Top Tips for Improving Your Landing Page Conversion Rate

Mar 02, 2018


BEST PRACTICES SERIES

Article ImageA landing page is the gateway to your brand online. Whether it’s your homepage, or a specific page users land on after clicking from a search engine results page (SERP), this is your first opportunity to convert visitors into customers. It behooves you to design this page thoughtfully and to maximize its effectiveness.

To improve your landing page conversion rate, you must clearly define your goals for conversion, then, through analytics, learn how people really interact with your site. The aim is to create the ideal user journey to keep customers on your website just long enough to convert. There are several steps you can take to achieve this.

Define the Right Conversion for Your Business

The first step in the Conversion Rate Optimization (CRO) process is to look at your business’ strategic goals, so you can define what conversion means for you. For an e-commerce business the goal will predominantly be revenue-based, so a conversion would be an online purchase.

However, service companies will have a less direct route to revenue, so for them, a conversion could be generating leads or building a potential customer list through a newsletter sign-up, seminar bookings, or a request for promotional material.

Use Data and Software to Understand the User Journey

Once you’ve established what your conversion goals are, you can set some parameters in analytics tools, like Google Analytics. It’s important to initially pinpoint existing conversion rates for key landing pages so you have a comparison once you start to make changes.

Google Analytics will provide figures on what it calls “goal completions” by URL, as well as funnel visualizations that show the channel of conversion and where people leave your website. A high drop-off rate from a certain landing page shows that changes need to be made on this page. (I’ll go into more detail on testing what changes to make below.)

You can gather further information from heatmap software to show which areas of your landing pages get viewed most. This can highlight under-performing content and links, as well as areas of focus on a page that can be made into links. You can also see how far down a page people scroll – if it’s not far then the page content may need to be revised.

Making Amends with A/B Testing

Now that you know what is and isn’t working on your landing pages you need to decide what fixes to make to increase conversion. Your suggested changes should be based on researching competitors' landing pages and industry trends, with some key areas to improve outlined below.

The challenge is proving how these changes will impact conversions. A/B testing allows you to see the effects of a single change to your landing page. Two or more versions of the same page will run simultaneously, with one different variable.

If readers aren’t clicking on a CTA button you could test a different color or alternative copy. Your email sign-up link may be getting ignored, in which case, try out alternative methods such as a pop-up box vs a slide-up. Or if readers aren’t scrolling down, you could test a new page structure or form length.

Any changes to your conversion rate can be attributed to a specific feature, and you can confidently implement the most successful variant. A/B testing will yield helpful results for any landing page, however, it’s most effective on pages with a high volume of traffic where you can capture a truly representative data sample.

Here’s a bit more inspiration on areas of improvement for increased conversion rates:

Create a Sense of Urgency

Many subconscious feelings inform consumer behavior. You can design your landing page to induce the sense of urgency needed for conversions. Colour is effective in influencing certain emotions. For example, red is often used for clearance sales because it creates feelings of urgency.

Another powerful emotion to evoke is FOMO--or Fear of Missing Out. Audiences are presented with an opportunity but are told they could miss out on it if they don’t convert right away. A great example of this is a limited-time discount. Pro-tip: Include a countdown clock for deals on your landing page.

Showing what products are in short supply is also an effective way to increase sales. Make it clear to audiences that if they decide to come back later, they could miss out on a valuable proposition. For service companies, you could countdown to a seminar you’re running, or indicate you’re “over 80% full” or “down to the last 10 places.”

Gain Your Audience's Trust

Brand loyalty comes from trust and there are many reasons users may not trust a website's content and therefore not convert. Inconsistent design or errors in copy undermine the site's legitimacy. Spammy looking webpages with too many links and category headings are not only distracting for viewers but also affect SEO negatively.

Ease these concerns with customer testimonials, reviews, and accompanying photos if you can, as putting a face to the words increases trust. Cybersecurity is also a huge concern, especially for e-commerce sites. You can curb these fears by offering secure payment guarantees and providing contact and customer service details clearly, such as returns policies and money back guarantees.

Think About Content

Your landing page content has a big impact on conversion particularly if you’re in the service sector where words have to do all the talking, so to speak. A key way to lower bounce rates is to make sure that what you’re saying is different to your competitors.

Do some competitor analysis and work on your unique value proposition (UVP). Differentiate yourself from the competition through your content. This should be the first thing people see on your homepage and you can think of distinct UVPs for each category page.

Your content should also answer readers’ questions. If they arrive on a landing page expecting a certain type of information or product and don’t find it, they’ll leave. By carrying out keyword research you can match your content with what your customers are searching for. It’s also important to make sure that what is on a SERP matches the title of your landing page and the rest of its content.

Optimize for Mobile

2017 saw mobile overtake desktop as the primary traffic source for the first time. Of course, the ratio varies across industries but this increase in mobile traffic brings higher bounce rates on websites that aren’t optimized for mobile users.

Using bold imagery is key on desktop versions of websites to make them more visually appealing and appear more trustworthy. However, this is multiplied on mobile, where too much text in a small space distracts users.

Therefore to increase conversion rates on mobile phones and tablets, you need to keep things simple, including only the content that’s necessary for the page and to drive sales or results. Here’s an explanation of the different ways you can optimize your website for mobile devices.

CRO helps you create a quality landing page by enabling you to make informed decisions based on how the user journey affects conversions. You must remain proactive, as audience behavior is subject to change, but a well-maintained and optimized landing page will help you reach your conversion goals and achieve longevity for your brand.


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