Time to improve your Landing Page Conversion Rate?

James Wood - 17.03.2017

What would you say is one of the biggest challenges facing today’s marketers? Producing engaging content? Improving the customer experience? Measuring ROI, perhaps? Well, those are all pressing concerns; but one challenge that doesn’t get talked about very often is improving your landing page conversion rate.

Landing pages are a vital part of any inbound marketing strategy; according to HubSpot, companies who have increased their number of landing pages from 10 to 15 have seen a 55% increase in total lead numbers.

But the sad fact of the matter is that landing page conversion rates are typically very low – and improving them takes time and effort to launch, test, learn and optimise.

It is worth the effort, though. As a recent article on the Marketing Land website notes, a typical landing page converts anywhere between 1-3%; but by reviving your strategy, you could join the many companies who are enjoying double-digit conversion rates.

Sound good? Of course it does. Here are some tips for spring-cleaning your landing pages and, as a result, improving your conversion rates:

Know your campaign goals

First and foremost, it’s crucial to understand your campaign goals – and no, it’s not always as obvious as you think. The most effective landing pages focus on one particular goal or CTA, ensuring that users don’t lose sight of its conversion element. Don’t confuse your users with multiple offers and solutions.

It’s important to think about users in different phases of the buying process though. If someone isn’t ready to ‘Buy’ or ‘Sign-up’ now, then capturing an email address, or similar micro conversions, will allow you to stay in touch with the prospect.

Simplify your headlines

Your headlines should be simple, bold and to-the-point. You only have a few seconds to capture your visitor’s attention, so don’t risk confusing them. With clean and simple headlines, your users will instantly know what you are trying to tell them. You aren’t writing headlines for The Sun people.

Get to the point

In order to get those conversion numbers up, the content itself is incredibly important. No-one is going to continue reading if you don’t get to the point; so you need to convince them as genuinely as you can. Create a flow of compelling and engaging text, featuring any information and answers they might need to act on your CTA.

Add engaging images and video

Content is king, as we know; but images are a big part engaging users, and and video can be a jewel in the crown. Using the right images helps to highlight your message, bringing out key selling points in a way that instantly grab users’ attention and encourages them to scroll down.

As we reported in our previous blog post, video makes your pages more engaging. In fact, a video can almost double the length of time a user spends on a page. When combined with right content, you’ve got a great chance of seeing your conversion rates rise.

Use enticing CTAs

Make it easy for users to do what you want them to do; whether it’s checking out a new product or service, signing up to your e-newsletter, or buying tickets to an event. Your CTA (call-to-action) is perhaps the most crucial part of this; it might only be a button, but it’s the key to your success. Make sure the message itself is on-point with a sense of urgency; that it’s displayed in the right size; and that its colour contrasts with the background.

Highlight the value proposition

People get distracted or lose focus easily, so be sure to remind them of the unique value you are offering – this should be something they can only get by using your product or service. It all starts with understanding their particular pain point or frustration, so that you can craft your message to solve their exact problem.

Testing, testing…

We always say in these blog posts that improving conversion takes time. On your average CRO gantt chart, A/B testing is going to contribute some looooong green columns. On the upside, you’ll come out having tested various landing page layouts and content to determine what works best for your audience and campaign goals. You can use dedicated tools such as Optimizely or Visual Website Optimiser to help you, so there’s really no excuse!

With carefully crafted, targeted – and of course, tested – landing pages, you could significantly increase your conversion rates. What are you waiting for?

If you’d like some help taking your website landing page conversion to the next level, just get in touch with us here at Fireworx.