Upgrading a landing page is not an easy task. That is why most marketers are discouraged often to the point of giving up. If you want great landing pages, aim attention at collecting data. Make sure that you make a layout that will touch on your landing pages based on what you already know concerning your audience, and use this list of best landing page conversions tips
In order to produce more leads and sales, convert the information into knowledgeable decisions about your marketing funnel. This article will shed light on optimizations tips and tricks that will bring in more prospects and convert more clients.
Sometimes, landing pages will not convert due to many reasons, but the problem often lies in a lack of understanding of what the prospect requires. If you do not have the capacity to discern what your website visitors’ need, desire or expect, you will not be able to optimize conversion rates.
Well, you will not be able to realize why your landing page does not convert up until you begin your data collection. Below are some additional mistakes:
- Poor headlines
- Distractions from the landing page’s main aim
- Poor headlines
- Unrecognizable CTAs (Calls to Action)
- Unintuitive design
- Frequent disconnections between ad copy and the landing page copy
A common question is what the recommended conversion rate for landing pages. Excellent landing pages convert at rates up to 27.4 percent. Nevertheless, the average ranges frequently drop much lower, with many industries recording a range between 2 and 6 percent conversion rates. The only true measure of progress when it comes to landing pages is any improvement. If you notice your conversion rates are the same month after month, it indicates you are not gathering sufficient data and using it to boost your landing pages.
You must see a strong connection between conversion rates and web traffic. When your web traffic starts to grow, work hard to convert more visitors; but this is not always the case. In case you have high-quality traffic from Google search, but you still do not see conversions, the negative interconnection between traffic and conversions show there is something amiss with your offer, your landing page, or your product.
In case the landing page is the problem, there could be several issues with the imagery, design, framework, or other aspects of your landing page that turn off readers for some specific reason. Moreover, it could be that the “hook” of the offer you are using to attracting to convert does not connect with your audience. Furthermore, it may be that the product you are selling is not appealing enough for your audience.
Establishing the source of the problem will help you to figure out how to improve landing page optimization.
Landing page optimization is all about the process of raising or enhancing each component on your landing page to improve conversions. As a substitute for recreating the whole page only on a hunch, it is advisable to use anecdotal evidence and data. The advantage of this part is you can get data before the landing page goes live. Examine your audience to help you better understand what they anticipate and like. However, you will not design the ultimate landing page from the first day. Instead, make the page go live, then make tweaks as you assess the information and check your conversion rate.
Potential problems associated with optimizing landing pages
Most marketers observe unprofitable landing page optimization methods. When they discover that something is not working well, they change everything. Still, this is not the way to go when you want to tackle landing page optimization. Initially, analyze particular problems that lead to low conversion rates so that you can fix them.
A heat map will clearly show you where most people click on your landing page. It will display if they avoid your call to action or if they are focused to some extent on an unimportant element like a stock photo.
Heat maps are not the only visual data accounts that can prove efficient for landing page optimization. Other useful reports that give valuable information include list reports, confetti maps, scroll maps, and overlay reports.
If you want to know where scrolling activity happens on the page, a scroll map will be helpful. When you see a lot of blue or white on the map, people left the page or they quickly scrolled past that section. Yellow, orange and red areas mean that people did stop to look or read.
In case you want to know where specific clicks have occurred on the page, a confetti will do just that. Individual numerical data and click percentages on various page elements are provided by list reports and overlay respectively.
Below are the best landing pages conversion tips to get maximum results:
Incorporate all vital elements of an effective landing page
Also known as, lead-capture pages, landing pages are meant to convert visitors into leads by executing a transaction or by gathering contact information from visitors. In order to complete the transactions, it is a requirement for your landing pages to have the following elements:
- A headline and a sub-headline; the sub-headline is optional
- At least one accompanying image
- A brief description of your offer that distinctly highlights its value
- Supporting elements like security badges and testimonials, they are optional.
- A form to pick up visitors’ information
Match the headline of the landing page to its equivalent CTA
Ensure your messaging is invariable in your headline and your Call-To-Action of the landing page. For example, when people happen to click on a Call to Action expecting a free offer but they discover there is a catch on the landing page, you will no doubt lose their trust. In the same way, when the headlines do not agree with the Call to Action, it may cause unnecessary confusion, and the visitor may start to think whether the Call to Action is linked to the wrong page. Get rid of any and all confusions, and ensure your landing page always sticks to what you promised in your Call to Action and vice versa.
When a visitor arrives on a landing page, it is your task to keep them there. Therefore, in case there are links on the page that allows visitors to move about your website, there is a high risk of distracting them, which will in turn cause lead generation friction and raise the chance they will leave the page before converting. No respectable marketer will want that. One of the outstanding ways to minimize this friction and improve on your landing page rates is just to remove the main navigation from the page. That is the simplest option.
Less is more
It is always recommended to keep your landing pages simple. A wordy page mostly results in a confused, distracted or an overwhelmed visitor. Remove the clutter and go for white spaces, the text and images that appear on the page must be simple, precise and to-the-point.
Put emphasis on the value of the offer
List the benefits of the offer with a short paragraph or a few bullet points. A great landing page description aims at offering something extra in addition to a list of what the offer comprises; it will also highlight clearly the benefits of the offer and provide visitors with irresistible motivation to download. Emphasize how the specific offer will handle a particular need, problem, or interest of your target audience.
Design more landing pages to bring more leads
According to research conducted in 2012 by HubSpot, the marketing benchmark reports indicated that companies report a 55 percent rise in leads especially when the number of landing pages increases from 10 to 15. This is a simple process because the more you create offers, content , and landing pages, the more chances you get to produce leads for your business. Having more landing pages always means there will be an increased target content that better attracts more of your buyer personas, which will eventually increase your conversion rates. A more practical option is to invest in an easy-to-use landing page creation tool, come up with more offers, and tweak the offers you already have to suite individual personas, and remodel content you already have.
Never forget to utilize social media sharing buttons which allow your prospects to spread out your content and offers. To minimize cluttering, make sure to only combine buttons for the specific social platforms your audience frequently uses. Add an email forwarding option because people have numerous sharing options they prefer. Moreover, even when your social media contacts will never buy from you, someone from their personal network may be interested and buy.
Ask for information that will be helpful to you
You may be puzzled by how much or how little information you must need in your form. To know how much is adequate, collect only the data you really require to qualify leads. Generally, the conversion rates will be higher if you have fewer fields on a form. The reason is, with every new field you will add to a form, it will add more work to the visitor, hence fewer conversions. A longer form translates to more work and it will be avoided altogether. On the contrary, the more fields you get, the leads will likely have better quality because they considered your offer to be valuable enough to justify for form completion. Test it for yourself to find out what form of length will work the best for your business.