Landing pages are designed for one thing and one thing only: conversions. You can set up a landing page to encourage prospects to sign up to your email newsletter, to test out your new service, or to buy your latest product.
Whatever the aim of your landing page, you will want to ensure that it is converting as well as possible. There are many ways that you could potentially increase your conversions, but here are five quick factors to consider than can often make a big difference.
- Message Match
Message match is the process of ensuring that the copy and design of your landing page is similar to the ad, email or web page that the prospects have clicked on to arrive at your page. This is especially important if you are directing prospects to your landing page from your PPC ads.
Whatever your PPC ad uses as the headline, you should use similar or identical copy in the headline on your landing page.
This improves the message match, ensuring that prospects know they are in the right place. You want to make the transition to your landing page as smooth as possible so that the ad and the landing page are all part of the same process, and this is the best way to do that.
- More Social Proof
Social proof is essential if you want to persuade your prospects to do anything. Simply telling them how great you are will not cut it – your prospects know that you can say anything you want about yourself.
But when you have social proof clearly visible on your landing page, this gives your prospects an extra incentive to trust that you are as good as you say you are.
The most common form of social proof is the testimonial. Add a number of testimonials to your landing page, alongside the names and, if possible, photos of the people who provided them.
Other forms of social proof can be the amount of Facebook likes you have got (as long as you have lots!), or displaying the large number of people who have already signed up to your email newsletter.
- More Specific CTA
The call to action is where it all happens. If your prospects don’t click on it, there will be no conversions. But while many landing pages use weak CTAs like ‘Click Here’ or ‘Submit’, you can do better.
For any prospect, clicking the CTA button increases anxiety. They don’t know what will happen, and it is natural to resist it. You can encourage more people to click on it by using copy that makes it clear exactly what will happen.
Try something like ‘Download Your Report Instantly’ or ‘Start Your Free Trial Immediately’ to provide more details about what will happen after they click the button.
- Fewer Form Fields
If you have lots of fields to fill in on your form beyond a name and email address, ask yourself whether you really need them. Often, too many fields can be off-putting, and your prospects may be less inclined to fill them in.
Sometimes you may require more fields – and for some products and services, you will want more fields to ensure only the most qualified leads convert. But if you don’t need all that information, get rid of it – you can always ask for it later on.
- Fewer Distractions
As mentioned, the whole purpose of your landing page is to convert. That means the only way people should be able to get off the page is through your CTA. If you have lots of links to other places, you are simply tempting your prospects to click on them and go somewhere else – probably never to return.
So get rid of distractions, and make sure the copy and design of your page leads your prospects to one single point of focus in the CTA.
Test Everything
These are just a few ideas for ways that you could improve your landing page to get more conversions. However, the golden rule with conversion rate optimisation (CRO) is to test everything. If you make any of the above changes, test your new page against the original page. This will allow you to find out what is working and what isn’t working, so you can continue to improve your landing pages and get more conversions over time.
As a specialist digital marketing agency consisting of a number of highly experienced digital consultants, Web Results Direct is expertly placed to support its clients with advanced, and strategic, digital marketing consulting services. To learn more talk to us – call us now on 01483 429222
