Focus Aggressively on How the Offer Is Presented We’ve run countless tests at KlientBoost where we’ve removed everything below the fold. We’ve purposely and randomly chosen copy for headlines and subheadlines. Time and time again, we’ve found that visitors immediately focus on the CTA and how it’s worded. Increase motivation with CTA copy Oftentimes, you don’t need to change your offer or conversion goal to increase conversions. You just need to create motivation by changing your CTA copy to something your visitors find more compelling. For example, we’ve experimented with five different CTAs and headline/subheadline variations for our marketing plan offer:
Get free trial Get free audit Get free proposal Get free marketing plan Start my pricing calculation Nothing about the offer changed—only the headline/subheadline and CTA copy. Well, that and conversion rates progressively increased with each iteration of our CTA copy. Version 1: 14-day free trial How to Do Landing Page Testing RightCirca 2015 Version 2: Get free proposal How to Do Landing Page Testing RightKlientBoost free proposal messaging Version 3: Free marketing plan How to Do Landing Page Testing RightKlientBoost free marketing plan messaging Version 4: Pricing calculation How to Do Landing Page Testing RightKlientBoost pricing calculation buy email list messaging All four versions, while expressed differently, all ultimately lead to the same conversion goal: a consultation with the sales team.
buy email list
By testing different headlines and CTAs, we were able to build motivation and, as a result, increase conversion rates without ever changing the offer. Why do we swear by CTA copy? Low effort, high impact. Simple. Above is just our own example. Let’s say we’re dealing with personal injury lawyers: 99% of them use “Free Consultation” as their main CTA. If they’d switch their CTA to “See If I Have a Case” or “See What My Case Is Worth,” then they’ll get higher conversion rates while STILL having a consultation. The magic trick here is to marry the main questions/objections your visitors have, and turn that into a CTA that promises answers. 3. Use the Breadcrumb Technique on Your Forms You may have heard otherwise,