In our initial examination, we noticed that there were no elements of trust and confidence throughout the landing page. No value proposition was stated and upon entering the page, the user was bombarded with flashing images. There were no icons that showed the client’s affiliation with the BBB, McAfee Secure, or VeriSign. The design did not even display that they received the Best Customer Service Award from the BBB.

The Invesp optimization team began to add elements of trust to the page one at a time. Adding a clearly stated value proposition under the company name resulted in an increase in conversion rate from 0.90% to 1.22%. Adding a statement that indicated the service received the Best Customer Service Award from the BBB caused the conversion rate to jump from 1.22% to 2.1%. Replacing the flash image used on the landing page with a static image that supported the value proposition caused the conversion rate to jump to 4.8%. Within the span of three weeks, the team was able to increase the conversion rate significantly by implementing the trust guidelines outlined in this chapter.

Clearly, the landing page suffered from a low conversion rate because of mistrust and low confidence. By continuing to optimize the landing page with the various elements of the Conversion Framework, our client continued to increase their conversion rate.