In digital marketing, a landing page, also known as a destination, static, or lead capture page is a single webpage designed for a specific product or a service. A user reaches this particular page as a result of clicking on an online advertisement, email promotion, or through search engine optimized search result. According to research by E-consultancy in 2016, around 22% of the businesses are happy with their conversion rates. Moreover, only $1 is spent on converting customers for every $92 spent on acquiring them.
First impressions matter in every walk of life, which is why it’s advised that your e-commerce business must have a landing page with a suitable sales pitch. Creating a fully optimized and converting webpage for search results is one of the key challenges faced by online marketers throughout the world. A typical landing page only converts users between 1-3% on average. But those firms which optimize their static pages regularly also convert users in double figures.
The thing is that you can’t get things right the first time; you get to improve your lead capture page after regular testing and optimizing. For better understanding and overcoming this hurdle, we present you with top 10 tips which will help you increase the conversion rate of your landing page:
Providing Relevant Content
The content present on the body of your landing page must be relevant to the theme of content present in your advertisement campaign. As you have enough space on your destination page, you can include a short description of what you offer to your customers on it. You can also talk about your brand and how it fulfills your clients’ needs.
Matching Headings with Ad Content
The very first thing your intended user sees on your landing page is the heading itself. These titles must be in coherence with the theme of the ad from which someone visits your page. For example, if your digital advert talks about selling LED TVs and monitors in Edmonton, then your heading could say “Lease a new (Brand Name) LED TV in Edmonton today”.
Specific Call-to-Action CTAs
Call-to-action CTAs are considered one of the most crucial components of any landing page because they compel users to take action. The message included in the CTA must be specific to the solution that your client is looking for. The CTA button should not be too small or big and its color should contrast the background color of your static page.
Realizing User Intent Fast
User intent simply refers to the solution that someone who has just landed on your page wants from you. According to Constellix, one should address user intent in the very first paragraph of their landing page. Create a sense of urgency in the minds of the readers to avail of their service or buy products in a given time to enhance conversions.
Adding Trust Signals
You can build your clients’ trust by providing them with genuine reviews regarding your product or service from your regular customers. The presence of personalized testimonials and trusted reviews build trust between you and your new clients. This, in turn, makes them go for quick purchase decisions.
Providing Visualized Solutions
Provide suitable images of your product or service on your landing page. You can describe the solutions you offer to your customers along with these images. Such a visualized presentation makes it easy for your clients to understand your business process and they may be tempted to buy your offering.
Adding Relevant Videos
According to Wordstream research in 2018, conversions increase by 86% by adding relevant videos on the landing page. There should be more emphasis on the content of the video rather than the format used. Just use a simple conversational style in your video to address the viewer. Avoid adding loud background music in your video as it causes distraction from the main theme of the message being delivered.
Attaching To-the-Point Forms
The concept of using short and specific lead capturing forms arises from the idea of what information you want from your customers and what you offer to them in return. If your clients think that you are asking for too much input from them, they might leave your landing page at once.
Keeping Lower Loading Time
All of your efforts in putting together rich content on your static page can go to waste if its loading time is high. Your landing page must open within 2 to 3 seconds otherwise the user would feel agitated and eventually leave the site. You can achieve lower loading time for your static page by:
- Optimizing the images
- Compressing and optimizing the content
- Putting stylesheet references at the top
- Putting script references at the bottom
- Minimizing HTTP requests
- Caching your Website
Executing Regular A/B Testing
It takes a great amount of time, testing, and experimenting, to create a successful landing page. You can confirm the effectiveness of your page’s CTAs, headlines, and layouts by comparing the difference of the conversion rates for each factor by A/B testing. You can also hire the services of A/B Testing experts for getting better results from your website.
Optimizing your landing page for conversions is a difficult task to achieve. However, these ten guidelines will provide you with the basic road-map that will put your site back on track and increase your sales.