Factors that influence lead generation from landing page

In a recent article on marketing experiments folks wrote about Synchronizing Value Proposition and Page Design on landing pages to increase conversion.
The post is about
Importance of Value Proposition


Conversion Formula

Read more about Conversion factors for lead generation below
conversion formula shows that after motivation, clarity of the value proposition is the most important factor in determining whether a customer buys from you or not.

Essentially, value proposition is the primary reason the ideal prospect—the people you serve best—should purchase from you rather than your competitor. You must match your competition on every point or dimension of value except one, and on that point you must exceed them. This secures you in the market, this is the reason your business deserves to exist.

In essence, companies need to spend more time building a great value proposition than marketing a poor one.

After identifying a unique and compelling value proposition, you must ensure that you express it throughout your sales process in a clear, consistent, and compelling way.

Eliminate disruption and you can maximize conversion.

Read the complete Article with Example Here

The Conversion Formula Explained.


The Marketing experiments team way back came up with factors that influence generating a lead from landing page down to a mathematical formula

C = 4m + 3v + 2(i-f) – 2(a)

C = probability of conversion
m = external motivation
v = clarity of value proposition
i = incentive to continue
f = friction element
a = anxiety

Elaborating a bit on these, adding to what Roy from Customer Driven marketing blog says

In simple words, you have more chance of success if you

• Generate quality traffic to your site.
• Doing a primary research and competitive analysis of the market to understand who would quality referrers
• Explain clearly what you have to offer
• A clear and simple message that showcases your product/services
• Provide ample incentives.
• Let your visitors know the benefits/incentives they receive using action words and appropriate images.
• Have a quick and easy registration/sign up/application process.
• An easy navigation and usability features to reach the complete conversion cycle
• Have reassuring feedback comments, ratings
• Customer reviews, ratings, can be huge bonus if used in the right way
• Security credentials to reduce customer anxiety
• Security logos like VeriSign and showcasing Security features is always a plus

Is there something else that can be considered as factor?
please feel free to add on via comments.

Tags: Financial Services, landing page optimization, Conversions, web analytics, Landing Page design, Value Proportion