Join SiteTuners’ CEO Tim Ash at Conversion Conference East 2010 in Washington D.C., October 4-5. Conversion Conference is the only worldwide event series focused exclusively on improving website conversions. Tim will be chairing the event, presenting a keynote address and breakout sessions, and offering a half-day workshop on October 6th entitled “Landing Page Optimization Hands-On”.
Maximize Your Online Campaigns in 2 Days
Conversion Conference features a killer cast of experts that are the absolute leaders in the field. They’ll be offering practical sessions with actionable takeaways: real information you can use to start improving your conversions and your online campaign effectiveness immediately. Topics include:
- Using Headlines, Copy and Graphic Design to Lift Conversion
- Split Testing, Multivariate Testing and Google Website Optimizer
- Segmentation, Personalization, and Persuasion
- E-commerce, and Lead Generation Conversion
- Landing Page Principles
- Optimizing Social and Mobile
- Design and Usability Mistakes
Check out the complete list of speakers, the agenda, and registration information at http://conversionconference.com. Get a $250 discount if you use Promo Code CCE642.
See you in D.C.!
The annual Online Marketing Summit 2010 is returning to San Diego February 22-25, 2010. This exciting event filled with top speakers will be held at the beautiful Paradise Point Resort on San Diego Bay.
A very solid three day program is in store with a final day co-hosted by Search Engine Strategies. A full day of pre-conference training and certification courses is also available.
Hear SiteTuners CEO Tim Ash speak during two solo sessions:
- Landing Page Optimization Best Practices – 3:45-4:30 Feb 23
- Seven Deadly Sins of Landing Page Design – 1:30-2:45 Feb 25
Since this is SiteTuners’ hometown we will be well represented at the event. We hope to see you at OMS and show your our brand of San Diego hospitality!
The shocking results of a recent study jointly conducted by MIT and InsideSales.com have determined that if you wait even half an hour to first call your leads from on online form-fill, your chances of qualifying the lead drop by a factor of 21!
Read the Search Engine Watch blog post.
The inaugural Conversion Conference West 2010 (ConversionConference.com) focused exclusively on online conversion improvement will be held this May in San Jose, California.
- Main conference will be on May 4-5, 2010
- Pre-conference workshops on the afternoon of May 3rd, 2010.
Conversion Conference highlights:
- Twenty six educational dual-track sessions (see agenda)
- Three dynamic keynote presentations
- Over 50 expert speakers and presenters
- Industry leading companies in the expo hall
- Birds-of-a-feather lunches
- One-on-one consultations with the experts
- Networking and parties
Confirmed speakers include:
- Tim Ash – Conference Chairperson, keynote speaker, SiteTuners.com
- Bryan Eisenberg – Keynote speaker, BryanEisenberg.com
- Brian Clark – CopyBlogger.com
- Lance Loveday – Closed Loop Marketing
- Eric Hansen – SiteSpect
- Larry Marine – Intuitive Design
- Aaron Kahlow – Online Marketing Summit
- David Szetela – Clix Marketing
- Scott Brinker – Ion Interactive
- Sandra Niehaus – Closed Loop Marketing
- Byron White – IdeaLaunch
- Matt Mickiewicz – SitePoint
- Raquel Hirsch – Wider Funnel
- Cindy Krum – Rank Mobile
- Daniel Sevitt – EyeView
- Brooks Bell – Brooks Bell Interactive
- John Quarto-vonTivadar – Always Be Testing
- John Cecil – Innovate Media
- Rich Page – PageTesting.com
Conversion Conference will be run in parallel with the established eMetrics web analytics conference and will share the vendor exhibit hall, lunchroom, and afternoon networking events.
Register by January 31, 2010 to get the double-early-bird rate.
Follow us on twitter @ConversionConf, and track the conversation with hashtag #ConvCon
Our AttentionWizard.com visual attention prediction tool for landing pages is out of Beta and available to the public.
Eye tracking studies can be a very valuable tool that can help identify significant problems with your website or landing page. Unfortunately, eye tracking requires expensive and specialized hardware and software to be used, and live test subjects to observe and measure.
In-page Web analytics can also provide detailed heatmaps of people’s clicking and scrolling behavior. But these also require the landing page to be properly tagged and measure the behavior of real site visitors. This data takes time to collect and can only be gathered from “live” pages.
Recent advances in the study of computational attention and human visual processing now offer a new and exciting alternative. AttentionWizard computer algorithms can be used to simulate where people will look during the first few seconds of interacting with your site and create a detailed attention heatmap of your landing page.
