Your law firm’s conversion rate is immensely important. Besides being a fundamental metric to determine how well or poorly your landing page is performing, it directly impacts your revenue and bottom line. But for most companies, their conversion rate is less than ideal. According to Econsultancy, “Only about 22 percent of businesses are satisfied with their conversion rates.”
In turn, this is spurring companies to spend a lot on conversion rate optimization tools. Forbes reports companies are spending as much as $2,000 a month on average. But what if there was a simple way to boost your conversion rate by as much as 102.5 percent? Well there is, and here’s how.
Highrise, a customer relationship management software company, performed an experiment to see what people responded to the most in terms of a landing page layout. The goal was to come up with a winning formula to maximize their conversion rates for paid signups. So they performed a couple of different tests.
For the first one, they switched their original, basic landing page with a longform landing page. It wasn’t radically different, but the content was considerably longer, and it ended up resulting in a 37.5 percent increase in conversions. Not bad.
Here’s a comparison of the two landing pages:
But they weren’t done. What they did next changed things dramatically. They took a completely different approach and opted for a much shorter, more simplistic landing page with key feature — a large photo of a woman smiling. Here’s what it looked like:
This new design ended up in massive conversion rate increase of 102.5 percent! Just imagine if your law firm’s landing page saw this type of spike. It would have a profound impact on client acquisition for sure.
It should be noted is that this experiment is by no means an isolated incident. There have been several studies performed that have had similar outcomes. Website visitors react overwhelmingly favorably to images of people on landing pages.
The logic behind this trend is that human photos play a key role in making an emotional connection. And since people are largely emotionally-driven (even if they don’t want to admit it when making purchasing decisions), this is hugely advantageous from a marketing perspective.
So the bottom line is this. Include a large image of a person smiling on your law firm’s landing page. It’s simple yet effective and can help boost your conversion rate significantly — potentially by as much as 102.5 percent. This is a practice we actually implement with the Best Legal Practices homepage where we display a picture of a woman smiling “above the fold” at the top.
For maximum impact, it’s suggested to do some added A/B testing where you use different people. The study from Highrise found small increases and decreases in their conversion rate depending upon the exact person that was featured.
Sometimes a small tweak can have big results. If your law firm isn’t getting the conversion rate you’d like, go ahead and use this formula for your landing page. You should like the outcome.