In this webinar hosted by Convert Academy, we have Carlos Del Rio, the former Director of Conversion, Analysis and Data Strategy at Unbounce. He covers several topics on how you can create awesome landing pages and the various factors you need to consider. You can watch Del Rio’s entire webinar here. Del Rio is the co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media. He believes that proper use of traffic analysis and breaking down barriers between web-involved departments is fundamental for businesses to succeed in a web driven economy. Nowadays, it is necessary to have a great landing page. We get most of our conversions from this page, and thus, we need to consider how we can make it better.
An effective landing page is the cornerstone of successful online marketing according to WordStream.com
There are a lot of tips you can get from the web on how to improve your landing page. One great example is from WordStream‘s Tips on How to Craft an Effective Landing Page. We will, however, tackle the webinar presentation. Carlos used the word “free” as a great example for improving conversion. So how does it affect our conversion?
Value of a Free Option
Free is an important word among our customers. They will often opt for a free offer and they will most likely click that before anything else. Now, it will be up to you to convert them into paying customers. There is a test ran by Hootsuite wherein they use Unbounce’s platform. They tested two versions of pricing where one has three options, and another one with two options, and a free option. After testing, customers opted to go with the free option version and the option had a 26% engagement compared to the other versions.
Facts about Giving Choices
You may hold the view that giving people more options is going to make it less likely for them to interact with you, given that there are more things for them to interact with. The truth is, when you have three options, one of them is going to be the less-likely option. This means that it is clearly not the right choice. Be that as it may, it will act as a stepping stone for interaction. How? When a person says: “This is not the right choice for me.”, they have basically started their first level of engagement.
Now, they will be thinking about which of the remaining two options is the right choice. Most likely, one of the choices will be a free option. They may or may not interact with the choices left to them, and the best option they will have when they encounter this is to sign-up for free. Some websites have a very good rate of transferring people from free users to paying customers.
The Only Option
Despite that, Del Rio stated that: If you’re going to make FREE as an option, make it the only option. Why make it the only option? So that you will get a better usage of the page and a better conversion rate. You are trying to make people do what you want. You can, of course, go with the paid option. It will serve to heap greater pressure for them to take the interaction on any of your payment options.
So when you test your pages, test either way: one expressing free and other ways expressing paid. Generally, you can skip crossing them over just because you aren’t going to get as good of a conversion rate out of anything when there is a huge disparity in what it is you are offering. If you want to learn more, you can view the presentation in its entirety here.