PerformanceININside Performance Marketing
JOIN THE PERFORMANCEIN Join the PerformanceIN Parnter Network
International Performance Marketing Awards
Change in Deadline – Entries Close 02 August
Download Your Entry Pack
Improving The Conversion Rate of Your Landing Page

Improving The Conversion Rate of Your Landing Page

PerformanceIN

Think of a landing page as the front door to your establishment. Ideally your visitors should instantly recognise what you are communicating.  They should get a sense of what you are about and feel excited about learning more.  In the digital marketing world, we define a landing page as a page built to nurture leads and to capture data.  

Do you want more traffic to convert on your landing pages?  Do you want to sell more or capture more emails? Today, we are sharing with you the secrets to creating a top performing landing page. 

Here are some steps to take that are proven to improve your conversion and boost your leads and sales.

1. Set your goal

To do this you need to be able to set a benchmark.  If you currently have a conversion goal, do you know what it is?  Have you factored into your results what a big difference just a slight shift in percentage would make? This will help you set your goal.

If all this sounds too hard, let’s start from scratch with a benchmark of 20%. 

2. Get your titles right

Next, be sure to make each title really sing.  You want to speak to your target audience in a voice that they understand. This could be their first impression of your business, so it needs to be a good one. Make sure you use the titles to show people how they will benefit from reading on. Challenge yourself to make each header action orientated, for example, ‘Download’, ‘Learn more’ or ‘Sign up’. With each engagement from a visitor you are getting closer building the repore necessary for a customer to make a transaction with you.  (This is particularly important when selling a high ticket item).

3. Build an effective contact form

Contact forms are the best way we have to acquire information about new customers.  Obtaining a new contact is as good as an introduction instore.  It is the dance between a seller and buyer and you must find the just the right amount of questions to ask, without being over-bearing.  As a minimum aim to ask for name, email address and phone number.  You can try asking for more in a test and learn situation and see how this effects your response rate.  Also be sure to make your contact forms stand out.

Screenshot 2017-12-06 11.53.05.png

4. Include a call-to-action

Placing a call to the action button can motivate someone to act on your page for example leave their contact details or downloading a piece of content. To attract customers to act on your page, place a coloured call to action button. Place these call to action buttons near the top of the post to ensure your customers are more likely to see them. Tell visitors exactly what they are doing when clicking the call to action buttons, such as labels of: ‘Download Now’, ‘Call Us’ or ‘Sign up to the blog’.

5. Use eye-capturing imagery/Blink test?

Imagine you are looking at your landing page for the first time. Or better yet, ask someone else to do that.  Give them a second or two then turn off your screen.  What do they recall of your landing page?  Was the brand clear?  Was the key message recalled?  Did they know what they should do on your page?  If the answer is no, you need to simplify your landing page. Time spent on landing pages is so short these days, there isn’t a moment to spare. Use images to explain things that would take a lot of sentences in text. Align your text boxes, making your headings large and descriptive.  Don’t be afraid of white space.

eye_catching-1.jpg

6. Reduce clutter on your page

Heard the saying ‘less is more’, well that is absolutely the case when it comes to your landing page. Your main goal is to convert and nurture your lead, so be sure not to waffle on.  Get to the point.  Try to limit yourself to 300-500 words on a landing page, which is about enough for the average person’s attention span.  Use simple descriptive words if talking to an international audience.  In fact, consider even taking out the menu bar.   That way, you’re not overwhelming anyone with too much information, nor are you distracting them from your main aim.

7. Make your page shareable across a variety of social networks

Social media is so powerful for spreading your brand, so give your visitors the tools to share your messages. Include social sharing icons on your landing page. Don’t forget to include messaging apps like WhatsApp, as well as email. Think about the placement of these icons; we usually recommend having sharing icons at both the top and bottom of the page, it will increase your chances of a share.

Screenshot 2017-12-06 13.02.07.png

Getting your landing page right will help you to convert your site visitors to customers in a cost effective and easy way. You’ve done the hard work to get them there, now put the effort into nurturing them a step further.

Continue the conversation

Have something to say about this article? Comment above or directly on Facebook, Twitter or our LinkedIn Group.

Amber Williamson

Amber Williamson

    Amber is the Founder of London-based Growth Marketing Agency, Digital Willow.  Digital Willow specialises in helping professional service businesses generate leads and grow sales through digital marketing.

    For over 12 years, Amber has specialised in Digital Marketing, working with some incredible multi-national companies including; Microsoft, Burberry, Honda, Cadbury, Mondelez and Exxon to name a few.  She has managed marketing budgets of over 200 million and worked across more than 72 countries.   These days she spends her time helping medium-sized professional services businesses grow and flourish. 

    Read more from Amber

    You may also like…