4 Tips to Improve the Conversion Rate of Your Landing Page

Monday 18th, April 2016

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Landing pages are one of the important elements of a search marketing campaign. A poor landing page experience will be damaging for the business entity running it.

Think about your visitors for a minute. They’ve trusted you and clicked on the click hoping to find what you’re offering in the ad copy. But instead they find something else entirely- making them to pull out immediately. There you have it – Low CTR and less conversions.

Take a moment and ask yourself the six questions given below:

  1. If I scan my page, can I get the message clearly and obviously?
  2. Is every element of my page talking about the campaign?
  3. Is my call-to-action persuasive enough?
  4. Does my page have only one possible action?
  5. Would I believe the trust factors if they were on a competitor’s site?
  6. Does the Ad copy carry forward the landing page’s theme?

If you don’t get a convincing answer to one or more of the above questions then you need to fix your landing page.

Let’s take a look at the tips that will make you answer ‘YES’ to the above questions.

Remove Distractions

You have created the landing page for a very specific purpose.

The ad that you’ve created captures the attention and your landing page should hold the attention of your visitor.

Your landing page should be designed with a high focus on your conversion goal. The only link that you should introduce is the CTA – your conversion!

No other links providing extra information should be present.

Add Some Context

Your landing page should have a theme that is reflect in every element of your campaign.

Be it the writing style, font or the color- everything should fall in order.

Often I come across instances where the context that is established in the marketing communications (Ad copy, in this case) fades or is forgotten by the time the user visits the page – in other terms, the marketer simply forgets to continue the conversation to the landing page.

For example, if you’re selling red shoes and your ad copy mentions ‘30% off on red shoes’, your landing page should have that red shoe with the same offer. If you link any other page, the context is lost and the visitor drops from the page.

There are 2 aspects of context that you need to consider:

  • Information: The informational aspect of the landing page should stand alone in communicating the specifics of your offer. In other words, the information provided in the page should provide enough context so that you don’t need to go back to the ad.
  • Style: Your copywriting style should be consistent across all the pre and post-landing page stages. You shouldn’t switch tones anywhere and the flow should be organic and natural.

Also every ad should have a separate landing page and should be evaluated independently.

Add Some Credibility

Your landing page traffic needs to believe that you are legit. The best form of adding authenticity to your page is by adding testimonials and endorsements from your high profile clients.

  • Testimonials: Request your customers to provide comments on the products that you’ve shipped. The best ones can be put in your pages. Word-of-mouth publicity is the best form of trust. Hence publish true and virtuous comments. If your landing page testimonials are fake, delete them. Silence is always better than bullshit!
  • Influencer comments: While promoting yourself, influencers always come to the rescue. Facebook and Twitter comments about your business can be displayed as trust indicators. People trust an endorsement from a respected authority lot more than your ads.
  • Endorsements: You can display the logos of the firms you work with. Your portfolio will increase the authenticity of your proposition.

Compelling Call-To-Action

Call to action is the focal point of your landing page. This is what measures the success of your goal.

Some tips to follow:

  • There should be only ONE call-to-action. More than one button is a marketing faux pas.
  • Do not crowd the CTA with any text or image. The button should stand out and should be immediately visible- so that it draws maximum attention.
  • Aesthetics of your button should be carefully chosen and should contrast with the background of your page.
  • Do A/B testing of your page to assess the effectiveness of your landing page.

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