9 Tips To Improve Landing Page Conversion
Traffic doesn't translate to conversion. You may get a lot of clicks and visitors to your campaign page, but is your landing page conversion rate showing any good results? Are you actually turning those visitors into actual leads or paying customers? There's nothing more aggravating to a marketer than low landing page conversion rates, especially when it's tough to pinpoint the reason.
There are a variety of reasons why a landing page may have low conversion rates, and it can be anything. The key is to understand at least the fundamental elements that can impact your landing page's performance. In case you don't know what those are, we have compiled them so you don't have to!
It really does depend on a number of factors. It all depends on what you're trying to accomplish, what your call to action is, and your product. For benchmarking purposes, ZoomInfo says page conversions of between 2 and 5 percent are good enough. WordStream on the other hand thinks it's 2.35 percent. This does not mean however that higher rates are unheard of, even 10 percent is not impossible. The challenge making your landing page do better.
How do you exactly do that? We'll we've compiled some of the most simple yet overlooked tweaks that can yield tremendous results!
Make a visually appealing landing page
The majority of visitors decide whether or not to stay on a page in a matter of seconds. As a result, it's critical to include multimedia elements in your landing pages to give them some life. According to research, integrating videos on landing pages can boost conversions by 86 percent.
Remember to spice up your landing pages to make them more visually appealing, but don't go overboard. A basic, clean design is always preferable to a page with too many bells and whistles.
Make it mobile-friendly
When compared to PC users, mobile users spend more than twice as much time on the internet.
As a result, if your landing pages aren't mobile-friendly, you'll likely lose a considerable number of visitors. According to the data, mobile-friendly landing pages had a conversion rate of roughly 11.7 percent, compared to 10.7 percent for desktop-only pages.
Consider the variations in how users engage with your site on mobile vs. desktop in addition to making your landing pages responsive. Shorter, multiple-choice sign-up forms that are easier to complete on a mobile device should be included on mobile pages.
Less text, more straightforward copies
The majority of web users scan pages rather than read them completely. As a result, landing pages with a high word count are less likely to convert. According to Unbounce, a popular landing page builder site:
- The average conversion rate for landing pages with less material is 14 percent, compared to 11 percent for landing pages with too much copy.
- Landing pages with fewer than 100 words convert 50% better than sites with more than 500 words.
Create only one Call To Action (CTA)
Each landing page should have one clear call-to-action that directs visitors to the next step. Visitors are confused by competing CTAs, which leads to fewer leads.
According to research, landing pages with one link convert at a rate of 13.5 percent, while pages with two to four links convert at a rate of 11.9 percent. Conversions fell even lower to 10.5 percent when there were five or more connections.
Make your page load faster.
The speed at which a website loads can make a significant difference. In fact, even a one-second delay in page load time can lead to a drop in conversions by 7 percent.
Several variables can cause your landing pages to load slowly. The most prominent culprit is oversized images. According to an analysis of 18,639 landing pages, sites without huge graphics had an average conversion rate of 11.4 percent, compared to 9.8 percent for pages with oversized images.
How to make your page load faster?
- Cache your web pages.
- Reduce or optimize your images.
- Reduce redirects.
- Remove unnecessary plug-ins from your site.
- Use Content Delivery Network (CDNs)
Speak to your audience
Buyers today expect highly customized and specialized messaging that is catered to their individual requirements and inclinations. Therefore, it doesn't matter how beautiful a landing page is on the outside; if it doesn't resonate with the people who land on it, it won't convert.
Think about the different purposes that each of your landing pages serves. If you have a specific landing page for each campaign, buyer profile, or channel, you should make sure that the content is tailored in accordance with those purposes. If you are marketing a leading CRM platform to sales reps and marketers, for instance, it is imperative that you create a distinct landing page for each of these audiences. In this approach, you'll be able to talk about the various issues, features, and benefits that affect that individual visitor.
Add authentic social proof or real customer feedback
When it comes to major purchases, we tend to seek our peers for guidance. The concept of social proof states that people gravitate toward items that are popular among their peers. Customer testimonials, case studies, and social sharing buttons are all instances of social evidence.
When someone sees a landing page, social proof is frequently the deciding element in whether or not they sign up for anything or make a purchase. According to research, pages with social proof in the copy convert at a rate of 12.5 percent on average, compared to 11.4 percent for pages without social proof.
Launch different versions through a/b testing
Your conversion rate can be affected by even the most seemingly little element on your landing pages. Because of this, it is crucial to test your landing pages as frequently as possible to determine which elements are effective and which ones are not.
After all, every campaign is different and every approach may yield unique results. Besides, a/b testing is a tool that lets you utilize more than one approach and ultimately pour all your resources into the better-performing one if you choose to. It’s the best way to execute multiple ideas in a single shot with minimal resources!
Landing page conversion rate optimization(CRO) tool
If in case you've tried tweaking your landing page based on the suggestions above but you're still unsatisfied with the results, you can use conversion rate optimization (CRO) tools like Howuku to pinpoint which part of your landing page needs improvements and why. It's a great tool for marketers to optimize their websites and landing pages with little to no coding at all!
It can be integrated with almost any platform and can track your web or landing page's events, provide heat maps of your site, and pinpoint you in the right direction in ramping up your website's overall conversion performance.
The following list is by no means exhaustive, and there are many more issues that might affect your landing pages. It's our aim that this list of frequent issues will help you find a few fixes for your own landing pages. If you're frustrated by low conversion rates, it's possible to make a few simple adjustments and see benefits rapidly.
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