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Improving CTR for Article Style LPs (10)

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Hi STMers,

What levers can one use to increase CTR for Article style LPs without losing credibility with the user?

Some of the most commonly used tactics I could think of are:

1) Hyperlinks across the article to prompt the user to click to the offer page
2) 'Offer boxes' that highlight scarcity, 'offers claimed', discounts with Big buttons
3) 'Claim offer' bar at the base of the page, with countdown and BIG buttons, especially for Mobile.

What other factors can one use to increase LP CTR, with other factors being the same (Like Content, images etc.)?

What do you consider a GOOD CTR for an article Style CTR. Say for common niches like Nutra, BizOpp etc.

Looking forward to your inputs!

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Hey Mobrun,
Without losing credibility, try making an “exit pop” when the user hovers the mouse near the top/ near the close button, a pop up comes showing a special offer, I used to do this with ouibounce.

Another more “aggressive” technique would ve using a back button redirect.

Also try putting a count down timer with the remaining quantities of product, until the “offer ends” (i see you already do this)
for nutra it’s always good to be aggressive, specially with trial offers.

Hope this helps

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Not sure what your product is, but you could think about using some kind of a lead magnet ... so motivate them in order to what you want them to do ... If you're selling some diet stuff for example, you can offer a free ebook with healthy recipes, that can be full of upsells ...etc. Carefully here though, so you don't just motivate them to get the incentive and leave, less is more in this case.

Design wise: I've seen arrows give a nice boost to CTRs ... red arrows pointing to a CTA button for example.

Some people respond well to a plugin that shows "recent purchases", don't set it to a very high frequency, it's hard to believe it if you over-do that.

Trust factors and social proof are huge too ... security style certificates, facebook-like plugins etc ...

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Thanks a bunch for the pointers, optifyme. Do you have any CTR benchmark ranges for say Nutra and Finance offers? Specifically with Article landers.

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Thanks Matuloo, I wasnt sure if lead magnet would be the best addition to an article style lander. As the user would be in a content consumption mode. Any particular that's made to work in? Also, any CTR benchmarks for Nutra and Finance? What CTRs on article style landers make you happy?

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It varies a lot depending on what stage of optimization you are on. However, I like to see at least a 10% CTR on my article landers for Nutra (aggressive landers) . I have no experience running Finance offers, so I wouldn't know about that.

hope this helps

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Awesome, 10% is what I had in my mind too as a benchmark. At the moment I am averaging at 8-9%. Thanks again!

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Yes, however remember that conversion rate is very important. As an example, you can have a lander with 20-30% CTR but 0 sales, could be bot placements or just bad quality traffic for your offer.

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Lots of great tips!

Also consider using a heat map to identify big drop-offs from one lander section to another - then either exclude those sections or put them close to the bottom of the lander.



Amy

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It all depends on your full funnel, sometimes offering a lead magnet would effectively kill the sales ... especially in case of "impulse buy" goods... I can think of somoe nutra products where it would be contra productive for sure, for example some kind of erection supplements, but for finances it might work pretty well actually as it requires a more educated decision and people tend to think more about it before making a purchase.

On top of that, think about the behavior of your prospects ... they start at the top, interested and eager to find out more ... those that were motivated enough, should click pretty soon ... those that are not sure about the product and whether they want it ... those might keep on reading, losing interest ... so at some point, in a less prominent spot on the sales page, why not try to subscribe them to something at least and have another chance of selling them something? It all comes down to testing though.

As for the CTR, it's hard to say what is a good one, as optifyme mentioned ... high CTRs don't have to mean high CVR and that's what matters, focus on the bottom line.

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