Making a few simple changes to add a human presence to your sales and offer pages can increase conversions significantly.

All too often we write our sales and offer pages in strong copywriting language, believing that is the way to maximize sales.

However, our testing indicates that you can increase conversion rates further by adding a human presence to that page. You keep the strong sales element, but you put it in the voice of a person, and add credibility factors like a photograph and signature.

In a recent test for a new research partner we tested two offer pages. The changes made to the text were minimal. On the new page we simply made minor changes to have the text written in the first person. We then added a photo of the writer, listed his qualifications and added his signature towards the end of the page.

Here are the results:

The version of the page which included the author's photograph, qualifications and signature improved conversion by 40.7 percent.

As we have noticed elsewhere in previous tests, the addition of a genuine human presence to a page builds confidence, reassures the reader and often increases conversion rates significantly.

You'll find a full archive of our test results, and analysis within the MarketingExperiments.com Research Archives. The Marketing Experiments Journal publishes primary test results from work with our research partners once every two weeks. Subscription to the Journal is free and gives you full access to both our archives and teleconference calls. Subscribe here.