Even if you’ve managed to generate tons of traffic to a specific landing page through comprehensive SEO, an optimised PPC campaign and an all-encompassing content marketing strategy, all of those visitors mean nothing if they don’t convert.
So with this in mind, here are 10 ways to increase landing page conversions, which should turn visitors into customers before you know it.
Simplify your form fields
One of the major reasons why people don’t convert is because they have to provide too much information. Numerous individuals do not have the time or inclination to fill in lots of fields and will leave before submitting crucial data. Therefore, decide on the least amount of information you need, which will still result in a valuable lead.
Include reviews and testimonials
Genuine reviews and authentic testimonials, which include the individual or company’s name, a picture, and an in-depth description of their experience, can markedly improve conversions. If visitors are given proof that your product or service actually works and is of benefit to their own situation, they’ll be more likely to take action.
Get rid of needless copy
This is not the time or the place to go into great detail about what you are selling, as this is what product pages are for. Landing pages serve a separate purpose, so copy needs to be clear, concise and to the point. Strong content is still required to generate a favourable quality score, but lots of information isn’t needed. Therefore, any unnecessary text should be eliminated.
Include images and videos
In addition to increasing engagement and explaining the benefits of your product or service, images and videos can also convince consumers to convert. A simple infographic, which is easy to consume and understand, can quickly inform the audience. Alternatively, a 60 to 90 second video will also have the same effect.
Make your intentions clear
You have obviously created your landing page for a reason and there is nothing wrong with being explicit about what you want the audience to do. For collecting lead information, make sure the form is easy to access and simply to fill in. Conversely, an obvious button in the middle of the page will encourage a download or free trial.
Showcase your accomplishments
Just like reviews and recommendations, showcasing any awards or accomplishments can establish trust and persuade visitors to take action. Whether it is logos of the companies you have worked with or social media approval, presenting your previous success is an effective technique.
Do some testing
Even if you believe the design and layout of your landing page is the best it can be, your audience might not agree. Therefore, you should test certain elements to see what is most successful, especially when it comes to the colour and size of buttons. These need to jump out, catch the visitor’s attention and encourage them to convert.