Did you know that a good conversion rate is the basis for a high sales volume? How is your current online sales funnel like? Probably, advertising more, producing more content and dedicating more effort and time into your business could be the solution to higher sales volume. Alternatively, the trick could lie in your landing page conversation.
Why you need a Landing Page
Your landing page is an indispensable aspect of your online marketing strategy. After driving traffic to your website, the next step should be lead generation- converting these visitors or prospects into customers.
A landing page will easily generate leads, offer a relevant platform for marketing offers, collect demographic information about your prospects, understand your most-engaged prospects and offer insight on your successful marketing offers among other advantages.
Unfortunately, as revealed in MarketingSherpa’s landing page handbook, marketers seem to ignore landing pages in enhancing business success. To put it in perceptive, 44% of clicks for B2B companies are directed to a business homepage, instead of a special landing page.
Conversely, among businesses that utilize landing pages, a disappointing 62% have six or fewer total of these lead capture pages.
According to the MarketingSherpa handbook, the prime reason why businesses are not reaping from landing pages is because the marketing department does not know how to set them up or are too overloaded. Therefore, the need to train your marketing department on how to create landing pages can never be overemphasized.
You set up the landing page, what next?
Next step is to learn the tried-and-proven tips and tricks that will yield maximum possible profits by simply increasing your conversion rate. We therefore explore 10 actionable and successful tweaks to boost your conversion rate.
#1 Do A/B Testing
To optimize your conversion rate, the first rule of the thumb is testing. This is essentially what a/b split testing is all about. This is a technique that you can use to run two possible headlines to decipher which one will provide the expected results.
You basically create two alternative versions of your page, each with a different headline. Both pages should have a call to action, whose results will be evaluated at the end of the testing. The page that scores highest wins.
Buildium, a property management software company, which manages over 600,000 residential units in about 31 countries globally, was able to increase its conversion rate by 22% after using a/b testing. A test was done to see how the homepage testimonials improved the company’s conversion rate.
The control page’s headline and subheading read, ‘Proof, meet pudding. We can help you too: We have over 8000 happy customers across the world.’ This first page failed to inform the site visitors that the company’s services spread through small, medium and large size property managers.
Still not convinced?
ComScore understood that social proof can have a positive impact on sales. In an effort to optimize this strategy to drive more sales to their site, the company ran an experiment. Their original page had the minimum viable social proof, which simply contained a customer quote.
To get the winning page, the company created three variations. After testing approximately 2500 site visitors, variation 1 emerged the best. It had increased the product page conversion rate by 69%, compared to the original.
Read about other success stories here.
You like the evidence? There are tools to help you out manage your A/B testing campaigns.
The Truconversion a/b testing enables you to conduct both split and multivariate testing. The easy-to-use editor will generate real-time results and automatically reflect the applied changes. The beauty of this tool is anyone can use it. You need not be a developer.
You can also edit pages real-time and immediately see the effected changes. The intuitive drag-and-drop editor is very easy to use. Learn here to employ the best a/b testing practices now.
#2 Have a Clear Value, Yet Compelling Proposition
Why should your prospect buy from you and not your competition? In 10 words, why are you the best business? If you can answer these two questions effectively by showing value to your customers, then you are sure that you conversion rate will skyrocket.
A complicated proposition that confuses your customers could significantly kill conversion. Therefore, you need to analyze your current value proposition and learn to fix it, ultimately creating most compelling propositions.
Which value proposition do you find compelling enough here?
Value Proposition: Example 1
Value Proposition: Example 2
The first value proposition is clear and straight-forward, providing enough information, which leaves the user yearning for more.
On the other hand, proposition two is complicated, too wordy, does not have a target audience and doesn’t show its competitive edge.
#3 Remove Any Jargon
Jargon confuses your customers, causing them to immediately ignore your business.
Simply put, jargon kills conversions.
Certain words should be avoided in landing pages. These include industry technical terms and complicated words which tend to slow your reader down.
Remember, slowing prospects down increases their chances of clicking the back button. In addition to this, fluff, superlative sales speak, and meaningless drivel should be avoided at all costs.
#4 Use Buyer Photographs
According to a study conducted by Nielsen, 90% of online users trust recommendations from acquaintances while 70% trust recommendations from people they don’t know.
While this is encouraging, 90% of consumers assume that customer reviews and testimonials are suspicious especially when they are glowing. To reiterate this, a Reevoo survey also showed that 68% of consumers trusted reviews more when they had both bad and good scores.
Currently, Shoppify’s POS sales page uses photographic testimonials to increase sales volumes as seen below.
To appear credible and build trust with your site visitors, use buyer photographs. This could comprise of screenshots and other photographic evidence of customer feedback. In addition to this, using celebrity endorsements in your landing pages could potentially increase your conversion rate.
