Maximizing the return on each acquired website visitor is the idea behind what landing pages are all about. It’s becoming increasingly difficult to convert casual visitors into buying customers with the volume of competition. Your offer needs to pop for it to compete against the horde of other brands fighting for the same sale.
The average conversion rate is 0.7-2.9% depending on the traffic source. Display and social are the worst performers, while referral, organic search, and paid search are the best. Landing pages can boost your conversion rate by placing a highly focused offer in front of the right group of people.
The top 25% highest converting landing pages achieve a conversion rate of 5.31%, and the top 10% operate at a rate of 11.45%.
Therefore, the potential is there for significant boosts in sales with a well-crafted landing page.
There is a lot of data out there on what works and what doesn’t. The recipe for landing page success might not guarantee results but will steer you in the right direction. Follow the blueprint laid out in this article to drive conversions at a rate that would make competitors jealous.
Understand the customer
To build an effective landing page you must first understand the type of person that’s going to be reading it. Analyze your sources of data for demographic information such as age, gender, buying habits, location, interests, education, and average income.
Figuring out the target customer allows you to tailor a landing page so that it’s relevant. For example, copywriting for a younger audience may be different than for an older one.
You can also build a landing page around a persona that the target audience can identify with. For instance, if you know that the average visitor is a college-educated male in their 40’s, then you can create a character that mimics those characteristics. Give the persona a name and even a face with images. Creating personas is a powerful landing page tool that has the potential to increase conversions by up to 300%.
What’s in it for them?
The customer wants to know what benefits they get for taking advantage of the offer. Ideally, the headline will convey at least a portion of the beneficial gain. After all, 90% of people that read the headline also read the CTA (call to action).
You can also convey benefits in the copywriting or video. Concentrate on the positive aspects that solve their problems and help overcome fears. You may need to identify the problem before you present the benefits of creating a sense of urgency.
Additional benefits should be added as you make improvements to the offer. Make sure the offer delivers on the benefits promised. Otherwise, you’ll have disgruntled customers and a refund rate you wouldn’t be proud to share.
Too much choice may freeze your customers
Creating too many offers in the hopes of satisfying every visitor is one of the biggest mistakes you can make. Customers get overwhelmed when there is more choice than they can handle. The easiest choice ends up being to leave the landing page. They might bookmark the page with intentions to return, but typically the visitor will never see the page again.
Each landing page should be targeted towards a specific offer. If you have a lot of offers, then create more landing pages. There is no limit to how many you can create. Don’t cut corners by putting up more offers on a single page as that has shown to decrease conversions by up to 266%.
The types of offers landing pages can be based around include buying a product, membership subscriptions, e-mail subscriptions and filling out a questionnaire. Landing page appearance and length can differ greatly depending on the type of offer.
Huge chunks of text are an eyesore that will put customers off from digging into your copy. Use an easy to read font and break the content up into small paragraphs so it’s easy for the reader. Also, insert plenty of sub-headings so visitors know what a section is about before starting to read.
Keywords should be bolded or italicized to draw attention to the words that matter most. Casual visitors might have a short attention span or not be in the mood to do much reading. Make it easier for them and they are more likely to read far enough to see the CTA.
The call to action is the part of the landing page that instructs the visitor to complete an action to take advantage of the offer. CTA’s must stand out more than any other page element since it’s one of the most important. A poorly created CTA will undo all the hard work you did to acquire the lead.
The CTA needs to look like an interactive page element to leave no doubt for the user. For example, by making CTA’s look like a button you can potentially increase conversions by 45%. You can also make them stand out by increasing the font size and use a different font type compared with the rest of the page.
The message must be consistent
Misalignment between the traffic source, headline, copy and CTA can lead to confusion. Imagine you arrived at a landing page on a product about weight loss for moms when the advertisement was about for women in general. Confusion would cause you to leave instead of reading onwards.
A lack of consistency means you’ll be throwing money down the drain and your conversion rate will be embarrassingly low.
To simplify things you can use the same headline for the landing page as you did for PPC ads or social media posts. Headlines are the first thing customers look at so it’s crucial to get them right.
Make sure to deliver the copy that the headline promises. In the copy don’t make promises you can’t keep. You aren’t fooling anyone – buyers will compare your landing page to the product they receive. They will not be happy if there is a mismatch.
It’s better to go the way of being modest and over-delivering. Customers will trust you more and you’re giving them a reason to like you as a brand.
3 types of social proofing
Social proofing is ingrained in the way we think. If we walk by a busy restaurant and see that nearly every table is occupied we jump to the conclusion that it must be a good one. Landing pages can take advantage of this by inserting social proofing elements. Here are 3 of the top ones you should know about:
- Testimonials: testimonials take the form of a quote from a previous buyer and does wonders for boosting credibility. Detailed testimonials have the potential to increase conversions by 18.7% by adding context and believability. The testimonial might address a particular hesitation the buyer had but was pleasantly surprised when they took advantage of the offer.
- Big brand client: you’re more likely to buy a product or use a service from a company that has big-name brands among their client list. Visitors tend to think: “if these big brands have chosen this product, then there must be value”. This section is simply a list of big-name brands in the form of their logos. They are easily recognizable to the public. Quotes from these brands will also go a long way towards social proofing your offer.
- Reviews and ratings: these are similar to Amazon type reviews where a large pool of buyers leave a comment and rating. If a large group of people gave the product a thumbs up, then it must be good. Acquiring reviews should be a natural process – don’t force it upon buyers after the sale.
The number of online businesses that have failed to create mobile-friendly landing pages means there is a lot of opportunities. 58% of internet traffic was mobile-based in 2018. Therefore, you need to provide an easy to read interface for users on smartphones.
Consider how users behave differently on mobile platforms compared to desktop ones. The website should be more streamlined and you may need to cut down on the text. Also, subscription forms should ask fewer questions since visitors will have less patience on mobile devices.
A/B split testing
Once the landing page is built with the suggestions above, you are just getting started. A/B split testing is required to optimize the landing page to drive conversions upwards. The advice above is based on real-world results, but they might be contradictive to your specific scenario.
For example, while we recommend fewer offers per page, the opposite might yield better results – A/B split testing is the best way to figure it out. The idea is to create two identical landing pages, but one variable is changed. Once you drive a sufficient sample size to each page you can compare both pages to see which one delivers a better conversion rate. Keep the better converting one and discard the other – rinse and repeat.
The A/B split testing process should never end since there is always something you can improve upon. Even making the smallest changes can lead to a significant conversion increase.
A/B split testing can be a frustrating process if you make simple mistakes. Here are a few common ones to watch out for:
- Ending too soon: don’t make the mistake of ending the test with just 100 visitors – it’s not a big enough sample size. Also, give the campaign at least 3-4 weeks to get meaningful results.
- Lack of testing: you can test a page element in more than one way. For example, you can test font size and font type separately. Stopping after only testing one aspect of the font would be incomplete.
- One at a time: don’t test more than one variable since you can’t draw meaningful conversions. One variable might drag the conversion rate up while the other variable drags it down. You’ll have no idea what variable is responsible for which change.
Landing pages are a valuable tool for businesses to capture as many customers as possible with a limited amount of traffic. They are an effective way of generating sales and competing with other brands in any marketplace.
There is no limit to how many landing pages you can build per offer. In fact, you’re encouraged to build multiple landing pages to achieve more sales.
Brands that build over 30 landing pages make 7 times more sales compared to those that produce less than 10.
Implement the advice offered in this article and you’ll tilt the odds in your favor. Don’t underestimate the importance of landing pages to drive conversions and you’ll reap the rewards.