Digital marketers are always looking to improve their digital properties, test iterations rapidly, and increase conversion. Traditional A/B testing is a great tool to measure results, but fails to deliver the “why” behind what visitors like and dislike, how they feel when they visit one of your pages, and what causes them to disengage before converting. That’s where WEVO comes in.
In all of the WEVO landing page analyses we have run for our clients, no one website element gets more attention and focus than the hero image and headline. Truth be told, our tests have proven that the headline is a critical driver of engagement and action, but the image associated with that headline is equally as important. As it turns out, your hero image says so much more to your audience than what you may have thought when you selected it.
At a recent higher education marketing and enrollment conference, we decided to put marketers to the test. We asked every marketer we spoke with to guess which of two landing page designs had a higher conversion rate. The result? A whopping 39% of the marketers we asked selected the losing landing page. Here's why.
While there’s no better way to improve your landing pages than to get qualitative and quantitative feedback from your target audience, research shows that there are many ways to generally increase their effectiveness. If you don’t have the resources to get feedback from your audience for page improvements (you should try to get them, if possible), try some of the following data-backed tips of the trade.
In a nutshell, WEVO leverages advanced human motivational analysis to increase conversion of web pages and digital advertising. We have discovered a large set of “digital genes” that influence human decision-making online and have already successfully increased conversion for a number of leading firms by an average of 2.2x.