In this episode of Do This, Not That, host Jay Schwedelson tackles the concerning norm where only 10% of landing page visitors convert—offering simple, actionable tips to move that needle. Dubbed “10 percenter” tactics, these small changes can each improve conversion rates by around 10%. From form layout and button copy to trust badges and consistent imagery, Jay walks through the tweaks marketers can make to help visitors say “yes” more often.

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Best Moments

(01:00) The problem: Only 10% of landing page visitors convert

(02:35) Introducing “10 percenter” tips for ~10% improvements

(03:22) Form field optimization—every extra required field loses 8% of conversions

(03:54) Why vertical forms outperform zigzag layouts

(04:14) Multi-step forms for collecting more than 6 fields

(04:39) Replace “submit” with first-person action phrases on buttons

(05:45) Removing unnecessary links (navigation, social) from landing pages

(06:22) Quantifiable testimonials above the call-to-action

(07:09) Matching promotional imagery to landing page visuals

(08:16) Using awards, client logos, and trust badges for credibility

(09:09) Personal anecdote: Jay’s closet decluttering experience

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