Making Your Landing Page Convert
Is your website just not converting your leads into customers? Are you losing prospects at key points in your sales funnel?
Well, you’re certainly not alone. Statistics show that the median conversion rate for websites is only 2.35%, with many websites performing far worse than this. This figure might not mean much when taken out of context, but when we see that the best performing websites are achieving upwards of 11.5% conversion, we soon notice a lot of room for improvement.
So, what’s the answer here? How do you boost that all-important conversion rate for your pages? Landing pages can provide the solution.
In this post, we’ll look at how you can craft landing page designs that convert your prospects into fully-fledged customers, boosting your revenue and ROI along the way.
Common mistakes businesses make on their website
Not expressing authenticity
As many as 81% of consumers say that they need to be able to trust a company before they feel comfortable doing business with them. This trust simply cannot be achieved if your website and its landing pages do not express authenticity.
One of the problems with today’s high-paced online landscape is that there are too few original websites out there. Too many businesses are copying designs and content from other websites, and diluting their own voice in the process.
For example, if a competitor has spent time and effort on designing their website in a way that suits their corporate identity, this will become a key part of their brand. If another business then decides to lift this design and structure, this may not align with their own brand identity. What’s more, customers may recognise this structure and design as inauthentic and unoriginal, further harming trust.
Attention spans are short, and you need to catch your user’s eye quickly and effectively — preferably within three seconds of their arrival on your website. If you’re not getting your key messaging across in these crucial first few seconds, you may be losing leads from your website and landing pages.
Make sure that all-important messaging is ready and waiting for users when they arrive on your page. Don’t make them scroll down or navigate menus in search of information that should be right in front of their eyes from the word ‘go’.
Of course, there is more to content than just those first three seconds. What happens after you’ve caught your user’s attention? Well, now they need further information and support, and you can provide that with more content elsewhere on your page. Obviously, this needs to be easy for your user to find, but you don’t need to worry about placing it above the fold, as you have already captured your user’s interest.
If your page does not have enough content, you are not representing your business properly.
If your page does not have enough content, you are not catering to what your users want.
Website is not designed for users’ convenience
Let’s think a bit more about what your users want. In this era, customers are looking for convenience — a hassle-free way to find exactly what they need.
If your user has to jump through hoops to find this, you are not providing a good experience. For example, the process is too long and convoluted if the user needs to click more than three times to complete their purchase. Similarly, if they need to scroll down your landing page to find the call to action or purchase button, or if they have to wade through vast chunks of text to discover what they need to do, their convenience is going to suffer.
Top 5 tips to make your landing page convertible
How do you convert with your landing pages? Take a look at these five tips and make your landing page more convertible for your users and for your business.
Understand your customers’ purchasing behaviour
You need to know your customer inside out, especially when it comes to their purchasing behaviour. Are they looking for a swift purchase with no friction, or do they need more information and support before they can make the right choice? Do they want to use a mobile phone or tablet to complete the transaction, or are they desktop browsers? Have they purchased from you before, or are they first-time customers?
Understanding this behaviour by identifying different customer personas is critical as you craft a landing page ripe for conversion.
Express yourself authentically
Don’t try to imitate your competitors. Instead, show how and why you are better than they are — demonstrate your unique value proposition and identity.
Your customers will respond well to this honesty, and you will find it easier to nurture more profound connections and long-term value from your visitors.
Put the customer experience first
Ensure the user experience always comes first, making your website — and your landing pages in particular — as user-friendly as possible for all visitors.
- Optimising your page loading times
- Making all content easy to read and to access
- Making it clear what your users need to do next, with an impactful call to action
Working with a conversion rate optimisation agency can help you achieve this.
Provide valuable offers
Some may think of offers as a way to “bribe” your users on the way to conversion. We prefer to think of offers as a helpful form of encouragement nudging users in the right direction, or as a reward for taking a positive course of action.
Decide on a reasonable offer you can provide to your users. This needs to be something that your users will genuinely value — for example, a discount on future purchases or an eBook that supports them as they get more out of your products and services — but not something that will harm your budget.
Keep it simple
Your messaging needs to be crystal clear so that your visitors know exactly what you offer. Be clear and direct, and make sure that there is no ambiguity in what you say.
Decide on the most important messaging. Outline your key value propositions, and ensure these are all communicated in a sharp and concise manner.
Achieving landing pages that really convert
Achieving websites and landing pages that really convert requires a keen focus on impact, honesty and user experience. Working with a conversion rate optimisation agency can help you make sure this is the case on all of your pages. Reach out to our team and discover more.