If businesses want to achieve online sales, they must do two things. Firstly, they need to have a way to attract visitors to their website. This is usually done through marketing or SEO techniques when designing your website. However, after someone arrives at your site, you will need to inspire them into action and make a conversion. Here’s how to optimize your landing pages for more conversions, ultimately improving your bottom line.
How landing pages affect conversions
When people arrive at your website, the first page they will see is the landing page. If visitors come to your site through ads, you can control which page they land on. This is often the case in PPC marketing when users click on a link and get taken to a specific page on your site. Your website and its pages will have very little time to make a good first impression. Online users have a relatively low tolerance for poorly designed websites. Unless you manage to grab their attention immediately, most users will wander off to a different website.
Fortunately, you can optimize your landing pages for more conversions. Your rate of conversions represents the number of users who perform your desired action after arriving at your website. The action you want them to perform can be anything from filling out a form to completing a purchase.
Ways to optimize your landing pages for more conversions
Below are all the tips you need to optimize your landing pages and increase conversions, whatever you decide they should be.
Have a strong CTA
The Call to Action button is one of the most critical elements of your landing page. It can be used to inspire visitors into action directly. Therefore, you should have text that carries a clear message. Think about which action you want users to perform and precisely word it, so there is no misunderstanding. However, it would be best to avoid generic language and instead frame your CTA in a positive light. “Yes, I want a free subscription” works much better than “Subscribe now.”
Additionally, the CTA button should be large and visible. As expert web designers from Tampa, we recommend that you use elements of visual design to highlight the CTA button. Simple shapes and contrasting colors can make it stand out from the rest of the page.
Don’t overcrowd your pages
When you are good at what you do, it’s natural that you want to show off as much as possible. Unfortunately, only so much can fit on a single landing page. We recommend exercising a little restraint when deciding which features you want to include. Empty space on your pages can give the important elements enough room to breathe.
On the other hand, if you cram in too many features, your CTA will be easy to miss. Crowded pages can also be hard to navigate, confusing your site’s visitors. Instead, we suggest cleaning up the design of your landing page. Decide on a single purpose and goal which you want to achieve. Remove anything that doesn’t contribute toward that goal, and you will be left with only the necessary design elements.
Test multiple versions of your landing pages
Whenever you have multiple design choices to choose from, we suggest that you test both versions of your landing page. You can perform simple A/B tests to see which one gets a better reaction from your audience. Keep the version that has a higher conversion rate. This type of testing is generally applied to any online marketing campaign. If all of the parameters are under your control, you can optimize your landing page through multiple iterations.
Create personalized pages to get more conversions
Use referral links and monitor the traffic sources to your landing page to find out how users are reaching your website. Collect as much information as you can and then create personalized landing pages for different segments of your audience. A personalized website will let you stay connected to your customers, and it will provide them with a unique experience. Users love to feel appreciated, and personalizing your landing page is a great way to show them that you care.
Simplify your forms
Make sure that all of the forms customers have to fill are streamlined. Implement user-friendly color choices and only ask for the basic information you require. Complicated forms and asking for too much information will scare away users. It would be a shame to entice your landing page visitors to click on your CTA, only to have them leave once they reach your form. Have obvious visual cues and minimize the required typing by offering a menu with buttons.
Optimize for mobile
An essential aspect of optimizing your landing page is to make sure it works well on mobile devices. Implement SEO techniques to improve your website and offer mobile users a good experience when they visit your pages. Nowadays, most online purchases are made through mobile devices. One of the most critical aspects of mobile optimization is to speed up your page. Compress your media files, so they load faster on wireless connections. Use simple navigation and reduce the number of required keyboard inputs.
Include reviews and testimonials
Users are much more likely to convert if they see that you have plenty of satisfied customers. Integrate social proof into your website design and feature reviews and testimonials on your landing page. Invite customers to leave you reviews upon completing a purchase. This has the added benefit of boosting your SEO. Any form of user engagement is bound to increase your organic traffic. However, positive reviews and testimonials will also increase your conversions.
Now that we’ve explained how to optimize your landing pages for more conversions, you can start improving your website. Keep in mind that the primary purpose of landing pages is to turn visitors into customers. If you follow our advice, you should see an immediate improvement in your conversion rate. However, it doesn’t hurt to continually measure the efficiency of your pages and make adjustments when necessary.