Are you struggling to improve conversion rates on your landing page? It can be frustrating having high traffic to your website but then being disappointed with the lack of conversions. Do not be too hard on yourself. Perfecting your landing page is an ongoing process that takes time and consideration of multiple factors. If you feel stuck and lacking creativity on improving your landing page, follow along for some helpful tips to draw inspiration from these optimization techniques.
What is Landing Page Optimization?
Landing page optimization (LPO) is improving aspects of a landing page to improve conversion rates. Many factors could be affecting your landing pages and although it may seem daunting to try to figure out the best version of your landing page, view it as an opportunity to see continuous growth in your conversion rates. Use your conversion rates to measure how your site resonates with your customer.
7 techniques to improve your landing page
Focus on one clear call to action
When creating a landing page, have a clear vision of the end goal for your customer. Is it for them to buy your product, subscribe to your content, or even learn more about services? You need to have a clear call to action to lead them to the ultimate goal. Having more than one CTA on a landing page can confuse customers and create competition on your landing page. This can lead to a decrease in overall conversions.
Use a strong verb to start your call to action. It is also good to add some urgency to make customers feel the importance of the action, for example, “Experience now.” There are so many call-to-actions you can create. Switch them up and see which gets the best response.
Improve page load speed
Talk about a quick fix. Although it may seem like a small thing, loading time for your landing page can make all the difference. The average person expects a landing page to load in less than two seconds, and 40% will not wait even 3 seconds for a landing page to load. A landing page with a longer load time will affect conversion rates.
The faster you can make your landing page load, the lower the abandonment issues. One way to check your loading time is by running a Google Speed Test.
Build your landing pages for all platforms
Another thing to consider when building out a landing page is making sure that the landing pages look good on multiple platforms: laptops, desktops, mobile devices, tablets, etc. There is nothing worse than being on your phone and trying to zoom in on a website that is not suited for a phone. A website that does not work or look the same on different platforms and be confusing and frustrating for the customer. Before putting your landing page out there for the world to see, test it on multiple devices to ensure it is the ideal experience you want your customers to have.
Make it visually appealing
There is nothing sadder than seeing a business with a great product or service have a landing page that does not do it justice. When you have someone coming to your website, give them an experience. Create a landing page that sets the expectation for your product or service. Create a visual that ignites excitement for customers to want to do business with you. Add photos or videos that will help customers envision themselves using your product or service. Visuals can touch customers in ways that sometimes copy can not.
Have copy that will resonate with your audience
Create copy that will speak to your customers. Know your niche customers and add copy to your landing page that is influential to them. It can be hard to know the best wording for your landing page. The best way to figure this out is to test different headlines and value propositions. A/B testing helps see what gets a better response from your customers. Testing copy is something that you can continuously do improve your conversion rates.
Build trust with credibility
Creating trust with your customers is a process that develops over time, but one way to build it is by adding credibility to your landing page. An easy way to do this is by including awards or reviews on the website. It will help customers feel safe while on the site. Even a phone number or address is a way to make your landing page more trustworthy.
Make it User Friendly
Do not overwhelm your customer with too many distractions on your landing page. When it comes down to it, simpler is better. Make your landing page easy for your customer to navigate and have a clear direction on where they are going. An overly complicated landing page can make the customer feel lost and leads to fewer conversions. Have a clean-looking landing page that is easy to get around.
Landing Page optimization is a continuous practice. Do not feel discouraged if you do not increase your conversion rates right off the bat. Continue to test out different aspects of your landing page until you find what fits best with your target market, and then once you feel good about it, start testing again. It is a never-ending cycle on how to improve your site, but that is the fun of it. If you need help, contact the experts at Web Rocket Media today!