Landing page conversions are critical to increasing your sales, signups, and leads. Here are a few ways to increase your conversions.
Whether you depend on search engine optimization or PPC advertising to bring in new visitors to your landing page, one thing is certain: you want to motivate as many of these users as possible to act on your landing page’s call-to-action.
Improving the current conversion rate of your website’s landing page can lead to additional sign-ups and sales without having to find new traffic sources.
On the other hand, poor landing page conversion rates can make website owners increasingly frustrated over time.
The Power of Landing Pages
If you have constructed a custom sales funnel for your website or business, then you know that a powerful landing page is vital to the success of such a funnel.
Even if you manage to drive impressive amounts of traffic to a poorly converting landing page, you are most likely to be disappointed with the results.
Learning what causes your landing page’s visitors to actually convert and become your new leads will allow you to craft a higher converting landing page.
Marketers and online business owners who are currently struggling with inferior landing page conversion rates should first determine what a satisfactory landing page conversion rate would be for their industry of choice.
Although these rates can vary substantially depending on the nature of your landing page’s offer, 2-5 percent is a common target for online marketers and business owners.
In certain industries, though, there are a handful of companies achieving 10 percent conversions with their landing pages. These results, however, are rare.
#1. Avoid Having Too Many Calls-to-Action (CTAs)
For the majority of landing pages, a single, highly visible call-to-action is likely to be optimal.
When creating your business’s landing page, one direct call-to-action that clearly informs your visitors of what they are expected to do is almost always more effective than cluttering the page with multiple CTAs.
The problem with placing unnecessary CTAs on a landing page has to do with distraction.
These CTAs will often end up competing with one another and creating confusion in the minds of your valued visitors.
Consequently, website owners often see poor conversion rates after placing too many CTAs on their landing pages.
You should have a clear aim in mind when writing and designing a new landing page.
Whether you want to convert this page’s traffic into email subscribers, webinar attendees or paying customers, make sure that the various elements of your landing page are in alignment.
Think about the design, copy and call-to-action that your landing page’s readers will be presented with.
Do they work well together and lead a reader to take the desired action?
If not, then it may be time to switch up one or more of these elements in order to better suit your CTA.
A clean landing page that is free from clutter and contains an intuitive, clear call-to-action will typically perform the best.
An attention-grabbing button can also be helpful to integrate into your landing page’s visual design when it comes to making your important call-to-action stand out from other elements on the landing page.
#2. Improve Your Landing Page’s Loading Time
Often overlooked by ambitious online marketers, website loading speed plays a surprisingly large role in your final conversion rate.
While the landing page is loading, a delay of even a single second could cost you and your business conversions.
What will slow down your landing page’s loading process? Among the factors you should keep an eye on, oversized photos are by far the most prevalent load speed killer.
If possible, seek to create a landing page without any oversized images.
This will result in both a faster landing page load time and a better overall conversion rate.
As a marketer, website owner or business owner, it can be incredibly frustrating to pour hours into creating a high-quality landing page and not see sufficient results due to a poor loading time.
Even if you have put together a landing page that is optimized for your audience and offer, it might not matter in the end if this page is too slow to load.
It is crucial for landing page creators and website publishers to closely monitor loading times before using SEO or PPC to drive significant traffic to their landing pages.
If you want to ensure that your website’s landing page has a reasonable load time, then utilizing Google PageSpeed Insights is a great way to detect issues and receive suggestions on how to boost a landing page’s load speed.
Your campaign or sales funnel can be negatively impacted if your landing page is not able to load in a few seconds.
Do not risk allowing your conversion rate to take such a hit.
#3. Pay Attention to Your Landing Page’s Headlines
Conciseness and clarity are paramount when it comes to crafting your landing page’s headlines.
That’s because these will be among the first pieces of text you site’s visitors will read upon loading the page.
You should strive to make your landing page headlines as compelling as possible in order to get you readers ready to learn about your offer and call-to-action.
If your landing page contains headlines that are poorly written, then your hard-earned traffic will go to waste due to confusion and boredom.
Naturally, this situation will lower your prized conversion rate.
Furthermore, straightforward landing page headlines will play a large role in grabbing your visitors’ attention.
Clean, simple, short and bold are all adjectives you should be able to use to describe your website’s landing page.
