3 conversion elements and how to prepare them: header, lead form, CTA button



    Oh, how many copies are broken in disputes around fonts, title size, number of fields in the application form, is it mandatory to put the CTA (call to action) button on the first screen, and what color it should be.

    We do not question the importance of design and usability, while words continue to convince visitors to the landing pages. Without strong copywriting, any visual will go "down the drain", be it at least Artemy Lebedev.

    In this article you will learn what to write in the header, application form and call-to-action button. Simple, clear and convincing. Plus, we show the hacker technique how to make conversion elements as effective as possible.

    Heading

    Let's start with a revealing anti-example, forgive us the authors of this “masterpiece”.



    Go guess what these people are selling. Only the keen eye of a connoisseur recognizes the silicone profile in the picture) In this regard, the first principle of the heading is clarity. In a few seconds, a visitor “scans” a page with 2 questions in his head:

    Have I got there?

    What is the benefit here?

    We do not take into account the target occurrence when the user knows the company and is ready for thoughtful analysis of information. In 99% of cases, this is a transition from an advertisement in the process of “surfing” a bunch of offers. And if something is not clear - good bye.

    The next point is concreteness.

    For example:



    Here there is already clarity: I went to the address, on the website of the construction company. However, there is no specificity - “How and where to build, what is the advantage of the proposal.”

    "Construction of houses and cottages" - like a sign on a store. As a potential client, I have a question: “So what?” Another 99 companies in the city are doing the same. How the hell should I choose?

    A better option:



    Here I already understand what exactly they are offering me: location and approximate cost + personalization - not just “Building houses”, but “Own cottage”. Feel the difference?

    The third principle of a marketing headline is profit. It reinforces the specifics "in this company I will get such and such a result."

    For example:



    All is well, but something is missing. The last element is addressing or personalization, when the heading refers to the user. Not “Building houses,” but “Build your house.” Not "Configuring Yandex Direct," but "Configure Yandex Direct."

    In our opinion, headers are best closed at this point by the 4U method:



    They can be long, ugly, while perfectly conveying the value of the proposal, rebuild from competitors and call the user to action.

    What do utility, uniqueness, ultra-specificity and urgency mean? Let us analyze a concrete example from our practice:



    Utility is the main benefit. In this case, “Reduce transportation costs.”

    Uniqueness - with which the client will benefit - "With the new GPS monitoring system."

    Ultra-specificity is useful in measurable units, how much specifically does your product increase profit or reduce costs. In this case, up to 32%.

    Urgency is not necessarily a deadline. This is a time factor. After what time the client will receive the result, or as in our example, an additional benefit in the form of a free test drive of equipment for 14 days. Urgency may be subtitled.

    Signature to the lead form.

    It encourages you to complete the target action, as a logical continuation of the offer in the title. And what exactly does the user need to do to contact the company? In the lead form (application form) you “hook” the visitor to something specific in return for his email, name and phone.

    What they usually offer: sign up for a consultation, sign up for a measurement, register, or simply leave a request. By themselves, these things do not convert.

    There is a so-called friction factor. Any, any meaningful efforts cause users to reject. They are already meeting you, leaving your phone and email. And here it’s still not clear: “I will sign up for a consultation, and what next?”

    Therefore, at least we give an explanation of what he will receive. And not just a consultation, but something specific, tangible, like here:



    Pay attention to the signatures that explain the meaning of filling each field. From the point of view of usability, this is not always justified, but here the technique is very “in the subject”.

    Another example: An



    effective signature model is “Fill out the form to [benefit]”

    A small counter in addition is social proof, as here:



    The main thing is that it is true. It’s not worth it to put such things “from the bulldozer” - the fraud will pop up very quickly and painfully hit one place)

    But the ideal, in our opinion, example of the lead form:



    What’s good:

    - The signature “find out the amount and chances of return” very accurately falls into "Pain" of the client;

    - Next to the form is a list of company benefits (bulletins). We note that bullets do not fit into every topic. All individually;

    - The form itself is a value proposition, and without a title.

    CTA button

    With a call to action, everything is simple: it should symbolize the end result, for which the user leaves contacts.

