Landing page best practices - Freak-out note #1: if you're freaking out about the test being called after 13 conversions, this means you: 1) have high traffic landing pages that reach the baseline of 250 conversions in less than a year, or 2) you're a conversion expert who thinks low-traffic pages aren't worth testing, or 3) work with clients that have a really large budget for ppc landing page testing. Robert cialdini, wrote in“influence – the psychology of persuasion” :Consider the opposite of what happens when you don't add more fields or more steps to your landing page process:Visitors see that you require their contact information to begin with, and that will immediately trigger the dreaded “sales call fear” so many of them have. 's what we do on our own 3 step proposal conversion funnel (notice how the visitor's threat level increases as they continue through the funnel):Here's another example on this two-step landing page below:A 214% increase in conversion rate compared to having all those fields on a single step landing page form. it's just one of the many components you need to optimize, but best practices will tell you that both short and long forms perform well -- it all depends on whether you want to generate a lot of (potentially) lower quality form submissions, or a smaller number of higher quality submissions.
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