If you’re looking to increase your landing page conversion rates then this 11-step guide is designed to get your landing page hitting it’s highest conversion rates so far. We’ll cover techniques guaranteed to up your conversion rates as well as look at styles and tactics that are taking consumer trends into consideration.
A guide to increasing your landing page conversion rates
1.Understand your landing page audience
In order to create a strong landing page in the first place, you need to ask: Who are you speaking to? It’s essential that you identify your landing page visitor and create the landing page with them in mind. Are you talking to males, females or both? How old is your visitor? Where are they based in the world and what language/s do they speak?
Once you’ve done this you can start asking yourself bigger questions: What is your landing page visitor looking for? What problems do they have that your product can help to solve?
When you’re initially setting out to create the content for your landing page make sure you’re creating with these answers at the forefront of your mind.
63% of millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies if they receive personalized marketing offers. By addressing the questions above and directing your landing page towards their answers you’re personalizing the landing page and giving the visitor a tailored experience that is more likely to make them convert.
2. Design your landing page for the customer first
UX Design is essential in landing page conversions. You want your landing page visitor to understand the page navigation and the journey they are going through from the first touchpoint.
Take your landing page purpose and apply it in headers and subtitles, send the landing page visitor on a journey that feels natural so their experience is as smooth as possible.
You can do this through trialing your landing page engagement with focus groups. Let a selection of people (preferably not employees) visit the landing page and note the questions they ask or the places they try to click. As someone who has worked with the product or brand for so long, it’s often easy to overlook things that outsiders see. Write for aliens.
Slack has taken this idea to the next level, their homepage plays with psychological pulls for the visitor. The top two motion features (balls in the screenshot above and conversation cards in the video feature) involve objects moving down the page, instinctively making the reader want to scroll down the page with them.
Lastly, on this point, don’t be restricted by design capabilities, design with ideas first and solve design problems later.
3. Create an entire journey
At our core, we indulge in story-telling, it’s been at the root of human nature since the beginning of time and it’s something that still rings true every day. Story-telling activates a part of the brain that’s responsible for feelings, evoke the right emotions and you can evoke the wanted perception of your brand or product.
There’s no greater power than good story-telling. Don’t think of your landing page or even your advertising strategy on the whole as mere advertising. You’re not just conveying a message, your best advertising is when you’re telling a story.
From your advertising efforts that warrant the click-through in the first place, be it social media advertisement, google AdWords or something else, right through to your lead form or CTA, make sure you’re telling a story. Look at each advertising stage as a chapter, let one inform the other and remember those essential ‘pages’ the visitor has already read. None of us want to reread a chapter. So keep the story progressing, enticing, and always be showing not telling.
Remain consistent with your tone of voice, your messaging and the images and videos if you’ve used them. If you’re introducing a ‘character’ with a post Facebook ad, show the progression of that character on your landing page. Let your visitors follow along and your conversion rates increase because of this.
4. Place what’s important above the fold
‘The fold’ is anything that appears on-screen without the landing page visitor having to scroll. This is an essential time for you to focus on your core messaging, manage expectations and stick to the ad that got your visitor there in the first place.
Holded does a fantastic job of this with their landing page. Their “above the fold” content is engaging and catchy yet informative and gives the opportunity to convert.
Note that they give the option to navigate away from the page to other resources as well. Holded is turning out content ranging from handling a Master Budget for Accounting departments to bank holiday weekends for HR. Everything is accessible above the fold and they trust in their quality content to help convert.
Aim to be able to convert before the scroll and give the opportunity to do so with a CTA. If someone wants to do their research and scroll or navigate out, then they can do so as well. If you want to up your landing page conversions you need to cater to every visitor’s needs, some may want to do more research than others.
5. Vary your content
Photo by Thomas William
Write your landing page, get an idea of the information you need to convey and then look to where you can convert written content into other content forms. By keeping your content varied you keep your visitor active and better entertained.
Consider swapping out product descriptions/walkthroughs with video or infographics, swap out write-ups for reviews and try to convert USPs into images with text. Look for unique ways you can optimize your landing page to give your visitor the most dynamic experience.
Taking your landing page conversion tactics up a level
Once you’ve got these basics down you should have a great skeleton core of a landing page to work from. Landing page tactics are constantly evolving with the ever-changing market and consumer demands.
Points 6-11 will focus on specific consumer trends and what this means for the changes we need to make on our landing pages. We can’t keep relying on changing the wording of CTA’s or using contrasting colors to convert consumers. Today we need to look at more unique ways to optimize a landing page, considering the smarter landscape we’re now selling in.
6. Optimize your Landing Page for SEO
If your landing page is an ever-green landing page then you’ll want to optimize it for SEO. Why? Your landing page has the opportunity to rank; organic search leads have proven to be just as valuable as PPC leads.
Optimizing for SEO is guaranteed to help your organic customer churn rate increase. A study from backlinko found that, on average, the #1 organic search result on Google has a click-through rate of 31% and moving up one spot on the first page will usually increase your CTR by 30%.
