Increase Your Landing Page Conversion Using These 7 Steps
Your company’s website is arguably your most important marketing asset, and landing pages are the perfect gateways to your website. Unfortunately, most companies struggle to achieve decent conversion rates. According to Digital Doughnut, only 22% of marketers are satisfied with their landing page conversion rates.
If your landing page format isn’t right or your offerings and visuals aren’t offering visitors what they are looking for, then you might not be successful when it comes to lead generation.
In order to boost your landing page conversion rates, you will first need to know where you are and what you need to improve on your conversion rates. Here is a 7-step process to increase your landing page conversion rates.
1. What is your campaign goal?
If your landing page lack focus and a clear goal, it would be difficult to achieve your targets. Your landing page should only have one goal or objective in order to avoid confusing your users. For instance, do not offer multiple offers that will make your prospects lose sight of what to do next. If you focus on only one solution or offer, your users will net get confused. If your sole purpose is to capture email addresses, do not introduce other CTAs like “BUY NOW”.
2. Are your headlines simple and straightforward?
You only have a small window of opportunity to impress your users. Actually, you have less than 7 seconds to grab the attention of your visitor; so, having headlines that are not only simple, but also bold and straightforward helps a great deal. Actually, the first thing your visitor should see in your headline is the exact solution or offer you advertised. In other words, the keyword in your ad should appear in the headline. This serves two purposes: to reassure your visitors that they have come to the right place as well as to help your quality score.
3. Never trick your customers
The surest way to dramatically reduce your landing page conversions and ruin your reputation forever is to trick your prospects. When someone clicks on your ad, they expect to be taken directly to whatever they are looking for. Give them what they came for.
4. Use simple Call-to-action buttons
There is a difference between knowing what you want your visitors to do when they land on your page and those visitors actually knowing that. Use clear Call-to-Action buttons to reduce the amount of friction to the action you want your visitors to take. It is important to ensure that your CTAs are displayed prominently on your landing page. You will need to do many tests to determine the right shape, size, text and color to use on your landing page.
5. Is your text compelling enough?
Your landing page text (copy) should be compelling enough to lure your prospects to take action. You must have a clear flow of information to convince your customers to subscribe, open their wallets or download your offers. It also helps to have a FAQ section to address concerns that your users might have.
6. Use the right images
They say a picture speaks a thousand words. You need appropriate images to arouse the emotions of your prospects and drive your point home. Make sure that all the images on your landing page are in sync with the message of your content. The best content paired with the right image can result in higher conversion rates.
7. Optimize for mobile
You could lose many prospects if your landing page is not optimized for mobile viewing. According to a study by Smart Insights, 80% of internet users have and use their smartphones to access the internet. Formstack also found out that you sites that are not mobile optimized lose 57% of referral traffic. This is by no means insignificant. The best thing you can do is to optimize your landing page for mobile devices.
Landing page conversion optimization is not an easy task. It requires one to be patient, open-minded and observant. As there is no one-size-fits-all formula for increasing conversions, you should continuously test your landing page elements such as CTA buttons, text, images etc to find the right combination.
-MJRvisuals