With thousands of guides on how to optimize a landing page online, there’s no excuse to let your conversion rate slide down. Different industry experts have already revealed their secrets through numerous case studies and long-form content; why is it that people are still struggling with improving landing page conversion rates?
Landing pages are used either for lead generation or click through, as commonly used for ecommerce websites. Once a visitor clicks on your ad, he will be sent to the landing page about your product or services. An effective landing page helps visitors convert into customers — therefore, landing pages are important.
Here are 10 of the effective tips to improve your conversion rates by optimizing your landing page:
1. Optimize your website for mobile-friendliness
Going mobile has been an ongoing trend nowadays, so by this time, you should have a mobile version of your website. comScore’s 2017 mobile usage report shows that different countries have a higher percentage of mobile users, with most of them already exceeding 50% of the mobile-desktop share.
How can we adapt to this trend? The quickest way to resolve this is to adopt a responsive web design. Sixty-two percent of companies increased their sales by designing responsive mobile platforms for their websites. It’s easier to change your site into a responsive design, especially with WordPress users. There are different ways of migrating into a responsive web design — with themes as the easiest and most cost-effective for small businesses.
If your website is accessible across all devices, you can also optimize your landing pages with Google’s Accelerated Mobile Pages or AMP. In the past, AMP was primarily used by publishers — bloggers, news publications, and the like. However, its developers have already expanded its uses and now it can be used for landing pages both for organic and PPC purposes. Now you can capture information through an AMP landing page that loads faster than a normal mobile website.
2. Keep your Headline Short and Simple
Your content headlines attract your visitors to engage and read through your landing page. There are various techniques on writing headlines, but keeping it clear and relevant to your content will get your visitors hooked. Be straight to the point and concise about your product offer or service.
3. One Offer Per Landing Page
The general rule in creating landing pages: one offer per landing page only.
That’s why, it’s important to determine your target audience for your landing page. Offering too many deals or promotions in one landing page stirs confusion. They may get distracted and may end up not converting. Our tip: pitch in related products or services after they have completed the desired action if you really want to offer more. The key here is to keep your audience focused on one task at a time.
4. Seal the Deal with your Call to Action
Do not underestimate the power of a call to action (CTA) to convert visitors. There are numerous guides on how to make your CTA more visible and attractive for your visitors, but basically, all you need to do is to make it more noticeable but not annoying. Use catchy, attention-grabbing text to attract the users.
Your landing page’s form should also be concise; only ask for information that you need to shorten the form. For your form button, you should use a color that’s contrasting against the background. The button’s size to make it more noticeable; the key is to make your CTA button stand out.
You can also write copies that are centered towards the benefits of what you’re offering.
5. Write Compelling Content for your Landing Page
Landing pages shouldn’t be treated like blog posts that contain 2500+ words; as much as possible, limit the number of words on your landing page so your customers can focus on your desired action (i.e., subscribing, downloading an eBook, filling up a form, etc.) rather than reading the content in your page. Focus on showing the benefits right away to attract the users to get your offer.
Ideally, the content for a landing page should contain a headline that’s 15 words long maximum. The headline should be catchy and straight to the point. Your landing page copy should be anywhere 100 to 1000 words. Your copy should be informative to persuade the visitor to convert into a potential lead or sale. Never assume the level of your user’s knowledge unless you’ve been targeting long-tail keywords that clearly define your user’s search intent. As such, avoid using too many industry jargons in your copy.
6. Use High-Resolution Images for your Blog Posts
Written content is important, but adding images to your blog posts is as equally important with landing pages too. Images are attractive, and it helps convey a message to your readers without any explanation needed. That’s why, it’s important to upload high-resolution images that make the subject stand out. The header image, as well as the succeeding images in the page, should be relevant to the content to complement and amplify the effect of the content to the readers.
If you’re running out of time, there are some websites where you can get free, high-resolution images for your landing pages:
- Foodiesfeed – The stock photo repository for restaurants and other food-related industries.
- Burst by Shopify – An amazing stock photo imagery website where you can get thousands of high-quality,royalty-free images to download. Those in the business and entrepreneurship industry can benefit greatly from this.
- Pexels – Another stock image website of choice. Their collection of thousands of images is the best for bloggers.
7. Use High-resolution Videos
Aside from using images, you can use videos to further explain a thought, feature, or a function. Videos should be around two minutes short, so you won’t lose the viewer’s interest. A case study from Eye View Digital showed that videos on landing pages have increased conversions by 80%. Videos help your users understand the concept of your offer. For example, a temporary tattoo brand can benefit from placing a video on how easy it is to apply their tattoos to the skin. It would be more engaging because people see the product in use. To complement the video, you can place a transcript wherever appropriate, especially if it’s an instructional video.
8. Include Client Testimonials
Word of mouth marketing is proven effective, but how do you apply the same principle to this one-time pitch on a landing page? Including previous client testimonials will be effective as most users might get influenced by a previous user’s experience about the product or a service. If there are real people saying that a product is indeed amazing and useful, they will believe that. It will positively influence their decision to purchase a product. Testimonials also make you look more trustworthy and authoritative in your industry. Politely ask your customer’s feedback about your product and service, and ask their permission if they would allow you to post it on your website.
9. Improve your landing page’s speed via Google PageSpeed Insights.
According to a survey by Akamai and Gomez.com, people expect landing pages to load in just 2 seconds or less. They abandon and close a website if it’s still loading past the three-second mark. If your landing page speed is slow, consider rebuilding your landing page and make it lighter. Faster loading speed equals better UX and conversion rates go up by 7%. Aside from making the necessary tweaks on your landing page, you can choose to upgrade your landing page into an AMP page.
10. Make it easier for your users to contact you.
Aside from investing time in your CTAs, it is important that your users can easily contact you for more information about a certain product, or if they have any comments that they want to address. It also raises trust because they know that they can come back to something if there are any issues. You can also opt for a live chat option if you have the manpower to handle customer inquiries coming in your website. Nowadays, chatbots can be used to respond to customer inquiries, virtual buying assistants, and holding conversations to improve engagement between the user and the brand. The possibilities are endless!
Creating an effective landing page is a trial and error process. There’s no definite process that will bring in conversions for your website — it’s important to determine which elements in your landing page make the difference and what make them convert to leads. Create different versions of your landing pages and check it against the other in terms of its content and layout.
After split-testing, go ahead and measure the results, then repeat the whole process again. Apply what you learned to the other landing pages you have, and have fun seeing those conversion rates rise. The key here is brand consistency, establishing trust, and setting yourself as a forerunner in your industry.
Nick Taylor is a product and web designer who specializes in visual design, UX, illustration and brand identity. With over 9 years in the industry, he is frequently researching the latest trends in digital design and new-age Internet ideas.