Guest Checkout

Sears.com, like most retailers, offers Guest Checkout—

Sears_Default

But what they do that’s smart is that when Guest Checkout is selected they ask for an email address before revealing other fields–

Sears_Open

This might seem like a small detail. But consider this: 20% of shoppers who reach shipping/billing page don’t complete the order. By capturing email address upfront sears.com might not guarantee a sale but they will capture an email address and can use email marketing to pitch to 80% of shoppers who didn’t place an order.

Sometimes, Adding Friction Improves Conversions

When I landed on llbean.com through a PPC ad I was greeted by this popup–

LLbean.com

CLICK HERE TO ACTIVATE button could have been eliminated. They could have just shown the SAVE10 coupon code. Normally, reducing steps improves conversions. But in this case, llbean.com is adding friction (the need to click a button to activate coupon code) and it’s a brilliant strategy. Why? Because CLICK HERE TO ACTIVATE is a trigger that subconsciously influences the shopper. Once shoppers hit CLICK HERE TO ACTIVATE they have taken an action that takes them deeper into the conversion funnel. It’s not like they can’t turn around, they can, but it’s going to be 6% harder. Who knows how long that coupon code will remain activated? Who knows if SAVE10 can be used later without clicking CLICK HERE TO ACTIVATE first? Would it still work?

These questions incentivize the shopper to stay on llbean.com (i.e. away from L.L.Bean competitor sites).

It Doesn’t Always Matter How You Engage Visitors on Your Landing Page, Just That You Do

Freedomvoice.com’s paid ad (displayed in my Gmail)–

FreedomVoice_Ad

Their landing page– https://orders.freedomvoice.com/free-trial/choose-your-number?t=800-numbers&utm_source=google&utm_medium=cpc&utm_term=800-numbers&utm_campaign=ya&gclid=CIbi45GyirkCFZCe4AodxGYA-g

On this landing page, you’re bound to notice this interface–

FreedomVoice_Numbers

Showing available 800 numbers so high in the conversion funnel seems unimportant, but it’s a very intentional tactic to get landing traffic to click around. Curious visitors (which is all of us) will play around and click the radio button adjacent to the 800 number they like best. The interface is inviting and begs being clicked because it seems so harmless. Picking a favorite 800 number from a list doesn’t require much commitment from the visitor.

Engaging visitors on the landing page is super important. Most bounce immediately, not even giving the business a chance to make a proper pitch. However, if they spend a little more time it’s much more likely that some aspect of the sales pitch will click. Asking visitors to pick from a random assortment of available 800 numbers has just one purpose– getting them to click Continue to Calling Page button.

FreedomVoice knows they have a much better chance generating conversions on the next page.