The purpose of the test it to define how we can improve our landing pages and create a page with the highest conversion rate. Since we are tracking web leads our focus for this test will be to design a page that conveys users to opt-in into one of our web offers. We have identified a few factors that influence a better conversion rate:
1. Visual (photo vs video):
Videos have a higher perceived value, they demonstrate products/services Sears is offering and make the brand look more professional overall. Having a large video show above the fold instead of the smaller static image that we have now will help users connect with the brand/product better and ultimately drive more users through the funnel.
It’s important that customers fully understands what our services are and what it means to use Sears for customers. Many don’t even know that Sears offers carpet/duct or garage door services, it would make sense to position us more as a trusted, well-known brand.
Establish fewer CTAs and conversion points, but make them stand out more and have them more defined. Focus more attention on claiming offer and allow more space on the page for web offers and zip locator.
Since we want more users to claim offers they should take up more real estate on the landing page. Instead of having just 2 offer show up to the right of the image have them placed horizontally below. Potentially we will have enough room to add more than just 2 offers in the future.
Instead of the left sidebar navigation have the categories displayed in the content box below the video. Each category will have a blurb about the service/product.
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