You may have heard the phrase, “You can get a horse to the water, but you cannot force it to drink.” This phrase is the perfect way to describe a situation where visitors are attracted to your website but end up backing away at the last moment without making a purchase. Low landing page conversion rates are a serious concern and can act as an obstacle to potential profits. This blog will give you an overview of the steps you need to follow to improve your landing page conversion rate and attract more visitors and convert more customers.
What Exactly is Landing Page Optimization?
The process of modifying or “tweaking” the elements on your landing page in order to increase conversions is called Landing Page Optimization. This process is a subset of conversion rate optimization (CRO). Landing Page Optimization generally includes A/B testing of all the elements, including headline, descriptions, images, and call-to-action buttons.
Even though landing page testing and optimization can be expensive and time-consuming, it is no doubt essential, if you want to improve the conversion rates and lower the cost per lead.
Tips to Increase your Landing Page Conversion Rate
1. Personalized and Relevant pages:
When you sit to develop your website, your main focus should be on the user and how you can improve the user experience using personalized, relevant content. Whether you are creating content for the company page or highlighting your service or products, each and every page should have a clear purpose.
Once you are able to break down your site into main content types, such as category and product-level pages or contact us pages, you will find it easy to modify the content to convert a significant number of landing page visitors.
2. Provide More Information to Help Users Act:
The trick to getting a customer to finalize an online purchase is to provide as much information as possible within view of the call to action (CTA) button.
The additional content should be designed for skim reading and should not be a distraction for the customer. The primary purpose of providing more information is to support sales and help the user take action with respect to items in the “cart.”
Providing content for the “final pitch” so to say, is a proven tactic that can increase product level landing page traffic and ensures faster sales for e-commerce sites.
3. Include Testimonials & Reviews
It is a known fact that a customer is more likely to trust other customers who are already using a particular product or service. ‘Word of mouth’ is a powerful marketing tool that can be used to increase your landing page conversion rates.
Adding a landing page testimonials or reviews from verified customers is a great way to provide positive endorsements and reassure potential customers that your business is legitimate. Keep in mind that the more detailed your testimonials or reviews are, the more “human” they appear, and hence the more reliable they become.
4. Optimize the Lead Capture Form
Many market research studies found that customers hesitate or simply give up on buying a product if they are required to fill out long, complicated forms.
When you create or design your lead capture form, there is one simple thing you need to keep in mind; the more information or personal details you ask for, the lower your conversion rate will be.
Make sure the form is simple, attractive and as far as possible, avoid including unnecessary or irrelevant fields. One helpful tool you can use to avoid overwhelming customers is to break up the form using a progress bar.
5. Keep Testing All Elements
Editing your landing page is a process of trial and error in order to find out what works and what does not. Using A/B tests, you can gather accurate and relevant data that can determine which elements of the landing page need improvement.
When you run an A/B test, you should make sure you only focus on a single change to one particular element such as the call to action button or the landing page form. This way, you will be able to isolate the element that had the most impact on conversion rates. A/B testing will help you better understand user behavior and continually improve the conversion rates.
6. Improve your page load speed
A continuous loading symbol can be exceptionally frustrating for the user and almost always leads to abandonment half-way. Even a 1-second delay in page load time can make the difference between a sale and a loss.
There are a number of elements that may slow down your landing pages and lowers your conversion rate. Expert analysis found that oversized images are the main culprit behind increased page load speeds. Redesigning your content and improving the page load speed is a great way to create winning landing pages and boost sales.
7. Live Chat Features
While navigating through the check-out process, customers may come across certain issues that require immediate assistance. If these issues are not addressed soon the customer may be discouraged and may leave your website.
Chatbots and live chat apps are helpful tools you can use to encourage customers to make the best buying choices. An effective chatbot acts as a personal shopping assistant and improves user engagement. Your chat features should be designed in such a way that it avoids giving customers the impression they are communicating with a robot.
When it comes to improving the landing page conversion rate is the most important factor is testing. It makes sound tedious and time-consuming but there is no substitute for A/B testing in order to determine what worked and what didn’t. Remember, when visitors come to your landing page, more often than not, they are already looking to make a purchase. Your goal is to tweak your landing page to ensure the buying process goes smoothly, that’s all.