To understand the importance of, and how to improve landing page conversions, you need to understand just what a landing page is. Different from a homepage or website page, a landing page is a page your visitor ‘lands’ on when they click the link on your ad, post, or email. It’s where you follow up on any promises you have made in your content.
A landing page is the next step toward a visitor becoming a customer.
The primary goal of this page is to get conversions, as it encourages visitors to click on your CTA and give you their details. These pages are carefully designed and customized to a specific campaign. Essentially, a landing page is designed with the purpose of a specific goal and conversion, whereas a homepage sets the stage and still allows visitors to search and browse.
How do you measure its effectiveness?
A landing page is measured in conversions, whether it’s a new subscriber, lead, or a purchase. The formula for this is the number of visitors that clicked through to the page divided by the total number of ad impressions. A successful campaign conversion rate falls around 2.35%, however, in a survey, 20% of experts agreed that a good conversion rate is between 3-5%. The top 25% of sites are converting at 5.31% and above, while the top 10 sites are seeing results of 11.45% and above.
conversions ÷ total visitors to the landing page × 100%
Here’s how to improve landing page conversions:
In this stage you will be performing research to see where and how you can improve your page’s performance by looking at:
- Why or what is not working?
- Who is your audience? Get to know your audience & their behaviour and give them what they need.
- What can you offer your audience? You want to give your visitors a solution to their problem, that is why they clicked on your ad and landed on your page.
Your landing pages should be the gateway to value. Be careful not to be clickbait or making your visitors hunt for information.
“Take a moment to step back, think about what value you’re giving away, why people should care and ask if it’s worth the amount of information you’re requesting in your form.”
-Nili Zaharony of Penguin Strategies
- Use clear copy explaining how you can solve their problem. Make your copy as easy as possible to read and understand. In a world where there is so much background noise and competition, let your landing page speak for itself. Chances are your visitor already knows what they want, they often just need reassurance that this is what they need.
- Deliver value. Whatever your value on offer is, make sure it speaks to a specific type of person– and mold your landing pages around that.
- Share the benefits. Freebies are great, but what’s even better is letting your visitor know how this opt-in or conversion will benefit them, making it irresistible to pass on. That’s why they’re here – for you to solve their problem!
- Use headlines that trigger their emotions and needs. Readers often skim read for gist, so use attention-grabbing headlines that are clear and concise and immediately relay your message.
- Make your copy flow and focus on address user intent. Your landing page copy needs to be convincing, genuine, and it should get your point across, fast…A good rule of thumb is to answer or address user intent within the first paragraph of the page.
- Include relevant videos. Although you have mastered compelling copy, you should also include some form of visuals. Images are great a start, however, it has been found that videos can increase conversions by 80%. This can also aid in creating trust and confidence in your product or service.
- Add trust signals. Customers trust other customers. It is wise to add reviews, awards, certifications, and client testimonials to your page. This small action has proven time and time again to a massive impact on conversion rates.
- Remove distractions & create a great pre-click experience. Tying in with clear and concise copy, getting straight to the point is the main essence of a landing page. don’t leave any room for attentio to be grabbed away from the goal of your landing page. Designing a simple, clutter-free page also leads to a great pre-click experience. Jacklyn Heinlein of Denamico explains “with attention spans getting shorter, we adopt the KISS (Keep it Simple Stupid) mentality. This means we focus on conveying our message as clearly and concisely as possible and including no other ‘fluff’ on the page.”
- Create Compelling CTA. Your viewers need to easily understand what it is you want them to do. Landing pages can have various goals, from subscribing to a newsletter, sharing information on a lead form, or checking out. Create a clear and compelling call to action that will convert visitors into customers.
- Use Floating Coupons. According to Jeff Rizzo of The Slumber Yard, this is hands-down the best way to ensure a conversion. The slumber yard offered free shipping on an offer that encouraged (almost guaranteed) more conversions.
- Drive traffic through ads.
“Studies have shown that people rely on emotions, rather than information, to make decisions.”
– Tamas Torok of Coding Sans
One of the most important tasks when it comes to a campaign. Without tracking and measuring your results, you can know what to change, or why something is not working. You need to constantly analyze your data as you may find that you can/should be making some tweaks that will benefit and possibly improve the success of your campaign.
“You cannot go around reading and implementing random tips from experts. The best place to find the problem and the answer to that problem is your site analytics and visual data reports”
-Sadi of RunRepeat
- Run A/B tests regularly. To know which elements are performing well until you need to test them in isolation. This also allows you to tweak your ad depending on factors attributing to success, compared to the less successful ad.
- Monitor on-site behavior. You want to ensure that the top interactions are matching your KPI’s. See your user interaction and whether they’re reaching your landing page goals by using heat mapping, or on the other hand, where it’s going wrong.
- Reference Google Ads data. Chances are, you’re driving traffic to your landing pages from a Google Ads campaign. Digital marketing calls for pro-active habits, like checking in on your keywords and using your ad data to make personalized campaign tweaks based on the results.
Marketing offers and landing pages are a match made in heaven. They go hand in hand in generating leads or conversions. It gives your offer a customized space to live, while the data collected on this page can easily be segmented, nurtured, or distributed to your sales team to follow up on.
We got you to this far haven’t we…Let’s chat about how we can improve your landing page conversions and meet all your goals. Send us a message by filling in as much detail as possible on our contact form.