Top ways To Improve Landing Page Conversions – Updated, 2022
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Every top digitally targeted business or digital marketer should have landing pages in their toolbox. These static “destination” pages contain a marketing promotion and targeted sales copy, aimed at capturing leads that will ultimately lead to conversions and sales.
Landing pages have been experimented with by every business with an online presence (and still are). Their use can be very effective in generating traffic, raising awareness, and ultimately converting users.
The last bit, however, can be a bit tricky. The challenge of maximizing the conversion potential of landing pages can be frustrating for businesses or digital marketers alike.
Conversion can be difficult, even when the website or landing page is well-structured and well-designed (copy, structure, design, and everything).
Here are some of the most common mistakes designers, developers, and businesses make that remain unnoticed.
However, we show how each of these problems can be easily fixed, giving any business or marketer an excellent chance to create landing pages that convert well.
What is a reasonable conversion rate?
The process of determining what is a reasonable conversion rate for landing pages can even be more difficult than creating an outstanding page that converts well. It’s unlikely you’ll get the same answer from any designer or marketer.
There are a lot of factors that can affect the average rate, including goals, industry, call to action, services, your content writing and products, prior social media presence etc.
In general, around 2.35% is considered the average across all industries, but it doesn’t mean that you can’t achieve over 10% if you approach it correctly (and within the right industry).
Speed Up Your Landing Pages
Loading speed is crucial to online dominance if you have experience building landing pages. Even a single second delay in loading can reduce conversions.
Due to this, you should evaluate your landing pages carefully, as there are a number of factors that can improve their performance, such as better hosting.
Most often, large images are the culprits. As such, compressing your images with the right tools can still enhance your page’s visual appeal while improving its technical performance.
Enhance your Call To Action
You should have a direct call-to-action on every landing page that tells visitors what to do next, such as visit your social media product, service or link.
In most cases, developers and business owners place several of these buttons on a static page. The competing CTAs may cause confusion among readers, thus deterring them from converting.
An average conversion rate for a landing page with one simple CTA link is 13.5%, while those with two to four links have lower conversion rates (11.9%). Last but not least, those with even more CTA links have only around 10.5%.
It may not seem like a big deal at first glance, but if you have a large audience, the financial outcome and success can be quite impressive.
Add social proof to your pages
Before making a purchase decision, we all look for social proof, whether it is online or offline. It’s simply human nature to prefer things that are popular among others as well.
An excellent example of social proof is social sharing buttons, customer reviews, case studies, and testimonials.
When visitors land on your landing page, the social proof you display will often play a decisive role in influencing them to take action.
According to data, pages that have social proof convert better than those without (12.5% and 11.4%, respectively).
Be careful not to overdo it with the copy
Your campaign’s success depends heavily on the copy on your page. Therefore, it must be carefully crafted. Most web users scan site copies rather than reading them in their entirety when it comes to length.
Therefore, landing pages with longer copy may be less likely to convert. So consider hiring a content writer with experience in both SEO combined with experience in writing what people want to actually read.
The statistics show that landing pages with less copy generally convert at around 14%, while those with a higher word count convert at around 11%.
On average, business service landing pages with less than 100 words convert 50% better than those with 500 words or more.
This is why keeping the word count low (or shorter) can be a very effective way to increase conversion rates on your landing pages.
The last thing your users want is to read a “wall” of text. You can make scanning even easier by formatting, using headers, proper spacing, and bullet points.
Visual Aspects Need To Be Nurtured
It’s crucial to keep landing pages interesting because visitors decide whether to stay on them in a blink of an eye.
In order to improve this, seek the benefit from professional web design services and multimedia features like video. For example, you can increase your conversions by 86% by embedding a video on your landing page alone.
Make your landing pages exciting and appealing, but do not overdo it. Instead of creating something that appears crowded and overwhelming, choose a clean and simple design with a few distinctive features.
Communicate in Your Audience’s Language
Today, buyers are more likely to respond to personalized messaging. Our texts are tailored to our preferences and speak to our needs. Therefore, it is imperative that you create copy that speaks to your visitors.
In marketing, buyer personas play a crucial role if you are an experienced marketer or business owner. The content should be tailored to the buyer persona’s needs and language.
If your customers prefer to call you, and you are looking for more phone leads, make the call to action more prominent and easy to access.
Even if you are selling the same product, make sure to address each persona accordingly. Marketers and business owners, for instance, use digital tools for slightly different reasons, making those differences obvious is important.
When it comes to accessing the internet, mobile devices have overtaken desktop devices.
Therefore, it makes sense to optimize your landing pages for mobile devices using good SEO practice, so you don’t miss out on the potential conversions mobile users could generate.
The average conversion rate for responsive landing pages is 11.7%, compared to 10.7% for desktop-only pages.
It is, however, only half the job to make your pages responsive. Mobile users should also be considered when designing your website.
Make your sign-up forms shorter and more flexible by implementing streamlined formats, or all those mobile users will just get frustrated and leave.
Be sure to test everything twice
It is crucial that you test your pages as often as possible, since even the smallest details can make a significant difference in your conversion rates.
As a result, you’ll be able to see what’s working and what needs to be improved on your website or landing page.
- Those businesses, who often test, use a variety of methods to improve their overall rates, according to data.
- Companies that optimize their pages using nine or more different methods will see their conversion rates increase.
- Optimizing landing page conversion results with a structured approach will lead to improvements in 82% of cases.
Don’t work harder, work smarter
Launching a landing page that converts takes time and effort. This guide can help you get started creating the right page, even though it may seem daunting at first.
Furthermore, this list is far from complete, since creating converting landing pages is more like an art form than a science that takes years of experience to fully appreciate.
Therefore, businesses who want to make the most of their campaigns should hire digital business optimization market experts such as us at Top Level Traffic.
That way business owners can focus on what they do best, running their businesses, while lead generation specialists can optimize any page and cater to any buyer persona using their experience.
If you found this post, “Top ways To Improve Landing Page Conversions” helpful or interesting, please feel free to give it a share or like it, so others may find value in this post.
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To our continued health and success,
Eric – CEO Top Level Traffic – Web Design Bridgend.
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