10 Ways to Increase Landing Page Conversion Rates

To start out, what is a landing page? Experts say that you need one for your business to succeed but what exactly is it? According to Neil Patel, creator of Quicksprout, a landing page is “any webpage where you send visitors in order to initiate a conversation and close a deal.” That’s it. That’s what a landing page is for. It is the final step for customers to convert to your product.

Landing pages can be used for anything including creating an email list, making an announcement, or selling a product. It can be for any purpose you choose but make sure that that purpose is clear and linked to a call-to-action. Business websites definitely need a landing page because 48% of marketers build a new landing page for each marketing campaign. In fact, companies that increased the number of their landing pages from 10 -15 see a 55% increase in leads when compared to those that only increase their landing pages from 1-5 or even from 6-10.

Landing page conversion rates are a good indicator of how well your business is succeeding online and the ultimate goal is to create a high converting one. Unfortunately, there is not a one-size-fits-all guide for creating landing pages. This is because landing pages have so many different factors. Not only do they need to be targeted to the specific audience, but each individual landing page also has a different goal, a different product or service, and a different purpose. However, there are some things that are the same across for the board. Here are 10 ways that you can increase your landing page conversion rates.

1. Headlines

Just like great headlines are essential in blog articles, they are equally as important in your landing pages. You want to immediately grab your reader’s attention and let them know what your product/service is all about. Keep it short, sweet, and to the point. At unbounce.com they also suggest adding a sense of urgency to your headline for a more successful landing page.

2. SubHeadlines

The sub headline is just as important as the headline in increasing your landing page conversion rates. Think of it this way. If the headline is the attention grabber, then the subheadline is the glue. Build on the idea of the headline and use the subheadline to go into a little more depth. Make sure that it is also persuasive because you want your visitors to convert and they will need a reason to do so.

3. Images

Did you know that the brain processes images 60,000 times faster than text? Why not harness that power and add images to your landing page? A few cautions when it comes to using images on your landing pages though. Make sure that the pictures are large and high quality, otherwise instead of increasing your landing page conversions, you will decrease them. Also, make sure the images are relevant to your service/product and do not appear random.

4. Explanation

Sometimes, when a visitor makes it your landing page, they will have no knowledge of what you offer. This is why you must have an explanation on your landing page. This could be an incredibly simple explanation that is part of your headline/subheadline or a separate paragraph. It does not matter how it is included, just that it is there and it shows benefits for your customers.

5. Add Value and Benefits

Customers want value in exchange for their money or information and an easy way to show the benefits of your products or services to your customers is to merely list them out. Let your customers know what is in it for them and make your benefits customer focused. Use words like “You” and “Your” not “We” and “Our.”

6. Hit The Pain Point

If you want to increase your landing page conversion rates, then you have to let your customers know what they will lose if they do not convert. Because humans are wired to avoid pain, they will feel the loss twice as much as they will the gain. An example from crazyegg.com says “it feels good to get $50, but the pain that we feel from losing $50 is twice as intense as the pleasure we received from gaining the same sum.” After hitting the pain point on your landing page, make sure to also demonstrate how your product alleviates that pain by showing the pleasure point.

7. Show the Pleasure Point

This is similar to the benefits section except that pleasure points are less feature based and more emotional based. For example, if you are selling attractive athletic clothing, the pleasure points might be style, trendiness, or self-confidence. See? Every product can be marketed in a way that highlights the emotional and psychological pleasure. Make sure to show that on your landing pages for better performance.

8. Testimonials

If you want your landing page conversion rates to increase, you have to add testimonials. Testimonials illustrate a great deal of trust in a company and customers trust testimonials. Remember to use pictures in your testimonials to give a face to the name because it makes the testimonial more real. Testimonials are also a great place to illustrate the pain point and how your product fixed it. If you receive testimonials that fill that need, make sure to use those on your landing page.

9. Contact Information

While this is an important part of any website, it is critical on a landing page. The more contact information you can include, the more trustworthy your company appears. Besides, if a customer has a question about converting, (signing up, buying a product, i.e.) they will easily find your information and can ask said question. Include a phone number, email address, physical address, and possibly even a pop-up chat window. Make it easy for the customer to get ahold of you.

10. Call-To-Action

This is the most important item to remember when trying to increase your landing page conversion rates. If you do not have a call-to-action, your customers will not convert. It’s that simple. Make sure you have one.

Not only do you have to have a CTA button but you also have to make it stand out. Use a different color and make it big. Generally, the bigger the better. Also, spend some time on the CTA copy. Do not just use the word “submit.” Be more creative than that. Some examples include “Increase Leads Now,” “Set Up An Appointment,” or even just “Get Started.” These are all better than just “submit.”

Using these tips to help increase your landing page conversion rates is a great place to get started. However, in order to keep your landing page conversion high, you will not ever be completely done with it. You will always be able to improve on what you have. The more improvements, the more success you will see.