Do you want to improve the conversion rates of your landing pages? A strong landing page can massively improve your conversion rates and help you make more sales, without having to invest in more advertising or in getting more traffic. In this blog post, I’m going to share 10 simple ways to optimise your landing page to improve your conversion rates.
Why you need to optimise your landing page
In order for a business to be successful online, it’s important to continuously optimise your landing pages. Otherwise, no matter how much traffic you’re getting, if your landing pages aren’t converting, that traffic won’t be worth much.
Landing page optimisation is also less costly than advertising and yet, it can make a huge difference to your bottom line.
There is no clear formula that works for everyone, as businesses are all different, as well as their target audiences. That said, there are several aspects of your landing page that you can test that work across the board.
Here are 10 simple ways that you can use to start optimising your landing page:
1. Keep things clear and concise
One of the most important aspects of a landing page is its overall look and the copy you include.
The landing page must be designed in such a way that the visitors’ attention is attracted to the parts you want them to see. It also shouldn’t be too cluttered, but rather easy to read through and navigate.
Here are the most important elements that your landing page should include:
Your logo: the logo will show visitors who you are, and they also tend to inspire more trust. Considering you want your visitors to buy from you, it’s important to show them that you are a reputable, trust-worthy business and including your branding and logo is a great place to start.
A headline: the headline is extremely important, as it is probably the first thing visitors will notice and read, so it should tell your visitors what the page is about, clearly.
Web copy: the rest of the web copy from your landing page should be short and clearly explain the purpose and benefits of the product or service you’re trying to sell. Why should people buy this from you? Use bullet points to clearly point out what benefits they would get by purchasing.
Testimonials: another good idea is to include a few testimonials from your biggest clients to offer social proof to your visitors of why they should buy from you
Call to action: if you want people to take action, then you will need to give them a push in that direction through a call to action.
Remember to make sure that your page is not too cluttered, but at the same time, ensure that it provides all of the necessary information that your visitors would need to take a decision.
2. The relevance of your landing page
In order to improve your conversion rate, you should make sure that your landing page is relevant to the visitors’ starting point: meaning, if your visitor got to your page from an advert, for example, the landing page needs to deliver on the promise made in the advert. The same holds true for any other source: search engines, social media and any other platform.
This is important as you are essentially making a promise to your potential visitors and therefore, raising their expectations. And if they get to your landing page expecting something and getting something completely different, then you’re likely to lose that sale.
3. The importance of testing
The key to a successful landing page (or website, for that matter), involves a lot of A/B testing of the different elements on your page.
As I mentioned earlier, there is no universal guideline as to what exactly helps make more conversions. Every case is different, which means you need to test out different variations of all the different elements of your landing page in order to find out what works best for your business.
The key to testing your landing page is to take one element at a time. Here are some of the most important elements that you should be testing:
The layout and design of your landing page
Colour: the colours you use on your landing page can have a big impact on your conversion rate
Web copy: try changing up the wording and length of your web copy to see what works best
Testimonials: change up the testimonials to see which are trusted more by your audience and improve your conversion rate
Call to action: test everything from the colour, shape and size of your call to action button to the wording you use
Images and videos: change the visuals you use on your landing page to see which illustrates your point the best.
4. Know your target customer
In order to properly optimise your landing page, you need to know as much as possible about your target customer. Ask yourself:
Who makes up your audience, what are their likes and interests, as well as their dislikes?
What matters most to your audience?
What makes them decide to buy something?
What will make them trust you?
The more you know about your audience, the better you can optimise your landing page. Generally, there are four different types of buyer personas, which I will cover in the next point.
5. Consider the different buyer personas
People have different buyer styles, based on their personalities. There are four main types of buyer personas:
Competitive buyers: competitive visitors generally move through a page very fast, and only read the information they need.
Methodical buyers: as the name suggests, this group of buyers is more methodical in their approach and they tend to read all of the information carefully before making a decision.
