Maximize ROI: Conversion Funnel Design & A/B Testing

3/16/2006 - Thursday, March 16, 2006 -   

Landing Page Design Breakdown

Below is my most recent landing page design project. The product is for subscription based Stock Trading Systems. Overall, it was a very straight forward process to improve the conversion rate on this landing page design. Take a look at the old design below and it's clear what problems I needed to solve. Here's the breakdown:

Overview From Client:
Discuss the "benefits" that we are offering to the user. For example I think it is more crucial to talk about the different types of alerts (day trading, swing trading, options trading) and the profit performance of those, etc. Include items that are "key" to the membership: For example, You get all of our expert trading alerts in real time:

• Day Trading Alerts in the Live Trade Room -- avg almost 1.1% gain DAILY!


• Swing Trading Alerts via email - Avg 17% Profit/Month on 67% Winners!


• Options Trading Alerts via email - Avg 22% Profit/Month on 68% winners!

Recommendations from Alex:
Turn the static / boring sign up process into a landing page and conversion funnel. The marketing is focused on how great this product really is and establish the WOW factor. Some highlights include:

• Take the best elements from the website and include them in pop-ups to isolate the user experience and create the FUNNEL. For example: about us, newsletter, compare vs. competition, and privacy policy.


• Make the customer feel secure. Trading your money is risking, the user needs to feel very comfortable when subscribing AND when trading.


• Bring the call to actions above the fold and make the buttons the FOCAL POINT.


• Call out the savings of the plans and make it easy to join


• Break the process into 2-3 pages. The shorter forms will be a better user experience to quickly complete the process.