6 Sure-Fire Ways to Increase Your Landing Page Conversion Ratio
If you’re driving traffic to your landing page, but the conversion ratio is poor, you might want to check out these 6 ways to change that.
Website owners spend a lot of time on web design and development. Marketers create landing pages, pour cash into paid advertisements and email marketing campaigns.
Why? Because the goal is to attract traffic to the webpage.
What happens when despite investing time and effort into all this development and marketing, the conversation rates remain low?
Well, this mostly happens because the landing page isn’t up to par.
Users might find it hard to navigate the site, or maybe, the objects on the landing page take forever to load. These glitches drive away potential traffic, decreasing the conversion rates. If you want to avoid this, work on your landing page design.
Far too often brands don’t put a lot of thought into landing page goals. I mean, the entire point of a landing page is to convert your visitors into sales. Therefore, you have to create a compelling page that captures attention and entices audiences to move to the next step.
You might not get it correct the first time. But if you really want to improve your landing page conversion ratio it’s going to take repeated testing, optimizing, and learning. Don’t worry! In this post we’re going to walk you through the steps.
Start with these six sure-fire ways to increase your landing page conversion ratio.
1. Drive Traffic Through Ads
Simply put, the landing page conversion ratio calculates the number of people who actually visit the page and convert to a sales goal. Hence, the more people land on your URL, the higher the conversions will be on the landing page.
For this, you have to drive traffic through Google ads by targeting relevant audiences. However, launching these ads isn’t everyone’s cup of tea because it comprises analytical stuff. It means you have to get a google ads expert on board to kickstart digital advertising.
Successful campaigns will attract people who have a keen interest in your content, improving conversion prospects. Likewise, marketers can retarget these ads by displaying them to users who have visited the site before. It would act as a reminder for people while encouraging them to purchase from your business.
2. Address User Intent
Most entrepreneurs confuse landing pages with static pages like the about us page, but it’s different. Instead of talking about your services, you have to add content that addresses user intent. It is the solution people are looking for when they click on the ad and land on your page. A good landing page will be designed based on your target market and provide relevant content for a specific purpose.
If people want more information, add blog posts filled with information to push customers to your goal oriented landing pages.
Entice an urgency with a call to action.
Perhaps, you can add an attractive headline that encourages people to sign up. Similarly, you can create limited-time offers such as ‘free samples for first ten customers’ to increase the conversion rates. In addition to validating the user’s intent, it would suggest that solution is further down the page.
3. Enhance Landing Page Visuals
As they say, a photograph is worth a thousand words. So, why not enhance the visuals when improving the landing page? Compelling images, entertaining videos, animated GIFs, and informative infographics can do wonders for your webpage. In addition to captivating audiences, it can boost the conversions on the landing page. Therefore, get a few professional clicks for your product and service offerings and upload them on the website.
However, you have to be careful with the size and position of the image to ensure they aren’t impacting the loading speed. Perhaps, you can leverage a compression tool to reduce the file size without compromising on quality. With a fast-speed website and eye-catchy visuals, the landing page’s conversion ratio would start spiking in no time.
4. Write Compelling Headlines
These days, most visitors don’t have time to read every word on the landing page, but they always skim through the headlines. Hence, you have to craft attention-grabbing, concise, and clear headlines, reflecting the brand’s proposition. In addition, you have to curate titles that trigger emotions such as a sense of belonging, credibility, etc. It will build a connection with visitors, building brand loyalty, and improving conversions.
Apart from this, keep the headlines bold and short because you would only have a few seconds to capture their attention. Moreover, the headlines should offer visitors something worthwhile that encourages them to scroll down the page. For instance, if you own a consultancy firm, create a headline like ‘make strategic decisions with confidence.’ It would resonate with entrepreneurs facing trouble in the decision-making process, enticing them to learn more.
5. Insert Intuitive CTAs
Once visitors land on your webpage, you have to tell them what to do next.
Many individuals choose to browse the website, but others want to take action. For this, you can insert an intuitive call to action (CTA) button. It will help in converting visitors into well-paying customers while increasing the conversation ratio. Now, the question must be, how to create compelling CTAs? Surprisingly, there are endless ways to craft CTAs that grab attention.
Perhaps, you can experiment with colors and copy to make the CTA stand out on the website. Likewise, you can use actionable text such as ‘shop now’ to immediately encourage people to take action. Besides this, you have to design a layout with essential CTA elements. You have to include enough information so that a user can interact with your page without scrolling down. If you are short of ideas, take inspiration from Amazon’s buy now button and create something unique.
6. A/B Test the Landing Pages
Have you ever counted the elements on your landing pages? From buttons, search bar, graphics, videos to fonts – landing pages have many components. Therefore, it becomes impossible to know which elements aren’t performing well until you test them separately. For example, the landing page might be loading slowly, maybe due to high-resolution images or corrupt templates. To understand where the problem lies, you can run A/B testing on the landing page.
It would change one thing on the landing page while keeping the rest of the elements constant. After that, it monitors the change in the conversion ratio. When the change is drastic, it identifies the low-performing component, allowing you to fix the landing page. You won’t have to make any substantial changes to the site, rather minor amendments to improve the conversion rates.
Undeniably, landing page optimization is a challenging task. From inserting CTAs, driving traffic to enhance visuals – you have to invest a lot of time and effort. Once you get everything right, the conversion ratio will start increasing automatically. Therefore, begin by launching ad campaigns and address user’s intent to generate leads. These few measures will improve the performance of the landing page, boosting conversion prospects.