Do your landing pages successfully convert visitors into subscribers, buyers, or leads?
If they convert fairly well, implementing a few tips can help you squeeze even more benefits from them. But if they don’t do a good job of guiding visitors into your sales funnel, it’s time for some serious conversion rate optimization.
To help you get started creating landing pages that work, I’ve collected the top 9 tips from conversion experts around the web. The more of them you can use in a single landing page, the better your conversion rate will be.
#1. Use Visuals to Increase Interest and Time on Page
It’s no secret that visuals will improve the performance of any page. This remains true when it comes to your landing page. Just remember that it’s not enough to include a few stock images. Instead, include quality images of:
- Your products
- You or your team members
- Satisfied customers
- Diagrams or infographics
Videos are also quite effective on landing pages. Just be sure to use some best practices if you decide to go this route.
#2. Use a benefit-oriented headline
A big portion of landing page testing is getting the headline right because viewers focus on the headline first when they come to the landing page.
Often, the headline is about the product or a product feature, like ‘dot grid notebooks’ or ‘durable leather goods’. These kinds of feature-oriented headlines do not tell the user what’s in it for them, or the importance of having the product in their lives.
A benefit-oriented headline focuses on the awesome person/home/atmosphere that the user will have or become once they own the product.
Jakub Linowski, a conversion coach, ran a test on an empowering benefit-oriented headline versus a normal headline.
The benefit-oriented headline increased the conversion rate by 4.3 percent.
So when you are thinking of landing page optimization tactics, focus on the value that’s given to the user. Prospects are much more likely to convert if you talk about what’s in it for them rather than if you just talk about the company and their products.
#3. Only Include Necessary Information
When you create a landing page, you don’t want to overload it with information. As we mentioned earlier, if you have too much information on your page, you will drive away leads.
You only want to include the most important information on your website. This isn’t a place to include tons of promotional excerpts about your business and all your packages. Instead, you want to provide material that will help your visitors convert.
When you create your landing page, think about important information that will help your leads convert. What might make your leads want to try your products or services? How can you encourage them to try them?
Create copy that avoids excessive text and gives valuable information.
Finally, your website should be easy to read so that your page visitors are not struggling to find what they need. When you include only the most important material, you prevent your visitors from having to comb through paragraphs of text.
#4. Optimize for All Devices
As you’ve likely heard countless times, there is more traffic on the internet from mobile devices than from desktops. It stands to reason that with such an enormous amount of traffic coming from non-desktop devices, many of the visitors to your landing pages will be as well.
The good news is optimizing for mobile can be free if you can select a responsive template or theme for your landing page. Responsive pages will automatically adapt the display to desktop, mobile or tablet devices. Most commonly used landing page platforms default to responsive design.
Determine if your site is mobile friendly with the Google tool:
#5. Share Customer Testimonials
Build customer confidence by sharing quotes from existing customers. Testimonials act as social proof (people’s tendencies to rely on the decisions of others in their own decision-making) and are a super way to increase the conversion rate of your landing page.
To quote, Allison Otting, “If you can help your prospects see that people just like them are already your customers and you’ve solved their problems then they will be that much more likely to convert from your landing page.”
#6. Never Underestimate the CTA
A strong CTA encourages your visitors to take action.
It is not a good idea to state your announcement or message, and expect your visitor to find a way to do the targeted behavior. Instead, you can include a clear and effective CTA in your landing page design.
So, the next question is the content and target of your CTA. I highly recommend you giving direct routes to the desired result.
What does that mean?
Make sure that your CTA button directly goes to a form to apply for a test drive or make a purchase (or whatever the last step of your project goal is) rather than adding another step to reach there such as a link to the contact page.
#7. Keep Your Forms Short
When a user visits your site, naturally as an online marketer you want to collect as much data as you can from them. However, when it comes to creating a good landing page, less is more. It is extremely important that you make users fill out as few form fields as possible.
The more fields you ask a visitor to enter, the less chance you have of them filling out the form and completing the desired conversion. If your conversion requires a form, only ask the essentials of what you need. Remember, you can always ask for more info on the thank you page.
#8. Test, test and test!
The best trick to creating landing pages that convert is to test them over and over. A/B tests, or split tests, show you how one change (such as a different headline) affects your conversion rate. Multivariate tests let you make several changes so you can see how well one combination performs over another.
Testing your blog landing pages gives you hard proof of what works and what doesn’t, so you refine and polish until your landing pages work as hard for you as they possibly can.
#9. Tack så mycket! Remember to say Thank You!
Saying thanks can be a nice touch and it’s essential for your landing page. No matter where you’re from, everyone appreciates a thank you.
Make your landing page no different. After a customer has completed your form, a pop up saying thanks, or a page saying thank you goes a long way.
You can also use it as an analytical aid. The typical bounce rate for a landing page is around 70 to 90%. Create a separate navigation for the landing page if you want to reduce bounce rate and have a more accurate picture of page views.
A high converting landing page is a place where all your efforts come to fruition. This is the place where customers click, people buy, and you earn revenue.
So don’t mess it up!
Fortunately, creating a powerful and high-converting landing page isn’t rocket science.
Start by implementing each of the 9 essentials in this post, and you’ll be well on your way to engaging your visitors and converting them into customers.