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Form Optimization: The importance of communicating value before making the “ask”
Henry Lake November 27, 2017E-Marketing NewsComments Off on Form Optimization: The importance of communicating value before making the “ask”344 Views
If you want to maximize your revenue, it’s not enough to optimize your landing page; you should ensure form pages reinforce your value proposition, minimize unnecessary friction and alleviate customer anxiety.
Pay attention to your PPC ad links. Do they send prospects to your landing page or directly to your form page? If the latter is the case, your bounce rate may be high simply because visitors have too many unanswered questions — questions you addressed on your main page but neglected to answer on your form page.
In short, you can’t send them to the “ask” page until you have communicated the value you are offering. Remember, the marketer’s goal is not simplicity; the marketer’s goal is clarity.
— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute
In this Quick Win Clinic, Flint McGlaughlin looks at a form page on Home Warranty Reviews website from the visitor’s viewpoint — and is left confused. Watch the video to get tips on how to see a webpage through the eyes of the customer and increase your sales.
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The goal of optimization is not to make changes to a page but to make changes in the mind of the customer. Here are some simple ways you can shift from communicating company logic to customer logic and optimize the thought sequence of your offer.