While all your website pages have their own goal, your landing page is, ultimately, the most important page on your website. After all, this is where you can show to your visitors exactly what you have to offer to them. So, your landing page is a crucial element to ensure that your marketing campaigns can reach your goals.
The reality is that everyone knows this. But, most marketers tend to have a lot of problems optimizing landing pages. Looking at some numbers, an average landing page tends to have a conversion rate between 1 and 3%. Yet, optimized landing pages can have a conversion rate in the double digits.
One of the things that many marketers don’t understand is that they won’t get it right the first time. After all, it involves a lot of trial and error, testing, learning, questioning about every single word and image that you are using.
Although creating a high-converting landing page may not be easy, there are things you can do. There are 7 key factors that you should consider when looking to improve your conversion rate.
One of the most common problems that we keep seeing in landing pages is that they can’t focus on a simple goal. Most of the times, a single landing page includes many different offers. Take the scenario where you have a “buy now” button and an opt-in form subscription to your newsletter. You tend to assume that if the visitor doesn’t buy from you he will sign up for your newsletter. Yet, he won’t do either. What happens is that your visitor leaves your website confused about your offer. So, make sure that you have one single goal for each landing page that you have.
While obvious, we need to include the headline on this key list factors that have a clear importance on your conversion rate. After all, if your visitor doesn’t identify with your headline or if he doesn’t see the solution for his problem there, he will leave your website.
A good headline should be straightforward, simple, and bold. After all, the main purpose of a headline is to catch your visitor’s immediate attention.
You may even have the most beautiful landing page and the most compelling headline. If you don’t have the right text to convince your visitors, your conversion rate will be a disaster.
One of the things that you should do is to be genuine and get to the point. Don’t add words for the sake of having more text for SEO. Add the words that make sense; that you need to have so you can persuade your visitors to buy from you.
Images are a huge part of high-converting landing pages. They are not only good to bring out your visitor’s emotions as they also work very well to make your text more readable.
The best images that you can use on your landing page to have a better conversion rate are the ones that relate to your content.
If you could only have one image on your landing page, the CTA would be it. Even though it may seem just like any other button, it sure isn’t.
There are some considerations about creating the right CTA for your landing page. The first one is the size. The truth is that it shouldn’t be either too big that scares your visitors or too little that it won’t be seen. Make sure that you make it right according to the layout you already have. The second aspect to consider is the color of the CTA. While you can use any color that you want, you want to make sure that the color button contrasts to the background. As an extra tip, we have found out that green, blue, and orange CTAs tend to perform better. The last aspect to consider is the message. It should definitely contain a sense of urgency.
The most successful landing pages tend to include video and a lot of images. However, and even though they include all these elements in addition to the text itself, they are still quick to load. More than ever, the loading time is crucial. It’s not only because Google says it is; it’s mostly because your visitors say that it is.
Landing page optimization is never completed. There are always new things to try, tests to make. You can improve the headline, change the text, the images, the color scheme, the call to action or even the entire layout of the page.
And this is when A/B tests are crucial. When you don’t know why your landing page isn’t converting as well as you thought it would, you need to make changes. But, you need to make one change at the time so that you don’t lose focus and you see how each element is affecting the conversion.
As you can see, improving your conversion rate by optimizing your landing pages involves a lot of work and time. However, when you take the time and put the effort to make it better, you can be sure that the results will appear.