Creating a landing page and driving traffic to it isn’t hard. If you do everything by the book, you should be able to turn that traffic into cash for your business without any issues.
Well, not quite.
See, you can get visitors to come to your landing page, but the real problem begins the moment you realize they’re there, but not taking any action. To put it simple—they aren’t converting.
Does this mean that your marketing strategy is not working? Should you give up on it altogether?
No, definitely not.
Before panic sets in, you should give some thought to whether or not your landing page is well-optimized. Why? Because if it’s not, your visitors won’t convert and you won’t get enough money to make your business work. Thousands of dollars invested in AdWords and a great acquisition model won’t be able to help you out.
What you need to understand is that creating a landing page that converts is not easy. It takes time and practice, and people usually don’t get it right at the first try. There’s nothing wrong with that! It’s important not to give up when you don’t see the results you want, but to keep on trying to change them.
There are great ways for you to do this and we’ve got 11 of them that will help you improve your landing page conversion rate. Read more below.
The first rule of any good campaign or strategy is to set a goal for yourself and your business—the same goes for your landing pages. The truth is that without a specific goal you won’t be able to create an effective landing page and increase your conversion rate.
Nobody wants that.
Research has shown that when a landing page has more than one goal, people often lose focus of what’s important and tend to take longer to make a decision.
So, before you do anything (anything at all), sit down, brainstorm, and come up with a goal for your landing page.
It’s not a bad idea to have expectations for your landing page, too, in order to determine how successful it is. These expectations can be based on your previous experience or something you’re dreaming about, but it’s also good to have some numbers (e.g. number of conversions) to compare them with.
Headlines written for ads and similar copies are often funny, engaging, inspiring, or all of the above! They have to be, right, because they need to get your attention and direct your towards a certain website.
However, when it comes to headlines on landing pages there’s one thing you should keep in mind: people are already there to see what you have to offer. The headline doesn’t need to be funny.
It needs to be simple and straightforward. It needs to convince your users to stay (e.g. take Uber’s headline above).
So, tell them in plain language what they want to know. Don’t over-complicate it—people need to get the gist of your post in a couple of seconds.
Just like your headlines, your copy should also be clear and concise. Your readers need to be able to get the message without trying to hard to figure out what you’re talking about.
Naturally, just because your copy is simple doesn’t mean that it shouldn’t be persuasive.
A good landing page copy will be compelling, make your visitors want to find out more, but it won’t necessarily be creative. You can leave the creativity part for your blog and focus on getting to the point of your story/offer on your landing page.
The point of this whole copy is to have your visitors click on the CTA button as quickly as possible, which means that your text needs to serve a purpose and support that call to action.
Being creative and innovative is great, but this is not what your users want from you here. They want you to be convincing, brief, and as easy to understand as possible.
Some will say that calls to action (CTA buttons) are probably the most important part of a landing page, because they’re the ones that make your visitors take action.
Shop now. Register here. Watch our video. There’s a number of examples out there.
A CTA button can be anything you want, but you have to make sure that it’s irresistible enough for the visitors on your page to click on it.
This also includes paying attention to the colour of the button (see Trulia’s orange button that contrasts the rest of the page well), size (it should neither be too big to scare off your users nor too small for them not to see it), and the message it conveys. Instill a sense of urgency in your visitors and they have no choice but to click on your CTA.
While you can have more CTAs on your page, the general recommendation is to have only one.
As a wise person once said: make them an offer they can’t refuse.
Get the attention of your readers with a unique value proposition, i.e. let your visitors know that you have something special prepared for them. This can be a traditional offer, such as discounts or coupons, or a whitepaper, a free trial for your product, or another gift of your choice.
In order to make the right offer, you’re going to have to get familiar with your audience’s pain points and find a way to solve their problems. Users are looking for something when they decide to come to your website—make their stay worth their while.
Whatever you decide to do, try to create a deadline in order urge your visitors to react more quickly to your offer.
Remember how we talked above about keeping your headlines and content as simple as possible?
