Site Tuner's CEO, Marty Greif, outlines some of his major CRO learnings over the year in this extremely insightful CRO presentation. www.Sitetuners.com Please note: this presentation is not stocked full of Marty's personal opinion, but with major things his company has learned via numerous tests over the years. --------------------------- --> Rule #1: Your love for your own website? It's cute, but... kinda irrelevant. Sorry! - Greif's wisdom: "Your opinion of your website doesn’t matter. The people who sign up as clients? They do!" --> Seven Deadly Sins of CRO: - Sin #1: Unclear CTAs. Seriously, if we see one more 'submit' button... 🙄 - Sin #2: Confusing users with a confetti explosion of choices. - Sin #3: The dreaded "too-much-text" plague. Please, no Shakespearean essays! --> Showcase Moment: That time an e-commerce site boosted its conversion rate by 277% just by simplifying. Minimalism for the win! --> Beyond the Landing Page: Don't just woo users with a stellar landing page and forget them later. It's like giving roses and then forgetting the date. Keep the charm consistent! --> Words Matter: Natalie H from Volume Nine pipes in with, "Never write text just for Google." (You tell 'em, Natalie!) --> Form Overload: Each added field on a form? 10% less likely to be filled. So, trim the excess! --> Trust is a BIG deal: - Hidden trust symbols are like CRO Easter eggs. Hunt for them! - Phone numbers, testimonials, guarantees? All are your site's trusty sidekicks. --> Myth-Busting Time: Rotating banners might look snazzy, but guess what? They can tank conversion rates by 8-12%. Ouch! Closing Thoughts: CRO isn't rocket science (well, maybe a teensy bit), but through the eyes of our users, sprinkled with trust and clarity, we've got a recipe for success. Dive deep, stay curious, and most importantly, keep things user-centric. Happy optimizing! 🚀 Learn more about Volume Nine at www.v9digital.com

1. The
7 Deadly Sins.
Of Landing Pages

2. How You See Your Landing Pages…

3. … Your Visitors’ View.

4. Copyright ©2023 SiteTuners - All Rights Reserved.
1.
Unclear Call-to-action

5. ✓ CTA should match user intent
• Send Me My PDF vs Submit
1.
Unclear
Call-to-action
The 7
Deadly Sins
Of Landing
Pages

6. CTA is a little jarring because
it immediately opens an EXE
file for you to save
The CTA should say “Install
RoboForm Now” or send to
a secondary page that
explains they will be
downloading
1.
Unclear
Call-to-action
The 7
Deadly Sins
Of Landing
Pages

7. CTA is a little jarring
because it takes
you to google play
to Install
The CTA should say
“Install RoboForm
Now” or send to a
secondary page
that explains they
will be
downloading
1.
Unclear
Call-to-action
The 7
Deadly Sins
Of Landing
Pages

8. AFTER
BEFORE
1.
Unclear
Call-to-action
The 7
Deadly Sins
Of Landing
Pages

9. AFTER
BEFORE
1.
Unclear
Call-to-action
The 7
Deadly Sins
Of Landing
Pages

10. 2.
Too Many Choices

11. ✓ People get easily overwhelmed by too
many choices
✓ Use visual emphasis
2.
Too Many
Choices
The 7
Deadly Sins
Of Landing
Pages

12. There are too many options on the page
which is going to confuse the visitor
BEFORE
2.
Too Many
Choices
The 7
Deadly Sins
Of Landing
Pages

13. AFTER
✓Much cleaner look with limited choices
✓The visitor knows what to do
2.
Too Many
Choices
The 7
Deadly Sins
Of Landing
Pages

14. AFTER
✓ Distinct choices
to choose from
BEFORE
Jumble of words on
the page
2.
Too Many
Choices
The 7
Deadly Sins
Of Landing
Pages

15. AFTER
✓ Distinct choices
to choose from
BEFORE
Jumble of words on
the page
CATEGORY PAGE
2.
Too Many
Choices
The 7
Deadly Sins
Of Landing
Pages

16. 3.
Asking For
Too Much Info

17. ✓ Every additional field of information on a
form lowers the completion rate by
approximately 10%
3.
Asking For
Too Much Info
The 7
Deadly Sins
Of Landing
Pages

18. 3.
Asking For
Too Much Info
The 7
Deadly Sins
Of Landing
Pages
Why would an email
address, a home
phone, work phone
and mobile number
be needed to get a
quote?
BEFORE

19. 3.
Asking For
Too Much Info
The 7
Deadly Sins
Of Landing
Pages
AFTER
✓By minimizing the
number of fields and
changing the CTA, the
form is a lot less
overwhelming.

20. 3.
Asking For
Too Much Info
The 7
Deadly Sins
Of Landing
Pages
How many fields, or
what information is
needed to download a
free hearing guide?
BEFORE

21. 3.
Asking For
Too Much Info
The 7
Deadly Sins
Of Landing
Pages
AFTER
✓Less is more when it
comes to the number of
form fields vs the
number of leads.

