The sole purpose of most landing pages is to convert visitors into returning customers. That can happen in many ways: answering their questions, proposing solutions or providing in-depth content on a specific topic. But if your conversion rates are topping off at three percent, it can start to get discouraging.
Which attributes describe a good landing page experience?
Fortunately, there are a few things you can do to tweak your landing page and improve conversion rates. But remember, there’s no silver bullet solution in a digital universe. Instead, consider these solutions as a series of levers you can pull to produce results. And if you’re not sure where to get started, here are a few “levers” our team says are worth pulling:
1. Don’t Overdo the Call-to-Action
While you might think multiple CTAs will help your conversion rates, they’ll usually accomplish the opposite. More than one primary call to action can confuse page visitors, overwhelming them with so many links that you reduce the chance of someone clicking any of them.
Instead, focus on providing value throughout the page and showing your potential customers what your product and service can do for them. Then, focus on creating a clear call to action that positions your offering as the answer to a visitor’s problems. This way, more visitors will follow through and click the link—because you gave them the context to make a decision confidently.
2. Provide Social Proof
No amount of persuasive copywriting on a landing page will sell your product or service better than an enthusiastic review from a satisfied customer. Even the best digital marketing trends can’t replace the power of social proof.
Therefore, a landing page should always have some degree of social proof, whether in customer reviews and testimonials, case studies or star ratings from an e-commerce site. For best results, use a combination of these methods to provide a wide range of positive social evidence.
3. Optimize for Search Engines and Readability
When optimizing the page for search engines, implement commonly searched keywords. Make sure you avoid keyword competition by diversifying your keywords across various pages and avoid keyword stuffing, using each keyword in a way that is natural and non-disruptive.
It’s also critical that your content is quickly scannable by readers. An uninterrupted wall of text isn’t going to engage readers, even if the information interests them. For readability, break your text into smaller paragraphs and separate each section with a space.
4. Make Your Page Interesting (Not Busy)
Even if you format the text nicely, you’ll still want to break it up with eye-catching visuals to keep the reader’s attention. You might use relevant graphics, explainer videos or customer testimonials.
But remember, you should only use multimedia in moderation; too much content can chase page visitors away. Avoid adding so much visual content that page visitors feel overwhelmed. To this end, you should experiment to see how much content results in extended site visits and higher conversion rates.
5. Experiment with Multiple Landing Pages
You may think that a single landing page is sufficient for your brand, but there are several reasons why you might need more. For example, you might need to showcase a new product or service. If it’s different enough from your current offering, integrating unique content into the same landing page would be confusing.
You may also want to target a different demographic (and one landing page won’t cut it). Each audience is unique; they have their own needs, behaviors, goals, and preferences. One landing page will never be a one-size-fits-all solution for niche audiences, so you’ll want to adapt your content to meet their expectations.
6. Use Multiple Attention-Grabbing Headings
You should assume that site visitors will only skim your landing page, no matter how good the content is. We know it’s a grim perspective to have—but that’s just typical user behavior. The solution? Persuasive headings that give the user a snapshot of your content and entice them to read more. Visitors who feel emotionally connected to your content will want to learn more. Therefore, a compelling headline or subheading often encourages visitors to read beyond a glance.
Leverage an Expert Team to Grow Your Business
Even if you know which attributes describe a good landing page experience, you may need help implementing them on your landing pages. And that’s where 10X Digital can help! Contact us today to take landing pages that aren’t getting the conversions you need and transform them into valuable assets for your brand.