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Mustafijur Rahman
Mustafijur Rahman

The document provides recommendations for optimizing a landing page focused on registering new accounts through conversion rate optimization testing. It identifies issues like lack of directional cues, too much text, small font size, and recommends tests for the call to action, benefits displayed, instructions layout, and whether a lead generation form would improve conversions over a straight click-through page. It also recommends improving responsiveness for mobile users and testing a shorter page design.

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Conversion Rate Optimization (CRO) Analysis
Landing Page Optimization SolutionIssueTerm Single Purpose Landing Page Contrast CTA Facebook ads targeted at young corporate females Campaign focused on the launch of new cocktail list Call-to-actions (CTAs) are one of the most important elements on any landing page. Their design and copywriting should always be tested. The current one “Register Now” seems clear enough but never the less a more benefit oriented one might prove to be converting better. Your call-to-action (CTA) should use a contrasting color to draw the attention of the visitor on it. Your average visitor’s attention is very low and it needs to be appropriately directed in order to complete the desired action. Currently, the main part of the landing page uses primarily a shade of red. It highlights important and the same time less important information. Build a single purpose page for your PPC traffic, concentrating on getting visitors to register a new account. Your landing page (LP) should serve one and only one purpose. Currently the LP has 3 primary functions:  - New Registration  - Signing In  Password Resetting Next
Landing Page Optimization SolutionIssueTerm Digital Scent Headline/Subheadline Directional Cues Use of arrows, lines or line of sight hero image are all different forms of directional guidance you can use. Another possible issue with the LP is the lack of direction. Lots of copywriting tightly gathered together. You need a clear, easy to follow path for the visitor to follow. Run A/B optimization tests to figure out what resonates best with your targeted demographic. Just like the CTA, the Headline/Subheadline combination is another area where you should be constantly running optimization tests. It’s important to match the messaging in this part to the messaging of the actual ad. Feature similar copywriting and imagery on your ads as well as on the LP. What ever got them to click on an ad should be present on the LP. You need to establish a clear, easily traceable, link between your ads and the landing page. Otherwise, you are running into the possibility of visitors bouncing off the page, if they can’t detect this “digital scent”. Next White Space You need a balanced page with lots of white space to make what counts stand out. It would give your eyes an easy target to focus on - the CTA. Lack of white space between the different sections and elements of the page buries the important content.
Landing Page Optimization SolutionIssueTerm Attention Ratio Font Size Structure - “Wall of text” Break up content into more easily scannable sections and subsections. Important content is buried underneath a big “wall of text”. Most visitors will ignore it and will not have enough information to take the desired action - registering an account. Quite simply, you need to increase the font size to be at least 15px or 16px. It would allow easier scanning of the copywriting and reduce friction. Digital screens are not a book or a magazine, you might pick up and read. Fonts render differently across operating systems, browsers and displays. The current font size renders at 13px. Clear the header and footer section of the LP from any links not related directly to registering a new account. Just as you need to have a single purpose page, your landing page shouldn’t provide any possible exit opportunities for your visitors. Any link (currently 34) on the LP is a possible leak in your conversion funnel. Next Benefits Clearly show and state the main benefits of the 7Eleven/Moneygram service. Format it as 3-5 bullet points. You need a strong features section framed as benefits statements for the visitor. Currently all the benefits of the service are “hiding” inside the main body of text.
Landing Page Optimization SolutionIssueTerm Images Instructions Social Proof Show and highlight relevant numbers associated with sending/receiving money through 7Eleven/MoneyGram. Numbers are a great social proof technique, you can use to further strengthen the benefits for the visitor. Redesign both of these sections (Sending/Receiving) by concentrating on bringing forward the most important information. Use larger icons, less text and clear steps (1-2-3-4). The current design of the instructions section makes it hard to scan and get the relevant information. Test whether featuring an appropriate header/background image would help conversions. It needs to be relevant to the purpose of the site. The page lacks any images reinforcing the statements being made. Images are generally easier to process by the brain and can easily bring conscious and subconscious improvements. Next Testimonials Gather and use testimonials on the landing page. Concentrate on people discussing how the benefits of the service has helped them. Social proof plays an important part in optimizing for conversions. It often helps having testimonials from people who have used the product/service. Security & Trust Employ copywriting and design elements (seals, icons) to clearly state the security of the information being collected. Visitors might be reluctant to share a sensitive information if they aren’t sure your site will keep it safe. Currently, there are no reassurances about the security of the site.
Landing Page Optimization SolutionIssueTerm Responsiveness Click-thru vs. Lead Gen. LP Test whether featuring a lead box on the landing page would help reduce the friction and increase the number of successful registration. Asking visitors a few easy questions (Name, Email) and taking them directly to Step 2 of the registration process can prove to be beneficial. It’s easier to move people along a conversion funnel by asking them easy, readily available information first. Once you get them engaged, it is more likely they would fill in the rest of the form. Currently the landing page can be classified as a click-thru page. The visitors engages with the CTA and is being taken to the registration form. A proper responsive design should be implemented for the LP. The actual registration form is responsive but you need people to see it. Almost 65% of your traffic is comprised of mobile and tablet devices. The current page is not properly optimized for these devices. It makes it hard to get your idea forward and stimulate visitors to take action. Next Long vs. Short Test a more simple, shorter landing page. An LP consisting only of headline, subheadline, 3 benefits and a clear CTA. Another common A/B test for a landing page is testing long vs. short pages. The brand recognition of 7Eleven and MoneyGram might be enough to convince people of the benefits of the service.

