Google AdWords - 5 Factors that make or break your landing page conversion rates

The list of potential factors that influence the conversion rates of landing page is as long as your arm, including everything from site design to what your potential clients had for lunch. But we can be more targeted than that.

Testers divided on MarketingExperiments.com fanatics have developed what they call the conversion index MEC. Here it is:

C = 4M + 3V + 2 (I-F) - 2A

This "formula" is based on his research, which includes many customer websites. It's not a mathematical relationship in a formal sense, but it can help to understand what factors influence the conversion rates of landing page on a practical level.

Put it first in English:

"Converting Web is a function of buyer motivation [4M], the strength of your value proposition [3V], the friction elements and incentives in your offer [2 (IF)] anxious buyer, and the potential [2A] . "

The motivation is as strong a potential buyer really wants what you are offering. The strength of your value proposition is how valuable a potential buyer perceives your offer to be. Elements of incentives are the "extras" we sell along with the main product (bonuses or other incentives, like free shipping), and the friction is the perception of a potential buyer that there's stuff in terms of a purchase (such as many steps in the order process, for example). Anxiety is what it seems - how risky your potential buyer perceives a purchase to be.

Looking back to the formula, you will notice that the numbers in front of the factors that reflect the relative strength of each element. For example, motivation than almost anything else, if taken alone. But your value proposition is almost as important. A strong perceived value than a buyer can potentially less motivated, but if the declines of insufficient reasoning, no amount of overcoming the perceived value.

Also note the 2 (I-F). This indicates that the friction drag your incentives, but the 2 tells you that friction alone can not overcome buyer motivation or perceived value. Finally, anxiety in itself removes the likelihood of conversion. If a potential buyer thinks that your offer is too risky, they are less likely to buy.

Based on this formula, your goal is to increase buyer motivation, perceived value, and the incentive a potential buyer, reducing friction and anxiety. Do not have absolute control over every factor, of course. If a buyer is not motivated to buy what you're selling (or accepting whatever you are offering), no amount of brilliant marketing copy will improve your sales. This is not the point.

The point is for you to focus on what you can control. You can increase buyer motivation by targeting the most motivated buyers! You can improve your sales copy and the process in order to increase the perceived value and to remove bumps that determine the conversion rate down.

Now that you know what to focus, you will have a better idea of ​​what factors to split testing to improve your conversion rates of your landing page to get more profits from the ads for Google AdWords ....