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There are more than a thousand ways to optimize your website to maximize conversion rates. The following excerpt from Andrew B. King's Website Optimization explains one of the top 10 factors to maximize conversion rates.
A tagline or a brief branding slogan should be placed near your logo. Slogan is derived from the Gaelic word sluagh-ghairm which means battle cry. Your slogan should be a memorable phrase, a battle cry that sums up your company's benefits and image. [60] Your tagline should be an abbreviated version of your USP that links the slogan to your brand.
Some memorable taglines include:
Your slogan, your logo, and your brand name are three key elements that identify your brand. Together they create brand equity, which differentiates how consumers respond to your marketing efforts. A higher differential increases what consumers know about your brand, allowing you to charge a premium for your offerings.
Brand names are rarely changed, whereas logos and taglines often change over time as your company evolves. Ideally, taglines should be designed for future expansion. Good slogans:
Communicate the biggest benefit that your product provides
Are simple yet memorable
Use active voice, with the adverb near the verb for more impact
Differentiate your brand
Link your slogan to your brand name
Are designed for future expansion
Embrace ambiguity (puns and other wordplay, for example, are inexact but memorable)
Prime your desired attributes
Jump-start recall with jingles
Larger companies often hire brand management firms to create their taglines, their USPs, and their logos, spending millions in the process. You don't need to spend millions to come up with an effective tagline; you've got this book. Later in this chapter we'll show you how to create a compelling USP.
[60] Kohli, C., L. Leuthesser, and R. Suri. 2007. "Got slogan? Guidelines for creating effective slogans." Business Horizons 50 (5): 415–422.
Is your site easy to find, simple to navigate, and enticing enough to convert prospects into buyers? Website Optimization shows you how. It reveals a comprehensive set of techniques to improve your site's performance by boosting search engine visibility for more traffic, increasing conversion rates to maximize leads and profits, revving up site speed to retain users, and measuring your site's effectiveness (before and after these changes) with best-practice metrics and tools.
