Conversions. Conversions. Conversions. We talk about it all the time. Your website or landing page has a purpose and tracking conversions is how you know whether or not your web pages or customized landing pages used in your paid campaigns are performing optimally. Getting people to visit other pages, opt-in, call in, come in, or make an online purchase are all conversions that bring you closer to your goal. Whether your landing page is your home page, a special offer, or a product page, there are ways to optimize the experience for your website users and future customers. Using a customer-centric approach you can build a better landing page and increase conversions.
Use a Persuasive Information Hierarchy for Higher Conversions
Web page design is important, but not as important at the information provided on that page. Start by creating an effective information hierarchy, and then find a design that supports the content. Answer the questions that brought the visitor to the landing page:
- How does this relieve a pain point?
- What is the benefit?
- Why choose us?
- How does this clearly overcome the most common objections?
- Is there a clear call to action of what to do next?
With the information hierarchy in place, you can write convincing and persuasive copy. Whether it is a product page or blog posts, there is a reason why this person clicked through to your landing page and to get them to convert you have to convince them they are in the right place to solve a problem or get them the information they are looking for.
Bigger and Better Photos Increase Conversions
They say a picture is worth a thousand words, and online its worth even more. The right image can replace a page of well-written copy and shoot conversion rates through the roof. Most online readers are not actively reading; they are skimming, and images are processed 60,000 times faster than text in our brains. When you think about your customers, do you think they came to your website to read about what you can do for them or to see what you can do? It is especially essential for ecommerce websites that product images are large (in screen space, not file size) and above the fold. Attention grabbing and relevant images also help to increase conversions for websites that sell services or information products. Test different images on your landing pages. Landing page guru and Click Funnels creator Russell Brunson has found that some images convert better than others. For instance, placing a beautiful woman on your page could bring people in or distract them. If relevant images of animals over humans tend to convert better.
Provide Social Proof
Buying online has become commonplace, but so are online scams and here-today-gone-tomorrow websites. Remember that convincing a customer to visit your landing page is just the start of earning the trust needed to get the next conversion. Testimonials and reviews provide the social signals that consumers rely upon to make their buying decisions. Millions of people every day are visiting review sites and searching the internet for ratings on companies and products because the words of real people help cultivate a higher level of trust. Highlight reviews and testimonials that speak to the specific pain points of your customers. Also, when possible use videos and photos of real people with testimonials to engage readers.
Reassure Visitors They Are Making a Good Decision
There are always many additional websites that can promise a buyer the same product or service, so why should they choose your business? Can they even trust that you are a legitimate business? Unless you are the equivalent of Walmart in your industry, there will be some skepticism for first-time visitors. Use these design and content items to reassure visitors to your landing pages:
- Give a Guarantee. It does not have to be a money-back or risk-free guarantee but find a level of guarantee you can promise and honor it. Even a “No Spam Ever” guarantee tackles one of the biggest obstacles to converting an opt-in page.
- Provide Multiple Methods of Contact. Buyers want to know they can reach a real person if there is a question or problem. At a minimum provide a phone number, physical address, email address and a contact form.
- Use Reviews and Testimonials. No one likes feeling like a test dummy. Let visitors know that others are pleased with your products and services.
For further ideas on how you can better position yourself, check out one of our most popular blog posts of all time which is Unique Value Proposition vs. Unique Selling Proposition.
Prominently Display Bold and Clear Calls to Action
They’ve done the work of clicking onto your landing page, don’t leave them guessing about what happens next. Show and tell them what to do next to get what they want with high converting calls to action. A clear “Add to Cart” or “Sign Up Now” or “Get FREE XYZ Resource Now” call to action button is your gateway to more conversions.
Optimize your CTA’s with these tactics:
- Use a solid and bold CTA button design that looks clickable
- Position CTA’s above-the-fold where most clicks (use heat maps or visitor recording to see where your visitors do the most clicking)
- Keep the button text concise and clear
- Test your CTA button color, but be bold and contrasting
- Leave plenty of white space around CTA so it stands out
- Use power words that convert
What Makes a Landing Page Convert?
Optimizing the content and layout of your landing page leads not only reassures visitors that they can trust your company with their information and money but convinces them that they want to buy what you are selling. By using persuasive content, engaging images, social proof, and bold CTA’s you create a win-win situation for everyone – more conversions for you and a logical and easy experience for your website visitors.