If you want to improve your landing page conversion rate, but don’t know where to start or what to test, this post is for you. We’ll go over some of the basics of conversion rate optimization and give you a few ideas for things you can test on your landing pages.
This is because website visitors come from all different stages in the buyer’s journey. Website owners face the problem of conversion rate optimization. The goal is to have every website visitor convert into a lead or sale. However, this is more difficult than it appears because website visitors are at different stages of the buyer’s journey.
We will show you how to increase conversions on your landing page by changing and testing different elements on the page.
What Does a Conversion Rate Mean?
A landing page’s conversion rate is the number of people that either become leads or make sales, divided by the total number of visitors to that page.
A conversion can be any action you want visitors to take, such as:
- Clicking a button to make a purchase
- Entering an email address to subscribe to your newsletter
- Completing a contact form
- Requesting a product or service demo
There is no definite answer to this question as conversion rates can vary greatly depending on the type of business, product, or service being offered. However, a good starting point is to compare your conversion rate to the average conversion rate in your industry. If your conversion rate is significantly lower than the average, it may be an indication that you need to improve your marketing or sales strategies.
What Is a Good Landing Page Conversion Rate?
The average conversion rate for a landing page is between 2% and 4%. However, rates can vary depending on the industry.
If you’re basing your results off of the average conversion rate for all industries, it might not be an accurate comparison.
For example, the conversion rate of an eCommerce website could be very different from a higher education website. So instead of asking, “what is a good conversion rate for a landing page,” you should ask, “what is a good conversion rate for a landing page in my industry.”
15 Tips to Increase Landing Page Conversions
How can you improve the conversion rates for your landing page?
Check out the tips below to get started.
1. Make sure you target the right audience.
It’s important to take the time to ensure you are marketing your landing page to the right target audience before making changes.
Ask yourself:
- Who will read this page?
- What do I want them to read?
- How do I want them to feel?
- What do I want them to do?
Make sure your page has a clear purpose that is in line with the questions from the headline and body copy. Include testimonials and call to action buttons to help guide the reader to what you want them to do next.
If your landing page isn’t effective in attracting the right target audience, your conversion rates will be low.
2. Write headlines that connect emotionally.
Your headline is the first thing users see when they visit your page, and it’s crucial that it’s bold, straightforward, and resonates with your audience.
The following text explains how to write great headlines that will make visitors want to read more. Great headlines should be promising and make the reader want to learn more.
This is an example of how Drip’s Optimization feature can be used to improve campaigns.
This text is convincing because it connects with the emotions of many marketing professionals. It makes you feel that this tool can help you make better decisions, and that it is worth learning more about.
3. Ensure your copy understands the problem.
Often, brands do not understand what their audience needs, which results in messaging that does not connect with the audience. Copy should be relatable to users and reassure them that the brand knows the problems they face.
If you have difficulty explaining how your product or service can solve a problem, try a copywriting method to make sure your message is received.
When you tell a story using the following framework, visitors typically convert at a higher rate:
- The story with a character like them
- who has a similar problem
- and meets a guide like you
- who offers a plan to solve that problem
- and invites them to take action
- which helps them avoid failing
- ending in success.
This guide will teach you how to better understand your audience and what they want from you. You will also learn how to craft a clear message that addresses their problem.
4. Offer something users value (Above the Fold).
Don’t waste space on your landing page introducing your business. People don’t care.
As soon as someone visits your page, you should tell them how your product or service can improve their life and solve any problems they have. If they want to learn more about your company, they can scroll down the page.
The text describes how easy it is to see what the company does and how their software can improve conversions for small businesses, before you have to scroll down the page.
Doesn’t it make you want to learn more?
5. Use the right images.
It is very important to have a strong message, but using images can also help to evoke the right emotions that will inspire people to take action. Every image on your landing page should be consistent with your message so that it stands out.
The image in the Breather app is simple, yet it creates a powerful visual narrative.
6. Create videos for complex information.
It can be difficult to get your message across to people even if you have great copy or images, especially if your business involves technical information.
Videos can be more effective than text in getting a message across, especially when the information is complex. In addition, videos are more engaging, so viewers are more likely to stay on your page longer.
ou don’t need a high-quality video production either. Your video could be:
- A quick screencast of your product’s features
- A short demo of how something works
- Answers to frequently asked questions
- A welcome message from your founder
Any of the following types of videos can help get your message across quickly and provide a smoother user experience.
