When your potential customers click on your paid ad, post on a social media network, or an offer from an email campaign, they "land" on this specific page called the "landing" page.
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Unlike other pages with many goals, landing pages are designed with a single focus, known as conversion. This focus makes the landing page the best option to increase the conversion rate and reduce sales costs.
Depending on your campaign and its goals, a conversion can be a newsletter subscription, a sale, or an e-book download. If a visitor takes the action you wanted, your landing page converted and met their goal.
How to use growth hacks to increase your conversion rate is the main question we are going to answer in this article.
What Does Conversion Rate Mean?
A landing page conversion rate is the exact number of visitors from your website that convert into leads or sales, divided by the whole number that visited your page. For example, if your online store's sales page gets 2,000 visitors monthly with 100 sales, the conversion rate is 100 divided by 2,000, which is 5%.
A conversion can be any action you want visitors to take, such as:
Click on a button to buy a product
Subscribing to your newsletter
Completing a contact form
But how will you know if your conversion rate is a great one?
Good Landing Page Conversion Rate
The average conversion rate of an average landing page is between 2 and 4%. Of course, the results may vary across different industries.
For example, the conversion rate of a higher education website could vary dramatically from an eCommerce website. Instead of asking the question, "what is a good landing page conversion rate," better ask, "what is a good conversion rate for the industry I am in."
Turn your landing page experience from below average to excellent; following the hacks we have listed and explained below, and you will see your conversion rate improving too.
7 Hacks to Implement On Any Landing Page
1. Write Compelling Landing Page Copy
A landing page is acting as a billboard you see every day on a highway. It attracts people's attention using different techniques. The most important part of an effective landing page is the content or copy.
People don't read your landing page copy carefully. They scan it.
Customers first notice:
The headline
The images and design
CTA buttons
Create unique headlines that are easy to understand, remember, and identify with the visitor's needs.
Use your landing page to tell a story, from beginning to end, which will take the customer on his journey through your product.
2. Use Keyword Research to Find Landing Page Testing Ideas
To improve landing pages conversion rates, marketers should also do keyword research to find more profitable keywords, improve their advertising copy, and develop new A/B testing ideas.
When doing keyword research with the AdWords Keyword Planner, you are limited to ideas that come to your mind and that AdWords suggests. But there are keywords you were not bidding on that have a low cost per click and high volume. You will catch these types of terms using keyword research tool.
Quickly check your click-through rates and the gaps on your website; look up local keyword rankings; and analyze your competitor's content.
3. Use Testimonials
Include testimonials on your landing page as your visitors are more likely to convert when they see that previous customers are happy with the results. The reason why customer testimonials on landing pages are so compelling is that they build customer trust.
Most visitors will not trust your product blindly if none recommends it. In fact, according to statistics, customers spend around 30% more with a business that has "excellent" reviews.
For instance, if you were a service for interview preparation, you could take advantage of testimonials your satisfied clients wrote.
In this testimonial example, we can notice key points like – "would not be where I am today" and "I got an offer I wanted." If your business can solve a problem like finding a new job and getting satisfied customers, don't hesitate to get your testimonial and use it on a landing page.
4. Your Website Theme Matters Too
Many business owners don't know that the theme you choose for your website can impact its SEO rankings and conversion rates. If prospects can't find you online, you will struggle with growing sales.
If your website struggles to gain online traffic, the WordPress theme you are using could be one of your major problems.
Therefore landing page builders are crucial for the success of your online business. They focus on targeted audiences and provide them with direct access to a product or service your customers need.
A landing page builder helps you design and publish landing pages without requiring any coding knowledge or hiring neither an expensive web developer nor a designer.
Landing page builders will help you get more leads and sales for your business.
5. Optimize Call to Action Buttons
The CTA button is a crucial element for increasing conversion rates as visitors see it first and then decide whether they will proceed or not. The CTA has to bring value to your potential customers and be positioned on your website correctly.
How to make the best out of CTA:
CTA needs to stand out from the rest of the landing page, making them eye-catchy.
Try to use precise wording. A great CTA will make visitors take action.
Place Buttons strategically throughout the landing page. Follow conventional placement and place CTA above and below the fold and in-between informative parts of your website. This way, you will show visitors that clicking on CTA is their next logical step.
Sometimes it seems you already have the perfect CTA, but the results show otherwise. CTA has to be precise, clear, and convince your visitors to take specific action.
The best CTA needs to:
Grab the visitors attention
Go straight to the point
Appeal to the client's needs
Be action-driven
A great example of simple and powerful CTA
Claim compass company is helping people get compensation when their flight is delayed. If you look at their landing page and CTA example, you will see three easy steps that need to be followed, but more importantly, you can notice the button in the top right corner that says "Check Compensation."
The intense color and clear message make visitors want to click on it immediately.
6. Optimize Your Lead Capture Form
Your lead generation capture form may be the most manageable area to improve the conversion rate on your landing page.
There is a simple truth about landing page forms - the more information you are asking for, the lower the conversion rate.
Imagine the visitor "landing" on your page and filling out the form with numerous required fields. Your prospect will most likely abandon it halfway through.
To ensure your form is as quick as possible, focus on optimizing points of friction.
7. Use Different Types of Ads to Drive Traffic
You might be thinking people ignore ads when searching about a specific topic. According to sales funnel statistics, over 75% of potential consumers believe ads make it easier to find information.
You can always try tools like a free online graphic editor to create fantastic-looking Instagram or Facebook ads. Ads will help you drive traffic both to your landing page and your website.
Additional Tip
Constantly Monitor Your Landing Page
Before checking its conversion rate, take constant webpage monitoring to ensure your landing page is working.
By constantly monitoring your current campaign landing page, you will be the first to know if it becomes unavailable before your customers do and save money from clicks leading to 404 pages.
Final Words
The secret weapon to improve your conversions is utilizing landing pages. Landing pages work as they focus on a particular buyer persona with a specific need, contrary to a homepage that caters to all traffic.
High-converting landing pages all got a few things in common - utilized copy, beautiful design, clear and eye-catching CTA button, simple lead capture form, and customer testimonials included.
Increasing your landing page conversions is a kind of art form and correcting any primary mistakes is the key to mastering it. However, if you need a hand along the way, you can always reach out to a growth hacking agency.
Hopefully, now you know where to start with improving your landing page conversion rate. Begin with understanding the way customers are interacting with it and decide what to do next.
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Author
Nina Petrov is a content marketing specialist, passionate about graphic design, content marketing, and the new generation of green and social businesses. She starts the day scrolling her digest on new digital trends while sipping a cup of coffee with milk and sugar. Her white little bunny tends to reply to your emails when she is on vacation.
