You’re doing a great job of drawing people to your website. But that’s only half the battle.
The challenge you’re facing is that even though plenty of people are discovering your website, they’re not staying there.
It’s kind of like owning a restaurant and convincing people to step inside but then watching them leave after viewing your menu. Sure, your dishes may be unique and appetizing, but if they’re not presented in a compelling way, people won’t want to try them.
In the same way, if you’re not promoting your services or products the right way on your website’s landing page, you won’t get the results you want.
In fact, research shows that just 22% of companies are happy with their website conversion rates.
Fortunately, you don’t have to remain a part of this bleak statistic.
Your landing page is one of the most important areas of your site, so you should treat it as such. Here’s a rundown on nine ways you can improve your landing page conversion rate right away.
Let’s jump in!
1. Pay Attention to the Language You Use If You Want to Increase Your Landing Page Conversion Rate
The words you use on your landing page can either make you or break you, so choose them wisely.
Let’s say that you sell handmade family-themed crafts. It’s probably not a good idea to describe a certain item as “a hell of a buy.” Instead, you’ll want to emphasize why it makes such a great gift for a loved one, using tender language.
The easiest way for you to get into your target customer’s mind is for you to think about the particular problem you’re trying to solve for him or her.
For instance, a productivity-themed app has the goal of helping consumers to accomplish more in a given amount of time. Meanwhile, the services of a marketing agency aim to help business owners to boost their companies’ brand visibility.
Neither of these products would likely make “great gifts for the family.”
Take into consideration the following characteristics of your audience:
- Family status
The more of the abovementioned variables you consider, the more likely you’ll write copy that will convert.
2. Gain the Trust of Your Visitor
As a general rule of thumb, people purchase products and services from people they know and trust.
It may take a while to earn someone’s trust in a job setting or when it comes to personal relationships. However, when it comes to marketing an offering, you can quickly earn a consumer’s trust in a matter of seconds.
Here are a few things you can add to your website landing page to encourage prospective customers to trust in you:
- Your business phone number
- A picture of a person
- A money-back guarantee
- Testimonials showing that other people have placed their trust in you and are glad they did
Even if you don’t include all of these items on your landing page, even just one or two of them can be immensely helpful in boosting your landing page conversion rate.
Product testimonials, or reviews, are especially smart to incorporate into your copy, as most consumers read product reviews prior to making purchases.
In fact, research shows that product reviews that consumers generate tend to carry more clout with customers compared with manufacturer-generated product descriptions.
The more credible you appear, the easier it will be for you to convert users to buyers.
3. Minimize Your Copy
When people visit your website’s landing page, they expect to instantly find the information they are seeking. If this doesn’t happen, they’ll leave in a heartbeat to find other sites that give them what they want.
In light of this, one of the worst things you can do is to include too much copy on your landing page. Another bad move is to display copy that is not bold and attention-grabbing.
Here’s a great question to ask yourself: “Am I communicating my offering’s benefits in the first six words on my landing page — my headline?”
If you’re not, you’re not handling your landing page properly.
Research shows that a majority of online users read-only Web pages’ headlines. So, make sure that it’s clear up front what your offering is and why the reader needs it in his or her life.
4. Identify the Goals of Your Campaign
A common problem with many landing pages is that they do not concentrate on specific goals. Instead, they have several offers, which can easily confuse readers.
If readers are confused, they’ll end up losing sight of your landing page’s conversion aspect.
Here’s an idea that may work for you: You could sell your particular service by creating a guide that discusses why your offering is so essential.
The whole purpose of your landing page in this situation would be to get people to provide you with their email addresses (more on this later) and then download your guide, which would generate leads for you.
The more focused your landing page is, the more likely it’ll achieve your desired results.
5. Make Sure That Your Text Flows and That Your Form Fields Are Optimized
Earlier, we talked about capturing the reader’s attention right at the outset in the first six words of your page.
However, in addition to getting to the point and being convincing and genuine, you need to make sure that your page’s information flows well.
If you take a look at the landing page of Lyft, you’ll see that the page’s flow of information is clear enough to easily motivate drivers to sign up.
For instance, the page’s FAQ area is an excellent addition because it addresses the types of questions that users may want to be clarified before signing up.
The moral of the story? The more organized and helpful your landing page copy is, the more secure a prospective customer will feel about making a purchase from you.