    Example:



    In the minds of the user there should not be a gap "sent a request - I'm waiting for a consultation - got a result." Yes, in fact you can’t do without a manager’s call, and your potential client understands this. Just in this way you eliminate friction. If it is possible not to perform an action, the person will not perform it.

    Therefore, call-to-action ideally works as in the song of the Technology group - “Press the button, you get the result.” And this is not a free manager consultation)

    A couple of hacker chips.

    Firstly, under the button you can decrypt what will happen after the application is sent:



    And secondly, put an “alternative call”:



    True, this technique works more on pop-ups like CrazyEgg.

    “Show me my heatmap” / “No, thank you, I will leave everything as it is”

    Refusing the target action, the user admits that he does not need analytics and increase conversion.

    Here it’s worth noting a cool feature, which almost no one uses in Runet. This is the signature on the first-person button: "Show me my heatmap . " The feature is already his and you are not asking the user, but he himself demands to give what is due.

    How to increase the return of conversion elements

    To begin with, a simple task: We



    recall the 4U technique ... Logically, the first. It has more specifics, more benefits.

    Now look at the results:



    In the first version, general inquiries are “Fitness club Moscow”, “Classes in a fitness club”, etc. The audience for them comes motley, girls and men, without specific motives. Maybe someone lose weight, while someone on the contrary gain weight.

    In the second case - extremely specific, "male" requests. Guys want to do strength training. Which, in fact, we offer them. Hence the higher conversion. Even without 4U.

    These are the puns that traffic sources bring into our harmonious picture of the world)

    The main fakap of the landing pages is as follows:



    Laughter with laughter, but in reality this is exactly what happens: those who need a bathhouse, those who want to build a house out of timber, and those who need a solid concrete garage, land on the page with the same sentence “Building houses and cottages ", eg.

    As a solution - several landing pages for various types of requests. And if a company has dozens, hundreds of items of goods or services? Despite the fact that in the narrowest niche it is possible to “pull out” various types of needs and decision-making motives.

    Here's how we solved this problem with dynamic content. Case of a construction company.

    Initial data - visitors come to the landing page with different selection criteria. They are few, but they are significantly different.
    Someone is looking for the price ("Build a country house inexpensively"). Someone on the material of construction ("Building houses from timber"). And someone at the construction site ("Houses in the suburbs up to 30 km from MKAD").

    Conversion to application - 1.9%.

    Of course, other factors are also important, but when the user enters the query "Building houses from timber", we assume that for him this is the main criterion for selection. A certain initial filter - it practically does not pay attention to other options.
    The task is to give him an appropriate proposal. Of course, it should be among the services of the company: the offer is not for the sake of "temptation", but to personalize the choice.

    At the same time, you should not be guided by the logic of advertisements in Yandex Direct and repeat the value proposition 1 to 1 to the request. There are many sample queries that speak of one need. For example, the choice for the price is “Build a country house inexpensively”, “How much it will build a house from scratch”, “Calculating the cost of a house calculator”.

    In the Yagla system , we group them and create one proposal. In this case, it is 745 phrases and 66 groups.

    Screenshot from the table of substitution:



    On the same page, the title is adjusted to the user's need. However, the process does not occur on the machine. It is nevertheless necessary to “turn on the brain” and come up with offers. Yagla only does what you specify in the substitution editor.

    What was done

    Together with the original heading “Construction of houses and cottages in Moscow and Moscow Region”, we put in a / b testing replaceable headers with personalized offers.

    For example:



    Please note: in the heading we do not just match the request, but a profitable offer - we promise to save the client from the hassle of the construction, to do the turnkey work. Plus - a specific period of 100 days.

    And we further strengthen the proposal in the application form (the second element to be replaced):



    As a result of setting up and testing substitutions, after 2 months the conversion to the application increased by 3.5 times, from 1.9 to 6.7%.

    Important points

    1) We determine the needs of the target audience upon request;

    2) We create personalized offers (offers) for every need;

    3) We adjust the offers to requests from the context (Yandex Direct & Google AdWords) using dynamic content.

    Share in the comments how useful this information is and what you think about it.

    Also popular now: