Are You Using Specificity to Improve Your Online Conversions?

By September 2, 2011 CRO & UX No Comments

Many websites face the challenge of improving their online conversions. If you do research on improving conversion rates, you will see that “specificity” is mentioned quite frequently.

You see it everywhere in Online Marketing best practices:

  • Have specific PPC ad copy
  • Don’t target broad keywords
  • Don’t send visitors to your home page
  • Have content on the landing page specific to the PPC ad and keyword search
  • Search engines like targeted, specific keywords on a page
  • And the list goes on…

Visitors like feeling secure – knowing that the information they are providing is for a specific product. Then they have clear expectations when completing a form and don’t get confused, bailing in the conversion process. Why not apply specificity to your lead form pages across your entire site? Try creating unique form pages for your major products/services.

On the form page, make sure you have:

  • Specific, persuasive copy  about the advantages of your product/service
  • Images pertinent to the item
  • Have your “convert” button include a specific call to action (e.g. “Get Your Managed Hosting Quote Now”)
  • Eliminate “Check all that apply” boxes and any unnecessary fields

Once these forms are in place, you have to make sure to cover all of these bases:

  • All existing pages regarding the product/service should link to the product-specific form
  • When your email notification is sent, make sure you personalize the title to reflect what form was completed (a really nice touch if the requester receives a confirmation email)
  • Set up unique goals in Google Analytics and assign specific lead values (this allows you to measure what products/services are generating the most money, present the biggest opportunities, or are slowing you down)
  • Leverage the thank you page by recommending other products/services; telling your requester what information they should begin collecting if you are following-up with them, etc.

I have seen this strategy work very well. Granted, it is a bit more time consuming to manage multiple forms, links and thank you pages.  In the end, however, the more detailed data you collect will allow you to make better strategic decisions for your business.

All of this while servicing your prospect’s needs to a tee. What could be better?

About Michael Mazzone

Michael Mazzone is a Senior Account Executive at Fathom, specializing in technology-based lead generation campaigns. A graduate of Case Western Reserve's Weatherhead School of Business, Michael joined the Fathom team in 2006, bringing to the table a focus in entrepreneurial strategies and problem-solving skills. He has worked as the direct point of contact for Fathom on a number of accounts to include KeyBank, Vision Solutions, DoubleTake Software, Astute Solutions, mindSHIFT, Oppenheimer Funds, American Greetings, Eaton Corporation, Cleveland Clinic, Cub Cadet and Evenflo.As the main touch point, Michael provides cross-department coordination and strategies from SEO, conversion, online video, redesign projects, paid search and marketing initiatives like contests and product launches. Vital to measuring success for campaigns, he identifies ROI opportunities and implements measurement tactics. Follow Michael on Twitter @mmazzone29 or add him to your LinkedIn network.

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