The Power of the Form Field
Also, don’t forget to tap into the power of form fields. After all, your landing page’s chief purpose is to gather users’ contact details.
We talked earlier about gathering users’ email addresses. This is definitely a good idea if you’re not necessarily targeting enterprise clients, as asking users for more detailed information (like their contact phone numbers) may quickly turn them away.
At the same time, by using a form with multiple pages, you make the process of transitioning users to leads much smoother.
With multi-page forms, you can ask customers to take actions but not ask them for their details right away. Then, once the customers have committed to the process, you convince them to provide their contact details.
For instance, debt management systems could use multi-page platforms by asking customers to select their debt amounts and then proceeding to collect their information.
Note that where your form is placed on your landing page also has a bearing on how effective it is. The more visible it is, the higher your landing page conversion rate will likely be.
6. Implement Calls to Action
The most critical aspect of any landing page is its call to action, also known as a CTA.
CTAs are excellent for getting your website visitors to take the desired action. They may look like simple buttons, but they, in fact, are quite powerful.
So, here are a few things you can do to your CTA button to make it stand out.
First, make sure that the button’s color contrasts with your landing page’s background. The colors that typically work best for CTA buttons are green, orange and blue.
Second, make sure that your button is not too small, as users may overlook it. At the same time, avoid creating a CTA button so large that it ends up scaring people away.
The button should be perfectly sized and should also mesh well with your layout.
To test whether your button is effective, try to back away from the computer screen and squint at your page until it becomes blurry. Then, see if your CTA button still stands out. If the button blends in with the remainder of your page, it’s time to make some adjustments.
Finally, try to use persuasive language on your CTA button. The button’s message should instill a feeling of urgency and the need to purchase your service or product. Otherwise, your potential customers won’t take the action you want them to take.
7. Take Your Loading Time into Consideration, and Test Your Pages
You could spend days creating the perfect landing page — one with awesome content and captivating images. However, none of this will matter if your page’s loading time ends up being high.
It is paramount that the page loads in just a few seconds. Otherwise, your user will disappear, and so will your potential sale.
Also, be sure to constantly test your page’s performance.
With the right tools, targeting and testing your page can be a breeze. And the information you gather from the testing process can help you to drastically boost your conversion rate.
A particular tool worth mentioning here is A/B testing. This tool allows you to test different page content and layouts to determine which may work best for your company’s target audience. In other words, the content and layouts should trigger your users.
8. Your Images Matter, Too
Yes, the text on your website’s landing page is no doubt important. But the types of images you include on your page are influential, too.
Images are helpful for bringing out the emotions that users need in order to take action.
It is crucial that all of the images you display on your page — whether they are in the header or on your actual page — gel well with the page’s content and are relatively straightforward and simple. This will make your message stand out even more.
However, don’t just stick with pictures to supplement your text. Include video, too.
Video should go “above the fold” — traditional newspaper lingo that essentially means that your video should go toward the top of your Web page.
Like photos, video can help to draw in users and motivate them to keep scrolling through your page content.
9. Emphasize Your Value Composition
Finally, be sure that your customers understand what makes your particular service or product unique — basically, your value proposition.
Your value proposition needs to be something remarkable that your users will get by choosing your offering.
Let’s take a peek at a landing page of Uber for an excellent example of a one-of-a-kind value proposition.
On the Uber landing page, you can easily find language targeting people who would love to quit their jobs to become Uber drivers and experience new levels of financial independence as a result.
Words such as “earn on your schedule,” “set your own hours,” and “get paid fast” resonate with such users.
If possible, try to list your offering’s benefits in bullet form, as people generally enjoy reading bulleted items.
To develop the perfect value proposition for a service or product, figure out your target customer’s pain point. Then, create a marketing message that states how you can help this customer.
This will no doubt get the target customer interested in what you have to offer.
How We Can Help
We offer top-of-the-line marketing services aimed at helping businesses to become more visible on search engine result pages.
We use our technical expertise, strategies and creative marketing to create custom solutions that expand our clients’ profitability and reach. We take pride in helping clients in a wide range of industries to gain an edge over their competition.
Get in touch with us to find out more about how you can improve your landing page conversion rate this fall. With our help, you can easily strengthen your bottom line in the years ahead.