What is your landing page conversion rate at present?
If it’s lower than the median conversion rate of 4.3%, as per data from the Conversion Benchmark Report, you certainly can do a lot better. But whether you fall below or above this number, you certainly can benefit from optimizing your landing page to get more conversions.
Here are ten tips to help you increase landing page conversion rate and boost sales.
1. Create a Clear and Compelling Headline
Even if you look at templates from the top landing page creators, you’ll see that the headline is one of the most crucial parts of a landing page. That said, here are a few pointers to ensure that your headline has the best chance of converting the visitor:
- Focus on what matters to your audience and zero in on your visitor’s primary concern. For instance, instead of something generic like “Welcome to Our Website,” go for a clear and value-driven headline like “Unlock Expert Marketing Tips to Boost Your Sales by 50%.”
- As we always say in marketing – keep it short and simple (KISS).
- Public Relations Society of America says the best headlines consist of eight words or less. That’s a good benchmark to keep in mind.
2. Have a Single Call-to-Action
Having too many call-to-actions can confuse your audience. For one, they might not be able to discern what you’re offering. Worse, your melange of offers might make your page seem unreliable and sketchy.
It’s crucial to ensure that your page has a single call-to-action that’s concise and easy to understand. The last thing you want to do is overwhelm your audience with too many options to act, and they end up doing nothing.
Actionable Tip: Use contrasting colors for your call-to-action button and place it above the fold or at the part of the screen your audience can see even without scrolling down.
3. Prioritize High-Quality Visuals
Visuals and images can greatly increase your landing page conversion rate. That said, it pays to ensure that your visuals are not only aesthetically pleasing but also look professional. After all, your landing page should not only entice your audience but also establish brand trust.
Whether you’re building a free landing page for affiliate marketing or promoting your product, here are a few tips to ensure that your visuals work for your brand:
- Establish a color palette and stick to it.
- Avoid generic and overused stock photos.
- Clean your page from visual clutter and stick to elements that push your brand story and offer forward.
- Make sure that the images you use demonstrate your product or help audiences visualize how it can solve their problem.
4. Include Socials and Testimonials
Real-life examples are a surefire way to build trust and boost your landing page conversion rate. You can do these by adding elements like:
- Social media posts from users
- Client testimonials
- Case studies
- Reviews
For instance, if you’re trying to optimize your B2B landing page conversion rate, you may want to add quotes from satisfied clients.
5. Optimize Page Load Speeds
Have you ever come across a landing page only to leave because it took too long to load, and you just don’t have the time or patience to wait? Such situations show the importance of page load speeds.
Without a doubt, optimizing your page loading speed is crucial in increasing your landing page conversion rate. In fact, data tells us that lead-generation landing pages that load in one second often have a 39% conversion rate. This conversion rate slides down to just over 20% with a load speed of five seconds. That said, you should aim for more or less the average loading speed of 3.21 seconds. But, of course, the faster, the better.
6. Keep the Form Simple
If you’re using forms on your landing page, always remember that less is more. Just like too many call-to-actions, a form that would take too long or too much effort to fill out can overwhelm your audience, possibly increasing your bounce rates.
That said, just focus on the information you really need—such as their name and email. After all, do you really need all the other information, such as their profession, job title, phone number, and others? Asking for this information might even make your audience wary of sharing their data, thus hurting your conversion rate.
- Actionable Tip: If your form requires multiple steps, use a progress bar even after trying to shorten it. Doing so will let your users know how close they are to completion
7. Consider Video Content
Video content can be highly effective for boosting your landing page conversion rate. While images allow visitors to visualize the product, videos allow them to see the products in action. You can include video content that focuses on:
- Product demonstration
- Customer testimonial
- Explainer video
- User-generated video content
It goes without saying that videos can help build trust and keep visitors on the page longer, increasing the chances of conversion.
- Actionable Tip: While videos can attract attention, ones that run for too long might work against you. Data says keeping your videos within 45-90 seconds is ideal for communicating your message. Make it too long, and your audience might get bored.
8. Optimize for Mobile
Optimizing your landing page for mobile can result in higher landing page conversion rates. After all, data tells us that there are more people on mobile than desktops these days. That said, designing your landing page with only desktop users in mind means missing out on a bigger slice of the pie.
- Actionable Tip: Test your landing page on multiple devices and screen sizes to ensure everything displays correctly. Prioritize a mobile-first design and touch-friendly navigation.
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