Posted in Landing Page Optimization	February 14, 2006

Now that more than half of all Internet users block pop-ups and Google has banned them from use by PPC buyers, there are two more good reasons to drop this once effective website design technique and look for a better way to increase landing page conversion rates.

• Floater Order Forms are Rapidly Replacing Pop-ups and Pop-Unders
• Floater Order Forms are not affected by Pop-Up Blockers
• Floaters can be deployed contextually on a site-wide basis

The new hot new tactic for increasing landing page conversion rates for every entry point on your website is called a Floater Order Form. While it may look like a pop-up, it's not. The Floater Order Form does not open in a separate window and therefore cannot be blocked or banned. Website publishers we've talked with report a 2 to 3 times increase in conversion rates when pop-ups are replaced with Floaters.

Although a Floater Order Form looks like a separate document floating on top of a website page, it is really just a layer in the HTML code. To the user, it looks a lot like a magazine blow-in card. While printing blow-in cards and inserting them into print products is cheap, Floaters, like their Pop-Up predecessors, are virtually cost-less. Like blow-ins and Pop-Ups, Floaters can irritate users if over used or used to promote offers that seem out of context to website users.

BHG.com (A 2006 Mequoda Website Design Grade "A" Award Winner) makes extensive use of Floater Order Forms to sell magazine subscriptions and increase conversions for their free email newsletters. For more information about Mequoda Website Design Best Practices and BHG.com, see Roxanne O'Connell's BHG.com Website Design Review in the Mequoda Library.

Floater Order Forms Can Increase Landing Page Conversions on a Site-wide Basis

As anyone who reads their Web logs knows, most users don't enter a Mequoda Internet Hub (or any open website) via the homepage. By design, most users enter through content pages one or more levels down from the homepage. This makes Floater Order Forms ideal for site-wide use to entice users to enter order flows for paid products and free newsletters.

Download our 8 Master Landing Page Templates special report for free and learn the concepts, tips, tricks and techniques that will increase your landing page conversion rates by 30 to 50 percent. Download the report for free!

Mequoda Library Members Only: For in-depth reporting on Landing Pages visit the Creating Landing Pages That Sell Table of Contents page at the Mequoda Library, or check out these related reports:

Mequoda Sales Letter Landing Page Scorecard, by Don Nicholas with John Clausen, Peter A. Schaible and Robert W. Bly
Landing Page Guideline #1: Writing Effective and Promising Headlines, by Don Nicholas and Peter Schaible
Landing Page Guideline #2: Captivating Readers with a Compelling Story, by Don Nicholas and Peter Schaible
SqueezePageGenerator.com Landing Page Review, by Robert W. Bly
Ohannualrecipes.com Landing Page Review, by Peter J. Fogel

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