Are your landing pages converting well? Are you getting new leads, customers or subscribers to your email newsletter?
Even if your landing pages are converting well, there are some methods you could implements to increase the conversion rates. We’ve put together a list of tips to create great landing pages and improve conversion rates on your current pages.
Meet the Needs of Your Target Audience
This is the first and most important tip—make sure your offer meets the needs of your target audience. The reason is that landing pages aligned with the target audience have higher conversion rates. This is important because if your service or product isn’t wanted or needed, then you won’t make any sales. The conversion rate from site visitors to paying customers or clients will be incredibly low.
Match the Headline to the Ad
Another crucial alignment is between the ad and the landing page headline. If these don’t match, site visitors will be confused, and as a result, leave your site. If you have a high bounce rate, with low conversion, this is most likely the cause.
Instead, make sure the ad content is written to match the headline on the landing page. You’ll notice that visitors will stay on the page, rather than bouncing away. You’ll likely also see higher conversion rates, meaning site visitors are converting into paying customers.
Write a Great Headline
A great headline on your landing page can help with conversion rates. If the headline is compelling, you’ll find conversion rates will increase.
Not only that but making sure your headline matches the copy also work to increase not only the conversion rate, but increase SEO, too.
Provide Your Target Audience with the Right Information
Make sure the information in the content matches both the page’s headline and the ad’s content. The right information can make all the difference to converting site visitors to paid customers.
And you’ll want to make sure the landing page contains the right amount of information. For example, if a product or service is relatively simple, then ensure the content is also simple and to the point. On the other hand, if you’re offering a more complex product or service, then make sure to give enough information so site visitors understand what you’re offering.
Spice Up a Bland Landing Page
A bland landing page will not grab the interest of your site visitors. Instead, they may become bored and leave, which will more than likely cause a higher bounce rate.
Instead, aim to write content that appeals to visitors’ emotions. Show them how the product or service meet them at the point of their needs, solving the problem they’re experiencing. In this way, visitors will stay on the page, which increases their interaction with the landing page, leading to higher conversion rates.
Craft the Call to Action
We can’t stress enough the importance of a well-crafted call to action. An effective call to action should be persuasive, and no longer than five to seven words, at the most.
When creating the message, use active verbs, verbs that indicate value, etc. Effective words may include:
Answer Specific Questions
When site visitors come to your landing page, chances are they’ll have two or more questions or possibly feel anxious about aspect of the product or service offered.
Make sure your content answers their questions and addresses their fears. Help site visitors to feel comfortable by reassuring them. You’ll build trust and see higher conversion rates as a result.
If your copy is in tune with your target audience, then it will provide valuable information for them. By reaching out and providing value with the content, you’ll have a higher conversion rate.
Content that speaks directly to site visitors’ needs and pain points, while communicating value, will increase the landing page’s conversion rates.
Keep Requests for Information Simple
People are more conscious these days of keeping their personal data safe. When a site asks a person for a lot of information, site visitors are not comfortable and quickly leave the page.
However, if you aim to keep the amount of information low, people will feel more comfortable. In fact, just asking for an email will often see higher conversion rates. So, be sure to avoid asking for more information than is truly required, while also making those requests simple.
Keep the Landing Page Simple
Your landing page should not contain anything that distracts site visitors. Distractions may include navigation, links, etc. The aim of the page is to convert visitors. If you include other features on the page, chances are pretty high your site visitors will become distracted and fail to buy the product or service, resulting in low conversion rates.
Use Responsive Design
Responsive design makes your landing page look great on any device or screen size. If visitors have a hard time reading or using the landing page, they’ll quickly leave. Consider that many site visitors will be using their phone to access your site.
Make sure you use responsive design in order to increase conversion rates. If you’re not able to do the work yourself, then hire an experienced web designer who will ensure your landing page is done right.
Utilise Trust Elements
Site visitors will not convert unless they trust you. So, you’ll need to include features that appeal and increase visitors’ trust. These elements can include:
- Customer success stories
- Number of shares on social media
- Number of subscribers
- Third-party certifications
- Security badges
- Client logos
Test Your Landing Page
One of the best ways to calculate the conversion of your page is to run A/B test, split tests, etc. Tests allow you to see what elements and pages work better than others. Conversion rates will be higher on the landing pages that site visitors can identify with.
Once you’ve found what works, be sure to keep testing. The Internet changes almost on a daily basis. What works on a landing page today may change tomorrow. So, stay up to date with current developments and keep testing your landing page.
Liam is a website designer and digital marketer based in Leeds, West Yorkshire. He spent a decade working within the charity sector before moving into the marketing space a number of years ago. Liam always strives to do something slightly different with every project and always designs to deliver results, not just pretty websites.