Spontaneous buyers: those who are more spontaneous tend to be more emotional, and generally connect better with visual content.
Humanistic buyers: these types of buyers are generally more emotional, but they are not as quick to make a decision as spontaneous buyers. They also tend to prefer the human elements of your page, such as the people behind your business, your clients and so on.
Each group of buyers will need a different approach in order to maximise the conversion rate. For example, competitive buyers will need less blurb, and more numbers and facts to make their decision. Methodical buyers, on the other hand, are more likely to consider buying from you if you give them all the necessary information about the product or service, as well as its benefits and short-comings, before they can decide if you are the right choice for them.
You will also need to research how your visitors scroll through your website to understand their behaviour more clearly. In order to do this, you can use a tool like CrazyEgg, where all you have to do is enter your website URL, and you will be able to see a heatmap so that you can see how people are interacting with your website.
6. The importance of building trust
Another important factor in your landing page optimisation is if you are able to build enough trust among your visitors. Ask yourself:
Why should people buy from you?
What makes you better than the competition?
How are you going to prove the value of your product or service?
There are a few different aspects to consider here.
First, there is your business: are you a trustworthy business? Can you offer proof that you are a serious business, one that values its clients or customers?
Then, you need to demonstrate the value of your product. Use testimonials from past clients that talk about your product or service, and how it’s made a difference to them.
And lastly, but no less important, you need to guarantee that you won’t be abusing your visitors’ information in case they need to give out their details, or that their payment will be secure, when they are buying something from you.
7. The importance of SEO
Search engine optimisation will not only improve your landing page’s search ranking, but it will also help you create a better, more optimised page.
Generally, when SEO is done the right way, it’s designed to also make for a more readable, and more clear and concise page.
By doing keyword research, for example, you will be able to find and use the right keywords that will resonate with your audiences, as they are the same keywords that they would use to search for your product or service.
A page that is optimised for SEO will also have a better appeal, with images and videos, and headlines and sub-headlines to break up the text and make it more readable.
You can use a tool like GetResponse, which not only lets you create landing pages, but you can also perform A/B testing on them and use their SEO tools to make sure you’re properly optimising your landing page.
8. Use visuals to illustrate your point
Visual content, such as images and particularly videos, helps increase your conversions more than just regular, text-only web copy.
Try to use images or even better, videos, to illustrate the points you make on your landing page. For example, include images of your product, or a video tutorial about how your product can be used.
Another example of effective visual content is of the members of your companies’ team: these will help boost conversions with humanistic buyers in particular.
9. Create a sense of urgency
Sometimes, visitors need a bit of a push to get them to buy, and your regular call to action won’t be enough.
One of the ways that you can give them that final push is by creating a sense of urgency. You can use phrases like “Just a few left,” “Final Clearance” or “Limited offer.” If you have a sale going on, try to illustrate that with phrases such as “Sale ending soon.”
In some cases, people aren’t converting simply because they aren’t 100% sure yet, and they will think that they have the time to make a decision later, and ultimately forget about it. But if you give them that final push, that final motivation, it could be the exactly what they need to make their decision to buy.
10. And finally, keep optimising
One of the most important aspects of landing page optimisation is that there isn’t really an end point to it. Rather, you need to continue to optimise your website and test different variations for it.
The reason for this is that the Internet is evolving constantly, and your audiences’ expectations are changing along with it.
Not only that, but there are so many different variations and changes that you can try out to optimise your landing page, that it’s a constant process.
That doesn’t mean that it has to be a complicated and extremely time-consuming process, though. Most landing page creators let you test out different variations of your pages and once you’ve made the change, all you have to do is wait and see until you can test how it’s performed.
Landing page optimisation can make a massive difference to your conversion rate and your bottom line. In order to improve your conversions, you need to be constantly testing different changes to your landing page and looking for ways to improve it. What are some of the techniques you’ve used to optimise your landing page? Which changes have made the biggest difference to your conversion rate?