Well, this goes for your entire website. The clearer and simpler your page is, the more likely are you to inspire a visitor to take action.
People are easily distracted, so what you want to do is remove anything that might distract your users from your main message. There’s no room for mistakes here—in most cases, you’ll have about 10 seconds to get your reader’s’ attention and after that they’ll be lost to you forever (this is a bit dramatic, but you get the point).
Removing distractions increases conversion rates.
For example, you can (and should) get rid of your site’s navigation, sidebars, pop-ups, and any other information that have something to do with anything other than your offer. Take into consideration Wistia’s page (photo above)—it has only the headline, the CTA, and the basic info fields.
Do your best to make your landing page as minimalistic as possible, so that your users won’t have to think twice about clicking on that CTA.
GIFs and colourful pictures may be cool, but they are not meant to be used on the landing page that you’re trying to increase conversion rate for.
Just like with the rest of your page, you want your visuals to be simple and straight-to-the-point.
This means using only images and graphics that have something to do with your product/service and that are related to your message. Nothing aside from that.
You can use videos to your advantage, too—studies show that using videos on landing pages can increase conversion rate by 80%. Videos increase the amount of time people spend on your page and they raise trust (if you include yourself or your employees in the video), plus most people prefer to watch something than read.
Don’t be afraid to use visuals, but don’t overuse them either.
You can create the best content possible, the most attractive CTAs, and a phenomenal design, but if your loading time is high, no one will stick around your landing page.
Your landing page needs to load in a matter of seconds or you have to say goodbye to your visitors.
If you’re unsure how to fix the loading time, head over to Google PageSpeed Insights to get the necessary info. For each problem you have, Insights will provide you with a fix which you definitely shouldn’t hesitate to act upon.
By fixing all of the problems listed, you’ll be able to speed up your loading time and improve your overall SEO. Instead of Insights, you can also use Google Search Console.
So, the next time someone asks “Can the speed of your website really affect your conversion rate?”, look them in the eye and say “Yes”.
If the landing page you’re working on has a form on it, then make sure that form asks your visitors only for their most important details.
For example, if you want them to sign up for a newsletter, ask them only for their email address. That’s all you need, really, and if you ask them for more, there are chances that they’ll just leave your landing page.
Again, keep it as simple and concise as possible. Don’t ask for anything you don’t need to avoid deterring your visitors.
You can always ask for additional information later on, once they have taken action. This is where multi-page forms can really come into handy.
This is a step you cannot skip out on. Testing out your strategies and changes is the best way to find out whether they’re working or not. So, if your focus is on conversion rate optimization, don’t forget to test everything out.
Marketers usually turn to A/B testing for this, because it allows you to try out different content formats, designs, and layouts, and see what your users like the most.
Remember: just because something worked for another website, doesn’t mean it will work for you, too.
It’s okay to try and fail, because this will lead you to the best solution for your landing pages.
If you have a product or a service to offer to your visitors, then you should remember that the majority of them will always read a review before deciding to purchase it. This is just how things are today and it’s incredibly easy to find what other people said about your business.
With this in mind, you should consider adding testimonials, press mentions, client logos, or usage statistics (a.k.a. social proof) to your landing page.
This will make your visitors more likely to trust you and your brand, and more likely to buy whatever it is you’re selling.
This can be a bit tricky if you’re just starting out, but adding even two quotes or testimonials can mean a lot.
Landing page optimization is a tough job and improving conversion rate won’t come all that easy to you. Perhaps you’ll even fail a couple of times before you get it right, but don’t let that discourage you. Use the tips above as your foundation and go from there. Remember: keep your landing pages as simple and as concise as possible, and soon enough you will have pages that convert!
Good luck and let us know if this article has helped you out!
A passionate and skilled content writer with an M.A. in English Language and Literature. Experienced in SEO (with a focus on SEO copywriting), content marketing, and social media. Helps startups and established businesses achieve the best possible results when it comes to content and marketing, in general.
May 25. 2017
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