The one thing that improved our conversion rates the most: offering prospects something they want rather than offering them something we want them to have.
Example: a landing page that used to offer visitors a demonstration of our software. It converted a single digit percentage of visitors.
This page now offers 3rd party data that shows how users of Net-Results’ marketing automation platform rate their experience compared to users of Marketo & Pardot.
Our visitors clearly want to know how we compare more than they want a demonstration (at this stage in their process). The page has been converting >16% of its visitors for months.
The same applies to emails: people open emails they want to read. In short, make it about what they want rather than what you want.