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Test

  • 2. Landing Page Optimization SolutionIssueTerm Single Purpose Landing Page Contrast CTA Facebook ads targeted at young corporate females Campaign focused on the launch of new cocktail list Call-to-actions (CTAs) are one of the most important elements on any landing page. Their design and copywriting should always be tested. The current one “Register Now” seems clear enough but never the less a more benefit oriented one might prove to be converting better. Your call-to-action (CTA) should use a contrasting color to draw the attention of the visitor on it. Your average visitor’s attention is very low and it needs to be appropriately directed in order to complete the desired action. Currently, the main part of the landing page uses primarily a shade of red. It highlights important and the same time less important information. Build a single purpose page for your PPC traffic, concentrating on getting visitors to register a new account. Your landing page (LP) should serve one and only one purpose. Currently the LP has 3 primary functions:  - New Registration  - Signing In  Password Resetting Next
  • 3. Landing Page Optimization SolutionIssueTerm Digital Scent Headline/Subheadline Directional Cues Use of arrows, lines or line of sight hero image are all different forms of directional guidance you can use. Another possible issue with the LP is the lack of direction. Lots of copywriting tightly gathered together. You need a clear, easy to follow path for the visitor to follow. Run A/B optimization tests to figure out what resonates best with your targeted demographic. Just like the CTA, the Headline/Subheadline combination is another area where you should be constantly running optimization tests. It’s important to match the messaging in this part to the messaging of the actual ad. Feature similar copywriting and imagery on your ads as well as on the LP. What ever got them to click on an ad should be present on the LP. You need to establish a clear, easily traceable, link between your ads and the landing page. Otherwise, you are running into the possibility of visitors bouncing off the page, if they can’t detect this “digital scent”. Next White Space You need a balanced page with lots of white space to make what counts stand out. It would give your eyes an easy target to focus on - the CTA. Lack of white space between the different sections and elements of the page buries the important content.
  • 4. Landing Page Optimization SolutionIssueTerm Attention Ratio Font Size Structure - “Wall of text” Break up content into more easily scannable sections and subsections. Important content is buried underneath a big “wall of text”. Most visitors will ignore it and will not have enough information to take the desired action - registering an account. Quite simply, you need to increase the font size to be at least 15px or 16px. It would allow easier scanning of the copywriting and reduce friction. Digital screens are not a book or a magazine, you might pick up and read. Fonts render differently across operating systems, browsers and displays. The current font size renders at 13px. Clear the header and footer section of the LP from any links not related directly to registering a new account. Just as you need to have a single purpose page, your landing page shouldn’t provide any possible exit opportunities for your visitors. Any link (currently 34) on the LP is a possible leak in your conversion funnel. Next Benefits Clearly show and state the main benefits of the 7Eleven/Moneygram service. Format it as 3-5 bullet points. You need a strong features section framed as benefits statements for the visitor. Currently all the benefits of the service are “hiding” inside the main body of text.
  • 5. Landing Page Optimization SolutionIssueTerm Images Instructions Social Proof Show and highlight relevant numbers associated with sending/receiving money through 7Eleven/MoneyGram. Numbers are a great social proof technique, you can use to further strengthen the benefits for the visitor. Redesign both of these sections (Sending/Receiving) by concentrating on bringing forward the most important information. Use larger icons, less text and clear steps (1-2-3-4). The current design of the instructions section makes it hard to scan and get the relevant information. Test whether featuring an appropriate header/background image would help conversions. It needs to be relevant to the purpose of the site. The page lacks any images reinforcing the statements being made. Images are generally easier to process by the brain and can easily bring conscious and subconscious improvements. Next Testimonials Gather and use testimonials on the landing page. Concentrate on people discussing how the benefits of the service has helped them. Social proof plays an important part in optimizing for conversions. It often helps having testimonials from people who have used the product/service. Security & Trust Employ copywriting and design elements (seals, icons) to clearly state the security of the information being collected. Visitors might be reluctant to share a sensitive information if they aren’t sure your site will keep it safe. Currently, there are no reassurances about the security of the site.
  • 6. Landing Page Optimization SolutionIssueTerm Responsiveness Click-thru vs. Lead Gen. LP Test whether featuring a lead box on the landing page would help reduce the friction and increase the number of successful registration. Asking visitors a few easy questions (Name, Email) and taking them directly to Step 2 of the registration process can prove to be beneficial. It’s easier to move people along a conversion funnel by asking them easy, readily available information first. Once you get them engaged, it is more likely they would fill in the rest of the form. Currently the landing page can be classified as a click-thru page. The visitors engages with the CTA and is being taken to the registration form. A proper responsive design should be implemented for the LP. The actual registration form is responsive but you need people to see it. Almost 65% of your traffic is comprised of mobile and tablet devices. The current page is not properly optimized for these devices. It makes it hard to get your idea forward and stimulate visitors to take action. Next Long vs. Short Test a more simple, shorter landing page. An LP consisting only of headline, subheadline, 3 benefits and a clear CTA. Another common A/B test for a landing page is testing long vs. short pages. The brand recognition of 7Eleven and MoneyGram might be enough to convince people of the benefits of the service.