Landing pages are extremely important for every company that has an online presence. The reason for this is simple: these are the pages that your leads will see first. Based on what they see, they will decide whether to stay or leave (and look for alternatives).
Landing pages are the deciding factors in converting leads into customers. That’s why you need to focus on optimizing them. This is a powerful growth-hacking strategy. After all, you only get a few seconds to grab the attention of consumers.
If you can optimize your landing pages well, you’ll be rewarded with greater conversions. Here are a few ways in which you can optimize your landing pages to increase your conversion rate.
1. Have a Clear Goal
Having a clear goal in mind is of utmost importance when you’re looking to optimize your landing pages. Many times, landing pages showcase multiple offers and may end up confusing and distracting visitors.
Customize your landing pages so each of them focuses only on one particular solution. For example, Velaro’s goal is to get people to try their service. So, their landing page displays multiple options to book a demo of their software.
This provides a clear call-to-action without any distractions. Once people get a hands-on experience of their software, the chances of conversions automatically increase.
2. Pay Attention to Your Headlines
The headline is usually the most prominent text on your landing pages. You need to make sure your headline is powerful. Ideally, a headline should be 6 to 12 words long and should prompt the user to take an action.
You need to ensure that it clearly gives the visitor a picture of what they can expect. It needs to be concise and yet convey relevant information. The headline could be a sophisticated one or even a cheeky one. However, you should make sure it is not too long. Long headlines can be off-putting.
A great headline catches the attention of the visitor and instantly gives them an idea of the value they can get. The headline by SEMrush gives you a clear idea of what they offer. Additionally, it is short and to the point.
3. Write Great Content
Your landing page content is extremely important. It should talk about the value you can provide through your services or products with a proper flow. If your content is well-written, it’ll help to pique the interest of your visitors so they might want to read further.
Badly written content, on the other hand, can be harmful to your business. Your landing page copy should be convincing, genuine, and to the point. This will help to improve your conversion rates by encouraging visitors to try your products or services.
Lyft, for example, has a great landing page. The flow of textual content is perfect and tells visitors exactly what they want to know. It even lists how Lyft works and gives more information to help visitors.
4. Pay Attention to Subheadings
Your subheadings are as important as your headings. They complete the message your headings try to convey to visitors. They can also provide more information about your offerings to your customers.
Subheadings can be longer than headings and include more information. Their fonts are usually smaller than that of headings to set a clear divide. While subheadings are smaller in size, they can be descriptive.
You can even use subheadings to create different sections in your on-page content. This segmentation makes it easier for visitors to read the content on your landing pages.
Wix uses subheadings to showcase the salient features of their website builder. They do so to segregate and explain each individual feature to their website visitors.
5. Use Relevant Images
While good content is definitely helpful in increasing conversions, relevant images help even more. People usually pay more attention to images and videos rather than text. This is why the images you use on your landing pages are important.
Poor quality or irrelevant images can send the wrong message and impression, which can be detrimental. Instead, if they are in perfect sync and are attractive enough, they will help to improve your conversion rate.
KWFinder uses infographics and images in conjunction with their text content to convey their message clearly. They even make their page look more attractive.
At the end of the day, it’s all about getting the right balance of images and text. If you use them well, you’ll have a great combination.
6. Use Calls-to-Action
Calls-to-action (CTAs) are the most important elements of any landing page. These are the elements that prompt visitors to take an action. They might look like any other button, but their purpose is far more important.
Not only is the presence of CTA buttons crucial but also their position. A well-placed and well-designed call-to-action can get you more clicks, which can result in more sales.
A CTA button has three important aspects: the color, the size, and the message.
The color of your CTA buttons should ideally contrast your background colors. The size of the button shouldn’t be too big or too small. The text should have a clear message that instills a sense of urgency in the minds of visitors.
Also, CTA buttons should be placed on the page where they are easily visible. You can have one in the header of the page, for instance. It should also be visible whenever you’re scrolling too.
HubSpot’s Website Grader uses their call-to-action right below the form. The text and the box are in white which works well in contrast with the gray background.
7. Optimize Page Loading Speed
Page loading speed is yet another important aspect of any landing page. If the page doesn’t load fast enough, users might just desert it. A fast-loading page can improve the overall user experience and can lead to better conversion rates.
You can test your page loading speed using Google PageSpeed Insights. This tool gives you an estimate of the time your page takes to load, and it even gives you tips to improve the speed.
A good page loading speed has dual advantages. It definitely helps to improve conversion rates, but it also helps with your website’s SEO, which means you might be able to get more visitors too.
8. Optimize Your Forms
The main purpose of a landing page is to capture the details of a visitor. For this, you need to incorporate forms into your page.
Try to avoid using long forms. Long forms are boring and can test the patience of the visitor. A shorter form is easier to complete and takes less time. If you absolutely can’t do without a long form, you can make it a multi-page form. This way, they will only be filling out a few details at once.
The form placement matters as well. It should be visible easily so interested visitors can spot it without much effort.
Marketing Land puts their subscription form just above their articles. This makes it prominent on the page. They have kept just one field so visitors can fill it out quickly.
9. Highlight the Value
You need to state clearly the unique things you can offer to your customers. Make sure you can articulate the value they can get by using your services.
Such words should be highlighted well in your content. One good way is to incorporate them into your subheadings. This can make it easy for your visitors to spot them.
Uber’s landing page conveys their value clearly. “Low-cost,” “anywhere, anytime,” and “easiest way around,” all work to convey value. They inform visitors of the unique benefits of using Uber.
10. Test and Optimize
The process of optimization is a repetitive one. With each change that you make, you should make it a practice to check its effects. This way, you’ll get an idea of what’s working for you and what is not. It’ll even give you an idea of what you can do to optimize your page.
It is only when you test your changes that you will know what aspects you need to improve upon. Be it the position of the CTAs or the on-page content, you should test anything and everything. Continual testing and optimization can help you get higher conversions and increase your revenue.
A well-optimized landing page can give you higher returns and more value for the money you invest in marketing. It will also help you to increase your conversions and revenue. So, pay close attention to all of the above-mentioned aspects to increase your landing page conversion rates today.
Can you think of any other ways to increase landing page conversion rates? Let us know in the comments below.