10 Proven Ways to Get More Conversions on Your Landing Pages
Article by Sam Makad
Do you experience heavy traffic on your website? That’s great!
Now, can you imagine the state of your business if every visitor on your site converted to a paid customer?
Ideal, but unrealistic – we hear you. It is, indeed, a sad truth that the average landing page conversion rate is only 2.35% across industries. However, it is also true that the top 25% of companies are converting at a rate of 5.31% or higher!
But what makes landing pages so attractive as conversion tools?
A landing page is a web page that offers further information once a potential client clicks on an embedded advertisement on another page. Landing pages work because they provide relevant information relating to the ad clicked on by a viewer – leading to a high degree of personalization.
Top Elements of Landing Page Design
The main task of a landing page is to attract interested visitors to your offer – and gently push them into the sales funnel without confusing them with multiple options.
Landing pages are always created to drive a targeted action. These could include:
Not all landing pages are designed to sell products or services. Lead generation pages generally offer visitors something in exchange for their information. This could include useful content such as an e-book or a white-paper or even a newsletter subscription.
Some landing pages are used to provide information on a single topic to visitors. Many news portals and blogs use such pages to show their authority on a specific topic to establish themselves as thought leaders.
Segmented Promotional Offers
Landing pages can be employed to communicate offers to various segments of customers – such as those who are subscribed to your site but have never taken any action on it. By creating a separate landing page for each segment, you can keep the messages private, as well as personalized, so as not to interfere with the broader objective of your site.
Landing pages can do a lot for your business. But how do you stand out from the competition when everyone is using landing pages to convert their users?
Don’t worry. In the remaining post, we will share ten landing pages best practices that will make your business stand out and improve your conversions tremendously. Given below are ten proven ways to get more conversions on your landing page.
Keep Your Landing Page Structured
Remember – time is precious, and your visitors only have so much time to take the desired action on your landing page. A structured landing page can help you achieve this goal by placing relevant information strategically on your page. Therefore, it is vital to put the page elements in a logical sequence to help the visitors move from one section to another, quickly and seamlessly, and eventually take the right actions.
Below are some useful elements that could be included in your landing page for better engagement:
- An attractive headline.
- A short sub-heading explaining the purpose of the page.
- A short description to reinforce the statement.
- A catchy image.
- Product features and benefits.
- Social proof or testimonials from real users.
Some brands may place their CTA right at the top of the page to help users take the desired actions without wasting any time. To make the flow more logical, you can make use of arrows and other imagery in addition to adding compelling videos and images for better engagement. You can also give two options to your customers to provide them with more choice.
In BuildFire’s case, the visitors can choose between two options on the ‘Getting Started’ landing page that leads them to a form requesting further details to achieve their objective.
Use a Compelling Headline
A book is often judged by its cover and a landing page by its headline!
But writing a catchy headline is not enough. It is also important that your primary headline matches the advertisement that led visitors to your page in the first place.
A good headline is not verbose. It is not even ambiguous or salesy. However, it needs to be tactfully written to pique the interest of your visitors. You can read this informative article to write impressive headlines for your landing pages.
You can also use a tool like Co-Schedule’s Headline Analyzer to improve your headlines without breaking your head over it.
Improve Your Landing Page Loading Speed
According to Maile Ohye at Google, “2 seconds is the threshold for e-commerce website acceptability. At Google, we aim for under half-second.”
Customers are impatient. Give them what they want instantly, or they’d move on, without even thinking twice. That’s precisely why you need to speed up your landing pages, and here’s how you can do it:
- Make sure that your page does not include any heavy graphics that take time to load
- Compress your images before uploading them so that your browser doesn’t have to spend time in resizing them to fit a user’s screen
- If you are using a beginner hosting plan, upgrading your hosting plan to a non-shared solution can improve your loading speed significantly
- Remove any extra plugins and widgets from your site as they make your page heavy and slow to load
If all this sounds cumbersome, you can use one of these ready-made, fast loading templates to offer your product or service in the best possible manner.
Drive Conversions with Live Chat
Today, businesses are no longer competing on price point or service quality. Instead, they are committed to delivering outstanding experiences for creating a loyal customer base that is willing to pay more for better service standards. Consequently, the use of customer-centric technologies such as live chat is on the rise.
Live chat offers a cost-effective channel for brands to connect with their customers in real-time. According to J.D. Power, live chat is the preferred digital contact method for online customers, with 42% of customers showing a preference for live chat over email (23%), and social media (16%). By including a live chat support to your website, you can help your customers to close sales quickly by offering them instant support at every step of their journey.
