How to increase conversion for your landing pages

Landing pages serve as powerful components in digital marketing. Their main goal is to convert website visitors into leads, subscribers, or customers. The average landing page conversion rate is between 2% and 5%. Therefore, your primary objective should be to increase your landing page's conversion rate to a percentage higher than 2%.

If you use the right strategies, you can increase the conversion rate to 10% and above. How do you increase the conversions of your landing pages? Read on to learn more.

What is a landing page?

Source: Wix

A landing page is a thoughtfully created marketing or advertising website page. It is a page where visitors are taken when they click the call to action buttons or ads. In short, the landing page receives traffic from various sources and plays an essential role in converting this traffic into interested customers. None of your marketing campaigns will work if your landing page is not compelling enough to convert your visitors into customers.

Not all visitors who visit your landing page will take the necessary action. Many individuals will bounce after they get to the landing page, while others will read your content and then go to another page or leave the website. Therefore, your main goal should be to make your landing page so attractive that it increases your conversion rate and achieves the much-required business result.

What are the best strategies for increasing conversion for your landing pages?

Source: Balsamiq

As stated above, a landing page's primary goal is to increase your site's conversion rate. You will need to employ the best conversion strategies to have this increased conversion rate. Here is a list of the best methods to increase conversion for your landing pages.

Add professional video content

Professional video content can significantly enhance the performance of your landing page and deliver outstanding results. It conveys information by combining animation, graphics, audio, and images, making consumption easy.

Note that most individuals love to see a product or service in action. Thus, when creating professional video content, use an engaging approach and tone that fits your brand's goal.

One video content that you can consider is a product video. In this product video, your primary focus should be promoting or selling your service or product. Provide information on your service or product's benefits, features, usage, and opportunities. Also, you can add educational content to showcase how your product or services solve the target audience's pain point.

Well-crafted video content on your landing page can help you to:

• Enhance brand awareness

• Boost conversions

• Improve engagement

• Build a community

Have a good headline

A headline is the first thing individuals will see when they reach your landing page. Thus, it would help if you ensured it is as attractive as possible and compels visitors to act. Note that only 2 out of 10 individuals will proceed to read the available content after the headline.

Therefore, ensure your headline is honest and leaves the readers wanting more. Here are a few tips for the best headline for your landing page:

• Use words such as "How To.."

• Promise to solve problems that your visitors are facing

• Keep it clear and simple

• Make sure that your headline and ad match

• Use words such as guaranteed, quick, results, secret, discover, free

Have a clear call to action

A clear call to action (CTA) is the most essential component of a landing page as it encourages conversion. Make sure that your CTA is clear and stands out. Use a different color in the CTA and use action verbs that compel your visitors to take action. You can use words like get it now, buy today, download, or submit.

When creating the CTAs, have one CTA for each landing page. Having several CTAs on one landing page can result in fewer leads and lower conversions. Research shows that one CTA per page can lead to a 13.5% conversion rate, while three CTAs have a conversion rate of 10.5%. On the other hand, more than three CTAs on one page result in a lower conversion rate.

Enhance the load speed of your page

Source: Google/SOASTA Research

The loading speed of your landing page will impact its click-through rate. Conversion is only possible if visitors can successfully land on your page. If your landing page takes too long, your visitors will likely bounce off, lowering conversions.

Research shows that a one-second delay can lead to a 7% decrease in conversions. Therefore, it is essential that you reduce the loading time of your landing page.

Capitalize on the power of social proof

Proper execution of media exposure can ensure that your business benefits from social proof. You can then leverage the power of social proof to increase conversion. Social proof serves as an incredible motivator in conversion.

Individuals are highly likely to take action when others recommend a product or service. Note that opinions, evidence, and compelling stories can move your visitors and influence them to take action. Thus, adding social proof provides an exceptional strategy for enhancing conversions. This social proof can be a review, testimonial, or a display of your business's popularity on social media platforms.

Analyze your current landing page

Analyzing your current webpage will help you determine why your visitors are converting or not. This analysis should involve an audit of your landing page's user behavior. It will help you have insight into the components of your landing page that attract the least and most attention.

You can then use the received insight to optimize and fix the troublesome elements, like images or the CTA on your landing page. There are Website Heatmaps tools that will help you with your current landing page analysis.

Use a simple landing page design

One of the most vital things that your landing page should promote is the call to action. Thus, it would be best to ensure your visitors are not distracted but focus on the CTA. A cluttered or distracting landing page will draw your visitors away from the main conversion goal of your landing page.

Therefore, ensure your landing page layout is simple and clean to increase the conversion rate. Use bright contrasting colors for the CTA and have a lot of empty space. With the help of an expert UI UX design company, a well-designed and simple landing page design will ensure that visitors focus more on taking action rather than a cluttered layout.

Enhance the page for search optimization

Even though you will drive traffic to your landing pages through social media, email, and several other strategies, you still need to optimize your landing page with keywords. Make sure to conduct keyword research to have highly qualified leads.

Using target keywords can help enhance the performance of your organic search and paid campaigns. Individuals can easily find your landing page if they conduct a search using your keywords; this increases the chances of conversion.

Improve the visuals of your landing page

The right visuals can help you increase your conversion rate. Some of the best visuals that can help optimize your landing page include animated GIFs and appealing images. When using animations or pictures on your landing page, make sure that they do not slow down the loading time of your landing page, as a long loading time can increase the bounce rate and reduce conversion.

Also, pay attention to the position of images. The correct position can impact the area of your page that your visitors pay attention to. In addition, make sure that the images you use convey a feeling. The conveyance of emotion enhances the chances of conversion.

Use a sense of urgency for higher conversions

The chances of visitors converting after exiting a landing page are low. Note that when these customers exit your page, they can either get sidetracked, discover another product, lose track of the services or goods they were considering buying, or wonder whether purchasing is the right move.

Thus, to reduce the chance of visitors not converting, create a sense of urgency. This sense of urgency will urge your target audience to take action. One way to create this sense of urgency is by using words such as limited offers. Scarcity often adds a sense of urgency to a product, making it challenging for users to ignore. You can also use a countdown timer on your landing page to enhance the sense of urgency.

Optimize for mobile

Source: Councilsoft

Mobile responsive landing pages have a higher chance of conversion than desktop-only landing pages. Research shows that a mobile responsive landing page has an 11.7% conversion rate, higher than the 10.7% of desktop-only landing pages.

Note that individuals spend most of their time shopping on their smartphones rather than on their computers. Thus, if your landing pages are not optimized for mobile, many visitors will leave your pages.

In Conclusion

Not all visitors who visit your landing page will convert. Thus, your main goal should be to customize your landing pages and make them compelling enough for visitors to convert. Analyze your current landing pages and determine what components make visitors convert and what do not. Once you know what is not working, fix the issues and add unique and compelling elements.