Landing pages are an essential part of the marketing funnel. The sole purpose of a landing page is to achieve a specific goal conversion that moves visitors closer to purchasing from your company (deeper into your marketing funnel) or guides them to the purchase itself. When you are able to increase landing page conversions you directly increase the number of leads and revenue your website generates.
Before we go any further, let’s take care of the basics.
What is a landing page?
A landing page is a page that is specifically designed to explain an offer to visitors, demonstrate the benefits and guide them to a specific conversion. Landing pages are used for lead generation and increasing sales a company generates from its website.
Why are landing pages so valuable?
Ultimately, landing pages are used to increase revenue. The average conversion rate of landing pages (across industries) falls between 3-5.5% according to a recent study by Unbounce.
Create multiple landing pages on your website to facilitate more conversions and ultimately increase the revenue your website generates. Here are a few tips and tactics to help you increase landing page conversions.
#1-Update your headline for higher CTRs
Your headline is the main attraction when a user is choosing between pages in a search result. Spend time crafting multiple headlines to get the most attention from your audience and increase click-through rates.
Update your headline periodically to keep it fresh and relevant to users. When you find a headline that is working well you’ll need to split-test before making any final decisions.
There are dozens of tools you can use (see AdEspresso below) that allow you to test the effectiveness of multiple headlines.
#2-Use social proof within your copy to boost confidence
Did you know that 72% of people trust an online review just as much as a personal recommendation? Think of the impact reviews and testimonials can have on the credibility of your business. It’s imperative to include social proof of your product or service within the copy of your landing page.
If possible get a few clients to write a testimonial specifically speaking about what your product or service has done for their lives. Include a photo to give your testimonial the most credibility.
If you have a strong social media following or a large subscribership, that can also be used to provide social proof of the value of your content.
#3-Focus on one Call To Action
Choose a single CTA to limit your visitor’s options for what they can do on your landing page. With only one option, you increase the probability of your visitors completing the goal conversion since there are no other distractions to lead them away from making a decision.
If you give your audience more than one option it can confuse them as to what they need to do which in many cases results in no action. Constant prodding and guiding in the same direction is a recipe for success on a landing page.
Here is an example of a good single CTA by Digital Marketer. The only option is to fill out the contact form in order to receive the download. No confusion there.
#4-Use contrasting colours on your CTA buttons
It’s just common sense to make your CTA buttons stand out as much as possible. Use colours to make your CTA stand out and scream “Push me” to increase landing page conversions from more user interactions.
The more the user is drawn to the button, the more likely they are to push it. Make your buttons noticeable and attention-grabbing for the best results.
#5-Split test everything
To maximize the conversion rates on a landing page you have to split test everything interchangeable. For example, it’s impossible to know whether a green CTA will be more effective than an orange CTA without getting the data from real user interactions.
Test different headlines, length of opt-in forms, background colours, CTA buttons, images, videos and everything that can be tested. Split testing the things on your page that could affect the conversion rate will optimize your page and maximize your results.
Here are a few examples of the difference split-testing has made:
#6-Make sure your headline matches the offer
One problem that site owners can encounter is a mismatch between the headline and the actual offer/content. Avoid sensational headlines to attract more visitors without actually backing the headline up with the content.
If a visitor doesn’t see what the headline promises, they’re going to leave the page immediately. A misleading headline leads to higher bounce rates and lower conversions.
#7-Use high-quality images
The use of images has been known to help users retain more information as well as make content easier to digest. Use high-quality images to help convey a stronger message and set the tone of your offer. It’s no secret that visual content is an essential part of creating high-quality content. As the list of multimedia continues to expand, users expect more than just text to consider a page worth reading.
#8-Embed a video
If a picture is worth a thousand words, you can only imagine what a video will do for your message. Videos have been known to increase conversions by as much as 80%.
A video provides a more personalized touch and is the preferred method of consuming information by over 70% of users. Try using an explainer video to provide an additional method of getting through to your audience on topics that range from basic to advanced.
Vidyard created a landing page and split tested the results of using a video using Unbounce.
The results were definitive.
#9-Touch on a pain point
One of the most powerful reactions you can elicit from your audience is the avoidance of pain. People want to avoid pain at all costs. Touch the most common pain points associated with your product and then explain how your product provides the perfect solution.
The connection between your product as a way to eliminate the pain associated with a problem increases conversion rates.
Here is an example of how this landing page plays on the frustration of low conversion statistics.
#10-Touch on a pleasure point
Paint the picture of the most attractive benefits of using your product to elicit feelings of pleasure. By creating the scenery and most desired situation of what you’re offering you can show your audience the feelings that could be theirs should they decide to move forward in the buyer journey.
Here is an example of Fastrack using the idea of selling your home quick and painless as a way to increase landing page conversions.
#11-Remove links and navigation
Landing pages are highly focused on achieving a single conversion goal, which means there is no need to lead your visitors to other pages. Remove all links and the navigation bar (if possible) to eliminate the distraction of clicking through to another page on or off-site.
Landing pages that only allow one action-the goal conversion, tend to convert at higher rates than those that allow users to leave without achieving the goal.
Here is an example of how Shopify corners users into one option on their landing page.
Watch landing page conversion rates rise dramatically
One of the most important things to remember when optimizing your landing pages is that there are no absolute rules that apply to every industry. To maximize conversions you have to monitor, track and split test results. This leads to a better understanding of your audience and how they react to various aspects of your page.
Most companies find that creating more landing pages raises the overall conversion rates of a website. Use landing pages for specific keywords and remember that the way your users are finding your page is important to how you optimize your page.
Mobile optimization will be different from email marketing or pay per click optimization. Either way, you choose, continue to discover the options that will increase landing page conversion rates to generate more revenue and new clients for your business.