How We Increased Our Conversions 15% by Making One Simple Change to Our Landing Pages

September 6, 2018 @ 9:59 AM By Ashley Marsh

Your first impression on your web presence reflects a deeper look of your business. Having landing pages is an important thing as they allow us to convert leads quickly.

As per the research by MarketigSherpa’s 2011 Landing Page Optimization Benchmark Report, “56% of marketers consider optimizing form logic to have a very significant impact on website performance, and 46% of marketers consider optimizing form layout to have a very significant impact”.

 

Also Read:- How to improve website performance

The main purpose of a landing page is to get traffic from your campaigns and allow visitors to take an action to call for the service or product. It has many advantages – like lead generation, drive customers to perform an action, improved paid search campaigns, brand awareness, etc.

Digital marketers always search out the ways to groove their efforts for – social media post, quality web hosting, branding and every ins and outs related to SEO. All these activities are performed for the sake of visitors. They (digital marketers) really deserve a pat on the back.

Visitor’s experience is vital for any website. After clicking your ad or visiting the website, what your visitors are doing? Are they converting or just taking the tour of the website?

If your efforts are good enough, your conversion rates must be good too. But, if anyhow, this is not the case, it’s the subject of talk. Let’s talk about it and share our knowledge for conversion rate –

 

Also Read:- Basic web design aspects that influence conversion rate

When a visitor on your website reached a specified goal like filling out a form for purchasing your services, it is known as conversion. And, the percentage of these converted visitors is called conversion rate. It involves –

    • Form submission
    • Email signups
    • Leads
    • Online Sales

 

You can use conversion tracking to check your conversion rate for website and web pages. The process of improving the conversion rate is called conversion rate optimization.

In this post, we would like to discuss the effective methods to increase the conversion rate.

You can use conversion tracking to check your conversion rate for website and web pages. The process of improving the conversion rate is called conversion rate optimization.

In this post, we would like to discuss the effective methods to increase the conversion rate.

1.       Understand your goals

To reach a better conversion rate you must have a solid landing page, and the page should be built with a goal. One of the most problematic zones in conversion rate is skipping the goal. You can have more than one goals, but these should be clear and defined.

For example, you are starting to sell a guide, your goal must be that the visitors read it. Now, when anyone visits the landing page of your website, he/she can immediately download it. Don’t give them many reasons to stay and confused, instead have a sole purpose. Then, only you can succeed.

Make a goal, write it down on paper and understand it with every dimension. Getting a clear insight of landing page goals will make you focused.

2.       Headline and subhead

Every element of a landing page must be unique. The headline must be catchy and able to hold the visitor for a long time. It should be clear, easy and effective. As per the report, more than 90% of total visitors who read your headline also read your CTA copy. Your headline game must be strong to grab the visitors. More time spent by a visitor means more chances of conversion.

Let’s face it – if you are not getting success with your efforts, try methods to craft your headlines. A compelling headline will not come out at very first try, you should craft more and test all them differently.

The subhead is like a second most important thing in the landing page. It adds an extra detail about the headline and the landing page itself. Don’t play with words here. Be short, simple and quick for a subhead. The content in the subhead is the reason to stick the users, it should be relevant and to the point. Not only in the subhead but also maintain the flow of text in the entire copy/body of a landing page.

1.       Add Visuals

Well, it’s a well-known fact that what you see is the most effective than what you read. This better suits in terms of landing pages as well – Visuals has the ability to sell more than text.

Put quality visuals on your landing page such as – product images, screenshots, graphics or videos, etc. it directs visitors to “call to action”. The images should be enticing, clear and relevant.

Adding a video to your landing page will work like icing on the cake. As per the report by EyeView digital, “Using videos on landing pages can increase conversions by 86%”. Also, it increases the visiting time and let the viewer understands all about the product or service.

2.       Loading time

As per the Google research, “The average time it takes to fully load the average mobile landing page is 22 seconds. However, research also indicates 53% of people will leave a mobile page if it takes longer than 3 seconds to load”.

All your efforts will be wasted if your landing page takes more time to load. It is essential to have faster loading landing pages otherwise, your visitors will not stay. Make sure the bugs are fixed and improve the page speed. Also, you can take help of available tools such as Google Page Speed Insights. Utilize the tools and take necessary suggestions to reduce the page loading time.

3.       Create a Call to Action

Make a call to action (CTA) for your visitors. It should be relevant and worthy. Make sure to remove any external link on the landing page. You can also use buttons to highlight your call to action. Use color contrast for background and CTA button or opt-ins.

Consider a size of the button, it should not be too small that users hardly find it easily. Also, it should not be much bigger. The message in your CTA opt-in should be small, clear and to the point. It should emphasize the importance of service and allow users to take action, just like – join a class for today, start a drive, etc. Your CTA is a heart of your landing page on the website, and you have to create a solid CTA to engage your users.

Testing

The final step is to check all your applied efforts – Testing. It is a necessary step for conversion. A/B testing is a standard testing that allows you to check various pages to see how it can perform and convert for best.

You can check particularly each zone in it – like –call to action, images added video on page, headline, etc.) There are a number of benefits of A/B testing, some of them are –

    • Improved content engagement
    • Reduced bounce rates
    • Increased sales
    • Higher conversion value

Final note –

Conversion is not a single task achievement. It involves a functional landing page along with all its requisites. Keep everything simple and let your visitors experience a compelling page. As per the study by Chart beat, visitors spend an average of 15 seconds on a page. You have to use these seconds very effectively.

Understand the competition before diving into the designing. After having a complete idea about competition, you can do something differently. Experiment for layout, designs, content style and functionality. Track each element. Perfect landing pages give you good conversion rates and have the abilities to lead your business in an unexpected direction. Master the art with your thought process, knowledge and by seeing the competition.

We hope that the above tips can work for you. Share your views on it, also let us know if we can improve anything. All the best for your practice

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