What Does a Conversion Rate Mean?
If your website’s sales page gets 1,000 visitors in a month and has 50 sales, your conversion rate would be 5%.
A conversion can be any action you want visitors to take, such as:
- Clicking a button to make a purchase
- Entering an email address to subscribe to your newsletter
- Completing a contact form
- Requesting a product or service demo
How do you know if your conversion rate is good?
What Is a Good Landing Page Conversion Rate?
A good landing page’s average conversion rate is between 2% and 4%. However, the results you get can vary depending on the industry.
The average conversion rate across all industries may not be an accurate measure to compare your results to.
For example, an eCommerce website’s conversion rate could be very different from a higher education website’s. So, instead of asking, “what’s a good general landing page conversion rate,” it’s better to ask, “what’s a good landing page conversion rate for my specific industry.”
17 Tips to Increase Landing Page Conversions
What are some ways you can improve your landing page’s conversion rates?
Check out the tips below to get started.
1. Keep the messaging between ads and landing pages consistent
Advertisers should make sure that the landing page for their ad matches the promises made in the ad. This may seem like an obvious thing to do, but many advertisers fail to do it. If there is a discrepancy between what the ad promises and what the landing page delivers, it is equivalent to having a broken URL in the ad.
2. Radically change the sign-up flow of your landing pages
Larry likes to say that small changes don’t make much of a difference – and he’s right. Making changes to things like button colors and font kerning might make you feel like you’re making progress, but in reality, you’re wasting time and missing out on opportunities for much larger improvements.
If you want to see significant results, you need to make major changes, and one of the biggest changes you can make is altering the sign-up process for your landing pages.
3. A/B test the position of forms on landing pages
Many marketers place too much emphasis on the forms for their landing pages without considering where those forms should be located.
4. Make your landing page forms mobile-friendly
If you haven’t finished filling out a web form on your mobile device, then you shouldn’t expect your prospects to do the same. This is a key tip in our upcoming post about landing pages, and for good reason.
Because mobile ads are so effective in appealing to consumers who want to buy something right away, mobile landing pages and their forms need to be able to convert easily so that people can do it while they are on the go.
5. Craft a killer call to action
If you continue to use “Submit” as your call to action, it is time to reconsider your strategy.
Calls to action are important and can lead to conversions. Advertisers should give them more than a few minutes’ consideration. Without a strong CTA, the rest of the landing page does not matter.
6. Use the voice of the customer in your copy
Design is important, but copy is just as important to the success of a landing page. “The voice of the customer” is a great way to create a compelling landing page.
There are too many landing pages that are filled with marketing buzzwords and jargon that are taken from sales training manuals. This is especially true for enterprise-level businesses who think that using confusing language makes them look better. However, using the language that your customers use will result in more conversions.
7. Use power words in your landing page copy
If you want to make your landing pages powerful, use the voice of the customer and combine it with “power words.”
In this post about how to write persuasive landing page copy, I explain how utilizing power words in your copy can take a compelling message and make it almost irresistible. However, using power words is about much more than choosing certain words or phrasing carefully; it’s about structuring your copy in ways that appeal to your prospects’ emotions. Copywriting is an essential skill for any marketer, and with the right technique, you can make your message impossible to resist. In this post, I’ll explain how using power words in your copy can elevate a compelling message and make it even more irresistible. However, utilizing power words effectively is about more than just choosing the right words or phrase; it’s also about structuring your copy in a way that appeals to your prospects’ emotions.
8. Include video on your landing pages
If you’re looking to make your landing pages more powerful, adding video is a great way to do so. It’s especially helpful if you’re trying to communicate a complex idea without using a lot of text. In addition, video can be a great way to reinforce your branding.
9. Use new ad formats and get rid of your landing pages altogether
For our final two landing page tips, we suggest a truly bold strategy – getting rid of landing pages altogether. This might seem counterintuitive (or downright crazy), but today, there’s actually no real need to force prospects to a landing page at all.
10. Use call-only campaigns
Our final optimization tip is to eliminate the need for landing pages. This is the best tip because it has the potential to greatly increase conversion rates.
On average, users are nine times more likely to convert when they are on a mobile screen as opposed to a desktop. With the additional knowledge that calls to businesses are worth at least three times as much as clicks, it makes a strong argument for ditching the standard landing page by using Call-Only campaigns.
11. Personalize Your CTA Button
Your call to action is one of the most important elements of your landing page. It needs to tell users what to do next, whether it’s a contact form, opt-in form, or call to action button.
