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When arriving at sites, the "Who are you, what do you do, and what does it mean to me test" is the 1st conversion optimization technique I apply.
This clearly states who you are, and what you do (might want the rethink the inverse white font here). Well done.
Now, when the visitor asks "what does it mean to me?", this lander doesn't give a clear answer (it might be obvious, and it is there if you really look at it, but this might be an area of improvement to look at. What are the key selling benefits someone might want to know when accessing the site's value?
Hope this helped.
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Keith Hagen commented:Hey Jens, Just to clarify, my 3 questions are homepage specific (For other web pages on the site that get landed on I add "where am I" as the 2nd questions. For pages that are not getting landed on, I add that question and take off the "Who are you" since they should already know that). I love my "conversion props, especially when I'm tired".
So, to answer your question. Since you are "Calling users to action" immediately, I would suggest a short preface of "What it means to me" prior to offering the "Ready to get started" bit.
I suggest an ESP (Emotional Selling Paragraph) that highlights the key benefits of the site with action oriented emotional words (i.e. Elevate, Boost etc). If you think you can't keep it to just one or two, use bullets instead of a paragraph.
There is a few benefits to this. It better orients the user, it introduces and sells the call to actions and provides a "must consume" element you can test and later optimize against different traffic sources.
Hope that helps.
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Hi Keith,
Thanks for posting, I really appreciate it!
I like your 3 question model - we generally use MarketingExperiments' model: 1) where am I?, 2) what can I do here?, 3) why should I do it with you?
Similar, but a little more focused on showing some benefit over the competition - I actually like the formulation of your third question better.
The point of the four top buttons is to show clearly the benefits of using WriteWork, but perhaps there is a more effective way of doing it.
If you have any suggestions, I'd love to hear them.
All the best, Jens