As part of an inbound marketing plan, landing pages are essential. Landing pages were created to generate qualified leads through the marketing funnel, as shown in the image below.
If nurtured well through the sales funnel, qualified leads are more likely to convert into sales. Optimizing conversion rates is one of the most challenging tasks for website owners. The goal is to convert as many website visitors as possible into leads or sales. Yet, achieving that goal is a lot harder than it looks.
Measuring the Conversion Rate of your Landing Pages
An important and simple metric is the landing page conversion rate. Two details are required to calculate your conversion rate:
- Visits to your page
- Conversion rate (the rate at which people converted)
You can easily tell which of your landing pages are high-converting from the duds by using simple math. You can record the metric using most analytics platforms, like Google Analytics. You can optimize your landing pages for conversion rate improvements once this metric has been analyzed thoroughly.
How to Improve Landing Page Conversion Rates
- Ad copy and headlines should be identicalYour landing page’s quality is a factor in determining cost-per-click on Google AdWords. By aligning your landing page content with your ad message, you can improve your score and lower your cost-per-click. As a result, acquiring leads is not only less expensive but users of your web page will obtain information relating directly to the ad they clicked on.
- Create clear and concise headlinesAmong the first things a visitor reads on a landing page is the headline. Your offer must be compelling. Your visitors will be bored or confused by a poorly written headline and will walk away, while a well-written headline can entice them to stay longer.
- Make your call-to-action strongTo convert visitors to convert on your landing page, you must convince them to take specific actions. You need to tell visitors what to do next after they read your landing page. Providing a specific next step most effectively is what your call-to-action is all about.
The most prominent element of your landing page should be your buttons. There should be no confusion as to where and how visitors should act. Squint at the page until it becomes blurry by backing away from the screen. Are you still able to draw attention to your call to action? You need to adjust it if it merges with the rest of the page.
- Make sure your grammar is flawlessThere are a lot of typos and poor writings on the Internet. Make sure you proofread your body copy carefully. Why would a user trust you if your website contains spelling mistakes and grammatical errors? You run the risk of losing conversions if you do not spell-check your body copy. It’s that simple.
- Reduce distractionsA visitor’s experience on your site should never be adversely affected by sending him to another site unless affiliate referrals are your primary source of revenue. Affiliates and banner ads should not be prominently displayed on your landing page if they are just supplementary revenue sources for your website.
Your primary objective should be to get visitors to click on your CTA buttons so they move further along your funnel. In terms of web browsing, mobile devices have surpassed desktops. Visitors are discouraged by a limited amount of screen space, as well as pages that are cluttered.
- Your copy should be accompanied by images and videosYour landing page’s effectiveness can be greatly enhanced by images and videos, but only if they are directly related to the body copy.
If your copy includes a related image or video, you can enhance your message. It’s great to show screenshots of your product in action, or a short video demonstrating the tangible value-proposition your product offers, but it’s more effective if the screenshots and videos connect to your text.
- Develop and test new elements for landing pagesYou will learn a lot at each stage of optimizing your landing page. You should keep tweaking and replacing elements on your pages, as well as experimenting with new ones, such as new headings, copy, CTAs, and so on. Use conversion-optimized components instead of the current ones you are using.
You can increase your sales and leads by optimizing your landing pages. Having a sound understanding of your target audience can help you improve your landing page conversion rates, just as you can improve other CRO practices. If you combine data-driven analysis with experimentation, you will surely see a boost in conversion rates on your landing pages. Contact Bython Media today to put your next landing pages to good use and boost conversions along the way.