10 Best Techniques to Optimise Your Landing Page for Conversions
Use these foundational pointers to gain a better understanding of improving your landing page conversion rate across the board.
Creating content for your landing page should be tailored not only towards current campaigns in the agenda, but also optimised to develop leads for years to come. But the real struggle is how to ensure that your content is getting hits and generating leads even after you have stopped promotions using calls-to-action, social media and email marketing. Start by enhancing the content for search engines to see a major impact in conversations for the landing page. Read on to discover eleven tried and tested methods to tap into what your consumers want, and translate their interest into conversions.
Table of contents
- Understand campaign goals or call-to-action
- Create upfront headlines that grab users' attention
- Craft a convincing flow of content
- Use language that resonates with the user
- Use appropriate graphics and visuals
- Gain the trust of the user
- Employ irresistible CTAs
- Highlight your unique value proposition
- Ensure page loading time is not high
- Optimise form details to boost lead generation
- Use the right testing tools for landing pages matter
1. Understand campaign goals or call-to-action
Figuring out what works with your target audience is essential to mastering how best to position solid campaign goals or calls to action. For instance, if a customer is browsing your landing page for making a purchase and a pop-up asking them to register for the mailing list, might be a distracting experience. Visitors to your website should find it easy to navigate and a hassle-free experience. Keep away from unnecessarily complex language that might confuse the customer.
2. Create upfront headlines that grab users' attention
There’s precious seconds to hold your customer’s attention when they reach the landing page. This is why your headline must be clear and unique to stand out in the user’s mind. Long sentences and technical details might overwhelm a visitor instead of winning them over.
3. Craft a convincing flow of content
A lot of copy is not needed to convince users regarding your product – make the content count! In case your brand is offering one of a kind commodities or services, you may have to give a longer explanation to identify it. However, if the items on offer are already familiar to the target audience, you can drive home the key message in seconds.
4. Use language that resonates with the user
To distinguish “great content” from “good content”, you need to connect at a deeper level with the visitor and establish a language that is familiar. If your landing page has gripping content, it will create emotions and contribute to the user’s memorable experience with the product concerned.
5. Use appropriate graphics or visuals
To break the monotony of content, appropriate graphics and visuals can go a long way when it comes to increasing conversations for your landing page. The visual representation of your business message – photos, drawings, graphics or diagrams -- can help to communicate it more effectively. It is also important to ensure that there aren’t too many headers and other elements that take away from the essence of your brand.
6. Gain the trust of the user
Building trust doesn’t happen overnight; some of the biggest brands have spent years focusing on crafting their brand and honing the customer base. If you cultivate consistent messaging and gain a deeper understanding of your buyers’ profiles, they will also trust you as the go-to provider for their requirements. Delivering on promised quality and timeliness is crucial to build a reputation as a reliable company.
7. Employ irresistible CTAs
A landing page is incomplete without a proper call to action (CTAs). While it may seem like just a button, it matters for customers to purchase your product. Placing the CTA strategically makes a huge difference in turnovers, for example, the colour of the button should contrast clearly with the landing page background. It should also be positioned in a way that the users’ eye is drawn to it effortlessly. Most importantly, a sense of urgency or need to grab the specific product/service now, will have a positive impact on the conversion rate.
8. Highlight your unique value proposition
The unique value proposition you bring to the table should keep in mind the ideal customer base. There is value only if the language and message connects seamlessly with the customers’ perceptions of your brand. Customers should be encouraged to use the product or service personally and understand the unique benefits at an individual level. A great way to develop this is by interviewing customers via surveys, tracking social media conversations or focus groups.
9. Ensure page loading time is not high
In today’s age, users have no patience for delays in loading the landing page. You have a few seconds before they click on another website because of unnecessary load times. Research conducted by Akamai has shown that web users today expect that a website will load within 2 seconds or less. Loading time can severely impact the enthusiasm of consumers to visit your website and view your authentic offerings. Make sure to fast-track this by using the appropriate images for visuals on the page, assessing the web page speed, and by compressing the data.
10. Optimise form details to boost lead generation
When thinking about optimising your landing page, one of the more overlooked features is the form details. Once a consumer heeds the call to action – then what? Having a multi-page form built into the webpage results in users transitioning to leads. The trick is to push a customer to take some steps without requesting any personal details. Once they are committed to following through, you can then mention contact details.
11. Use the right testing tools for landing pages matter
When you are not seeing sufficient lead conversions, consider changing up the strategy with a different call to action, messages, visuals or a more innovative approach. Testing your landing pages occasionally can provide new insights as to the overall performance. Just by assessing a few versions of one page, you can see exceptional improvements in customer conversion rates. Moreover, continuously running A/B tests will help you present relevant content for your consumers.
A combination of strategies is the best way to implement the process of optimising your landing page. Don’t make the mistake of spending money and resources over fragmented approaches to drive traffic to the website. Instead, use these foundational pointers to gain a better understanding of improving your landing page conversion rate across the board.
Joel Koh is the director of One X Tech's Technology Management & Digital Solutions practice. He leads the firm's Asia Pacific office efforts in continually evolving and growing new capabilities to serve clients in technology-led transformations.