A typical landing page enjoys conversion rates between 1% and 3%. However, the businesses that have these results are using SEO to increase the rate significantly. A landing page is an important element of your inbound marketing strategy, so the higher the conversion, the better.
If your pages are not giving you the desired results, you could make some changes to the text, replace the images or rewrite the headline to make it more appealing. However, do you think this will have the result you want and help your conversion rate?
But before making changes to your landing page, it is important you analyze it carefully. First, you need to figure out why your conversion rate is poor.
There are many different ways visitors can land on your page. It could be due to SEO or it may be an online ad campaign that brought your visitors to your page.
It is important that the page they are landing on offers them the message that they have read on the search engine results or online ad.
For example, if you are running a campaign on a specific product, it will be disastrous if your visitors are directed to the homepage. This will affect the results, as visitors will not want to browse until they find the link to the product they were actually interested in. Make sure that each page takes visitors to the correct message.
If you want your landing pages to convert, you can’t ignore the visual part, that means images, graphics, and videos. The visual elements are essential to grab visitors’ attention. Make sure your videos and images are pertinent to the content and are the focal points of the page.
Other important aspects are the color of the fonts, font type, and even font size. Sometimes a minor change can make your message stand out. The key is to make the important message stand out and grab the attention of visitors landing on your page.
User experience is a very important part of your marketing, and it should not be undermined when creating landing page templates. Make sure that the formatting and navigation are user-friendly. This basically means that bullets are preferable to long-winded sentences, headers should be optimized for SEO, and navigation should not too complicated.
If it is not clearly stipulated what the visitor should do next, your strategy and advertising efforts will be in vain. Think from your visitors perspective and avoid confusing them.
Offer something worthwhile!
Many marketers focus on landing page optimization and forget to give the same amount of importance to the offer. After all, it’s the offer that will decide whether visitors take the action you want them to or not. Does it explain the benefits? Don’t focus on the features; benefits to visitors are more important.
Tell your prospects why they should sign up and what they will get when they do that. Make sure that the offer is worth their time and provides genuine value.
According to online marketing experts, prospects need to see an offer minimum seven times before they will act on it. Hence, as part of your SEO and online marketing strategy, make use of retargeting ads.
This will ensure you can reconnect with the visitor and provide offers that you perceive are relevant to them.
Call to action
Finally, the call to action (CTA) on your landing page can affect conversions. Make sure it is simple yet clear.
Also, don’t ask your visitors to fill out too many fields as they will just leave the page. Ask just for relevant information, like name and email address, to get them to sign up. Later on, you can get in touch with them.