Otherwise, your bounce rates are likely to skyrocket. Bounce rates, in fact, are impacted more by headings than by any other landing page element.
Be sure to test, modify and refine your lading page headings if you want to achieve your desired conversion rates.
For increased conversion rates on your landing pages, work on writing up attention-grabbing and informative headlines.
When third-party traffic arrives at your website’s landing page via social media, paid advertising or search engine results, your headlines should confirm to them that your page will deliver them exactly what they are seeking.
#4. Don’t Neglect Visual Appeal
Whether you choose to improve your landing page’s visual appeal with images, videos or infographics, these can all increase the reader’s overall engagement.
A more engaged landing page reader will be more likely to follow through on the ensuing call-to-action.
A landing page with great visual appeal will typically convert traffic into genuine leads at a higher rate than a bland landing page that includes only text.
Only include visual landing page elements, however, if they relate directly to the rest of the landing page’s copy, its headline and its CTA.
The purpose of incorporating such elements into a landing page is to communicate your message more strongly to the visitor.
Whether you opt for product screenshots or informative videos, always make sure that they tie in with the text of the landing page.
Otherwise, these visual elements could become a distraction for visitors, which will not have the positive effect you are looking for when it comes to the conversion rate.
Taking advantage of multimedia elements in order to offer your readers a more visually interesting landing page can be quite effective.
Beware, though, of including too many multimedia elements in your landing page.
A clean landing page design will typically win out over one that is cluttered and confusing.
#5. Put All Important Landing Page Elements “Above the Fold”
That does the “fold” refer to when it comes to your landing page?
This term is used to describe the portion of your landing page that new visitors will be able to see immediately without having to scroll down.
This is common advice for any type of web page, but it is especially important for landing pages.
You do not want your call-to-action to out of your visitors’ sight.
Conversions will plummet if you make your landing page visitors scroll down to view the CTA and the remaining information.
In addition to placing your call-to-action button above the fold, also consider how well your landing page flows.
Will it be easy for someone to scan quickly with their eyes? What portion of the landing page will an average sized browser window display?
Failing to take these factors into account while building your landing page could result in unsatisfactory conversions.
Google Labs offers an excellent tool called Browsersize that can help you determine what area of your landing page is actually above the fold.
#6. Mobile Optimization
Some business owners and website owners are surprised to find out that a large percentage of their traffic often comes in from mobile users.
If your current landing page is only optimized for traditional desktop users, then this could spell trouble for your conversion rate.
Since mobile traffic will likely be a substantial portion of your landing page’s traffic, it is foolish to ignore mobile optimization.
Taking the time to create a mobile-friendly landing page is a smart way to give your landing page conversion rate a boost.
Do not make the mistake of creating a desktop-only landing page.
The first step is making sure that your landing page is responsive, but there are other considerations when it comes to catering to your site’s mobile visitors.
If you want to convert these mobile visitors to leads at a higher rate, then think about how they may interact with your website’s landing page differently than your desktop-based traffic.
For instance, including sign-up forms that are shorter and easier to complete than the desktop landing page’s forms is a subtle change that could help you better convert your mobile traffic.
A mobile-focused landing page will also be a bit more streamlined than its desktop-focused counterpart.
#7. Consider Your Visitors’ Pain Points
Based on the type of offer your landing page is designed to promote, it is typically quite clear why your visitors would be interested in that offer.
Think about what problems your landing page readers are hoping to solve. If you can convince these prospects that your offer is what will suit their needs, then you are likely to experience increased landing page conversion rates.
This is a fantastic opportunity for you to use your landing page to connect with these potential customers.
If you can successfully form a connection with these curious visitors via your landing page, then they will be more likely to take your brand and your offer seriously.
This, of course, can work wonders for increasing the conversions on any given landing page.
Finally, do not become complacent once you have seen small improvements to your landing page conversion rates.
There is always room to tweak a different element on the landing page and generate more sales or sign-ups.
By monitoring your landing page’s analytics and doing comparative studies, you can give yourself a better chance of consistently converting various types of landing page traffic into profitable long-term leads.
Also, be sure to keep an eye on what changes Google is making to its rules, as this can impact your landing page’s search rankings as well as your PPC expenses.
So What’s Next?
Looking for landing pages that convert? This platform was made to convert more visitors into leads, signups, and sales.