According to a study, over 75% of customers hesitate to purchase on a website that does not have a live chat option. Besides making your customers feel confident about purchasing on your site, live chat software also provides you in-depth analytics and the browsing history of your visitors that can be used to curate highly personalized experiences.
You can also integrate your live chat software with other tools such as your CRM software or Helpdesk for unified customer experience. It is also possible to integrate live chat with video calling and co-browsing to help customers complete complicated transactions conveniently.
SEO is Not Dead
…and it continues to impact your traffic as much as ever! So why not leverage this knowledge by designing SEO-adaptive landing pages that will not only attract more customers but also improve your SERP rankings.
We suggest that you choose a search engine friendly template to start building your landing page and embellish it further with intelligent use of keywords in the headline and descriptive text.
Bold Is Beautiful
Readability is an important parameter that determines the performance of your landing pages. However, readability is not just about text. All the elements on your site – such as numbers, images, and icons must be visible and easily recognizable on your page.
Colors are known to impact our mood in many ways. For example, red often signifies danger while blue exudes a sense of calm. Keep the psychological impact of colors in mind while picking the palette for your page.
You also need to balance the contrast between the background and text for better readability. Many brands prefer a dark background with light text that looks striking and is also legible.
Perform Regular A/B Testing To Check The Performance of Your Landing Pages
Creating an attractive landing page is not enough to drive conversions. Customers are moody, and it is best to A/B test various versions of a landing page to find the one that drives maximum conversions.
All you need to do is create multiple versions of your landing page by using a tool such as Unbounce. Next, your A/B testing software will route the traffic proportionately to each page so that you can check how many people took the desired action on each page.
In case you are wondering what to change, you can start by testing the following elements on your landing page:
According to MarketingSherpa, 23% of marketers who use A/B testing don’t check their headlines. And that’s a big folly they are making!
Your headline is the most important element on your site that catches the attention of your visitors and urges them to remain on the page. No wonder, 90% of your viewers who read your headline will also read your CTA.
So, test multiple headlines today to find the one that captures the attention of your audience and compels them to read your CTA.
Do your customers prefer bundled offers, cash back, or discounts? There’s only one way of finding out – A/B test your offers to know what your customers want and drive conversions effectively.
Is the price of your product too high or low for your target market? Test, and you shall know!
In addition to the above, you can also A/B test your pages to choose the best layout, media formats, and style.
According to research, up to three-fourth of business buyers expect personalized offers from sellers. No wonder, 68 percent of businesses are focused on personalizing experiences as a top business priority.
But can you create highly personalized tracking pages?
Of course, you can! By merely tracking users on your website, you can get the information you need to curate personalized offers for them. But how do you track your users? That’s easy, too. You ask them to sign in and create an account or offer high-value content, such as an e-book, in exchange for the details you need.
Now each time a customer signs-in or visits your website, you will already know their history and preferences. Thus, you will not waste their time by suggesting useless products or services or urge them to download some information they don’t need. (Who doesn’t hate those annoying pop-ups on websites!)
It is also possible to use geo-targeting or share content with your users based on their present location. For example, you can change your page’s language according to their location and also offer products accordingly.
Self-Service Is the Future
Modern customers are self-reliant and prefer to find answers to their questions on their own – especially if it saves them time. According to Forbes, 40% of customers prefer self-service over human contact. Another source mentions that 55% of consumers fall in love with a brand that offers “easy access to information and support.”
Creating a knowledge base or a frequently asked questions (FAQ) section on your page can deliver on all these accounts. Besides, a well-planned knowledge base empowers your visitors to find answers to their queries while also pointing out the benefits of using your product or service.
Use Videos on Your Landing Pages
A picture speaks a thousand words, but a video speaks a million!
The popularity of video content has surged over the past few years and is currently the most widely consumed content format. You can also leverage the power of videos in your landing pages to communicate with your audience effectively rather than listing your features and benefits in a monotonous way.
Think about it – would you rather read a paragraph of text or simply hit the play button to watch an exciting video? Naturally, most of us would prefer the latter, as we are wired to choose the option that takes the least amount of effort. Unsurprisingly, embedding relevant videos can increase conversions by 86%.
To Sum Up
A professional landing page is a proven method to sell a product or service quickly. However, it is essential to follow some best practices to get the max out of your landing pages. In this article, we have shared some proven tips that will help you design and structure your landing pages for maximum conversions.
Is there anything you would like to add to this list? We’d love to hear from you in the comments section below.