This article originally appeared on Web Profits blog.
Web forms are a commonly overlooked feature of websites and landing pages that can have a big impact on conversion rates. The copy, layout and design of a form is important, and can be the difference between getting or losing a lead. Despite the impact forms have, they are rarely changed or tested, leaving a big opportunity to improve overall conversion rates.
Landing pages are comonly used in PPC and Social Media campaigns by directing visitors to a URL of your choice, and recently they have even been used in place of an entire website. Landing pages are essentially cut down versions of the full website, and remove distractions such as menu items and usually have a clear headline and one main call to action which is the focus of the page. Landing pages generally have a higher conversion rate than standard websites and make split testing and conversion rate optimisation quick and easy to implement.
Email open rates on mobile devices are increasing at a whopping rate and now make up 44% of all opens. While an email can look great in the inbox, it can look awful when squeezed into a tiny screen on a mobile phone. Therefore, a one size fits all email design is no longer the best solution. It is now just as important to make sure your email is compatible for tablet or mobile as it is for long standing email providers such as Hotmail or Gmail. You should therefore consider a responsive email design.
When optimising your online marketing efforts to increase your ROI, every aspect needs to be reviewed. One which is commonly overlooked is the time of the day, or day of the week that you send or launch the marketing campaign online. Optimising your campaign to send, or turn on your adverts at the ideal times, can have a big impact on the number of conversions the campaign generates.
Thousands of sales are lost every year on ecommerce websites because consumers start shopping and then fail to complete the checkout leaving their cart behind. You have done all the hard work of getting the consumer to your website, they have found something they are interested in and then they do not close the deal. Shoppers frequently abandon their carts for a variety of reasons including shipping costs, heading off to other sites to compare prices, because they are just dreaming or creating a wishlist, or because they become distracted before completing the sale. So what can you do to get these customers back?