Landing Page Effectiveness: 3 Strategies for Increased Conversions
by Ron Dod
Home | Blog | Landing Page Effectiveness: 3 Strategies for Increased Conversions
In today’s digital environment, an inordinate amount of priority and emphasis is given to driving traffic, gaining followers, earning clicks and the like. The reason the attention is disproportionate is because most online businesses live and die by their conversion rates.
Sure, you need to drive visitors to your site, but if you can’t get them to act, it’s all for naught. The fact is that there are scads of sites that generate tons of traffic and still go down in flames. On the flip side, there are those with lower traffic levels that are dominating in the conversions department. Only one of these two types of sites will survive, and it will most likely be the one that can convince visitors to convert.
Before bending over backwards to score tons of traffic and followers on Facebook, it is essential that you understand how to optimize your site’s landing page conversion rates.
Landing pages are designed to steer visitors to take a specific action, thereby generating new leads and customers. The specific nature of these destinations is what gives them their power. Landing page optimization is essential for all eCommerce businesses as they:
Assist brand goals around gaining fresh customers, promoting new products and acquiring qualified leads.
Provide valuable data that inform businesses on effective channels, subjects, offers and campaign elements.
Enhance PPC campaign performance and relevant scores, driving higher CTRs.
If your brand is ready to maximize its page potential and optimize conversion rates, look no further than this standalone webpage. Here are three tactics for crafting high-converting landing pages.
#1: Produce Powerful Headlines
The great part about landing page visitors is that you have already captured their attention. The job of your headline is to ensure that each visitor results in a conversion.
There are a variety of elements that one must consider when crafting an effective headline. No matter if you are promoting a product, free download, trial offer or other proposition, effective landing page headline formulas tend to include three distinct attributes:
Clarity: Headlines should immediately dispel all possible ambiguities or vagaries. Let the visitor know the exact value of your proposition or offer in a compelling manner.
Relevance: Optimized landing page headlines should be directly connected to the originating ad or content’s promise. If you claim to provide a “free download,” ensure your headline conveys this and the page supplies it.
Solution-oriented: Visitors have arrived at your landing page for a reason (a need to buy, download, learn about, etc.). Design your headline so it addresses what the consumer is looking for and frames your offering as the solution.
Additionally, it is imperative that your headline stands out – even more than your site’s name or logo. We will cover more on how to effectively get your headline to stand out momentarily.
If your value proposition isn’t communicated quickly, clearly and prominently, visitors will bounce from the site.
#2: Split Test Everything
The only way to objectively improve results is to measure performance. If you don’t have any data to analyze, it is impossible to improve landing pages in any sort of concrete way.
You probably have some ideas or presuppositions about which landing page elements will generate more conversions, but until you definitively test and measure the performance of various elements, you won’t know if they are effective.
To categorically improve your landing page’s conversion rate, it is vital to conduct A/B split testing, launching a new version of the page every two to four weeks.
The entire goal of your headline is to get visitors to scroll down and continue reading. Test different versions of your headline by:
Posing a question: Try something like, “Want More Results for Less Money?” See how this compares to statement-based headlines.
Use words that drive conversations: This includes words like “free,” “results,” “easy,” “guaranteed” and so forth.
Leverage playfulness: The appropriate use of humor has been shown to increase sales.
These are just a few ideas to test out when attempting to reach peak performance. Your job is to craft a variety of titles and verify which ones yield the best results.
Call-to-Action Button Variations: Shape, Size and Color
Your landing page’s CTA button is a vital component to optimize to the fullest. The more attention you pay to this, the more leads and customers you can generate.
Believe it or not, Apple and Amazon’s rounded corner buttons–a very distinct shape–were optimized for conversions by leveraging a psychological phenomenon that shows that rounded corners are easier on the eyes.
For this reason, you may want to consider experimenting with the button shapes on your landing pages. Unlike round-cornered designs, sharp-cornered buttons fail to convert as well as because they point the eyes away from the center of the button, effectively distracting a person from the CTA.
However, shape isn’t the only thing you need to examine. The size of your buttons is equally important. Play around with the size to see what works best for your landing page, but bigger ones usually performs better.
When it comes to button colors, your CTA should starkly contrast itself from the rest of the page so that it appears more prominently. If you make it the same color for branding purposes, it is going to blend in and will be difficult for visitors to locate.
To select an outstanding color that will still mesh well with your landing page, it is important to use a color wheel to identify complementary colors to test.
The key to using a color wheel correctly is to select a color and then draw a straight line to the opposite side of the wheel to find a complementary shade. For instance, blue directly opposes orange while yellow is across from purple.
As far as selecting colors that will perform well, you might want to explore the tenants or color psychology. As a rule of thumb, orange is a widely used color for CTA buttons as it can promote optimism, passion and even leverage anxiety to compel impulse buys.
This is the exact color that conversion optimization brands like Unbounce use on their own sites:
But the point here is to not make assumptions or blindly follow someone else’s lead. You should try out different colors to see what works best with your audience and has the most meaningful impact on your landing page conversion rates.
#3: Provide Social Proof
Marketing and psychology are inextricably linked. This is clearly displayed in the ideas behind color psychology and social proof–another term borrowed from the field.
“…a person who does not know what the proper behavior for a certain situation is, will look to other people to imitate what they are doing and to provide guidance for his actions.”
Here’s the thing: Even if your business touts the best copywriter on the planet, people will still be skeptical. After all, every businesses promotes the value of their own offerings.
A more convincing method than boasting about your brand is to get customers to do it for you through testimonials and user-generated content, which provides social proof of your product’s effectiveness and appeal.
Including these elements on your landing page will offer visitors a confirmation that other people are using–and enjoying–your product or service, thereby increasing your chances of converting them.
According to the eCommerce service provider BigCommerce, user testimonials can increase revenue by a whopping 62 percent per customer. Moreover, those who engage with a testimonial are 58 percent more likely to convert to a sale.
To optimize your testimonial’s credibility, you can:
Include a headshot of the individual next to their statement, in addition to their name and other pertinent details.
Create a video testimonial.
Video is a powerful driver for brand conversions. This is clearly displayed by a case study for TutorVista, an online tutoring organization. By including video content on the brand’s “subscribe” landing page, TutorVista was able to increase conversions by an astounding 86 percent.
While user testimonials–particularly in video form–are epic for conversion optimization, social proof doesn’t come exclusively from vocalized support from users. Trust badges are an equally effective means of engendering higher conversion rates for various landing pages.
Trust is a major factor in today’s digital age, fraught with fake news, false reviews and other forms of misinformation. For that reason, consumers are constantly on the lookout for signals of trust and transparency. Many consumers even click on various badges and investigate a brand’s reviews before considering a purchase.
So, displaying these icons proudly can boost your page’s conversion rate significantly. This notion has been proven time and again by brands such as Blue Fountain Media, who split tested their site to establish the impact of such seals. As it turns out, adding the Verisign seal to the brand’s landing page boosted sales by 42 percent.
To effectively optimize the use of trust badges on your landing pages, be sure to:
Place them in high traffic areas such as the page header or near engagement points like the “Place Order” button or signup form.
Make the badge clickable so that individuals can verify that it is not just an image slapped on your page.
Don’t include too many; you don’t want your landing page looking too busy.
These are just a few effective ways to optimize your landing page conversion rates.
Other important elements to consider include simplifying your signup form, optimizing your page load time, providing incentives and clear CTAs, employing video content, crafting compelling copy and experimenting with different layouts.
Employ these optimization methods today to generate landing pages that compel visitors to convert and boost your company’s bottom line.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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