These 16 easy strategies to increase your landing page conversion rate can boost your leads and open the path towards business success.
By now, you are already familiar that simply getting traffic to your website via content and social media as well as paid advertising is only one step of the process. To really make conversions, you have to have more optimized landing pages or master them in a way that entices the visitor to act and possibly make a purchase.
This implies crafting an efficient and emotionally engaging situation that demonstrates your product or service in the most favorable angle.
1. Create the most engaging headline
Studies reveal that it takes 0 to 8 seconds to ignite a visitor’s attention with a catchy headline as well as landing page.
The headline is the first aspect a visitor views before deciding whether to continue watching or not. When you craft an impactful headline, you should focus in combining a set of contextual keywords along with emotional triggers to boost click-ability.
This tool from Coschedule will check your headline and provide feedback whether it’s nice or not.
2. Add a video
Landing page videos are now becoming very common. Product videos are a nice way to attract and entertain your audience. Particularly, landing page videos have been demonstrated to raise product or service pages by 144%.
You can incorporate a video within a header or show it via a different format. Many companies use videos on their landing pages that will automatically play as soon as the visitor opens it.
You can alternatively add an explainer video that gives the visitor a glimpse of your products or services with no pushing. From my experience this truly works. When I created and published landing page, in just a few hours a visitor became to a lead and then a dedicated client.
Most visitors like to develop a sense of familiarity with you with an introduction of you or your products/services that you are offering. It’s more personal than a mix of images and text.
3. Attempt long-form content
You can dramatically increase your lead growing potential by using a long-form landing page. These has been shown to by capable of increasing leads by 220% compared to mainly above-the-fold landing pages.
It provides more options to create an an engaging story and get higher keyword density for search. By optimizing your content to both humans and search engines, you can raise your chances of getting organic traffic and boost your conversion rates.
Crafting long-form content may be challenging but you can try these following tips:
I. Craft an outline of your mails and answer these questions: What is my target audience? Why it is useful for them? How will you be able to track your performance?
II. Utilize then keyword research to generate new topic ideas: Make use of a keyword planning tool to see what people are searching. Use these keywords into the headers and include them in your page for better SEO.
III. Utilize existing content to update new content. The pages that do the best in regards to views can give you clues on what to write next. What else can you mention as well in topics that already seem popular to your visitors?
4. Develop as many landing pages as you can
There is evidence that shows Companies with over 40 landing pages receive 12X more leads than those who only have 5 pages or less. The more landing pages you can craft, the more you will be able to perform. So take these a step further and add more..
5. Measure your landing page effectiveness by doing A/B testing
A/B testing is a way to make your landing pages convert and that is not a secret. Always have 2 landing pages and measure their performances. constantly replace the lower performing one with another landing page.
Here are four mistakes that you should avoid when you do A/B testing:
I. Don't test more than one element at a time.
Otherwise, you will accumulate together too much data which makes it harder to make sense. This also known as multivariate testing..
II. Don't end a test too early.
A great deal of digital marketers will end a testing session upon the first sign of positive performance. However, you should ideally give campaigns 3-4 weeks more for a broader insight. Some tests will even show a statistically significant improvement of your performance but you should ideally wait at least two weeks to decide based on these metrics.
III. Don't give up after one test.
Don’t stop after doing an efficient A/B test. If you realized that one picture performs better than another, it doesn’t mean that this picture is the top you can find. Perhaps it is but there are might be even more efficient options out there and further A/B testing will help you find out.
This special A/B testing from Visual Website Optimizer helps show why integrating social media icons on product pages can take away from the visitor's intention to purchase something. This a more indirect example that shows how multiple offers or goals for a single page can take away from the key objective discussed thoroughly in point 8.
6. Examine whether your CTA should be above or below the fold.
Deciding whether to put your CTA above or below the fold is something that depends on the type of campaign you are running.
In the majority of cases, the most natural thing to do is to put a CTA (Call To Action) above the fold, as it directly attracts your visitor’s attention together with a contact button which is more favorable for conversions in the majority of cases.
However, in case your product or service is something complex and hard to interpret at first, like for example a B2B software solution, you will need to offer your visitors the necessary details to click on your CTA. They have understand your offer before they click on your call-to-action
7. Speed up your loading time.
Every second of delay in your page loading, results in 7% decrease in your conversion rate. Visitors like to access the info they are looking for fast.
If your landing page takes more than a few seconds to load, perform an analysis and see where to cut and adjust to improve its loading speed. Google PageSpeed insights can help you reduce your load time. All you have to do is integrate your website’s url to get a fast glimpse of your website’s speed and what to improve.
8. Avoid showing multiple offers
Showing multiple offers in just one landing page isn’t good for conversions. Each landing page should come with a single and specific offer and be focused in only one thing, just one single proposition. Having multiple CTAs and offers in a single page takes away from your main message and leads to confusion. Studies have shown that pages with multiple offers get 266% more leads than pages who only feature one offer so this a thing you don’t want to neglect.
9. Develop buyer personas to target your ideal client
Know who your ideal clients are and zero in on them. By utilizing buyer personas to target your audience, you’ll increase your landing page performance. Some tests in particularly have shown a increase your conversion numbers by up to 300%.
Check out this useful tool from Hubspot to develop your first buyer profile/persona.
10. Implement a mobile first approach.
Mobile penetration is constantly increasing and now for the first time, studies have shown that traffic from mobile devices surpassed that of desktops in global level. Therefore, if you are not following a mobile first approach, you will miss out in a great market.
Studies have shown that an optimized site for mobile can increase your conversion rates by 200%. See the figure below for more insight.
11. Validate your trustworthiness
Displaying positive reviews and testimonials will help back up the content of your landing page. This would help your prospects to trust you.
Displaying the main advantages of your offering and your social proof can increase the performance of your landing pages by 144% .
12. Include a mini contact form with few requirement fields
Keeping things short and minimal, only the basics, can result in better conversion rates.
Since most people don’t have the time or simply don't want to fill out too many fields. keep things as simple as possible, name, e-mail and maybe phone number is enough without frustrating them.
13. Use pictures that would't detract your visitors.
Images shouldn't be there just for. filling a gap. There should be added to maximize the value of the general user experience. The issue with most companies when they build landing pages is that they show generic stock images. Recent studies have shown that most people ignore images that lacks any personalization or purpose.
14. Generate a sense of urgency.
Urgency is a vital part of making visitors proceed to make a purchase. This is based on the principle of scarcity, which means that visitors want what isn’t widely available. Using words like “Available for a limited time” or “last chance to buy” will help raise the feeling of urgency in a consumer’s mind.
16. The ultimate power of discounts
Everyone is looking for a nice deal. Buyers though don’t have time or like to do the math so provide them with clear and easy to comprehend discount offers. Like buy one get one free, half price deals, etc so they know exactly what they are getting.
17. Maintain a consistent message.
Avoid projecting mixed/contradictory messages to the buyer through the various marketing campaigns or you create a gap in connection with the buyer. Whether it’s a PPC advertisement or copy/paste meta description in organic search results, both the message and the claims should be in line with what is shown on the landing page.
Good luck receiving huge conversion rates on your landing pages.
As the year passes, new challenges and aims will emerge, so improving your website’s landing page should be among your biggest priorities.
Regardless if you are a small or a big business, you can now seize the opportunity to optimize your online content.