Optimize Your Landing Page's Submit Box to Boost Conversions

Of all the elements on your landing page, your submit box plays one of
the most important roles in making sure your audience does what you ask.

Unfortunately, it's also the element that web marketers almost always
overlook.

Think about it: Regardless of the action you want your targets to take
(whether it's providing a simple email address or making a purchase), it'll
never happen if you confuse, harass or just plain bore them with a
sub-par submit box.

So to maximize your landing page's conversion rate, use these best
practices in writing, designing and testing your lead
capture.

1. Don't
   ask for anything you can't act on. People are protective of their
   privacy, and they hate filling out forms. So if it isn't actionable, don't
   ask for it. A first name and email address will often be
   enough.
2. Forget
   the confirmation field. Sure, some people will mistype
   their email address. But asking readers to type it twice can drastically
   drain your conversions.
3. Lose the "Clear Form" function. Imagine going to the trouble of
   typing your information and then accidentally clicking this pointless button
   (which countless landing pages are still placing beside "Submit"). Would you
   bother to retype everything?
4. Test above the fold. Depending on your offer, prospects might not be
   willing to read a long sales letter. To help them make it to what matters,
   try placing your lead capture above the fold (so readers don't have to
   scroll for it) and test your results.
5. Test below the fold. Then again, an early lead capture could deter
   readers who don't yet know your benefits. What works for you will depend on
   your offering—and you won't know until you've tested both.
6. Make it more button-like. People are into images. And testing has
   shown that an image of a big, honking button screams "Push me!" to readers.
   To make your submit button more button-like, try:

• Adding a thick outline and rounding its corners
• Making it bigger—you should be able recognize it from across the room
• Giving it some colour (to further set it apart from the rest of your copy)

7. Mess with your button text. A button that says "Submit" is so
   1997. (Besides, no one wants to be submissive.) So get creative with your
   commands, and tell your prospects to "Download Your Free Copy Today!" or
   "Send My Free Sample!"
8. Emphasize privacy. To soothe any suspicions, let your readers know
   you'll never spam, sell or rent their email address. And make sure you do it
   right before or after your lead capture, where their anxiety level is
   highest.

That's it for January's landing page optimization blitz, but there's lots more
to learn.

So be ready for future landing page posts to make sure the traffic you land
actually sticks.

Want to learn more about content optimization? Download our free Instant Content Optimization guide for nine proven strategies you can apply today. Want to optimize your website or a client's? Claim your complimentary content optimization analysis and learn where you're leaking traffic, leads and sales.