Jesse Boskoff — January 1, 2017 Follow @jesseboskoffDriving traffic to landing pages isn’t easy. Whether you bring traffic to your landing pages through search engine optimization, pay-per-click advertising or both, you’ll never receive quite as much traffic as you’d like. One thing that you can always do, though, is try to squeeze more conversions out of the traffic that you do receive. In this article, we’ll give you seven tips that can help to increase the conversion rates of your landing pages.
1. Use a Call to Action
Every landing page should have a clear call to action directing the user toward the action you want him or her to perform. Typical calls to action include “Buy Now” and “Download Your Free Report.” The button should clearly describe the reward the user will receive for submitting the form.
2. Structure for Easy Reading
Most visitors are extremely likely to leave a page in 30 seconds or less. To maximize conversions, you need to structure your landing pages for easy reading. Use bullet points, and break up long paragraphs. Use plenty of white space around blocks of text.
3. Use Video
To hold users’ attention longer and explain complex concepts without using large blocks of text, embed a video in your landing page. A video can help to keep the user engaged long enough to fully understand who you are and what you’re offering.
4. Develop Trust
A landing page should develop trust in your brand. Place a clear logo at the top of the page, and use another area of the page to provide proof of your business’s or product’s value. To provide that proof, you can describe awards your company has won, insert quotes from the media or use customer testimonials.
5. Remove Risk
If the purpose of your landing page is to convince the user to buy a product or service, you can drastically increase conversions by assuring the user that the transaction is free of risk. Consider offering a free trial or money-back guarantee.
6. Minimize Required Actions
Your users should never have to work to take advantage of your offer. Don’t force users to click away to a different page. Minimize the number of fields in your form. You may find it useful to know a user’s full name, email address, company name and location. If the prospect of filling in all of those fields prevents a user from submitting the form at all, though, you gain nothing.
7. Test Everything
A small change can sometimes have a measurable impact on the conversion rate of a landing page. Some of the items that you can change include:
- The headline
- The body text
- The images
- The call to action
- The font, size or color of the text
Each time you make a change, set up an A/B test. An A/B test sends both versions of a landing page to visitors randomly, recording the number of impressions and conversions for each version of the page. Use the information that the test gives you to make your landing page more effective.
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