Marketers and business owners have come to the conclusion that it takes multiple tactics to increase traction on landing pages. And assuch, Conversion Rate Optimization (CRO) has gained significance in recent years.
CRO takes the form of moving page elements around, testing variations of copy, and optimizing landing page forms. And since a business can always benefit from a high-converting landing page, CRO is worth the effort.
You can think of a landing page as a place where customers are warmed up before heading further down the sales funnel.
Since it’s easy to get stuck in the rut of trying the same optimizations over and over, hoping for different results each time, here are five simple tips that you can use to increase the likelihood that your landing pages will convert.
Tip #1 – Relevance
Make sure that the copy in your paid ad or call to action (CTA) matches the copy on your landing page. If the copy doesn’t match up to the offer, prospects are likely to bounce off the page almost immediately.
If you’re utilizing Google AdWords, you’ll receive a low quality score if your landing page doesn’t line up with your ad.
Tip #2 – Keep the Copy to a Minimum for Maximum Effectiveness
A landing page shouldn’t contain a lot of copy. Keep it simple in order to “Pass the Blink Test”. Passing the blink test means that a visitor should be clear on the following questions in the first few seconds of viewing the page:
1.) What’s the offer?
2.) Why does the offer benefit me?
3.) Why do I need it now?
4.) How can I get it?
Tip #3 – Be Consistent
Since the purpose of your digital presence is to build trust and to educate prospects, it’s important that you’re consistent across your website. One way to do this is to keep your numbers straight. For example, if you have stated that you’ve worked with over 1,000 customers on your homepage — then you state that you’ve worked with 750 on one of your landing pages, this is going to diminish the credibility of your company. Be truthful and update numbers across your website.
Tip #4 – Use Testimonials
Testimonials lend credibility and may just be what tips the scale in your favor when it comes to potential clients moving further down the sales funnel. Chances are, since you’re targeting the same buyer personas, they’ll be able to relate to the positive outcome that was discussed in the testimonial.
Tip #5 – Benefits over Features
Benefits are what make people decide to purchase a product. Benefits sell and clearly answer the customer question, “What results will I get that will improve my current situation?” or “Will it make me healthier or wealthier or wiser?” or “What’s in it for me?”
Benefits that provide emotional or financial return are the most compelling. It’s the sizzle, not the steak. It’s the thought, not the gift. It’s the overall value, not the price.
Make an emotional connection that’s related to making the customer feel better in some way. Or list a financial benefit that saves money or makes money for a customer.
Landing Page Fundamentals
When improving landing page conversions, don’t lose sight of these fundamental elements:
1. In the header, make the offer clear and consistent with the call-to-action.
2. Relate to the audience you are targeting, explain the value of the offer to the visitor by listing out benefits.
3. Use formatting, like bolding and bullets to help people understand the value quickly. This helps draw their eyes to the most important information.
4. Include a relevant image.
5. On the form, ask appropriate questions for the type of offer they are requesting. If the questions are too “personal” people may be less likely to complete the form.
