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As I’ve discussed before, building trust is a critical component in the conversion process. Addressing issues such as privacy and security should be a cornerstone of your online trust building efforts.
But my testing and deep level analysis of online visitor behavior has shown…
Summary of Study Findings:
Average conversion rate: 2.9%
So how can you use this information to your advantage?
Several things that I’ve tested and recommend that you test, to help improve the “conversion power” of YOUR privacy policies are:
“My Privacy Guarantee is really quite simple: I respect yours.
If you need more detail than that, please read on…”
As with all of my recommendations these three tips are based on solid testing data.
Here are the results of a few tests that reinforce these suggestions:
The following tests were conducted on a “sales letter” style website selling a physical information product in a B2C market. (Although my test results from more traditional, “online store” style sites show similar results.)
Click Through Rate: 5.3%
Overall Conversion Rate: 2.17%
Variable: “Privacy Guarantee”
Click Through Rate: 7.1%
Overall Conversion Rate: 2.29%
Control: “Standard Legaleze Style Wording”
As set forth in more detail below, XYZ.com (“XYZ.com” or “We”) collects personal information that you provide when using the XYZ.com web site (“Site”).
Overall Conversion Rate: 2.47% (This was in a later test round, thus the higher “control” conversion rate.)
Variable: “Customer Friendly Copy Introduction”
At XYZ.com our Privacy Guarantee is really quite simple: We respect yours.
If you need more detail than that, please read on…
Overall Conversion Rate: 2.55%
Control: No Call to Action
Overall Conversion Rate: 2.55%
Variable: “Call to Action at Bottom of Page”
Overall Conversion Rate: 2.62%
As you can see, while these improvements in conversion rates are not earth shattering, this boost in conversion was generated by optimizing a page that 99.9% of all marketers overlook.
You may be surprised at the persuasive power these often overlooked pages possess.
About the AuthorEric Graham is a serial entrepreneur, author, speaker, copywriter and consultant. Enter your name and email address below to get notified when new response boosting tips, tested conversion strategies, updates, articles and videos are posted.
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