7 tips to increase your landing page conversions
Conversion rate optimization is an aspect often put aside in the digital strategy of companies.
Indeed, in Digital Marketing, traffic acquisition can be a priority for a Landing Page, and even a website.
However, once the traffic is obtained, you will quickly realize that a basic Landing Page is not enough to convert efficiently.
That’s when it’s important to work on your Landing Page in its ability to convert prospects.
Here are my 7 tips to increase your Landing Page conversions.
1. Know your market and your users
As with many marketing strategies, knowing your users, your prospects, and your market is paramount.
By knowing your environment and the people you are addressing, you can guide your future choices and assumptions regarding your Landing Page.
To convert with your Landing Page, it is, therefore, necessary to optimize it so that it corresponds as much as possible to your users’ expectations and behaviors.
User experience and UX research methods are therefore very important here.
User research allows you to understand your target and to know what are their tastes, motivations, desires…
To learn more about your prospects and your market, the best way is to get in touch with them directly.
Make polls, surveys and ask them coherent questions such as
- What is your professional status?
- What industry does your company work in?
- What tools do you use in your work?
- What are your growth goals?
- What type of blog posts do you read?
- What do you think is a good buying journey?
- How big is your business?
In any case, these questions should help you understand your market and its trends whether it’s in terms of:
- Your target demographics,
- Their preferences,
- Their habits…
And the tool to formalize this data collection is the Persona that I advise you to build as a team.
As you can imagine, a landing page for business leaders will not look like a landing page for students.
The value proposition, the colors used, the tone used, and other elements are different.
Your Landing Page should be designed with the characteristics of the target audience in mind.
This is the only way to increase conversions from your Landing Page.
2. Have an ad that matches the Landing Page
This step is especially relevant for Landing Pages that use online ads to acquire traffic.
This is a mistake that many businesses make and it can drastically decrease the conversion rate of your Landing Page.
When you advertise, whether with Google Ads or Facebook Ads, you may be tempted to create ads to drive clicks to your sales page.
That’s fine.
Except that if this ad is not consistent with the content of your landing page, the bounce rate will be very high.
Never lie about your ad.
Clicks are worth nothing, but conversions are.
Therefore, prefer ads that are perfectly consistent with your Landing Page, even if they are less attractive.
You may get fewer clicks to your landing page.
But your users are not frustrated by the inconsistency between your ad and your sales page.
Make your value proposition, product, offers, and text content match your ad.
After clicking on the ad, the user should find the ad content directly on your landing page without confusion.
On the other hand, if they don’t quickly find the title of the ad and the subject matter, they are lost, disappointed and will leave the page without taking action.
Another common mistake is to create several ads for a single landing page.
If you have several offers to propose and therefore several ads to display, it is best to create several Landing Pages.
My advice: one offer per Landing Page.
For example, don’t set up a single Landing Page for your website design, logo design, Facebook ad…
If the user clicks on an ad to create a website, the fact of seeing on the Landing Page offers to create a logo, or others will take him away from his initial objective and lose him in his navigation.
The objective is to focus on the offer for which he clicked on the ad to generate a conversion as quickly as possible.
3. Use emotions
The emotion of the users is one of the most powerful aspects to make them take action.
The goal of your landing page is to create real emotional triggers for your users.
If you know your prospects well, you will know how to make them feel emotions.
To do this, play with emotions and feelings of joy, fear, exclusivity, expectation…
You can make sure that your Landing Page gives off a particular atmosphere and mood, especially with :
- The colors used,
- The typography,
- The images or videos,
- The text…
It’s all about the balance between your graphic elements and your value proposition.
Red does not necessarily represent anger and green does not exclusively represent ecology.
It all depends on how you use these elements.
For example, the sense of exclusivity is used a lot by brands, especially on their e-commerce sites.
It’s a great way to make prospects want to buy.
When you see ads like “DO NOT MISS THIS PROMOTION”, it is fear that is aroused, the fear of missing a good deal.
My advice: use emotional processes so that your Landing Page brings users out of their spectator zone.
4. Have a clear and compelling value proposition
The value proposition is not only useful for your ads, it is also essential for your entire conversion strategy.
The value proposition should be in your catchphrase, the main headline, the phrase your visitors see first on your Landing Page.
This tagline should be the starting point of your landing page and the first point of contact with the visitor.