22. Copyright ©2023 SiteTuners - All Rights Reserved.
4.
Too Much Text

23. ✓ People are too busy to read everything that
YOU THINK they need to know.
✓ Writing for the visitor increases
engagement.
4.
Too Much Text
The 7
Deadly Sins
Of Landing
Pages

24. An about us page is
typically the most
self-centered page
on a website.
This page is a perfect
example of how most
companies think
about their website.
4.
Too Much Text
The 7
Deadly Sins
Of Landing
Pages

25. By focusing on the
visitor, the conversion
rate for new visitors
increased by 31%.
The average time on the
page increased by 76%
and the exit rate
decreased by 20%
resulting in more sales
and more email signups.
4.
Too Much Text
The 7
Deadly Sins
Of Landing
Pages

27. 5.
Not Keeping
Your Promises

28. ✓ When your visitor lands on your landing
page are you delivering on the upstream
messaging!
✓ Aligning messaging increases conversion
rates.
5.
Not Keeping Your
Promises
The 7
Deadly Sins
Of Landing
Pages

29. 5.
Not Keeping Your
Promises
The 7
Deadly Sins
Of Landing
Pages
Match visitor intent and
expectations
Don’t make your visitors think

30. 5.
Not Keeping Your
Promises
The 7
Deadly Sins
Of Landing
Pages
✓ Match visitor intent and expectations
✓ Don’t make your visitors think

31. 5.
Not Keeping Your
Promises
The 7
Deadly Sins
Of Landing
Pages
Match visitor
intent and
expectations
Don’t make
your visitors
think

32. 5.
Not Keeping Your
Promises
The 7
Deadly Sins
Of Landing
Pages
✓ Match visitor
intent and
expectations
✓ Don’t make your
visitors think

33. Copyright ©2023 SiteTuners - All Rights Reserved.
6.
Visual Distractions

34. ✓ Overuse of colors
✓ Incorrect visual emphasis
✓ Rotating banners
6.
Visual
Distractions
The 7
Deadly Sins
Of Landing
Pages

35. There is so much going on with this page
that the visitor doesn’t know what to do
Don’t make your visitors think
BEFORE
6.
Visual
Distractions
The 7
Deadly Sins
Of Landing
Pages

36. ✓ Navigation and calls-to-action are organized
and
presented in a simple coherent manner
✓ Well-executed design boosts website credibility
✓ Visual emphasis directs visitor’s attention
AFTER
6.
Visual
Distractions
The 7
Deadly Sins
Of Landing
Pages

37. Too many call to
actions
The left sidebar is
distracting from
the overall page
Too much going on
and very distracting
BEFORE
6.
Visual
Distractions
The 7
Deadly Sins
Of Landing
Pages

38. AFTER
✓ Only 1 main call to action
✓ The left sidebar was
removed
✓ Don’t make your visitors
think
✓ Much cleaner look
6.
Visual
Distractions
The 7
Deadly Sins
Of Landing
Pages

39. Top image is a
rotating banner
A lot of visual
emphasis and words,
not sure where to
start
BEFORE
6.
Visual
Distractions
The 7
Deadly Sins
Of Landing
Pages

40. AFTER
✓ Removed the rotating
banner and have a
static banner
✓ Much cleaner look
with a clear call to
action
6.
Visual
Distractions
The 7
Deadly Sins
Of Landing
Pages

41. Copyright ©2023 SiteTuners - All Rights Reserved.
7.
Lack of Trust

42. ✓ Make the visitor feel they are in control
✓ Trust symbols in the header are a plus
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

43. There is nothing on
the site that really
makes the visitor
feel safe
BEFORE
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

44. ✓They placed their phone
number in the header
✓They added trust symbols
– not awards but symbols
that matter to the visitor
AFTER
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

45. ✓
They added trust
symbols – not awards
but symbols that
matter to the visitor
There is nothing
on the site that
really makes the
visitor feel safe
BEFORE
AFTER
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

46. Missing trust elements and
phone number is not obvious
BEFORE
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

47. ✓ Added a phone number in the header
✓ Added trust symbols, not awards but symbols that instill
trust
AFTER
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

48. ✓ Right after the bullets,
the visitor then sees
their trust symbols on
mobile
AFTER
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

49. Nothing instills trust for the visitor
BEFORE
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

50. ✓ Added trust symbols to the header where they
will display on any page the visitor lands on
AFTER
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

51. Missing trust symbols Missing testimonials Missing a trust bar
BEFORE
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

52. ✓Added trust symbols ✓Added testimonials ✓Added a trust bar
AFTER
7.
Lack
of Trust
The 7
Deadly Sins
Of Landing
Pages

53. 1. Unclear call-to-action
2. Too many choices
3. Asking for too much information
4. Too much text
5. Not keeping your promises
6. Visual distractions
7. Lack of trust
Recap
The 7
Deadly Sins
Of Landing
Pages

54. Let’s get to work.

55. Author of
“True Connections”
sitetuners.com/book
Need Help? sitetuners.com/schedule-a-call
/martingreif
Marty Greif.
SiteTuners President..
Thank You for Your Time!