Landing pages are crucial in your online marketing strategy. They allow you to focus on one specific product and get the most out of it. However, landing page conversion optimization is one of the biggest challenges you’ll face as a business owner or marketer.
If you don’t have a landing page yet, you should definitely build one. And contrary to popular belief, it doesn’t have to be a long and tedious process. You can simply use this landing page creator to speed up the process. Once you’ve done that, take a look at these strategies you can use to increase landing page conversions.
1. Improve the page load speed
Your landing page loading speed can make or break its success. Loading speed is so important in fact that even a one-second delay can result in a 7% lower conversion rate. There are a few things that usually contribute to a slow page loading speed but these are the most common offenders:
- Oversized and not compressed images;
- Excessive HTTP requests;
- Not using caching techniques;
- Messy code;
- Bad hosting;
- Not using a CDN service.
2. Target the right audience
Before you create a landing page or make changes to an existing one, you should double-check that it addresses the right audience. Make sure you know who will read this page, how do you want them to feel while reading, what information you want them to read and what do you want them to do after reading.
Make sure the entire content of that page answers these questions – headlines, testimonials, body copy and CTAs. If your landing page doesn’t address the right people in the right way, it’s only natural that your conversion rates will suffer.
3. Optimize for mobile
At this point, mobile users make up more than half of the world wide web traffic. So if your landing page isn’t properly optimized for mobile, you risk losing a considerable chunk of potential conversions. But this goes beyond making your landing page responsive.
Think about the ways mobile users will interact with your landing page. On mobile, the content should be more streamlined and simple. Make sure to also include some shorter, multiple-choice sign-up forms that are easier to fill up on a smaller screen.
4. Add a Live Chat option
Lifeless live-chat where you can clearly tell you’re talking to a robot should be avoided at all costs. If you want to induce a positive feeling in your prospects and make them actually connect with your product or service, it’s worth investing in a better live chat tool. And no, you shouldn’t hire a new person just for that task.
Chatbots have become great business tools, turning into personal shopping assistants that actually know enough about the client to find the right answers and products for them. They’re engaging, fun to interact with and actually helpful.
5. Keep the distractions minimal
The last thing you want to do is send your visitors to another website. With a landing page, the main goal should be pushing prospects further down the sales funnel and turning them into conversions. So make sure your landing page offers all the information they need to make a purchase.
That being said, stay away from clutter. Don’t overload your visitors with endless blocks of text, too many flashy images or graphic elements. Keep things clean and simple, offering them a smooth and streamlined reading experience.
6. Address the right problem
We’ve often seen brands that don’t really know what their customers want. This results in a message that doesn’t connect with the audience, forcing them to leave and become your competitions’ conversions. You need every line of content on your landing page to relate to your users, by speaking their own language and understanding their problems.
When writing content for a landing page, try to follow these steps:
- Use a character that’s relatable to your audience;
- Make it have the same problem as your users;
- Become their guide;
- Offer them a solution to that problem;
- Prompt them to take action.
7. Give social proof
When making important decisions, people tend to seek other customers who’ve had similar experiences. Social proof will give your users all the ratings and reviews they need to form an opinion, without having to leave the page to look for them. Besides testimonials, other relevant examples of social proof are social media posts or case studies.
8. Test, test and then test some more!
You should always keep experimenting to see what works and what doesn’t. A/B testing might hold all the answers you’re looking for, in regard to your landing page and its visitors. If you want a deeper understanding of what makes visitors convert more often and faster, testing is how you get it.
Here are a few examples of tests you can run:
- How many CTAs should you have on your page?
- What is the best CTA length?
- What sizes, colors and shapes work best for different product categories?
- What combinations of copy and media elements work best?
Closing Thoughts
There are plenty of mistakes – big or small – that can affect your landing page conversion rate. This list is by no means complete but will offer you some insight into what you should be looking out for. These are common problems marketers face when promoting landing pages and we’re sure that if you fix these, you will see a clear improvement.
Just make sure you address the right problems of the right audience and that you speak their language. Make your content as accessible as possible, while promoting the benefits of your service or product. We hope these strategies will help you increase your conversion rates and if you liked this article, don’t be afraid to share it with friends. Who knows, maybe there is some other marketer out there in dire need of advice!
