Podcast Summary: Ep.312 - ULTIMATE Landing Page Test Ideas!🧠 (Conversion Rate INCREASE!) | Jay’s SCOOP

Do This, NOT That: Marketing Tips with Jay Schwedelson, Presented By Marigold
Host: Jay Schwedelson
Release Date: April 18, 2025

Introduction

In Episode 312 of "Do This, NOT That," hosted by Jay Schwedelson, listeners are treated to an in-depth exploration of actionable strategies aimed at boosting landing page conversion rates. Jay delves into the often-overlooked nuances of landing page optimization, presenting a series of "10 percenters"—small yet impactful adjustments that collectively can significantly enhance conversion performance.

The Conversion Rate Conundrum

Jay begins by addressing a prevalent issue in marketing: the stagnant average conversion rate hovering around 10%. He emphasizes that such a rate is suboptimal, illustrating his point with the analogy of losing 90 out of 100 interested prospects due to minor oversights on the landing page.

Jay Schwedelson [02:30]: "For business and consumer marketers, whatever the offer is, less than 10% of people that click through actually convert. And for some reason, we think that that's an acceptable number. That is ridiculous."

The "10 Percenters" Strategy

Jay introduces the concept of "10 percenters"—small modifications each capable of boosting conversion rates by approximately 10%. He underscores the importance of continuous testing to identify which tweaks yield the best results for specific campaigns.

1. Optimizing Form Fields

One of the primary factors influencing conversion rates is the number of mandatory fields on a landing page form.

• Minimize Mandatory Fields: Each additional required field can deter approximately 8% of potential conversions.

  Jay Schwedelson [05:15]: "Every additional must fill field that you are requiring them to fill out, you will lose them on average, every additional must fill field...you'll lose about 8% of your conversions."

• Form Design: Vertical forms outperform zigzag layouts. If more than six fields are necessary, consider implementing a multi-step form to prevent visual overwhelm.

  Jay Schwedelson [07:45]: "If you have more than six fields that you need to collect, you want to make it a multi-step form...because if somebody visually sees eight or nine fields, they're not going to fill it out."

2. Reimagining the Submission Button

The terminology used on the submission button plays a crucial role in user engagement.

• Avoid the Word "Submit": Instead, use first-person language that directly relates to the user's action.

  Jay Schwedelson [10:30]: "If you use 'submit,' that is bad. You need to be testing everything. The best thing that you could do is write something in first person."

  Examples include:

  • "Yes, I want access."
  • "Get my three free quotes."
  • "Send me the hoodie."

3. Eliminating Distractions by Removing Unnecessary Links

A cluttered landing page with navigation bars or social sharing links can divert attention away from the primary conversion goal.

• Simplify the Page: Restrict the landing page to focus solely on the conversion offer, removing elements that encourage users to leave or engage in other actions.

  Jay Schwedelson [12:50]: "If you have your nav bar on your destination page, you stink...You give somebody the opportunity to do something else and they will."

4. Leveraging Quantifiable Testimonials

Testimonials serve as powerful social proof, but their effectiveness hinges on specificity and measurability.

• Use Quantifiable Statements: Replace generic praise with metrics that highlight tangible benefits.

  Jay Schwedelson [15:20]: "You want it quantifiable. This tool cut our client onboarding time by 40%. I saved 20% by buying this thing."

5. Consistency in Visuals

Maintaining visual consistency between the originating offer (email, social media post, ad) and the landing page fosters trust and comfort.

• Match Hero Images: Ensure that the primary image on the landing page mirrors the one from the initial engagement point.

  Jay Schwedelson [18:10]: "When we see one image that we clicked on and the same images in the next place that we go to, we feel like we're in the right place."

6. Incorporating Client Logos and Trust Badges

Visual endorsements like client logos and trust badges provide additional validation, reassuring users of the brand's credibility.

• Display Reputable Logos: Showcase logos of existing clients and relevant trust badges to reinforce legitimacy.

  Jay Schwedelson [20:45]: "We just want to know everybody's legit...stick that on there. It's critical."

The Power of Testing

Throughout the episode, Jay emphasizes the necessity of relentless testing. While each "10 percenter" offers potential improvements, their combined impact can lead to substantial increases in overall conversion rates.

Jay Schwedelson [22:00]: "All of these on average will lift you somewhere in the neighborhood of 10%. So we call them 10 percenters."

Personal Insights: Decluttering for Clarity

Transitioning from professional insights to personal anecdotes, Jay shares a transformative experience of decluttering his closet. This story serves as a metaphor for marketing clarity—removing unnecessary elements to enhance overall effectiveness.

• The Decluttering Journey: By eliminating excess, Jay not only improved his living space but also found greater peace of mind.

  Jay Schwedelson [25:30]: "I have no idea why I start my day out better because of it. Oh my God, I wish I did this years ago."

Conclusion

Jay Schwedelson's episode offers a comprehensive toolkit for marketers aiming to enhance their landing page conversions. By implementing the "10 percenters" and embracing a mindset of continuous improvement, marketers can achieve meaningful gains in their campaigns. Additionally, Jay's personal story underscores the broader principle of simplicity and focus, both in marketing and in life.

Notable Quotes:

• Jay Schwedelson [02:30]: "For business and consumer marketers, whatever the offer is, less than 10% of people that click through actually convert. And for some reason, we think that that's an acceptable number. That is ridiculous."

• Jay Schwedelson [10:30]: "If you use 'submit,' that is bad. You need to be testing everything. The best thing that you could do is write something in first person."

• Jay Schwedelson [15:20]: "You want it quantifiable. This tool cut our client onboarding time by 40%. I saved 20% by buying this thing."

• Jay Schwedelson [25:30]: "I have no idea why I start my day out better because of it. Oh my God, I wish I did this years ago."

Final Thoughts:

This episode is a goldmine for marketers seeking to refine their landing pages. Jay's actionable tips, grounded in research and personal experience, provide a clear roadmap to enhancing user experience and driving higher conversions. By focusing on small, strategic changes and fostering a culture of testing, marketers can unlock significant growth and success in their campaigns.