How to Increase Conversion Rates on Landing Pages
Landing pages are dedicated pages designed to motivate or inspire a site visitor to take a desired marketing action. This process of convincing a visitor into taking the kind of action you want is known as a conversion. Obviously, without a good conversion rate, you could as well be flushing all your AdWords investment money down the toilet and seriously damaging your business rankings because of a high bounce rate. Landing pages don’t necessarily have to be complicated. In fact, they ideally should be simple. They do, however, need to make maximum use of the little real estate at their disposal if they are to have an impact in the minds of the site visitors. There are several tested elements you need to include and focus on when designing a landing page if you are to increase conversion rates.
Headline & Value Proposition
The headline is not only one of the very first things a site visitor sees when on your site, but do you also know that on average, 8 out of 10 will read your headline copy, yet only 2 out of 10 will go on to read the rest of your stuff?
This tells you about the potential power of your landing page title, and the reason why it’s so influential in determining the effectiveness of your entire piece. Therefore, the goal of your page headline should be to make the visitor feel convinced enough to read what comes next. Make sure your headline is not only honest and compelling but has a great value proposition, leaving the reader eager for more.
Page Design & Navigation
The last thing any site owner wants to pay for is someone to visit or come onto the landing page only to end up navigating to your Facebook, then leave 5 seconds later after checking cat gifs. People get distracted easily. In most cases, you will only have under 15 seconds to get them clicking where you want. This literally means you simply cannot afford to go wrong or make page design mistakes. Among the first steps should be to cut back on navigation links on your landing page. Next up, get rid of unnecessary clutter on the landing page and disable non-essential pop-ups. Like unrelated content and navigation bars, pop-ups can be a harmful and a huge distraction. They could actually be an annoyance. Certainly, annoyed people won’t be buying from you.
A landing page’s success is 50% content and 50% where your traffic is coming from. For example, when a person opts to join your mailing list, they expect to get something from reading your emails. Nobody is going to dive into your other page details if what you have offered initially is not enticing. For better conversions, your landing page copy must be convincing and to the point. It doesn’t matter how pretty your landing page appears, users are not going to convert if the content is not genuine or very convincing. Adding a FAQs section is an excellent move as the questions users might have before signing up can be addressed and clarified.
Images and Explainer Videos
Although the content is important, images help to bring out the needed emotions that trigger users into action. It’s, however, important that all the images you use in the landing page are totally in sync with your content if the message is to stand out. Great images must be visually stimulating. Ensure that the selected images support your brand message — yet not overpowering the content. Also, consider incorporating explainer videos. These are the kind of whiteboard animated videos often seen on websites that are between 1 and 3 minutes long. Explainer videos simply explain what you do.
When done right, they could boost your conversion rates by as much as 30%.
Testimonials and Reviews
Positive endorsements from past buyers give your new visitors the assurance that your business legit. 70% of buyers look at product reviews prior to making a buying decision. Research also shows that product reviews that are consumer-generated are 12 times more trusted than the product descriptions posted by manufacturers. People want to know what others who have used or bought from you experienced. They want to know how your business, product or service actually assisted them to overcome the challenges they faced. These days, using trust badges is pretty commonplace. Similar to product listing ads, these are now a must-test, especially if you are operating an e-commerce store. However, don’t overdo the badges. Also, in case your company or business has received any big media mentions or corporate rewards, include them as part of your landing page optimization as well.
Search Engine Optimization
SEO is an old trick to boost conversion rates. But you can still improve on it. Begin by optimizing your Meta Description because the higher it ranks, the higher are your chances of attracting new prospects and eventually getting them to convert. The landing page URL is just not important for boosting on-page SEO, but also for conveying the structure of your site to search engines. Remember its important keep the URL short and when necessary use slashes to separate phrases and concepts.
Checking Analytics & Heatmaps
Believe it or not, simply driving traffic to your site – although itself quite challenging – may not be enough to sustain you. You need to convert the traffic into conversions. But how do you know whether your conversion rate optimization efforts are having any impact? For that, you need to employ analytics to know if your users or visitors are actually taking the desired action. These optimization techniques might include research tools, lead capture tools, analytics tools, heat maps/mouse tracking, and feedback tools. These can range from free tools to more advanced and robust techniques.
Call to Actions
To increase your conversion rate, it’s important to critically look at your Call to Action button. The CTA needs to be placed in a spot on your landing page that is prominent, easy to click on, and it must be easy to read. Ensure the color of your CTA button contrasts the page background. Usually, blue, green or orange CTAs work best. Also, make sure that the size is not so small such that readers lose sight of it nor so big to scare them away. The button must be in sync with the landing page layout and of the right size. To boost conversion rate, try instilling a sense of need or urgency for whatever you are offering. Once visitors get convinced to try what you are offering, a CTA that is located conveniently prompting them to “learn more”, “shop now”, “download”, “call now,” etc. is critical. To clarify where you want the reader’s attention to go next, consider using directional arrows. You may want to use a human image looking directly at your Call to Action.
Never stop testing. It may take weeks, sometimes even months before you realize any tangible results. And because it’s hard to establish what really triggers your users, it becomes vital to carry out A/B testing. A/B testing is an excellent way of determining which headline, image or call to action to use on the landing page. To determine what is likely to be your most effective strategy for boosting conversion rates, using a multi-channel system of testing and tracking is essential. Remember, when the right tools are used to test and target your landing page conversion rates, you could increase the conversion rate by close to 300%.
Landing pages are typically a big investment for most businesses. Between writing the copy, choosing the colors, and selecting between the different offers, increasing landing page conversion rates can really consume lots of energy and resources. The overriding goal of your landing page optimization is to convert visitors into actual buyers so that your business can meet its revenue goals. Properly executed, your landing page conversion rates can push a huge chunk of oncoming traffic towards the top of your business funnel, turning it into the needed cash. Remember there is absolutely no shame in designing your landing page on a style seen elsewhere. If your inspiration is coming from a business or company that’s comparatively larger than yours, most likely their marketing department will have invested money and time to developing and testing their strategies.