THINGS TO KEEP IN MIND FOR CONVERSION RATES ON LANDING PAGES

Introduction

Thousands visiting your website everyday but still no conversion? Well, this happens a lot especially when a business has just taken off the ground. You might have an awful lit of people visiting your website but those leads are not converting into paying customers. Confused? Angry? Well, there is no need to be. Keeping reading through to understand why this happens and how you can stop this today.

Understanding requisites of a good landing page

A good landing page might differ from one business organisation to another and one marketing firm to another. Some of the factors that determine the landing page include calls to action and the goals of your business outlined in the brand positioning statement. First of all, know this that the purpose of a landing page is to create conversions from leads. Therefore, the landing page needs to be impactful and it should stand out from the crowd to get those viewers into loyal customers.

Now what you can do:

1. create a catchy headline
2. a compelling image that stands out
3. content on the landing page should be unique
4. don’t forget to add call-to-action on the page
5. increase responsiveness of your page
6. optimising the landing page for search on search engines

Structuring your landing page

Designing the landing page should be the first focus while creation of a website for a business. It is imperative that the design should be bespoke and reflect the values and goal of your products and services. If you follow a clear structure while using an attractive colour palette and images- your leads are likely to convert.

1. A catchy headline
2. an image that the audience can relate to
3. Lead form to get info from the customers
4. call-to-action that stands out and compels customers
5. description on the page that is informative yet attractive

Anything that you wish to include over and above this is totally your call. However, a good landing page must make sure to incorporate all of the above listed requisites.

Writing the landing page copy

No one likes to read endless paragraphs and long sentences. Repetitive quotes and too much philosophy bores the readers. You need to understand the demographic of the customers your product/services will cater to which is your target audience. The content written should be in accordance with that so that the people can resonate with it.

Covering the main points about your brand/service

While keeping the copy precise and compelling, you must cover every little thing about your brand on your landing page. This helps the users to get maximum information about the products and services.

Focus on the problem and solution

It is imperative that you address the problem related to the demographic and how your product/service is the solution to it. The best way to do this is not be verbose but use examples. If you can show the examples in form of infographics- that would give your landing page an edge.

Don’t leave space for speculation

The moment you start writing facts where you are claiming credit for something, make sure to back it up with social proof. For example, if you say that you have helped 100 companies till date with your product, be sure to mention some names and testimonials to suggest its not a bogus claim. The best way to be completely sure of this is go through the copy in entirety once you’ve written it.

Usage of click triggers

One of the most important tricks to get the conversion rate on landing page is to use click triggers. Now what are these? These are basically a few words positioned below the CTA that increase the possibility of the users converting into customers. Some of these include:

• Testimonials from customers
• Price- guarantee
• Privacy policy
• Unsubscribe anytime

Clear the path to conversion

You shouldn’t leave your customers guessing. It is vital that once someone visits your landing page, it is clear for them what they’re supposed to do and not get lost in the process. Use directional cues that are simple yet effective to help out the customers. You can use arrows in an alluring way or attractive images that clearly point towards the CTA and leads form on the landing page. There should be bold colour outlines added to your leads form as well as the CTA for it to stand out.

You should always remember that on your landing page, the content should be aimed at proving how your product/service is scarce and exclusive. Both these factors increase the prospect of a lead converting into a paying customer.