Posted: 03 Jul 2017 Contributor: Matthew J Fritschle
10 Landing Page Conversion Strategies to Drive More ROI
A website is the online representation of your company’s brand identity. A landing page, on the other hand, is like your company’s business card.
Landing pages are strategically designed to capture and generate sales for what your business has to offer, and driving traffic to these pages is often the number one goal and desired result for the marketing efforts your company invests in. As such, optimizing your business’ landing page performance is imperative to maximize output and revenue.
Let’s explore 10 landing page strategies that are sure to drive higher ROI for your business.
1: Create a Catchy Headline
One of the oldest marketing tips in the book is to create a slogan/headline that engages well with your target consumers. Do you know what? The same can be said for your landing page! The headline for a landing page is virtually the first thing a user sees and reads before scrolling through a website. In order to strategically benefit from this, you need to discover what would make it memorable. Figuring out what your consumer is seeking, whether it be a specific service, good, application, etc, is key in following this through.
2: Optimize Your Loading Time
Users absolutely hate slow load times. According to Kissmetrics, “A 1 second delay in page response can result in 7% reduction in conversions.” People like fast, and when a website delivers inadequate results, it reflects poorly in conversion rates and for the brand itself as well. One of the best ways to solve this is with an awesome gadget provided by Google called PageSpeed Tools, which gives users the ability to see how their website currently stands, best practices to fix known issues, and how to improve mobile-friendliness.
3: Have a Persuasive Call-to-Action
Call-to-actions (CTAs) are ways to tell your consumers, Hey, click me! Buy me! Call me! These are usually ads or buttons on your page that return some sort of next step for converting customers into buyers.
Best put by WordStream, “You can let your audience know what to expect when they click on your ad, and you can help dissuade the wrong users from clicking by means of a clear and direct message.” CTAs are a great way to utilize site visitors, so don’t stray from using one (or more!),
4: A/B Testing for the Win
A/B Testing your landing page can be a fantastic way to see if certain factors are beneficial in producing leads for your business. Measuring your results and putting them to the correct tests can help ensure what you’re doing is going to be effective.
One huge tip is to test each variable at a time. You have to understand that a landing page is a conglomerate of different parts, and each can have a different effects for your target audience. For example, maybe there’s a specific headline that works really well with some and a background shade that makes others bounce from the site. Test, retest, and get to the bottom of what works and what doesn’t.
5: Use Videos
Visual content is every marketer’s best friend. Having a video on your site’s landing page is a fantastic way to treat guests with a nice welcoming. According to the SEO Agency, Aumcore, “Infographics, photos, GIFs, videos, and even memes…are all tantalizing forms of content that visually connect with web users. In general, content is extremely beneficial because it encourages engagement from consumers, adds value to a company’s products or services, and boosts a brand’s SEO.”
Considering that a landing page is in place to attract consumers to buy a product or service from your business, videos can create the much-needed initial engagement to leave a lasting (and hopefully buying) impression.
6: Mobile is Everything
With the ongoing “Mobilegeddon” of current web browsers, a key conversion factor to take into consideration is how your mobile landing page is displayed. One of the biggest mistakes companies make is in not optimizing for their mobile users’ experience. As marketing genius Neil Patel says:
“Every word counts on mobile devices because the screen size is 6 inches or less…You need to carefully find the right balance between: including necessary info about your product/offering that persuades your customer, not crossing the line and serving irrelevant content.”
7: Optimize for Different Sources of Traffic
People have different ways of accessing your website. A user could have found your website through a social referral, a Google paid ad, direct URL inputs, etc. Based on this, how consumers interact with your business could be different by case type. Similar to the idea of A/B testing, the best approach for this is to test different elements on your landing page. Check out some different display techniques and watch as your leads turn into conversions.
8: Build Trust
Credibility is huge. Even if it’s a small purchase, consumes still want to know that the brand they’re doing business with is legitimate and will fulfill its duties. Conveniently, a great way to do this is through your company’s landing page. By displaying quotes from past customers or by showing relevant product reviews, you can achieve the trust necessary for conversions to happen.
9: Don’t Be Boring
Said by some of the top experts over at Search Engine Land, “A common trait across all top performing landing pages was this: they have incredibly unique offers that help them stand out in their respective industries.”
If you can’t make it compelling, don’t make it at all. To really stand out and convert those users who are on the fence, your brand needs to come up with some out of the box CTAs.
10: Have Doubts? Call an Expert!
Last but not least, if you have questions regarding your landing page don’t hesitate to call a Digital Agency for help!
Landing pages are tricky and, when it comes to producing the best one for maximizing conversions, there can be some ambiguity involved. Try one or all, here are some things you can do to boost your landing page for improved ROI:
- Create a catchy headline
- Optimize your loading time
- Have a persuasive call-to-action
- A/B testing for the win
- Use videos
- Mobile is everything
- Optimize for different sources of traffic
- Build trust
- Don’t be boring
- Have doubts? Call an expert!