Are you looking for more opportunities to grow your lead list and get more sales? If so, the best way to boost these numbers is through your landing pages.
Landing pages are places on your website where consumers will land after clicking a link in an email, on social media, or ad on another site. The goal is to get consumers to take action, such as taking advantage of an offer, joining your email list, or signing up for a webinar.
Most websites have multiple landing pages because each one is designed to get users to do something specific. So, you wouldn’t encourage users to sign up for a free event and buy a product on the same page.
Nailing your landing pages ensures that more consumers will become customers because they are interested in what you have to say and want to take advantage of your value proposition. Today, we are going to explore five things you can do to skyrocket conversions on your landing pages.
Let’s get started.
Optimize Site Speed
Our first piece of advice will help you boost landing page conversions and improve user experience (UX) on your website. Optimizing performance across the board can have a fantastic effect on engagement, sales, and signups.
You’ll first want to run a speed test so you can check the loading time of your site. We suggest taking it a step further and analyzing the speed of each landing page. A general rule of thumb is your page should load in 2 seconds or less.
Most consumers expect websites to load quickly. The demand for fast information is increasing as more businesses transition from brick and mortar stores to the digital landscape. We know that expectations are on the rise because a single second delay in loading times can reduce conversions by a shocking 7%!
You don’t have to be a math wizard to see that slow loading can result in the loss of numerous sales every single day.
After you increase your website’s speed, make sure you’re regularly checking your pages to ensure that loading times are meeting expectations. This tip is particularly important for landing pages because this is the first experience a consumer will have with your website. If it takes forever to load, you can expect people to leave quickly.
Focus on Consistency
Now, let’s focus solely on your landing pages. When consumers make it to this part of your website, they did so because they clicked a link from an outside source. In many cases, this results from the user clicking an ad on social media or another website.
When the consumer clicked-through, they did so because something was appealing about your advertising. Imagine clicking the link, only to find out that the landing page doesn’t come close to representing the ad that convinced them to check out your website.
Odds are, you would feel annoyed and not trust the company again when new advertising pops up. You never want to put potential leads in this position.
When you’re designing your landing page and the accompanying advertising, make sure the messaging is consistent across all sources. Misleading customers with inaccurate advertising will result in people ignoring your business, which can decrease your conversions and ruin any chance to build rapport through your website.
Use Plain Language to Describe Benefits
All landing pages should highlight the benefits of taking advantage of the on-page offer. For instance, why should someone sign up for your webinar? Ask yourself what they stand to learn and why this is crucial for this segment of your audience.
We’ve noticed that one problem many landing pages have is the benefits are often fluffy and don’t clearly show how the product will help customers. For instance, an email marketing firm may say, “Our software will take your lead generation efforts to the next level.” While this might sound creative and inspirational, think about how your audience will likely react to this phrasing.
To sum it up in one word, they will ask, “how?” Explaining your benefit is essential, but elaborating on how your product will get them to that point is pivotal to conversion rate optimization.
Instead of the example we used above, an email firm that’s using plain language to describe their benefits may say, “Our software uses smart segmenting to allow you to communicate with subscribers on a personal level.” Now that makes sense. Consumers don’t just know that your software will get more engagement; they know how it will happen.
Take a look at your landing pages and determine if you’re fully explaining how users will go from buying your product to success.
Keep Mobile Responsiveness in Mind
Did you know that over 66% of the global population has a mobile device? If not, you might not be surprised. But it’s worth knowing how many people use mobile devices when you’re designing your landing page.
Many people use their smartphones to research companies, buy products, and sign up for offers on landing pages. When you don’t focus on mobile optimization, you risk losing many of these people from the moment they land on your page.
There are several ways you can increase the effectiveness of your landing page on mobile devices. Besides ensuring your website is loading fast, we recommend using a mobile-responsive theme that fits various devices and platforms. This step ensures that no one is left out due to their device size or limitations.
You should also try to make your landing page design as straightforward as possible. If you include too much information, you could overwhelm users checking out your site from their handheld device. So, focusing on using large fonts, correct mobile button placement, and a seamless design ensures that as many people as possible can interact with your page.
Showcase Social Proof
Finally, your business can benefit from showcasing social proof on your landing pages. In marketing, social proof involves showing new users why existing customers love your product, service, or event. In most cases, social proof appears in the form of reviews or testimonials.
When you consider that 83% of people trust reviews over advertising, it’s easy to see why building social proof is an effective strategy for your landing page. Including reviews from real users sets expectations for first-time visitors.
If someone makes it to your landing page and sees a limited time offer, user reviews can encourage them to take action before the offer expires.
Luckily, there are plenty of ways to gather social proof for your landing page. One of the best ways is to check product reviews from your online store. Customers are more than happy to leave their feedback after they use your product or service. You can take some of the most informative reviews and feature them on your landing page for maximum effectiveness.
You can also send out requests for reviews through email and on social media. If someone attended one of your events, encourage them to leave feedback at the end so you can use their feedback to improve next time and start building social proof.
Final Thoughts
As you can see, there are plenty of ways to increase conversions on your landing page. Before you start working on your next landing page, make sure you take the time to understand your target audience, optimize your website, and fine-tune your web copy for more sales and engagement.
