Landing pages are designed for one basic purpose: to generate conversions. This may include selling a physical product, selling a digital product, generating leads, or even attracting email signups. You can improve the conversion rate of your landing page by following the tips listed below.
Limit Links
Why should you limit links on your landing page? You have to remember that each link included on your landing page is a potential point of exit for visitors (except for the call-to-action). Landing pages differ from standard, content-driven websites in the sense that they are optimized for conversions. In order to maximize the conversions, you must limit the number of links – internal and external – used on your landing page.
Split Test Multiple Variations
Even if you have a landing page that’s generating a positive return on your investment, you should always split test it with at least one other variations. Subtle changes like the use of a different color scheme, new template/design, or different wording can yield huge differences in terms of conversions. Of course, the only way you’ll know whether or not a new landing page works is by testing it for yourself.
Call-to-Action
Arguably, the single most important element on a landing page is the call-to-action (CTA). This is usually a button that’s linked to the offer or checkout page. You want to make the CTA stand out from other elements on your landing page, encouraging visitors to click it. Try using a red-color CTA against a white background, and place it above the fold. You can even use a mouse-over effect to encourage more clicks. More clicks generally means more conversions, which should be your ultimate goal when operating a landing page.
Add Customer Testimonials
Adding customer testimonials is a highly effective way to boost landing page conversions. When a visitor sees a positive comment left by a previous customer, he or she will feel more inclined to take action. It’s just that simple. However, it’s important to note that you should only use real, authentic testimonials, and not phony made-up ones.
Mobile Traffic
Is your landing page optimized for mobile traffic? If not, you could be leaving tons of conversions behind. We’ve talked about this before on our blog, but it’s worth mentioning again that more people now access the Internet using their mobile device than desktop and laptop computers. Failure to creating a mobile-friendly landing page means you could be losing 50% or more of your conversions right off the bat. Run your landing page URL through Google’s testing tool at https://www.google.com/webmasters/tools/mobile-friendly/ to determine whether or not it’s compatible on smartphones and tablets.