This approach has several advantages:
- Instant results – upload an image of the landing page and get your answer
- High degree of accuracy – 75%+ correlation with eye tracking and mouse tracking
- Works with page mock-ups – can be used with in-progress mock-ups before the page goes live
SiteTuners has recently announced the launch of a FREE private beta program (limited to the first 5000 sign-ups) for its new AttentionWizard.com visual attention simulation tool. Free daily heatmaps will be available for all participants for the length of the beta program. A paid version with per-image based pricing is expected by Q1 2010 for individuals, companies, and interactive agencies.
Our client Mr. Skin is a comprehensive online resource that reviews and catalogs all sexy scenes by actresses and nude celebs in mainstream movies.
Mr. Skin was interested in improving the propensity of visitors to start the checkout process after visiting at least one actress page on the website.
The original page body is shown below:
The final landing page body is shown below:
The results of the test were stunning.
At the end of our multivariate test the new page performed 96% better than the original.
Why the radical difference?
SiteTuners used a number of conversion improvement best-practices to create the winning page:
- Clear page headline – The original purple title was squeezed into the right corner above the main box of the page and read “INSTANT ACCESS! Secure & Discreet Billing”. The new page title was centered in the body of the page and provided a clear purpose for the page “Instant Access to Jessica Simpson’s Sexy Movie Pics & Videos!” Note that the actress’ name was dynamically inserted into the page based on the last actress page visited by the visitor.
- Well-defined “action block” – The original page had a white background throughout and was divided into two equal-width columns that made it difficult to identify which part of the page was the important one. The new design widens the left column and clearly creates a light-blue action block.
- Sub-headline in your action block – The original design did not have a clear sub-headline in the area of the form. The “Choose offer:” text is really part of the original form. The new action block has a clear “Secure Checkout” sub-headline to clearly spell out its purpose.
- Clear call-to-action – The original page used an almost-invisible button that was difficult to see against the light gray color of the page. The “Join Now” text was from the perspective of the company and did not focus on any kind of benefit to the visitor. The new page has a bright green button that is distinct and stands out as the only button on the page. The “Get Access” text emphasizes the immediate gratification that the visitor will experience after they join.
- Well-designed forms – The original form had a confusing “Choose offer” top section with detailed and cluttered explanations for each sign-up plan option. The new form offers a more accessible “Select Plan” section with short labels for each choice and a single “Help me choose” link for more detailed explanations of each plan.
- Page purpose tied to user intent – The original form was a generic and static page that did not recognize the context from which the visitor just arrived. The new page is clearly focused on the visitor’s intent. Since they just arrived from a specific actress page, the registration page is personalized for that actress in both the title and the block of images near the top of the page. This creates a strong tie to the visitor’s desire to see more content about that specific person.
- Proper use of credibility and trust symbols – The original page used media mentions on the page to create trust. However, they were prominently displayed in a prominent place on the page in all of their full-color glory. The new version re-sizes all of the media mentions for comparable impact, partially de-saturates their colors, and moves them to the supporting column on the right in order to focus more on the call-to-action.
The huge increase in conversion can also be explained by an awareness level with SiteTuners’ advanced AttentionWizard attention-simulation software (currently in a FREE Beta period).
By understanding the way the visual perception system and brain works, it is possible to accurately simulate how a web page will be viewed during the first few seconds of eye movement, and where the brain’s attention will be focused. The results are instantaneous and do not require expensive eye-tracking studies, or page-tagging and time-consuming data gathering to create mouse-tracking heatmaps.
The “before” page shows that most of the brightest attention hotspots are on the most prominent visual elements (the combination lock and logos). Unfortunately, most of these are on the right hand side of the page. In the midst of all of the visual “noise” the gray call-to-action button is lost and ignored.
By contrast, the “after” page shows controlled gazing focused on the headline, actress images, and the green call-to-action button. The trust and credibility symbols are partially desaturated and non-intrusive and are lightly scanned. This is their proper relationship as supportive rather than attention-grabbing elements on the page.
The morals of the story are clear:
- Huge conversion gains can be achieved by expert best-practices reviews and testing
- Graphic artists need to follow a minimalist aesthetic that focuses on conversion and not simply “window dressing”
The new page may not be that exciting visually, but that is okay. In fact it is desirable. On a toned-down page the call-to-action emerges from the relative stillness of the page.
“Boring” works. And it makes you a lot more money – that should make it a lot more “exciting”.