Landing pages are a crucial part of all the marketing strategies out there. Companies have reported 55% growth in their number of leads and customers when they increasing the number of landing pages from 10 to 15. With this in mind, having a landing page is sometimes not enough. Making it convert is what matters the most.
“Conversion optimization” has been around for some time, and unlike “growth hacking”, which is a term not many people understand at first sight, when discussing about increasing the number of subscribers to your e-mail newsletter or the number of buyers in your online store, people seem to get what conversion optimization stands for and how it can help, but not exactly how it’s done.
Keep in mind that the most important thing about optimization is testing. But did you know that although companies that turned to conversion optimization often doubled their sales, most businesses today don’t run more than 5 tests per month on their platforms and pages?
Although no business should have as a focus testing it’s entire online presence, but building more and more things that they could later analyse and improve, they have to start small and as soon as possible, in order to build a solid foundation.
Starting can be difficult, especially if you don’t know where to do it from, but today, we’re going to highlight some of the most important tactics and tricks that companies use to optimize their conversions and boost sales along the way.
Before we get going, you should know some of the following statistics regarding the people who will visit your landing page or website:
- More than 70% of the entire traffic that reaches your landing page comes from mobile
- Adding a single second delay in your page’s loading speed can result in 7% less conversions
- You have 7 seconds at most to make a good impression to your visitors. After that point, most of them will leave
- The optimal number of form fields for most conversions is 3
- The average number of form fields for some landing pages is 11…
- Reducing the number of form fields from 11 to 4, can increase conversions by up to 120%
- Removing the navigation menu can double your conversions
This should make you interested, and if it hasn’t then you should not read any further, because I am only going to give you some easy applicable advice on how to increase the conversions on your pages.
1. Send people to a relevant landing page
All your efforts start here. If you’re sending your target audience to a landing page that doesn’t answer their needs, you’re done.
By relevant, I don’t mean matching the campaign name with the landing page name. What I want you to know is that rather than sending people to a page filled with info that they might or might not be interested in, make sure you adapt your message to the exact target audience you are looking for.
Don’t go dynamite fishing to see who sticks with the message and who doesn’t. If you’re selling $500,000 penthouses and targeting people in the nearby area to visit your website or landing page, your copy should not be focused around how close they are to the public transportation stations or how they can reach the closest thrift shop in under 2 minutes.
2. Use clear and concise calls-to-action
HubSpot published a case study in which one company improved it’s landing page conversions by 106%. This wasn’t achieved just by testing their call to action, although this one also weighed heavily on the entire conversion rate, but by applying some of the best practices in landing page design.
They took their most popular whitepaper, which was previously way down the page, close to the footer and positioned it front and center accompanied by a strong headline and a call-to-action that stood out.
3. Use meaningful and attractive headlines
Headlines can make or break your website or landing page. I can’t emphasise enough the importance of testing your headlines, because as I said earlier these are some of the first things the visitors see, and remember that you only have a few seconds to make a lasting impression and convince them to buy whatever you are selling.
Remember to make them unique, easy to understand and even easier to identify with the users needs. Take the example of mailchimp.
4. Show social proof and testimonials
Testimonials will drive validation. Especially if you are selling B2C products. If you’re in the B2B area, try doing case studies with some of your most important clients. People working for companies like to se how you’ve helped other companies that are in their same situation. Those will be the pages that will attract most of the attention on your website, so focus on converting visitors there.
5. Use relevant images
Content is important, but let’s not forget that your visitors are not there to read an e-book. Use images to bring out the necessary emotions that will determine your visitors to take specific actions. Remember that it is very important to have your images synced with your content to make your messages stand out.
Let’s take the example of Leadpages. They have a clean message and call to action and they take the visual part to the next level by showing a short autoplaying movie to demonstrate how easy it is to build landing pages using their service.
6. Tell stories that don’t bore
This part actually has two action points for you:
- The first one is to tell a story with your landing page, from beginning to end, one that takes the user on a journey through your product or service. Something I’ve discovered recently, among other copywriting techniques, is Monroe’s Motivated Sequence. Read more about how you can take your visitors on a step by step journey to the outcome you wish.
- The second one is obvious not just for landing pages but for your daily activities as well. Don’t bore 🙂 You’ll see how far that will get you!
These are just a handful of the things you should take into consideration when building or optimizing your landing pages. I’ll make sure to make a complete list soon enough, but keep in mind that there are over 100 tips and tricks that can have a certain impact to your landing page.
You don’t need all of them at once, make sure you apply these until next time, test them multiple times until you reach the perfect fit for you and your business. 🙂