CRO News Roundup: Use Your Landing Page to Tell a Story

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Richard Chapman brings you the latest conversion and analytics news, trends and blogs.

Make Your Landing Page a One-Page Story

In a world where attention spans are shrinking – we write in 140 character tweets and share news in 10-second snapchats – could the art of storytelling be lost? Babar Suleman thinks not. In fact, he argues that storytelling remains an effective tool for persuasion - we just need to learn how to embrace it for the digital age.

Writing for the Crazy Egg blog this week, he details four design strategies he believes can turn your landing page into a one-page story:

  • Judge it by its cover – Think of your landing page as a book cover and consider what image and typeface best present your brand
  • Sharpen the hook – Reel in the audience with a powerful, but succinct strapline
  • Create and hold a moment – Don’t try to tell the whole story of your product, rather focus on one key element or USP
  • Befriend brevity – Less is always more when it comes to web design

How To Make Your Browsers Feel Safe and Secure


Jennifer Pepper recommends you put your customers at ease, reduce friction and build trust with seals of approval in her blog this week.

She explains how SSL and HTTPS provide strong visual clues to browsers that you’re serving up a secure page, while trust seals, such as GlobalSign, can boost conversion rates.

Placement also matters. Think about where the trust seal should be displayed, or if a HTTPS is enough for your audience. And remember, if you do go over to SSL, all elements of your landing page need to be secure, including videos and privacy policies.

How To Reduce Bounce With Google Analytics


OptimiseSmart provided a concise overview of how to reduce bounce rate with Google Analytics. It lists 11 methods:

  1. Adjust the Bounce Rate of your website
  2. Reduce the bounce rate of the web pages in the Profit Index
  3. Stop targeting keywords/ marketing channels which are sending low value traffic
  4. Create landing pages which satisfy visitor’s query
  5. Create landing pages which prominently display your ‘Call to Action’
  6. Make your ‘Call to Action’ relevant to your landing page
  7. Develop contents which can be consumed in short span of time
  8. Use Virtual Pageviews or Event Tracking for Ajax/Flash based contents
  9. Create landing pages which are visually appealing & load fast
  10. Develop a need to explore your website further
  11. Run Page Level Surveys

It’s Good To Say No

No Sale key

Saying no or you can’t do that can be a risky business in the online world. Here is how you can deliver bad news in a good way:

  • Start with empathy
  • Choose your words wisely
  • Explain why you are saying “no”

And finally, this blog on looks at how to alight your team’s voice and tone with a style guide. Creating a company tone of voice will empower your team to write and speak to customers more confidently.

He goes on to write about delivering relevant copy after the CTA with your post-landing-page copy, and the importance of good follow up to increase the chances of additional purchases and recommendations and minimise returns or complaints.

Focus Beyond the CTA to Increase Conversion

CTA megaphone

Jacob McMillen looks at why a call to action isn’t always what your customer wants. He argues the case for putting user experience (UX) ahead of CTAs to deliver a more positive website experience.

He explains how to get your customers to visualise using your product, and the value of talking them through the sales process. Step back and focus on the user and your CTA will have more power.

More Conversion and Analytics News

Read our previous CRO news roundup: Using Copy to Convert

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