Ever since Conversion Rate Experts caught the eye of Google's management in their founding year of 2006, they seem to have built a reputation as the corporate...View More heavy-hitters of the conversion rate industry. With clients like Sony, Apple, Google & Facebook on their roster, they're likely not looking to take on most smaller-sized businesses. For this reason, their marketing is a bit different than most. Only so many visitors will fit their specific consulting criteria so they need to strike a balance between properly filtering out new leads & not being overly discriminatory as to chase people away. They do this several ways. Three big ones being their constant mention of the big companies they work with, their supporting corporate visuals (real boardroom shots, their large international team in suits etc) & lastly, what's included in this swipe, a drop-down in their lead-gen form for annual revenue which starts at $250K. What's interesting is that in 2011, they did not have this dropdown or a website field. Clearly, they sought to better qualify their list & this was part of the solution. Another thing they changed was the first few words of the initial paragraph from "Subscribe" to "Scroll down to subscribe". Because this is a longer squeeze page with a form at the very bottom, this likely was implemented because they noticed a lack of scrolling. Now, a last & very big point, probably the biggest is that all of these "resources" you can opt-in for are case studies underneath it all. Case studies in the form of a valuable report. Why is this so brilliant? Well, because case studies help sell their service. They are results they achieved, proof, smartly packaged with enticing headlines. They've managed to use this proof to sell in a way that also teaches others. Take note.
Landing Page from Conversion Rate Experts Swiped in May 2014
Are you filtering out & segmenting leads via your opt-in form. Think of what field you can include that will help you better understand & segment your list.
Often times, a more detailed call-to-action is most effective. In this case they went from "Subscribe" to "Scroll down to subscribe" to prime visitors to scroll. Are you being too general in your CTA?
Four reports has a higher perceived value than one. The visuals also make them look more valuable. How can you increase the perceived value of your lead-gen offer?
The content of your lead magnets are crucial. How can you provide massive value & information while also further selling yourself such as with successful case studies.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of conversion-rate-experts.com below.