Getting traffic to your website is great, but if that traffic doesn’t convert, it’s almost useless. Sometimes just a small tweak can lead to significant improvement in conversion rates. Many small and a few big tweaks combined can bring dramatic increase in your results.
This article will explore 7 must-haves on your landing page that will definitely drive your conversion rate.
#7. Distractions are conversion killers
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I know you want all. But not all at the same landing page!
Every single visitor that hits your landing page is a potential customer. When he is on your landing page all he should do is explore about your company and immediately convert. All you want your visitor to focus on is your “call to action” and nothing else. This greatly increases conversion rates. The visitor either completes the form or they leave.
Information in itself isn’t so much a distraction, rather it’s required, but putting too much on the landing page hides your primary selling point. Reducing content on a page isn’t easy. After all, it took days to create the product you want to boost about, but you simply cannot include everything. It simply kills conversion rates.
#6. Have goal-specific forms
Decide what you really want to know about user landing on your landing page.
Name? Email address? Surname? Home address? Star sign? Shoe size?
You might try to extract mountains of information so that following up and categorizing them becomes smooth and easy. But studies show that asking for too much information actually lowers conversions.
(conversion rate vs no of fields in form)
#5. Badges of trust and credibility
The first time your prospect is on your website, he probably doesn’t know who you are, and because they have no context, they don’t trust you. They are naturally skeptical, so make sure to include information on your landing page that builds trust and displays credibility.
Include badges of trust, such as the Better Business Bureau or industry-specific accreditation. Testimonials and media outlets that have covered your brand can also help to establish a level of trust and credibility.
Social proof is another way to show that a huge heap of similar users already love your brand.
Also, including customer testimonials are a great way to reinforce social proof – they help answer the question, “Are there other people out there who have been successful with this product?”
(An example of displaying customer testimonials on landing page)
#4. One clear offering
Offers could mean in the traditional sense - coupons or discounts, but it also can mean a free trial, a free version of the product, or a whitepaper. Giving one at a time is a wise decision as it makes the entire process much smoother.
You want to avoid giving 2-3 at a time, as it just confuses the visitor. If you want to test multiple offers that is fine, just split-test multiple landing pages each featuring one offer.
#3. Strong Call-to-Action
The best CTAs invoke many quick reactions. How do you do this? Use short, commonly understood, action-oriented words.
To increase your conversion rate, you are going to need to create very effective CTAs. So many people will throw together a CTA and sit back and wonder why the conversion rates are sub-par. Invest time and energy into developing CTAs that help you reach your conversion. Use a different color or a strong text.
#2. Visuals, speak louder
An average internet user visits many pages per day and sees thousands of pictures there. Therefore, catching his or her attention is not an easy task. Make sure that the landing page contains attractive and high-quality pictures. Remember also that they need to be appropriate for the context, so that they can present the offer as well as possible.
Every visual on a landing page should say something or do something. It should serve a purpose.
#1. Attention-grabbing headline
Draw your reader’s attention with a well-constructed headline. Remember that it is the first element that the viewer pays attention to, therefore, it is good to create it in a way that will ensure it will be held in memory for a very long time.
Sure, writing great copy is an art. But there is science to it as well. It’s super important to choose the perfect word, craft a compelling headline, and deliver on your audience’s expectations.
Keep A/B testing different options till you reach the best one!
“Jean Yip’s Cut and Color” promotional landing page had an intriguing headline that was a complete WOW to girls!
(A cut and color salon’s headline)
Do you have any other landing-page optimization tips to share? If so, leave them in the comments section below. We would love to hear them!
“ 7 must haves for a landing page that boosts conversion rate“