8 Sure-Fire Ways to Improve Landing Page Conversions
Last year, MOZ made $1,000,000 with the help of a single landing page and effective emailing.
I get green with envy when I see some marketers effortlessly making that much revenue while others are still struggling to surpass a 0.5% conversion rate.
Image Source: http://www.growthgiant.com/blog/landing-page-optimization-for-conversions
If we talk specifically about conversions, landing pages are really important. After all, they push traffic down the sales funnel to make a conversion and close the deal.
According to a study by HubSpot, 48% of marketers design a new landing page for each of their campaigns, along with considering other ways to make visitors convert. But it is clear that not everyone is able to extract the most out of their landing junctions.
So, what are the top-notch marketers doing? Are they playing with the colors? Or tweaking the CTAs?
Well, let’s just cut to the chase and figure out the “must-haves” for improving the performance of your landing pages.
Study Your Visitors
Let’s begin with perhaps the easiest way to boost your landing page conversion rate – better understanding your audience.
Using heatmap tracking to analyze your visitor’s actions and behavior can indicate which features are helping or hurting conversions and help you make any necessary changes.
While optimizing the landing page for conversions, it’s easy to put too many distractions in the visitor’s path. This often becomes the gateway to exit and visitors leave without taking any action on the page.
After better knowing who your visitors are and how they behave, keep your focus clear throughout, design your page around one CTA, remove all navigation keep form fields to a minimum, and you will definitely start to see a change.
Build A Cognitive Flow
Attractive images and graphics might keep the audience engaged for a while, but if your landing page isn’t answering the user’s questions, chances are he/she will bounce off sooner than you think. Your page couldn’t address all the needs of the user at a glance; therefore, a cognitive flow through which it addresses the user’s need is a prerequisite.
Here is a small sample of how an ideal landing page addresses the user’s issues systematically and sequentially:
- Headline: What Am I Dealing With?
- Sub-Headline: What is it about?
- Text and Images: Tell Me More
- Reviews, Stats, & Testimonials: Why Should I Believe You?
- Conversion Action: Should I Take It Or Leave It?
Play With The Page Elements
If you ask me, there is no certain format or template of a perfect landing page. What works for one marketer doesn’t necessarily bring the same return to another, but the design details do affect the way your content is perceived on a landing page.
“Did you know that 90% of the decisions customers make on a website are influenced by colors?”
From the color of your background to that of the links, CTAs, and text, it all affects the way a customer perceives your landing page – just like we feel uneasy in a room with walls painted yellow and serene in a room with blue walls.
Keep experimenting with the colors of your background, CTAs, and links, and run an A/B test to figure out which ones are the best.
“1/3 of the total online activity taking place right now is people watching videos”
With 40% of people responding better to visuals, integrating visuals has become a trend to easily meet customer preferences, along with increasing the trust and retention of the visitor.
Make A Lasting First Impression
“It’s been said that you have 1/20 of a second (Website Optimization by Andrew King) to form an impression in front of your landing page visitors. Therefore, a lasting first impression is a must!”
When a visitor arrives at your landing page, the first thing that catches their attention is the headline. If you want a landing page that maximizes the likelihood of conversion, then you need to have a headline that is written on-point, exhibits urgency, and clearly states the benefit of your product.
Trust Is a Must: Integrate Credibility Seals
Take a piece of paper, and write this down- “Without credibility, your product is not going to sell.”
As soon as the customer finds the product that they need, the very next thing that they look out for is past experiences of the buyers that have already used the product, to verify its value.
Displaying trust signals on your landing page is, therefore, a vital move to build trust within your customer base. You can either do it James Clear’s way – who displays tweets from his readers as feedback, or if you happen to be a developing or have developed a B2B company, you can display the logos of established brands that you’ve worked with to make visitors trust your industry expertise.
To excel the improvement of your landing page conversions, keep testing with multiple types of social proof until you figure out what is most effective.
Case Study: WikiJob added testimonials to its landing page and increased the conversion rate to 34%.
Add Explainer Videos
The average attention span of a visitor has shrunk to mere 8 seconds. Today’s audience wants the precise information, and they want it real quick. This is perhaps one of the main reasons why Explainer videos have slowly taken over. They are easy to interpret and arouse more emotions than reading the text. If done right, explainer videos alone hold the capability of increasing your landing page conversion rate by 30% or even more.
Keep It Simple And Sweet
“Remember – For a visitor, with the attention span weaker than that of a toddler, you get barely 2.6 seconds to convince him why he should buy your offer?!”
To begin with this principle, start by cutting out all the disrupting elements from your landing page.
Try to keep the interface as simple as possible, with a catchy headline, single focus, a captivating visual impressive CTA, and voila! You have a landing page that will clearly exhibit what you offer and what you want your client to do next.
A/B Split Testing Is A Must
If you seek to grow your landing page conversion rate, then testing is something you shouldn’t do without. After all, there’s no other way to figure out what’s working for your landing page and what’s not.
“Split testing is about letting the customer do the talking, without actually talking.”
Siddharth Deswal, Marketer, Visual Website Optimizer
That’s right! Landing pages do wonders, but there are no written guidelines about what will work for your brand every time. Every business has its own kind of customer base, and their actions and preferences can only be studied with frequent A/B testing. From CTAs to forms, copy, funnels, and images, run a split test to measure the effectiveness of each of the elements, keep what works, and remove what is not working ASAP.
Case Study: After doing an A/B test, Soocial, an online address book, saw their conversion rate increase to 28% by adding the word “free” next to their sign-up CTA.
There you have it! I know the tips I have mentioned are not incredibly new or earth-shattering, but they are relevant and are favorites of landing page conversion experts.
Here’s a little piece of advice: gather inspiration, but refrain from wasting time in creating copies of the existing campaigns as what works for one brand may or may not work for yours. From the content to the design and feel of your landing page, you have all the tools and resources in the market to amend your landing page. So, keep split testing everything, even after analyzing your audience and design, to know what is working and where you stand after all of these efforts.
The tips are tried and tested, with the hope they return you expected results. Good luck!