.14% increase in purchases.\u00a0<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Our client creates dance videos that people can pay one time for unlimited access. Customers typically &#8220;gifted&#8221; this product to their significant other during holidays, birthdays, or other special occasions. Our client had a predicament during the February Valentine&#8217;s frenzy. The majority of the site traffic was coming through Facebook at a decent clickthrough. However, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":13898,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-13883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/13883","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=13883"}],"version-history":[{"count":1,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/13883\/revisions"}],"predecessor-version":[{"id":100476,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/13883\/revisions\/100476"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/13898"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=13883"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=13883"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=13883"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}