As many advertisers know, landing pages either convert or they don’t. If a landing page fails to convert, there are a number of solutions that can improve performance. Read on for eight tips that can help you improve your landing page conversion rate.
When you have a landing page that isn’t converting optimally, take a look at the elements below that may require attention for increasing your landing page performance.
- Focus on the Desired Action: Avoid giving prospects a number of choices. Be very clear about the desired action you want to elicit. It might be a sale, a newsletter subscription, a whitepaper download, etc. Don’t use any other clickable links or choices on your landing page because it needs to be focused on the one action that leads to conversion.
- Create a Concrete Headline: Prospects have short attention spans and consider multiple offerings simultaneously. If your headline doesn’t summarize your offer in a few seconds, they are going to bail. Your headline must reveal the offer is and convince them to click to the landing page.
- Create a Prominent, Actionable Call to Action: Don’t make prospects look for your call to action. It must jump right out. A/B testing studies have revealed that a red call to actions on a white background works much better than dull colors.
- Meet Expectations: Your prospects have expectations based on the information provided that led them to your landing page. It might have been a PPC ad, a blog post or a shopping search engine. Make sure that the content of your landing page aligns with the intent and expectations of your prospects.
- Keep Your Landing Page Simple: Minimize visual distractions in your landing page by not using a lot of font styles, colors, and sizes on the page. Remove images and interactive rich-media content unless they directly support your conversion goal and are better at conveying critical information. Simple landing pages get more conversions. Additionally, don’t clutter the area around the call to action so it stands out on the page.
- Minimize the Text: People don’t read; they scan on the web. The less content on a landing page, the higher the conversion rate. Strip your text down to simple headlines and short bullet lists. Don’t use any self-promoting marketing-speak that turns people off. Provide detailed information with a link to supporting pages.
- Develop Trust: Do what you can to reduce anxiety by using safe shopping seals and other signs of trustworthiness. For instance, trade association logos, Internet trust organization logos, secure payment logos, payment method lists and money-back guarantee seals can persuasive in gaining trust.
- Use Social Support: The social factor goes a long way toward removing any fear or hesitation on the part of your prospects. It’s important to provide assurance, and social support is the best way to do it. Prospects want to know others have had success with your brand. Therefore, in some prominent location on your landing page, include links to testimonials, case studies, media coverage, etc.
Focus on desired action, headline, call to action, prospect expectations, simple landing pages with a minimum of text that develop trust and have social support – these are all important elements of a landing page that converts. Utilize them and watch your conversion rate rise.