So you conceptualized and designed a killer marketing campaign for your business or a new product. Your ads are attracting a lot of attention, your website is performing well in the organic search results and your social media presence is on point. All in all, you have serious traffic being directed to your landing pages. But there is a problem: Not a lot of the visitors are converting.
Where is the problem? Do you need a brand new marketing campaign? Do you need to discard your existing landing pages and start from scratch?
But it’s more likely that your landing page is not optimized enough to attract the right kind of people or its anatomy is wrong. If the traffic to your landing pages is good but lead generation is stalled, by making a few changes, you can significantly increase their conversion rate.
- Check for the 9 elements of a high converting landing page
The purpose of a landing page is to act as a springboard for users to step further into your site. The best converting landing pages are focused on a single point- the user’s search query and include the following elements:
- A clear and concise headline
- Important details about your product or service
- A call to action. The button may click to another page on your site, add to cart or any other desired action
- Few navigation and link options. The point is to narrow your focus and eliminate clutter
- An image or video that will convey better than text the unique personality of your product
- A breakdown of the benefits of the product or service you’re offering (usually using bullet points)
- Third Party Verifications
- Make sure you fit elements 1-7 above the fold
See the template below? That’s what we are talking about! The aim here is to make a great first impression.
- Optimize SEO and usability
To maximize the search engine optimization and usability of a landing page, its text elements should capture the attention of both the search engines and human visitors. To that end,
- Make sure your title tag is compelling and keyword focused
- Write a concise meta description
- Use a strong and keyword focused headline
- Use the correct HTML tags so your content is scannable
- Use a clean page layout and appropriate images
- Use inbound links smartly
- Enable social media sharing
- Optimize your call to action
Once you’ve made these changes, choose a testing method- either A/B Testing or Multivariate Testing to make sure your landing page is as optimized as possible for higher conversions. Elements, that you can vary and test include your page layout, images and videos, text, testimonials, trust elements and price or effort of action.
Other things to consider
- Use the right colors for your landing page
Another thing to consider when making tweaks to your landing pages for higher conversions is using the right color scheme to both 1) grab your viewers’ eyeballs and 2) make them feel comfortable buying from you or taking any other desired action.
You see, according to this study of hues as a determinant of human behavior called color psychology, different colors elicit different emotions and reactions in people. For example blue creates the sensation of trust and security and is often a prominent color in the marketing campaigns of banks and insurance companies. In contrast, red creates urgency (and increases the heart rate); it is therefore often associated with clearance sales. Black, which is a powerful and sleek color, is in turn used in the marketing of luxury products.
Color also increases brand recognition, which in turn increases consumer confidence.
- Optimize your form fields
And finally, no matter how enticing your offer, if your effort to action is too much, like you are asking for too much information on your lead capture form, the form may start feeling like a chore and people will bail. Not to mention that with all the data and security breaches people hear about these days, consumers are extremely cautious about filling online forms with what they may perceive as sensitive information.
Put quite simply, the more fields you include on your lead capture form, the lower your conversion rate is going to be. It pays to determine the least amount of information you can ask and still produce a quality lead. That’s the information you should collect- nothing more, nothing less.
You can also consider using live chat on your landing page to catch visitors who may feel uncomfortable filling out your form on their first visit. Live chat allows you to interact with visitors who might have left your website otherwise.