10 tips to increase your landing page conversions
Directing your ad traffic to a strategically designed landing page could increase your conversion rates by 300%, considerably improving the ROI on your marketing campaigns. So, how do you design a conversion-optimized landing page? Read our 10 tips here.
What are landing pages and why do you need them?
A landing page is a standalone web page designed specifically for marketing campaigns to A) generate sales or B) capture leads. It is simply the page a visitor lands on after clicking your ad and it is potentially your most powerful tool to convert visitors into customers. Unlike your home page, a landing page is strategically designed with one single objective - whether that is to sell a specific product or sign users up to a seminar.
Many marketers still direct ad traffic to the company home page, costing them valuable conversion and revenue. While home pages on average convert 1-3% of all traffic, landing pages have an average conversion rate at 5-15%. According to Hubspot, a strategically designed landing page could even convert 3-5x higher than that! Designing conversion-optimized landing pages is therefore as important as tailoring and targeting your ads.
How to create converting landing pages
If you are currently driving your ad traffic to your home page or if your current campaign landing page is converting less than it should - keep reading. So, how do you design a conversion-optimized landing page? I have compiled a list of 10 tips to help you increase your landing page conversion rates. Ultimately, these tips can contribute to improving the return on investment on your marketing campaigns.
First things first, you have to define your objective. What is the purpose of your landing page? Define the desirable action from the user. Is the desirable action a newsletter subscription? A seminar signup? A product sale? To increase your conversions you have to define what a conversion is to you. Choose one single objective to focus on and strategically design your page to optimize for this one conversion.
Once you have defined your objective, you have to identify your target user. Who do you want to convert? Draft up a persona, describing the geographic, demographic and psychographic characteristics of your target user. If you have segmented different user types, you should design different landing pages tailored to each segment. Consider designing different landing pages for users that come from different sources too.
Speaking of sources. A high converting landing page is designed in correspondence with your ads. To increase conversion, the content has to be contextual and relevant to the user. If your ad copy encourages an action, the page copy should resonate with and reiterate this call for action. This is why you should differentiate your landing pages from your home page and refrain from sending targeted ad traffic to a generic home page.
So, the communication has to be contextual. Have a clear and compelling headline that reinforces your message. Studies suggest that you have 8 seconds to convince your users to stay, so make your headline count. Because of this short user attention span, you should structure your value proposition and call to action in the hero - above the metaphorical newspaper fold. Value is the keyword here.
The above the fold hero
The communication should be user-oriented and highlight the value offered. What’s in it for the user? Use your headline to capture interest and use the body copy to convince the user why this offer is valuable. Some suggest the body copy should be short and simple. Counterintuitively, a study suggests that long pages capture 220% more leads than short pages. The ideal copy length depends on the investment and commitment of the conversion.
A lot of studies on landing page conversion are based on low-investment offers. Naturally, a landing page that offers a free e-book on web design should be shorter than a landing page that captures leads for web design projects. Ordering website design is high-investment, high-commitment and hence, does the landing page need to contain more information to remove risk and convince the visitor.
The visual communication of your landing page is equally as important as the textual. An image can convey your message faster than a headline. Ensure that the hero image is contextual and relevant for the value proposition. Whether your offer is a seminar, a newsletter or a service - illustrate it. Use a clear and visually appealing image in high resolution that illustrates the offering. Avoid using generic stock images.
How do you convince your users that your offering is valuable? The short answer is trust. Your landing page has to demonstrate that your company is trusted. Arguably, your most effective tool to build trust is utilizing testimonials and case studies. Studies suggest that 97% of users seek such social proof before a purchase! It is also suggested that testimonials and reviews could increase your conversion rates by 270%. Convinced yet?
How Graphiq demonstrates trust through case studies
Once you have proposed your value offering and convinced the user to convert, you need a form to collect their information. The form is a crucial element that, if structured right, could increase your conversion rates. A rule of thumb is to keep it short and frictionless. Collect important information only and direct the user through the form. What is considered important information depends on the offering. The user should not have to fill out seven fields to sign up for a newsletter.
7. Call to action
Just as important as the form, is the call to action. The call to action is the button that encourages the user to complete your desired action. Remember your objective? The call to action should reflect what you want to achieve. Just like your objective, you should only have one call to action. Do not attempt to encourage newsletter signups and e-book downloads at the same time. For longer pages, you could however repeat the same call to action several times.
It’s the click of the call to action, that is considered a conversion. Therefore, it is crucial that the button is attractive and actionable. Test different variations, changing variables like colour, placement or text to optimize for conversion. Consider using language that reiterates the value offering. A call to action that reads “get your free estimate” could convert better than simply “submit”.
Having discussed all the crucial components of your landing page, let’s talk about the interface. A high converting landing page is clutter-free and user friendly. Structure the components to be intuitive and simple to navigate. Reduce friction by removing unnecessary information and navigation that could distract the user. A shocking 84% of landing pages include a navigation bar that could redirect the user and decrease the conversion rate - remove it!
Related to the interface, is the overall design of the page. Your landing page should be on brand and reflect the visual identity of your company. Consider not only the information architecture and navigation, but the aesthetic design. Nearly 40% of users leave a page that they do not find aesthetically appealing, and 75% judge credibility based on the design. Allocate a web designer to create effective and appealing landing pages - and do not try this at home!
Finally, you have to test your landing pages. Again and again. Just like all web design, this is an iterative process. Optimize - analyze - optimize. Utilize A/B testing to validate different variants of your landing page, changing one variable at a time. Additionally, analyze heat maps, scroll maps and session recordings to identify user behavior. Use this insight to continuously optimize your landing pages for increased conversion rates and full return on investment.