Mentioning conversion rate optimization gets me excited

I am addicted to HDTV. One of the channels that I love to watch is MojoHD. The show Start-Up Junkies is a documentary of an online business trying to get off the ground. I was pleasantly surprised to hear them say that they needed to improve their ecommerce sign up process. Yes, they mentioned conversion rate optimization on TV and I got all excited. So... I went ahead and reviewed their PPC advertisements and landing page strategy. Now here is my opinion on how they can improve their conversion rates.

After searching in Google for "Online PO Box" I arrived at the landing page / mini-site below. They are doing a good job by isolating the user experience so visitors stay within the sales funnel. However, I did want to offer some ideas:

1. The video is good, but I would recommend getting a strong testimonial with a quote about how easy it is to use and how they actually save money, plus safer for the environment.
2. The design flow of the page is off. Meaning, it doesn't read correctly. PPC visitors are on your web page for a very short time frame, before they leave. They skim your content. Maybe try making the Special Offer "First Month Free" more dominant and higher on the page.
3. "How it is works" is a very important page. The text needs to be combined with some simple imagery to make it more intuitive.
4. The text in Helvetica font doesn't read well on a PC, use Arial instead. Mac looks perfect.
5. They are using Google Analytics, so hopefully they are using Google Optimizer to do A/B testing.

The staff mentioned this in the TV show and I agree... The shopping cart checkout page needs a lot of work. When you do click sign up, you arrive at an overwhelming price list and it is hard to understand what you are going to get. Also, I recommend mentioning the "Risk Free 30-Day Money Back Guarantee" on this Checkout Page.

Do you have any recommendations for this company? Is their a site that you want me to review? Post them here...

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