Directing people to your site is one thing, but getting them to actually take action is much more difficult. Business owners only have so much control over which customers sign up for a newsletter, for example. But there are certain ways to increase your chances for a higher customer conversion rate.
Make Calls to Action Stand Out
Just having a call to action isn’t enough anymore; you need to make it POP! By tweaking the wording of your call to action and making sure it stands out — try a contrasting color — you will often see your conversion rate improve. It’s a quick and simple solution.
Use Attractive Buttons
Use buttons that are recognizable, easily stand out, and invite the visitor to click. Too often, I am left wondering where to go to or what to do next. Take my hand, and lead my click.
Make It Flow
If you’re making a landing page, chances are you are already showcasing relevant content on it. One thing people forget to do is make sure the content flows well and provide users with the information they are looking for with a natural train of thought. If you can make the whole customer education process easier, you’re likely to convert the user.
Follow the “F” Rule
Many eye-tracking studies show we look at web pages according to an “F” pattern — starting at the top left and then scanning less and less as we go down. Given that you only have a few seconds to get your message across, prioritize the top of the “F” and pack that with bold messaging and highly visual content. Each line the person scans down, the less attention they pay.
A/B Test It
This isn’t “one” way you can improve your conversion, but it’s a simple tool to let you drastically improve conversions. Implementation of simple A/B testing (like Optimizely) will allow you to quickly make small updates (color, positioning, copy) and measure them instantly.
For a landing page, give the user ONE action to take. Remove your links, navigation bars, and other distracting items on a page and watch your conversion rates soar. When in doubt, ELIMINATE distractions! Remember, the dog with two bones chases none.
No one wants to read text on a website; it is more engaging and simpler for them to see graphics. But showing graphics of a product are just not enough. Graphics need to be able to tell the story as if the visitor were reading the text. Connecting with the customer through graphical storytelling will keep them on the site longer, and will make them feel more comfortable and confident.
Shorten Your Content
Much has been made of the effectiveness of a lengthy landing page, but in today’s world where people want information quickly, you’ll benefit by decreasing the amount of content. Make sure it still includes all relevant information, just use fewer words.
Pick Winning Copy Using Data
Step One: Get in the minds of your customers. Ask them in a survey to rank the factors they considered in their purchasing decisions. Find out which factor is consistently ranked number one. Step Two: Use that factor as a selling point in your copy. Give your customers what they’re looking for and your conversion rate, click-through rate, and time on site should all increase.
Add a Newsletter Opt-In Popup
We started using this at the beginning of 2014, and the results have been staggering. The amount of new customers added to our distribution list has gone up 1,600 percent from last year. We do add value to our customers by offering 10 percent to sign up, then we get the obvious value of being able to keep in touch. This has been one of our best marketing successes for 2014.
Give Something Away
One of the best things I have done on my landing pages is to give something away for free. This can be anything from an e-book to a how-to video to a coupon code — just make sure it’s something people want and that is unique.
Call Attention to the Right Details
It is vital that users easily recognize the Call to Action on your landing page, and sometimes it needs to be more obvious than you think. For example, Leadnomics saw immediate bumps on our marketing funnels when we increased our border radius on our CTA buttons to 25px. If you do not call proper attention to your CTA, you will lose people who don’t immediately understand the next step.