A high-performance landing page is the crucial link between your paid and organic search ads and your business’ website. By equipping your website with the best converting landing pages, you greatly increase your visitor traffic and your overall sales.
Below, we list 11 landing page conversion tips, gleaned from numerous successful landing page examples. Use these tips to get great ideas on how to improve the aesthetic appeal, engagement level, and (above all) conversion rate of your own landing pages.
1. Be Concise But Thorough
While it might seem contradictory to promote both conciseness and thoroughness as twin elements of a good landing page, the task is not at all impossible. One way to accomplish this is to use concise descriptions throughout the page that are accompanied by links that access further information. This avoids overcrowding and allows for a quick scroll-over view, while providing extra information to those who want it.
2. Make Calls to Action “Salient”
The ultimate connection between a landing page and a higher conversion rate rests on its call to action buttons. These must, therefore, be placed in “salient,” that is, “highly visible” locations. Top-right or mid-screen are good options, as is having an “extra” call to action button at the bottom of the page. And making the button a bright or deep color that contrasts with the background can also help. Additionally, some modern websites are finding great success by placing call to action links throughout the web pages that their landing pages link to, and not just on the product pages.
3. Adjust Image Sizes to Vary Emphasis
Many landing pages will make images of products they want to emphasize larger than any other product images present. This can be effective with best sellers, with on-sale items, or when the sales funnel behind the landing page is focused on market segments likely to buy the emphasized product. However, be careful not to enlarge an image absent such “good reasons for doing so,” since that could lead to increased clicks without increased conversions. The emphasized product image needs to align with what your customers are likely looking for to begin with.
4. Be Careful About “Little Words”
Even small changes in the text of CTA buttons can sometimes make a big difference. For example, “Buy Now” has been shown to far better than “Shop Now” for getting conversions. Some might suppose that “shop” would seem less “pushy” and avoid bringing up the thought of spending money. But “shop” might confuse some who are already ready to buy and gain a lot of clicks of people who indeed “just shop.”
5. Avoid Unnecessary Distractions
Especially on landing pages and at conversion points, you need to get your leads to focus on a single action instead of being unduly distracted. This can mean removing “screen clutter” from around a CTA button, but it can also mean avoiding long forms that ask for too much information or making customers wait for a video to load and play before they can act on the CTA. And, finally, it means centering your landing pages and CTAs around things that customers are the most keenly interested in. For example, it might be a low price, a free shipping offer, or a unique product feature that your particular audience is most interested in.
6. Make Forms Short and Simple
To gain contact information for future follow-up ads, you will need to sometimes include forms to fill out on your landing pages, but remember that few people enjoy filling out forms. Make the form conspicuous but limit it to only a few fields if possible. Make text concise but clear enough that customers know exactly what to do. Avoid asking for overly sensitive information, and always ask for the most important data first. If possible, use a single instead of multiple page process, since that can boost conversion rates by over 20%.
7. Emphasize Customer Benefits
It is important that every landing page focuses on what customers care about most —how the product or service will benefit them. You need to look at your business and its products/services from the customer’s perspective. Customers may have some interest in product specs and About Us information, but front and central should be benefit statements that tell the page visitor “what’s in it for him/her.”
8. Use Headlines, Taglines, and Other Text “In Tandem”
The purpose of headlines is to “grab attention,” and thus, these should be most prominent and also relatively short. “Taglines,” on the other hand, should follow up on the headlines by adding additional and “clarifying” information. Finally, the smallest-font text and that which is least conspicuous (if not collapsed and hidden) should give access to the nitty-gritty details that a smaller portion of landing page visitants will want to see before making a conversion.
9. Include Optional Demo Videos
For many types of products and services, customers are much more likely to convert if they can first see a video demo on how to use the product or on how the service will be rendered. Since all customers will not wish to watch the video, and because those with slow-loading computers could end up abandoning the landing page if forced to load the video, you should not make the video auto-start but make it optional to watch. Also consider using full background screen videos once the customer clicks to see the demo, however, so the video is as large as possible.
10. Strive to Engender Trust
In recent surveys, one in six customers indicates they have dropped an order due to “security concerns,” and six in ten say they have decided not to purchase a product due to the lack of a “trust badge.” Including a link to your About Us page, showing your business’ physical address and contact information, giving a link to customer testimonials, and listing endorsements all help establish trust. A trust badge, backed up by the proper certification and well recognized by consumers, also boosts confidence and thus conversion rates in this age of rampant online fraud.
11. Use Polite, Personable Language
While it is possible to be over-personal and drive customers away, neither do you want to seem too distant and impersonal. Use personal pronouns, especially “we” and “you” to add that personal touch and don’t use language too technical for most of your audiences to readily understand. Also be sure to “leave a thank you note” for those who buy a product or even just visit your site, which will also give an opportunity to ask for contact data in exchange for a special offer.
Some Good Landing Page Examples:
Typically, most online businesses spend over 90 times more effort to bring visitors to their websites than they spend on actually trying to convert them into customers. Yet, without conversions, all is in vain. Landing pages are one key element in making conversions and are worthy to invest in, as they stand between the ad and website.
To learn more about maximizing the conversion potential of your landing page or pages, or to avail yourself of professional web design services, contact Foxxr today at 831-531-7771 or fill out our online contact form.