Picture this: You've set up a compelling ad copy, and while it's bringing tons of prospects to your website, it's not converting or bringing in decent sales. If that's what's happening with you, the problem could lie with your landing page.
If you want your customers to stay and not leave within seconds of visiting your landing page, you have to give them a good user experience which can be done by enhancing each element of your landing page.
What is a landing page?
A landing page is a web page that serves as the entry point for a website or a specific section of a website. It is designed to persuade visitors to action, including filling out a form, making a purchase, or signing up for a service.
A well-optimized landing page is designed with the goal of converting visitors into leads or customers in mind. It is designed to communicate its message effectively, provide value to visitors, and motivate them to take the desired action. By being strategic and intentional with its design and content, a well-optimized landing page can greatly increase the chances of converting visitors into valuable leads or customers.
Some key elements of a well-optimized landing page include a clear and concise headline, compelling copy, eye-catching visuals, a strong call-to-action (CTA), social proof (such as customer testimonials), and a streamlined form with minimal fields.
What makes a homepage different from a landing page?
Your website's homepage and landing page both serve important purposes in your digital marketing strategy, but they have different goals and features.
A homepage is the main hub of your website, providing visitors with an overview of your brand, products, or services and navigation to the rest of your website. It usually has several links to different pages on your website and may contain various elements, such as a company mission statement, testimonials, and featured products or services.
Landing pages serve different purposes. A landing page is a standalone web page with the purpose of converting potential customers into leads or customers. Its design is focused on encouraging visitors to take a specific action, such as filling out a form, making a purchase, or downloading an ebook. By providing a clear and concise message, offering value, and simplifying the user experience, a well-designed landing page can increase the likelihood of converting visitors into customers or leads.
How can you create a landing page?
You can build your own landing page right in your WordPress, Squarespace, and Wix. Depending on the theme that you use, some offer landing page templates. However, you can also build a successful landing page using a landing page builder in tools like Constant Contact and Mailchimp. With effective landing pages, it will help improve performance, generate sales, and capture leads.
Types Of Landing Pages
Click-through landing pages:
A click-through landing page is a type of landing page that is designed to encourage visitors to click through to another page. The goal of a click-through landing page is to pre-sell visitors to a product or service before sending them to a sales page or product page.
Lead generation landing pages
Lead generation landing pages are designed to capture information from visitors interested in a particular product or service. These pages typically include a form visitors can fill out to provide their contact information, such as their name, email address, and phone number.
Sales landing pages
This type of landing page is designed to sell a product or service. It typically includes detailed information about the product or service, customer testimonials, and a clear call to action to make a purchase. A dedicated landing page can effectively target the audience and drive more sales.
Squeeze pages
This type of landing page is designed to "squeeze" information from the visitor, such as an email address or zip code, without offering anything in return.
Splash pages
This type of landing page is typically used for promotion or advertising. Visitors see a full-page image or video before entering a website.
Source: HubSpot
What Is a Good Landing Page Conversion Rate?
A good landing page conversion rate depends on your individual goals, but the benchmark is 9.7% across all industries. An 11.45% conversion rate will put you in league with the top 10% online marketers.
Creating a landing page that answers all your clients' queries and pain points while giving them a top-tier user experience could give you tons of leads that you can convert into paying customers. It's a great way to skyrocket your business to success, even in a competitive industry.
How To Optimize Your Landing Page Conversion Rate
Here are seven elements that may stop you from getting high-quality leads and what you should do to maximize results.
Improve Your Page Load Speed
Forty-seven percent of customers expect web pages to load within 2 seconds. Even if your landing page is near perfect, you'll lose your customer if it takes a long time to load.
Why?
Nearly 70% of consumers said page speed impacts their willingness to buy from an online business. Website conversion rates drop by 4.42% on average with each extra second of load time. Load time is influenced by factors like JavaScript timing, expires headers, and image size, among other elements.
Luckily, you can reduce your page's load time by getting suggestions from PageSpeed Insights. It will help you lower bounce rates and improve conversion rates.
Pay Attention To SEO
Prepare your website for organic search with search engine optimization (SEO).
When you optimize your web pages with targeted keywords and semantics to enhance the user experience, search engines like Google will rank you higher than your competition. This will generate more leads that you can use to drive conversion events.
Have Only One Call to Action
Giving people more options on what to do next in their buyer journey creates confusion, diverting their attention. Hence, you should have only one clear, concise, and attention-grabbing call to action (CTA) on your landing page, as it has been shown to yield 1.6% more conversions than pages with two or more CTAs.
While we're on the subject, you'd do well to personalize your CTA. Instead of "sign up," "download," and "join now," think about creative image-based CTAs and give people incentives to sign up. Unique and tailored CTAs perform 202% better than generic ones.
Provide Social Proof
Forty-nine percent of consumers trust online reviews as much as personal recommendations.
Hence, it's a good idea to post reviews, case studies, and testimonials to provide people with social proof when they enter your website. This shows people that others have used your products or services and have benefited from them. You can then further cement their interest by providing contact details to show you're legit. So, if you have these contents available, be sure to include them in your landing page copy.
Just ensure you don't manipulate or censor the reviews, as 54% of consumers will not give you the benefit of the doubt if they suspect that your reviews are fraudulent.
Make Videos Your BFF
Most visitors often leave landing pages within 10 to 20 seconds, but if you want them to stay longer and become invested in what you're offering, engage them with videos.
Almost 93% of site visitors prefer video content — probably because of its visual appeal. When you add video marketing that focuses on realism, authenticity, and relevance to your landing page optimization strategy, you could increase conversions by as much as 86%.
Remember, while quality is king, you don't have to go knee-deep into debt to record a video. Your iPhone does the trick just fine.
Focus on Mobile-Responsiveness
A massive 92.3% of internet users connect to the internet from a mobile device which generates 60.66% of traffic compared to desktop's 37.08%.
Be sure to give your prospects every possible reason to convert into paying customers by making your landing page mobile-responsive. This includes tailoring the content — such as forms — for different devices (mobile and desktop) to ensure a better user experience. It will improve your brand's reputation and increase customer loyalty, leading to more conversions.
Employ Proper Spacing Within Your Copy
Most site visitors read, on average, only 18% of landing page content.
For this reason, it's vital that your landing page has a clean and organized look to entice readers to stay. This includes keeping all the essential information at the top of your website (also known as above the fold), using white space to create "breathing spaces" between lines of text, and using formats like bullet points and headers.
Making these changes will increase readability and draw attention away from distracting elements, thereby creating maximum impact.
Conduct Tests To See How Your Optimized Landing Page Performs
Once you've made these changes in your landing page, take it on a test drive.
Conducting split testing (A/B testing is a great method to consider) to gauge which elements make your landing page more effective and which ones make visitors jump ship within seconds.
To test your landing page's performance, create minor tweaks (think headlines and images) with two or more variations of the same landing page to see which one brings in the most traffic. Use what you learn to eliminate copy that doesn't get you your desired leads or conversion rates.
Final Words
Poor conversion rates can be alarming, but improving your landing pages can give you a better shot at increasing conversions and sales. Be patient and consistent as you go through our prescribed steps. Before long, you'll have a better idea of what works with your audiences and how to design your landing pages for maximum impact, consideration, and conversion.
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