5 Proven Ways to Get More Conversions on Your Landing Page
Landing pages are the make or break gateway to leads and sales, understand the best ways to get more conversions on your landing page.
There are few things more satisfying for a digital marketer than a highly converting landing page.
These pages, whose overall objective is to enable lead generation, sometimes make all the difference between faltering profits and increased revenue. Case in point; Conversion Rate Experts helped generate USD $1 million for Moz with a carefully designed landing page comprising an attractive call-to-action.
While landing pages may look simple to nail, they are increasingly tricky to get right. Despite having the best acquisition model, a sizeable budget for Google Ads, and a solid content strategy, it won’t mean much if your landing page’s conversion rate doesn’t meet the mark. Worse still, you will have wasted your money and risked a high bounce rate by guiding visitors to a dead end.
Although you can’t build the perfect landing page for your website on the first try, there are a number of proven ways you can try to increase your conversion rate. Once you implement these techniques, you can make the landing page go live and then make improvements to it after observing your conversion rate.
1. Deliver a Clear Value Proposition
“Good marketing makes the company look smart, but great marketing makes the customer feel smart.”
– Joe Chernov, Chief Marketing Officer, Pendo.io
When you get cracking on your landing page optimization strategy, pay thought to how you can make your customer experience that they made the right choice by coming to you. This is because every prospect that will visit your page will have different pain points. If you want to simplify the pain points of a potential customer, the main goal of your landing page should be to deliver a clear value proposition of your product to them, explaining how it can help them and why they should go for it.
Begin by thinking of the goal that the product’s landing page will help your prospects accomplish and turn it into a headline. The ride-sharing app, Safr, is a great example of this. With ride-sharing apps becoming increasingly popular, the safety concerns of people are also on the rise.
Safr offers a solution to this problem with its unique value proposition that provides secure job opportunities and safe transportation to women everywhere. Since Safr knows its target audience and the benefits it can provide to them, its value proposition is that much more unique and works well with that audience.
2. Keep Your Copy Short
In a world where 80% of people claim to only read the headline, not being able to communicate your product’s benefits in six words or fewer can impede your conversion rates. In fact, according to a survey of 87 landing pages, the average landing page copy is about six words long.
Guessing from your landing page’s link, you can surmise the prospect’s intent when they visit your page. If you can bridge the gap between the visitor’s requirement and your product solution with a clear and concise copy that clearly conveys the benefits they can achieve, you will have gained a potential customer.
Take the case of TruckersReport, a network of professional truck drivers. In their previous landing page, TruckersReport had a fairly juvenile copy, which contributed to a measly 12.1% email opt-ins. After conducting a few tests, TruckersReport created a shorter version of their former landing page’s variation and struck gold. This landing page had a lesser copy and a shorter page layout and outperformed the previous landing page, resulting in 21.5% more opt-ins at a 99.6% confidence level.
3. Implement Live Chat and Chatbot On Your Landing Page
By implementing a chatbot on your landing page, you are equipping it with a virtual company that will be available for prospects at every hour of the day to assist them with their queries. With the help of these bots, you can take customer service to a new level by automating service requests. Chatbots are immensely helpful and can answer 80% of regular queries. This trait helps many aspects of the customer’s journey through your website.
Apart from providing instantaneous customer service, these bots can also help you engage visitors in a more personal manner. By mapping your predefined messages to user actions, you can send visitors the right message at the right time to get more engagement.
Take the example of the landing page builder, LeadPages. By sending targeted, automated messages to its website visitors depending on where they were on the website, they experienced a 267% increase in chat conversations and a further 36% increase in landing page conversions.
4. Create an Irresistible CTA
To a digital marketer, the call-to-action (CTA) is the holy grail of their landing page. It’s the shrine that attracts visitors and compels them to opt-in. This is why your landing page should have a clear aim when it comes to the action that you want visitors to take on that page. Irrespective of getting users to download a resource, fill in a form, or take another action, every element on the page, from the copy to visuals to design, must align with one call-to-action.
As mentioned above, the call-to-action (CTA) is the action that you want visitors to take on a specific landing page to move them further along your conversion funnel. By placing a clear CTA right where your visitors’ eyes can search it intuitively when they land on your website can lead to an increased uptick in landing page conversions.
According to a study on landing page conversions for SAP Business objects, adding a clear CTA button can result in a 32% jump in landing page conversion rates. A great example of how a relevant and enticing CTA can help your conversion rates is Artsy Editor. By placing a simple CTA beneath the headline and associated CTA media, they experienced a 47% increase in click-throughs to their pricing page.
5. Leverage the Power Of Social Proof
In the digital world, where making friends and gaining followers are bragging rights, social proof can be a powerful tool. People are more inspired to take a certain action if it is recommended by others or has some sort of evidence that the same action has worked for others. Social proof in the form of case studies, user stories, testimonials, and reviews & ratings have immense power to motivate people and their decisions. Adding social proof, therefore, to your landing pages can become an excellent way to boost conversion rates.
In fact, test results and case studies are very effective when it comes to depicting your brand’s unique value proposition (UVP). In fact, data from a Content Marketing Institute study showed that 70% of marketers believed case studies to be very effective among their users on their list of effectiveness-related ratings.
Take the example of the landing page of the performance-based marketing agency, Klientboost. By adding social proof in the form of a case study to show off its PPC agency’s value, Klientboost boosted its conversion rate by 73%.
Your landing page is the gateway to increased leads and improved quality of future clients and prospects. Whether it’s your product page or home page, your landing page has a significant impact on your prospect’s buyer journey. If you want to modify your landing page, the tips mentioned above can be an effective guide and hold you in good stead when it comes to maximizing conversations and positively affecting the RoI of your marketing efforts.