However, you should be careful because consumers tend to associate celebrity traits with a product. Therefore, lack of relevance in celebrity endorsement will only lead to aborted sales.
Alternatively, including a large image of a typical customer along with a testimonial could also drive up your conversion rate.
#5 Build Trust
There are 4 main reasons why people will not buy from you, at least according to the late Sales Guru, Zig Ziglar.
They have no need, no money, are not in a hurry, or simply they don’t trust you. While you have no control over the first three reasons, your business can definitely build trust with your prospects or customers.
So, how do you increase trust?
After extensive studies, Stanford Persuasive Technology Lab unraveled ways your landing page could use to increase trust and consequently increase your conversion rates.
You can provide third-party support in terms of reviews as discussed earlier on tip 4, prove that your company has organization by providing contact details, highlight your expertise and post employee photos to showcase your team.
Updating your site often is also very essential in building trust with potential clients. This is enough proof that there is a serious team behind the business.
It has been proven that 75% of high-growth businesses update their websites at least once a week. The updated information tends to attract new clients. For example, post recent customer reviews instead of outdated ones.
#6 Make It Easy To Buy From You
In a bid to understand the dynamics and power of making choices, the book, The Paradox Of Choice asserts that the more choices you give your prospects, the more the chance that they will choose nothing.
According to the author, American psychologist Barry Schwartz, choice paralyzes buyers. It is therefore prudent for your marketing team to reduce the range of products to ensure higher sales.
In a California gourmet market, a research team switched between offering 24 jams and 6 jams to shoppers at different times. 60% of the customers were drawn to the larger assortment while only 3% of them actually bought a jar of jam.
Alternately, 40% of the shoppers stopped by the smaller assortment and 30% of them actually bought a jar. This example clearly illustrates why businesses with too many choices have high visitor rates and extremely poor conversion rates. Here is an example of a jewellery website with poor conversion rate just because of their complex design.
#7 Highlight The Free Shipping Offer
After doing an a/b split test, writing a great value proposition and providing tangible evidence on the quality of business through photographic customer reviews, you could still further tremendously increase your landing page conversion rates. Include a free shipping offer.
A survey conducted by eConsultancy showed that free shipping was the most popular motivation for 80% of U.S consumers and 82% of U.K consumers. Use this to your advantage. Here is another example of a jewellery website that offers free shipping.
#8 Optimize Your Lead Capture Form
This could be the quickest and easiest way for you to improve your conversion rate on your landing page. Several studies have showed that the more information you ask for on the lead capture form, the lower your conversion rate will be.
The site visitors will decide whether or not to fill your lead capture form based on the number of fields they are required to fill. Even if they start filling the forms, a majority of them will leave them halfway.
So, how do you do it?
We will look at these two examples of lead capture forms used by Cash4UsedCars.com, an online car selling service.
A revised version of the lead capture form asked for fewer and more relevant details. Information such as vehicle ratings could always be gathered later. This is how the new and improved form looked like.
A 42% decrease in cost per lead and a whopping 77% increase in conversion rates. You definitely would want to implement this in your business.
#9 Remove The Zeigarnik Effect
The Zeigarnik effect occurs when your brain is in discord due to unfinished tasks. This effect is promoted in your landing page when your site visitors have more than one link to click.
To evade this effect, you need to put your landing page visitors in an isolation tank by eliminating any header links or any clickable URLs within the page.
#10 Understand the Role Of Color, Shape and Size
The action button is what you ultimately want your site visitors to click when they visit your landing page. So how do you ensure that it is conspicuous within their first seconds of interaction?
The action-button color should sharply contrast the rest of the page. The difference is what will draw your prospect to that particular part of your page. LegalZoom for example has perfected this art as illustrated below.
Your attention is obviously drawn to the orange part of the screenshot. Why? Orange is the opposite of blue in the color wheel, serving as a perfect contrast in this landing page.
Rounded corners are said to be easier for the eyes to process. This means that even rectangles with rounded corners are easier and faster to process. Sharp corners on the other side tend to draw attention away from the button because they seem to act as arrows, guiding site visitors elsewhere.
This is very obvious, the bigger your call-to-action button, the better. A large sized button will attract your site visitor faster than a small button that sometimes gets lost in between the words.
Landing pages are an overly ignored marketing practice yet they have the potential to significantly increase sales. We have discussed several advantages of using these tools, therefore you have no excuse for not utilizing them.
We have also seen that some trivial mistakes such as using cliché words and asking for too much information would actually kill your conversion. Additionally, you should refrain from using difficult words thinking that your ‘professionalism’ will attract more clients. Remember that simple is best.
Lastly, these are just a fraction of landing page tricks you could use. Consumer perceptions change therefore, you are encouraged to keep reading in order to keep up with the latest landing page trends.
What conversion rate optimization tricks do you use on your landing pages?