Landing Pages Failing? Nine Quick Ways to Boost Conversions
You might have an excellent SEO strategy and some effective PPC campaigns that both drive large amounts of traffic to your website, but if this traffic doesn’t convert into leads and sales, it’s a wasted opportunity.
Having effective landing pages is crucial; when you get them right, you can increase revenue and strengthen your business for years to come. While there are hundreds of conversion optimization techniques, here are nine simple yet powerful ways to improve your landing page conversion rates.
Nine Quick Ways to Boost Conversions
1. Keep It Concise
Landing pages, as oppose to generic website pages, are the one place you need to use shorter, more condensed copy. You only have a few seconds to get your visitor’s attention, so make sure you get your point across as quickly and as clearly as possible.
2. Offer Clear Direction
As you don’t have long to make a positive impression, you also need to quickly steer visitors in the right direction. To avoid confusion, make it clear what you expect your visitors to do next. What link should they click on? If it’s not obvious, make it so. If you want people to complete a specific action, show them where to look, and tell them what to do.
3. Make Your Headlines Count
Is your headline written with your audience in mind? In other words, does it address their specific pain points and succinctly explain the benefits that your product or service offers? A clearly written, compelling headline will hold people’s attention and encourage them to find out more. Test different headlines to see which ones increase engagement.
4. Simplify Forms
Consumers are more sensitive than ever before about the data they give over to companies. This makes it especially important to simplify forms and only ask for the information you really need. Complex forms are also a turn-off. Put simply, the more information you ask for, the lower your conversion rates will be. You can always gather more information at a later stage in the sales process.
5. Check the Formatting
If you want to keep people on your landing pages for longer, avoid large blocks of text. It sounds obvious, but many business owners fill their landing pages with too much information because they want to say it all too quickly. Give your readers an easier time with shorter paragraphs, bullet points to explain key concepts, and use bolded text and white space to make the content more scannable.
6. Build Trust With Logos, Reviews, and Testimonials
Building trust is key to increasing conversions. If you have an accredited Better Business Bureau badge, show it near the top of the page and make sure it links to your genuine BBB profile. In the same way, display logos of credible companies you’ve done business with, and show genuine customer reviews and testimonials to build trust.
7. Place a Call-to-Action Above the Fold
Clear calls-to-action that can be seen before users have to scroll down the page can have a significant impact on conversions. Experiment with different wording on call-to-action buttons to test their effectiveness.
8. Optimize Buttons
Despite what some marketers think, there are no set rules to button colors. It depends on your audience and the context in which they’re used. Orange can sometimes increase click-through rates, and in other circumstances, red or green might be best. Most importantly though, it needs to stand out on the page, so it must contrast well with the background and be a reasonable size.
9. Use Videos
Videos can be a great way to explain a topic and make any landing page more engaging and user-friendly. Short videos don’t have to be expensive to make, and they can help you avoid filling a page with lots of text.
- The simpler your landing pages, the better
- Write strong headlines
- Highlight the main benefits of your product or service
- Include clear calls-to-action
- Build trust
- Make the page scannable
- Test different buttons, colors, and forms
- Use explainer videos
Are your landing pages optimized for conversions? If you need help with any of the above, or you want a professional web coder and designer to take your online presence to the next level, please contact Steven Milanese today for affordable website solutions.