Landing page conversion rate is measured by the number of visitors that perform the desired action as a ratio of the total number of landing page visitors. A high conversion rate indicates that people want what is on offer and can quickly get it.
Landing Page Conversion rate is among the top significant factors that determine conversions. As such, digital marketers find it quite satisfying when they succeed at making tweaks that will maximize the conversions produced by their landing pages (and websites).
Although there isn’t a standard ‘optimal conversion rate’ for all businesses, basing a particular businesses conversion rate on industry standards is a good starting point. Thereafter, continually experimenting, refining and tweaking for improvements is the best way to get the results that you desire. CRO or Landing Page Conversion Rate, therefore, needs to be a regular marketing activity for any business that wants to gain new customers.
With this in mind, here are 10 ways to increase landing page conversion rates:
1. Relevant and personalized
The landing page should be created with a specific user or buyer persona in mind and reflect a clear purpose. This is done to enhance the performance of initial content discovery, understanding of what is on offer, usability and ultimately, increasing conversions.
Consider breaking down the categories of landing pages so that you can have a focused approach for each landing page. Some of the categories to consider include:
- Company/brand pages
- Hero content
- Product/category pages
- Service pages
2. Concise information that enables people to take immediate action
Adding concise information in close view to a call-to-action (CTA) is especially effective for product level landing pages because it increases traffic and aids faster sales. The information used next to the CTA should not only be concise, but it should also avoid distracting the visitor from making the purchase.
In fact, you should also consider leveraging negative space/white space between elements to make them stand out even more.
The purpose of such content should be restricted to:
- Enabling the visitor to act sooner
- Supporting sales, and
- Boosting the average order value
3. Reduce any emotional barriers
In essence, make the potential customer feel that the offer on the table is safe for them and that they stand to gain by solving their need/pain point by taking up the offer. In other words, reduce the risk for them as much as possible. Another way to reduce the emotional barrier and increase trust in your brand or product is to have someone else vouch for you instead of assuming that your audience will take you at face value. Using testimonials for this purpose is highly effective.
4. Lead nurturing
If your landing page only focuses on visitors or audiences that are ready to purchase, then you will be losing out on the many other visitors that are not yet ready to buy. These visitors probably need additional information, guidance, and education before they can purchase from you which means that you need to talk to them and find out their needs before giving them an offer to take a leap and become a customer.
5. A/B and multivariate testing
Optimizing a landing page is not an exact science. Several factors, including buyer personas, industry, product, desired action, etc. will determine the effectiveness of a landing page to convert leads. As such, it is critical to test and experiment each and every change you make and collect data that will help you to make incremental improvements.
A/B and multivariate testing are valuable for this purpose and can help you answer many of the questions that could make your landing page more useful.
Testing should not just be restricted to on the page elements but also to off page factors as well. For example, you can seek to find out:
- The best combination of landing page header and advertisement text that work well together
- The best color, size, and text that works for a specific category level or product
- The optimal number of CTAs to have on a landing page
- The best position for the CTA(s)
6. Mobile-friendly optimizations
According to the Hootsuite Digital 2019 – Global Digital Overview Report, there are 3.986 billion active mobile internet users across the world and the average time per day spent using mobile internet is 3 hours and 14 minutes. If you are not optimizing your landing pages for mobile devices, then you are losing on a massive chunk of the market right off the bat. Today, and for the foreseeable future, landing page optimization has to include mobile-friendly optimization so that visitors who come across these pages on their mobile devices can have an excellent experience. Using an adaptive design will not just improve the performance of your landing page conversion rate but also enhance your mobile conversion rates.
7. Ensure your landing pages load fast
A slow loading landing page will frustrate a visitor enough to go elsewhere or get distracted and never come back it can create an impact on your landing page conversion rate. For this reason, improving the loading speed of your landing page so that they are lightning fast is crucially beneficial to increasing landing page conversion rates because without it, your landing pages won’t even be seen and you will lose any opportunity to convert.
8. Improve landing page forms
Forms should continuously undergo testing to make sure that they are not intrusive or getting in the way to prevent your visitor from taking action. Best practices for improving landing page forms include:
- They should be minimalistic and only ask for what is needed
- They should use adaptive/responsive design to adapt to different devices
- They should provide trust signals
- They should be brief and easy to fill-in
- They should be functional
- They should provide support information
9. Improve the landing page heading
The first thing that a visitor to a landing page is likely to see is the headline. This means that having a clear, concise and informative headline is crucial. The headline should be used, to sum up, the offer so that the visitor knows what is going to be asked of them, but also be compelling enough to want them to stay on the page.
10. Use video and motion graphics
Video and motion graphics are among the most effective ways to boost landing page conversion rates. In fact, using videos on landing pages has been shown to increase conversions by 86%. Videos engage visitors and make them stay on the page longer, which allows more time for them to be converted.
It is critical to ensure that you do lots of testing to find out what works best for your landing page because results can vary greatly. That said, in most cases, a 30-second (or less) promotional video will do wonders for your landing page conversions. Additionally, consider adding a CTA in your video to encourage your audience to take immediate action.
Over to you
The core purpose of the landing page is to convert visitors. Making these conversions can be hard work not just because no generic template works for all landing pages but also because each landing page copy needs to differentiate itself from other offers that are available to visitors.
Ensuring that a strong value proposition is on offer is just as important as ensuring that the visitor does not feel crowded or intimidated. Instead, building trust through nurturing or having someone else vouch for you definitely helps. Finally, testing to ensure that you are making incremental changes to your landing pages is the best way to find a formula that works for you.