Many website owners make the mistake of using generic text on their CTA buttons, like ‘Submit’, which doesn’t inspire action. Instead, you should personalize your button text, so that users know exactly what they can expect by clicking.
12. Test Button Colors, Size, Shape, and Placement
The design and placement of your CTA button can have a big impact on your conversion rate, as well as how people respond to it depending on where they are in the customer journey.
13. Answer Questions Before They’re Asked
If you can answer common questions that people have before they even ask them, it will make people more likely to take the action you want.
A helpful way to provide information to your customers is to create a section on your website that answers commonly asked questions. This will give visitors the ability to quickly find answers to their questions, which can improve their overall experience with your site.
If you use SeedProd, you can easily create landing pages by using the pre-made sections. This will save you time since you won’t have to build each section individually.
14. Use a Live Chat Tool
You can also directly address your audience’s concerns with a live chat tool, in addition to having a FAQ section on your website.
People are more likely to respond positively when they feel like their concerns are being heard. By using a live chat plugin on your landing page, you’re showing that you’re genuinely interested in providing a good experience for your visitors.
They will appreciate the immediate response and it will be another chance for you to make a good impression.
15. Add Visual Cues to Important Content
Directional cues essentially highlight a certain area or object on a page by essentially ‘pointing’ to it. This draws attention to that area and makes it more noticeable.
Use of arrows or other explicit directional cues helps to guide users’ attention to elements like buttons that you want them to click on.
16. Optimize Your Page for Speed
You could spend a lot of time making a landing page that looks great, but it won’t matter if it loads slowly. If your landing page takes more than a few seconds to load, people will leave and go to a different page.
How fast your landing page loads is crucial if you want users to convert. Check your page loading times with a free website speed test tool like IsItWP.
If you’re still in the process of creating your WordPress landing page, choosing the best landing page plugin can make a big difference.
A lot of page builder plugins make your site slow because they have a lot of code. SeedProd is a light-weight solution that is optimized for speed.
17. Monitor On-page Behavior
You should start monitoring what people do on your landing page immediately. By doing so, you can see what users do before they click your CTA and make changes to improve your page’s logical flow.
Heat mapping is an excellent way to visualize user interaction.
For instance, you could see that people are more interested in your social media buttons than your CTA, which indicates you should focus on making your CTA more visible on your page.
If you see people trying to interact with elements on your page that can’t be interacted with, you can make that part of the page into an area where people can take action by adding a call to action that will increase conversions.
18. Offer Something Users Value (Above the Fold)
A lot of businesses make the mistake of using up too much space on their landing pages to give an introduction. The reality is that people don’t really care about that.
Tell your potential customers how your product or service will benefit them as soon as they land on your page. If they want to learn more about you, they can keep scrolling.
19. Use the Right Images
While it is very important to have a well-written message, images can also be very helpful in evoking the desired emotions in users that will cause them to take action. Every image used on your landing page should fit in with your content so that your message is clear.
20. Create Videos for Complex Information
It can be difficult to get your message across to people, even if your copy and images are good, especially if your business deals with technical information.
When you need to communicate complicated information, a video is more effective than other methods. Videos are also engaging, so viewers will stay on your page longer.
You don’t need a high-quality video production either. Your video could be:
- A quick screencast of your product’s features
- A short demo of how something works
- Answers to frequently asked questions
- A welcome message from your founder
These types of videos are a quick way to get your message across and provide a more streamlined user experience.
21. Include Reviews and Testimonials
Did you buy the item immediately or did you seek out recommendations first?
We think it is the second option. In fact, most customers will look for reviews and testimonials before making a decision.
Other people’s opinions are important to potential customers because they indicate whether or not your product or service is good. If potential customers see that other people are happy with what you’re offering, they’ll be more likely to buy it themselves.
22. Add Trust Badges to Reassure Visitors
Trust badges are symbols that indicate that a website is reliable and that customer information is secure.
If someone has visited your landing page before, it may be easier for them to decide if you’re a brand they can trust.
A trust badge allows you to build credibility by borrowing the authority of trustworthy brands.
Bonus Tip: A/B Test Everything
The last tip is to ensure that you have a landing page on your website for every possible conversion point. This is a mandatory step to increase the number of conversions from your website.
A/B test every page element.
Trying out different versions of your pages through A/B testing can help you determine which elements are most effective in driving conversions. It can also help you identify elements that are not performing as you had hoped.
For example, you can compare two different styles of button or which headline is more noticeable. Keep in mind that you should only test two versions of a single element at a time; otherwise, you will not be able to accurately compare the results.
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