Do you know that feeling when you’re getting amazing traffic and great leads, but just can’t seem to be making money? The most likely answer is that you while you probably are doing everything right, you’re not getting good conversions. Namely, you get people to actually reach your page, to look at your website, but you don’t really keep them there.
You have high bounce rates, or simply can’t make a sale. Basically, there may be a host of issues why you’re not getting the conversion levels you want. However, today we will be focusing on the landing page, and how to optimize it for conversion generation.
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Landing Page Optimization Tips To Increase Conversion Rate
Show you care about privacy
In light of the events in the last year or two, privacy and security is a big deal for all users. Essentially, a big barrier for new leads is trust. Just think about it – people are giving you their contact information, sometimes even personal data. How do they know that you won’t spam them with tons of emails every day, or even cold call them in the middle of the night? And of course, let’s not even start about low security, poorly encrypted websites and pages. So, we suggest you implement some trust and privacy signals.
Our brains process images much, much faster than they do text. Understand that content which contains images and basically, any visual content will much more likely be viewed and will retain users more often than regular content. It also helps you stand out, it makes you more unique.
Another important aspect with visual content within your landing page is that you can evoke different emotions, pull peoples curiosity in various ways. For example, you can attract people with some of the many infographics ideas and styles. You can provide educational content in a very clear and concise way. For example, stating some stats that support your products or services, pointing out something that most people lack, and that can be fixed with the things offer. And understand that the said infographic doesn’t have to take up an entire page of content – a simple three-panel image can do the trick.
You can also evoke certain emotions and ideas with images on your landing page. Something as simple as harmonized color combinations and an eye-catching design might be enough. Other times, placing a human face on the landing page can help. Having a photo of the website’s team can remind people that there are human beings, actual people behind the page. This can help you build trust and familiarity.
Brevity is the soul of wit (and good landing pages)
We understand the urge of writing as much information as you can and putting it on your landing page. Quite often you only have one shot at getting a conversion, and that is through your landing page. However, understand that just vomiting all the information you have about your company onto your landing page will not get you the result you want. If they get hooked at your landing page, they will easily read more about your services, products, and your company on the rest of your website.
Furthermore, keep your forms short and sweet as well. If you want people to sign up, doesn’t matter if it’s for your products or your newsletter, you don’t want to ask for too much information. First of all, it can simply be tedious. Filling out a form asking for everything from their social security number to their home address will take a long time. The second, more serious issue, is that it will seem horribly intrusive. At best, they will think of you as a bit nosey. However, at worst, they will consider this a serious privacy violation.
Set up a chat system
Now, not every company can implement a good chat system. It requires a certain amount of bandwidth, as well as having a team there to back it up. Understand that any quality marketing company, like the professionals at GWM SEO and web design, for example, will tell you that it’s better to avoid multitasking if you truly can’t pull it off. A poorly implemented chat service with support that doesn’t care about the user will do more harm than good.
You want people’s eyes to be drawn to your landing page, to get a conversion. For this reason, we suggest you minimize every possible distraction found on the page. Your goal here, even with the chat option, is to direct people to the landing page form. Remove any fluff, visual flourishes, and any unnecessary links. Your user’s eyes are supposed to be drawn to the form, and nothing else. With the exclusion of the actual design and background image of your landing page, the entirety of the attention of your users is supposed to land on the form.
Keep your content scannable
Now, whatever content you put within your website, understand that quality always trumps quantity. Always work towards keeping your content good and as professional as possible. However, for your landing page, content needs to be very specific. People essentially need to scan it, to look at the landing page and basically make the choice (consciously or subconsciously) at that very instant. People’s attention spans are very limited, and a large paragraph of text will push people away.
While we already mentioned how important short, clear writing and content is, scannability is a bit different. By setting up the landing page content in a scannable, easy to read format, people are more likely to be converted by it. So, things like bullet points, arrows, dashes, lists, these all will get you the results you want. Furthermore, bold and underline the things you want to emphasize, things that people should really focus on.
You should always strive towards conversions. Leads, visitors, all this is well and good, but without conversions, you just end up with a pretty website and no money. So, we suggest you work on your landing page. Minimize any distractions, everything should lead towards people filling out your landing page form, or clicking on the right link. A chat option or some visual elements can push towards better conversions, but remember to keep the content short, sweet, and scannable. And of course, try to convince people, at a glance, that your website is secure, and that their information will be kept safe.
Featured image source: Freepik