With all the marketing tips on the internet, it’s easy to drown in advice and information. It can be tempting to implement a bunch of new ideas and changes all at once, but is that the most effective way to boost conversion rates?
Probably not. This deadly conversion condition is known as BSO - and it's a silent killer.
So what is BSO?
Bright shiny object syndrome, or BSO, occurs when you abandon simple, proven marketing tactics in favor of incorporating shiny new trends.
Combining every new tactic onto one landing page can make it feel disjointed, causing confusion and distraction for your potential customers and prevents them from converting into paying users.
Yes, you should pay attention to the latest techniques, but it’s important to filter out the noise and focus on strategies that fit your product and your goals in order to maintain visitors’ interest and raise conversion rates.
How to Avoid BSO
A sticky landing page is designed to get visitors to stick to your offer rather than wandering elsewhere. Effective landing pages keep potential customers’ attention and build their interest until they click the call to action (CTA) button.
Many different factors affect conversion rates, including design, copy, and demographics. Juggling all of these elements at once can be overwhelming and lead to distraction.
Avoid BSO by following these four steps:
1. Keep it simple
According to Wishpond, multiple offers on landing page can decrease conversions by 266%. Emphasize a single offering with a single purpose, such as lead generation, clickthroughs, or getting signups.
2. Remember your audience
A landing page should focus on the benefits that customers get from using your product rather than all the technical details of its features. Who is seeing your landing page? Knowing your audience allows you to give them what they want and need. Too much information can distract or confuse visitors, leading them to click away rather than click through.
Avoid professional jargon and unexplained abbreviations. This also includes cliché, meaningless descriptions like “cutting edge” and “state-of-the-art.” Tell your visitors how your innovation helps them, not just that it does.
By knowing your audience, you can also increase their likelihood of buying in. A young graphic designer will respond differently to your landing page than a middle-aged corporate executive--and that’s okay! Instead of feeling restricted by that variety, harness it by creating multiple landing pages that are customized to target different demographics.
3. Use bright shiny object syndrome to your advantage
Just like marketers get distracted by new ideas, so do visitors. Internet users are drawn to things that catch their attention, so use visual cues that direct them to your CTA button. Use a bright, contrasting color for the button and use design elements to ensure their eyes (and mouse) will travel to it.
Don’t tempt your visitors to click elsewhere. Keep them on your landing page by making sure the CTA is the only clickable link so there’s nothing to distract their focus.
4. Don’t just guess what works… test it!
The most effective way to make sure that new trends are actually increasing your conversion rates is to put them to the test.
A/B testing for different versions of your landing pages allows you to see which one converts more visitors. You can compare how your target audience responds to certain headlines, CTA phrasing, layouts, and colors.
Savvy marketers aren’t satisfied with just one round of A/B testing. Even once you’ve found that the version of your landing page with the highest conversion rate, continue to make changes and test their impact.
If a new variation doesn’t boost your conversion rate, that doesn’t mean you’ve failed - it means you had the most effective landing page from the get-go.
BSO can be dangerous for marketers, making it hard to push through the noise of internet trends to effectively keep visitors’ interest and prevent them from getting distracted from the offer at hand. By streamlining your landing page, targeting your audience, emphasizing the call to action, and A/B testing new techniques, you can avoid bright shiny object syndrome and convert potential customers into paying users.