5 easy ways to increase landing page conversion rate
A landing page is a standalone website dedicated to a specific purpose, such as a particular marketing campaign or a product page. Once customers click on your Google or social media ads, they “land” on landing pages. This is an excellent opportunity to attract them to your products and close the deal. Because of that, landing page optimization is crucial for improving the performance of your marketing campaigns. Check out our tips and revamp your landing pages with no fuss!
Take a customer-centric approach
First of all, every landing page should have a clear purpose. For sure, it has to be aesthetic and compliant with your branding, but it’s not all about stunning design. First of all, make sure that your landing page is useful and intuitive. Drop videos or pictures that may slow-down your website, and use images that will enable speed loading instead.
To identify your visitors’ pain points, you can use tools like LiveSession. They enable session recording, so you can learn how users interact with your website, both on desktop and mobile. It is a valuable opportunity to see visitors’ clicks, mouse movement, scrolling and keystrokes. Once you analyze recordings and get to know how your customers behave on your website, you can adapt your product to their needs. The system evaluates recordings based on the level of user involvement in a given session. That way, you can focus on the most valuable sessions and come to fruitful conclusions.
And there is more! Thanks to session recordings you can identify bugs or errors, and fix them faster 😉
Refurbish your CTAs
There should be one main call-to-action present on every landing page. This way, you can inform visitors what kind of action you to expect them to take. A few strong CTAs can be confusing and distracting for a potential customer. This is also why it’s a good practice is to leave a white space around a button to increase its visibility. A powerful CTA should include up to five words and action verbs, such as “join”, “sign-up”, “buy now”, “order” etc. If you need to share more details for clarification, you can use additional text below the actual CTA button. As a result, visitors can be sure what action they are about to take.
CTA, as well as other crucial elements of a landing page, should be placed above the fold. Therefore, the users can notice them without scrolling your website. This little trick can help you increase conversion rates! Creating a sense of urgency can also be beneficial. Sometimes customers interested in your offer might postpone their decision. In this case, you can help them make a choice by highlighting that your special deal is temporary.
If you’d like to learn more about the subject, this guide to creating successful CTAs is sure to come in handy!
Come up with a value proposition
Highlight the unique things or qualities about your company, products or services to convince your visitors why they should choose your offer over your competitors. A unique value proposition should inform your customerswhich of their problems your company solves and what actual benefits they can get. Additionally, it should emphasize how your offer differs from the others available on the market. Use the language of your customers so that they can easily understand what you want to say.
There is no single recipe for the perfect value proposition. It can include an appealing headline, two or three sentences of specification, bullet points describing the benefits and an appealing image.
On the product pages, you should definitely highlight your e-commerce advantages, like free-shipping or next-day delivery. Of course, you need to expose best qualities of a given product. Instead of describing technical specification, come up with a value proposition. For example, explain the extraordinary features, like waterproof material. If your company act responsibly, supports fair trade, or contributes to charity – don’t forget to mention it!
A landing page is visited by users that are initially interested in your offer. Use that opportunity to maximize your chances of closing the deal! Building trust is one of the most helpful approaches when it comes to triggering shopping impulses.
How exactly can you show your potential customer that your company is reliable?
- Add testimonials – A few sentences with an honest, positive opinion can work wonders! Ask your previous customers for a recommendation (you can offer them something in return for that effort, like a 10% discount for the next shopping), but never publish fake comments;
- Take advantage of social proof – Use the number of customers that already bought your products or display the amount of downloads of your assets and show visitors that your brand is recognizable on the market;
- Display logos of your partners and prominent customers to show what is your business environment and who you cooperate with;
- Add certificates and awards – Depending on your industry and specifics of your products; you can share information about your company achievements and certified skills.
Customer trust is especially significant when it comes to e-commerce websites. Be sure to add information about payment methods and third-party providers. Assure your customers that your platform is fully secured. Another essential aspect of online shopping is safe and fast delivery– don’t forget to inform visitors which delivery companies will take care of their order. Product rating expressed through numbers or stars can be helpful as well. By providing this information to your customers, you can count on a better conversion rate. Make sure these details are easy to read and understand.
Test, test, test!
No matter how many guides and tips on landing page optimization you will read, you still have to find out what works best for your audience. Landing pages are an excellent opportunity for A/B testing. This method is about changing only one element, for example the CTA button, title, image or color pallette. This is how you can find out which version of your website performs best. You can learn what are your target group preferences and use this knowledge for your further improvements and projects.
For example, you can notice how conversion differs depending on how you inform about the current discount – in percentage or the exact amount. Run A/B tests to find out which is more convincing for your customers and use the winning version your future campaigns.
Here’s an extra tip: landing pages, like other types of websites, can also be entered via Google search results. Even though social media campaigns and Google Ads might generate most of the traffic, you can still benefit from search engine optimization. Star from the basics – use the right keywords and headlines to fit users’ search phrases. You can also link to useful blog posts and other subpages.
The clue of creating the most effective landing page is to understand that it has to be as useful as possible for the visitors. Think about its purpose and highlight the most crucial benefits and features of your products. Include appealing CTAs, testimonials and contact details. Nevertheless, keep it simple. Direct customer’s attention to the one goal of your landing page to maximize its performance.