If a dating site landing page does not immediately appeal to a visitor and get them to register, PPC ads can get expensive, fast.
Behold these testing anecdotes from the Conversion Conference.
We’ve seen a single security icon (i.e. a lock with a checkmark on it) increase actual purchases by as much as 20% on a product checkout page. Similar results were shared at the conference.
Adding authority icons such as “As seen on” media logos like CNN, MSNBC, and Good Morning America contributed to a 40% lift in registrations for RealAge, an age assessment and health site.
athenahealth, an online physician billing provider, increased lead gen form fills 84% and reduced bounce rate 48% on a PPC landing page by switching from a single page to a multi-page form.
More at Which Test Won.
Testing is truly an art. Adding icons, media logos and lengthening signup forms never used to make sense to me, but this is exactly what people respond to.
Testing usually results in an average ~40% conversion lift. If you run a dating site and are not doing at least rudimentary A/B testing of landing pages you are throwing away a good portion of your marketing budget. I can help you select a company or in-house service to optimize your site, contact me to learn more.
Good grief, next think we’ll learn is that people like all of the crap-tastic SEO phrasing and keywords that dating sites cram at the bottom of the homepage. I can’t wait until Google stops ranking sites based on home page SEO, enough is enough.