In this catchphrase, clearly state:
- What you do specifically,
- What results it brings,
- Who you are doing it for.
This catchphrase should be directly visible when a user opens your page.
Naturally, this is the first thing your prospect is looking for.
He needs to be reassured.
They want to understand if they are in the right place and if the offer is right for them.
If it’s poorly written and/or your value proposition is unclear, users will look elsewhere.
Visitors are ruthless, if they don’t find what they are looking for directly, they will move on very quickly.
Think about it, when a potential customer arrives on a Landing Page, he asks himself the following questions:
- Am I in the right place?
- Does this page give me what I need?
- Is this offer for me?
- What are the benefits of this offer?
If your value proposition is clear and understandable, your users have no trouble understanding whether or not your offer is of interest to them.
So you won’t miss out on interesting and interested prospects.
5. Use social proof and authority to increase your landing page conversions
You probably look at customer reviews when you buy a product on the Internet.
And you are not alone.
The majority of consumers look at recommendations and customer reviews before buying online.
Brand authority and customer satisfaction are extremely powerful tools to drive conversion, especially on a landing page.
Showcasing the brands you’ve worked with and the results you’ve been able to achieve creates a sense of trust on your landing page.
If a visitor reads the various positive reviews from your customers, they immediately feel safe to take action.
To collect opinions, don’t hesitate to ask your customers, partners, employees.
Ask them questions about their satisfaction with your service.
But above all, ask them about the results they have obtained by using your services.
If you have worked with well-known brands, including their logo on your landing page.
If your prospect recognizes your company’s logo, they will trust you more quickly.
6. Establish a clear and consistent call to action
For some entrepreneurs, calls-to-action are just detailing.
However, the call-to-action is the part where the prospect will interact to take action and generate a conversion on your landing page.
It is therefore a crucial element to work on.
The objective of a call-to-action is to make it visible, understandable, and appealing. Several things are therefore to be addressed:
- Its color must contrast with the background to make it visible.
- Its form makes it clear that it is a clickable link. Generally, it takes the form of a button.
- Its size should be proportional to the rest of the content on the page. Not too big, so as not to disturb the visitor during his navigation. And not too small so that it is properly visible.
- Its text content. Your visitor must understand the purpose of the call to action. Is it to sign up? To subscribe? To send a message?
- It’s positioning. It would be silly to place your call-to-action before your value proposition in your page structure. It is important to know how to place it in the right place at the right time. That is when you think your visitor has enough information to take action.
You can take inspiration from other SaaS Landing Pages for your call-to-action buttons.
In any case, remember that your CTA must be visible enough without disturbing the prospect, be understandable and be attractive.
My advice: here again, as for your ads, the text of your CTA must not be ambiguous. Your visitor must know what he will get in exchange for his click. And if you run out of space, precede your CTA with an explanatory sentence.
7. Launch an A/B testing campaign
It is possible that according to certain ergonomic and copywriting rules, your Landing Page looks optimized.
However, it is impossible to know if it is reaching its full potential in terms of conversion.
To further optimize the conversion rate of your landing page, A/B testing is the best solution.
A/B testing is a method that consists of testing 2 variants of a single page to see which one converts better.
The objective is to send the same number of users to the 2 pages.
The variation can concern the positioning of your elements, their colors, texts, photos, videos…
For example, imagine that you test 2 variations of a Landing Page, one with an explanatory video and another without the video.
Even if at first the explanatory video may seem like a good idea for conversion, it may be disadvantageous if your target is not sensitive to videos.
That’s what A/B testing is for, to test your assumptions.
Try to put your intuition aside.
Even if you think an idea might be good, it’s important to A/B test it to see if it’s an idea that will pay off.
Because in the end, your prospects and your conversion rate are always right and have the last word.
Conclusion on how to increase your Landing Page conversions
There are of course rules and elements that allow you to improve the conversion rate quickly.
This involves optimizing the user experience, copywriting, and persuasion.
Indeed, knowing your users perfectly is essential if you want to have a Landing Page that corresponds to your target and that converts.
But to optimize your conversion rate in the long term, you will have to set up research and testing strategies.
This is where research to know who your users are and A/B testing to test your different hypotheses will come in.
With that in mind, here are some quick and practical tips to get more traffic and conversions.