Now throw voice search into the mix and you have a whole new reason to be optimizing your landing page for SEO. Voice assistants like Alexa and Siri provide a limited view of Google’s first page and 50% of all searches this year are predicted to be voice searches.
There’s no denying that if your landing page starts to rank on the first page of Google, you’ll see organic leads coming through alongside your paid efforts both with voice and display reach.
What do you need to do to optimize your landing page for SEO?
Watch your load speed
A slow load means a higher drop off which leads to a higher bounce rate and a devalued page. Use tools like Google’s Test My Site to track your landing page’s load speed and better yet, discover the extra revenue you can create if your site were faster.
Focus on Keyword density
Tools like Google’s Keyword Planner can help you identify keywords that are right for your landing page. Make sure they are threaded (not stuffed) throughout the page.
Title Tags and META Descriptions
Keep them simple, involve your keywords and keep copy within the character limits. Title Tags: 65, META descriptions: 150.
Pay attention to your URLs
Make sure your URL includes your keywords. Only use stop words (you, the, a, for, about, etc) if they enhance readability.
Optimize your images
Alt tag your images. Facebook may be able to read your images but SEO bots are not yet able to do the same. Until this happens label your images so a bot can better identify the content on your landing page.
Focus on Headlines
Don’t only think about involving keywords in your headline. A headline is often the make or break on an early drop-off rate. Make sure your headline grabs attention and gives people a reason to stay on the page.
Bots read listicles easier than great bodies of text. Break up your paragraphs where you can and convert them into concise points.
7. Reviews are now social
Trust has been a huge issue in recent years. With the influx of fake news, consumers are questioning more and more the information they’re fed on the internet. Marketing Charts research found that 36% of people, globally, said they were concerned about brands spreading fake news.
This is why we’ve seen an increase in influencer marketing and micro-influencer marketing, specifically in recent years. People want to hear from people, not brands. They want to know they can trust someone.
Take this into account when you’re presenting your reviews or testimonials on your website. If your product’s demographic sits on social media then ask for reviews or even style guides from them.
Image from HawkersCo
Present your reviews with social proof and let the customer be able to click through to the profile the review or UGC came from. It enables you to build trust that much quicker with your landing page visitor and will result in more conversions.
8. Scarcity is dead
Trendwatching predicted 2020 as the year of Burnout and an awareness around it. Today’s consumer is much more focused on health and wellness and much more resilient to toxic situations.
What does this mean for sales tactics? Scarcity is no longer a persuasion principle, sorry Cialdini! Consumers won’t fall victim to scarcity techniques anymore, they’ll simply exit the page. Cut them out and your landing page visitor will respect you for it.
9. Look for ways to engage
People expect more from brands today and they expect it yesterday. It’s up to you to make sure your landing page is filled with ways to engage with your visitor. Consumers are looking to connect with brands as much as they are looking to connect with people and this comes at every touchpoint.
Think about including conversational marketing tactics in your landing page strategy.
Chatbots are a great way of engaging with a landing page visitor yet still using marketing automation process to keep your workload efficient. A chatbot can do all the work of a lead form without feeling like a lead form.
Make your chatbot as chirpy and chatty as a human, create a brand avatar through the chatbot and let your landing page visitor have fun with the engagement opportunity.
Try live chat
Take it up a level with the option to live chat. This, of course, only holds relevance if you have the capacity to do so. However, as far as conversational marketing tactics go, this one hits the nail on the head.
There are plenty more conversational marketing tactics you can use on your landing pages to help increase conversion rates. Check out The Complete Guide to Conversational Marketing 2020, for more.
10. Respect your visitor
Don’t waste your landing page visitor’s time, get to the point as early as you can and be dynamic with your delivery. This should happen regardless, with your “above the fold” efforts (point four) but let this follow through with this point in the rest of your landing page content.
Deliver content your visitor is there to learn about. If you want to give them extra content, that is not necessary to the conversion tactics of the page but is a nice to have, then consider an option to navigate away from the page. If you do so, make sure the nav away opens in a new tab and doesn’t replace the current one.
On this note, scrap the pop-ups and the flashy sales tactics. We’ve all been there when trying to exit a page and are greeted with a giant pop-up asking us to stay a while or leave our email. It’s just perceived as spammy and is not worth the aggravation it causes from your visitor. Everyone has their reasons for leaving a page. Trust in your content and your advertising efforts in the first place, perhaps the consumer just wants to come back later. Don’t make leaving a chore or your visitor won’t come back at all.
11. Analyze and Optimize
Point 11 should be done regardless but is always a good reminder to have. Analyze and optimize. You should always be split testing the content on your landing page. Learn how to read your data and make informed decisions on changes you are going to try. Work on landing pages is never complete, your landing page is simply converting at an all-time high. Now let’s get these conversion rates even higher.