7. Radically change the sign-up flow of your landing pages.
Larry believes that making small changes will only result in small improvements and he is correct. Making alterations such as button colors and font kerning may give the illusion of progress, when in fact, it is time wasted that could be used towards making substantial improvements.
Making significant changes to the sign-up flow of your landing pages can have a major impact.
This reinforces the sense that the user is in control and can determine their own course of action without linear decisions. A/B test any changes to your sign-up flow to ensure you’re making good decisions based on data.
8. A/B test the position of forms on landing pages.
Many marketers focus too much on the forms for their landing pages without considering where those forms should be located.
In a post full of excellent advice on how to optimize your landing pages, Aaron Levy recommends testing the position of your page’s forms to see a significant increase in conversions.
9. Make your landing page forms mobile-friendly.
If you haven’t finished filling out a web form on your mobile device, then you shouldn’t expect your prospects to do the same. This is a key tip in our upcoming post about landing pages, and for good reason.
Mobile ads are appealing to consumers because they can convert right away. This means that mobile landing pages and their forms should be easy to use.
The text is saying that it should be easy for the visitor to enter their information, and that even sending a simple text message would likely take longer.
While this form may not give Progressive a lot of information about the user, it is still important to remember that the forms should be focused on the user’s journey and making it as easy as possible for them. This is likely to result in more customers converting.
10. Craft a killer call to action.
If you’re still using “Submit” as your call to action, it might be time to reconsider your strategy.
Advertisers need to spend more time crafting strong calls to action. A strong CTA can mean the difference between a person leaving your page and a person taking your desired action. Too often, advertisers don’t spend enough time on their CTAs and as a result, miss out on conversions.
11. Use the voice of the customer in your copy.
It’s important to take both design and copy into consideration when creating a landing page, with copy being just as important as design – if not more so. A great way to make a landing page more compelling is to use the customer’s voice throughout the page.
Many marketing materials, especially landing pages, are filled with jargon that is difficult to understand. This is especially common among businesses that think using difficult language makes them sound more professional. However, using language that is easy for customers to understand will result in more conversions.
In his blog post about the voice of the customer, Brad McMillen explains that emphasizing prospects’ wants and needs in your language is a powerful way to appeal to would-be customers. Finding the voice of your customer isn’t guesswork, though – it’s an empirical, data-driven research process that identifies what your customers want and why, then structures your offering in a way that directly appeals to these desires.
The text is saying that every selling point of the software product is focused on how it benefits the customer, rather than how technically impressive the software is or how many clients the company has.
If you want to create landing pages that are effective in converting customers, you need to figure out what their “voice” is. Read more on how to do this, so that you can prepare for an influx of conversions.
12. Use call-only campaigns.
The best way to optimize conversions is to remove the need for landing pages altogether. This will have a much greater impact on conversion rates than any other method.
On average, users are nine times more likely to convert from a mobile SERP to a desktop SERP. Therefore, it is more beneficial to use Call-Only campaigns rather than relying on the traditional landing page.
AdWords’ Call-Only campaigns allow you to have a clickable phone number as part of your ad. This completely replaces the traditional URL, meaning that your ad lets visitors call your business directly from the ad – no clicks, no web forms, no landing pages. You can just straight to the point and help prospects pick up the phone and call you.
13. Include reviews and testimonials.
The last time I hovered over a purchase button I looked for recommendations first.
It is most likely that customers will search for reviews and testimonials before making a decision.
Evidence that other people are happy with your product or service makes potential customers more likely to buy it.
You should place your reviews or testimonials near important elements on your landing page, like a call-to-action button. This will help with lead generation and conversions.
14. Add trust badges to reassure visitors.
Adding trust badges to your site can help show your visitors that their personal information is safe with you, which can encourage them to make a purchase.
If someone hasn’t been to your landing page before, it can be difficult for that person to decide if you are a brand that can be trusted.
If you have a trust badge from a trustworthy brand, it will show that you are credible and trustworthy.
15. Optimize your page for speed.
It is important to have a fast loading landing page or else people will leave for a better experience.
It’s crucial that your landing page loads quickly if you want users to convert. Check your page loading times using a tool like IsItWP’s free website speed test tool.
After entering your landing page URL into the PageSpeed Insights tool, it will give you suggestions on how to improve your page speed. You can follow those suggestions to help optimize your page performance and give visitors the best experience possible.
If you’re in the process of creating a WordPress landing page, choosing the right plugin can have a big impact.
First, choose a page builder plugin that is light-weight and has minimal code. Second, make sure the plugin is optimized for speed.
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