While enjoying my morning cup of Joe, I was chatting with one of my buddies on AIM discussing the effect a “fresh” sales page has on conversion rates. He said he’s been making an update once or twice a month and is seeing a consistent increase in sales. His website is subscription based offering monthly service. He went on to explain how he’s been split testing multiple calls to action and is listing his features different ways. For example, he may laser in on one particular feature one month and another the next.
The more I got to thinking about this, the more it makes sense. As Internet Marketers we’re constantly adapting, developing, and progressing with our sales pitches. However if you have a long term website that focuses its business on both growth and retention, it only makes sense to refresh the page monthly.
Let’s look at this like a display media buy creative. If you run a 300×250 long enough in one spot it eventually become ineffective. Banner blindness sets in, and since it didn’t garner the person’s attention the first time, they simply ignore it. To solve this problem we constantly add in new creatives to our media buys, social media, and other campaigns to keep a fresh stream of traffic flowing. The same should be look at for our sales pages. Sure, we want to make initial optimizations, but over time we should pitch the service/product different ways to see if there is a possibility to “recapture” some people that maybe at one time were using the service or others that never even gave it a shot.
Take a look over at your campaigns and ask yourself if it’s possible you’re losing out on conversions because your page hasn’t been updated. Also take into consideration that this can be leveraged via re-marketing with tracking pixels.