Conversion optimisation is all about improving the performance of your website, so that you can…
5 Tips To Optimise Your Landing Page For Better Conversion
One of the main purposes of any website is to help improve the owner’s bottom line – whether to directly encourage sales, donations or advertising bookings. In order for your website to make money, it has to be able to convert your visitors. This means getting them to consciously carry out an action on your website. This could involve buying a product, providing personal information, watching a video or even sending an enquiry email. However, this can only happen if your landing page is up to the task.
A landing page can be used for a variety of purposes; to gather emails, make direct sales or move visitors from one part of your website to another. However, at the end of the day, it comes down to one question: Is your landing page good enough to convert prospects into customers?
The way you design, structure and present content on your landing pages will determine how effective they are and how well they convert. Fortunately, you can significantly boost your conversion rate by following some simple landing page optimisation tips.
Here are five tips to optimise your landing page for improved conversion:
Keep it clean
The primary goal of your landing page is to generate conversions; this means it should contain only content that visitors need. At most, your landing page should contain the information required to convert and the action your visitors need to take (CTA). For instance, if you want users to go to one of your pages, let’s say www.freeparking.co.nz/domain-names/search/, you can simply add a ‘Search for domain names here’ button or even something shorter. Every other element and function will only serve to distract them. Ensure you cut out as much clutter as possible. Preferably, use a background colour that will emphasise the important elements of the landing page. Current best practices involve using a minimalist design. This means utilising negative or white space that will help accentuate the content on the page. This way, your visitors will be able to grasp your message faster. Using adequate white spaces on your landing page also helps to highlight your Call To Action (CTA) buttons, which tell your visitors exactly what you expect of them. If they cannot identify these elements, how can they convert?
Optimise for mobile devices
According to research, more than 50% of all internet traffic now derives from smartphones and mobile devices, and this number is expected to increase by 2021. This means that there’s a huge chance the bulk of your visitors come to your website via their smartphones and other devices. If your landing page is not optimised to cater for mobile users, you’re essentially shooting yourself in the foot. Today’s design techniques require every website to be optimised for mobile devices. Not only is this useful for your visitors, it will also earn you points with Google. To have a landing page that converts more, ensure the elements on your page are responsive. This means your visitors should be able to access content on the page and take action – regardless of their device – without any hassle.
Use an appropriate video
If an image is worth a thousand words, we can only begin to imagine what a video is worth. Research has shown that web visitors are more likely to make a purchase decision after watching a video about a product or service. This means that you’re more likely to increase conversion on your landing page, simply by including an appropriate video that relates to the message you’re attempting to convey. A video spares your visitors the chore of reading lengthy content and helps them better engage. It can also provide more insight into the product or service you’re trying to sell.
Experts suggest that for a landing page video to be more effective, ensure it is short, relevant and straight to the point. It’s also a good idea to include a Call To Action somewhere in the video content.
Show social proofs
There is no denying the tremendous power social proof has in boosting conversions on your web page. Research shows that roughly 70% of consumers will first look for an online review about a product or service before making a purchase decision. It’s also important to point out that most people trust these reviews and testimonials twelve times more than any product description or sales copy put forth by product manufacturers and website owners.
Of course, reiterating how your product or service will change a person’s life is fine, but it is more convincing when previous customers say so. The more your visitors can identify with the person providing the testimonial (and the conditions surrounding what that person is talking about), the more conversions you will get. Therefore, another way to boost conversion is to display social proofs of the success of your products or services. Include a few reviews made by real people on your website. If you can add a couple of video reviews, this is even better.
Include contact information
Visitors are only willing to become customers when they know your business can be trusted. Recent research suggests that including contact information on your web pages can significantly improve your conversion rate, as people will feel comfortable knowing there’s a way to reach you in the event that something goes wrong. Simple details such as a physical address, phone number and email addresses will go a long way in reassuring your potential customers that yours is a genuine brand that people can do business with. Another idea is to feature a live chat facility, which can assist visitors whenever they are having problems on your site. Alternatively, you could consider using a chatbot to improve user experience. These programmes are powered by artificial intelligence to provide a high level of interaction for your visitors.
The landing page plays an essential role in the conversion process that takes place on your website. It’s good to know that with the few tips outlined above, you’ll be able to optimise your pages for better conversion and consequently, more profit. If you need help with optimising conversions or have questions on our tips, don’t hesitate to give us a call on (02) 8211 0668 to see how we can help or email us at [email protected].
Co-founder of Cornerstone and web junkie, Michael knows just how to diagnose your online problems and remedy the issue. An online enthusiast who believes in technology as an enabler of growth, Michael worries about all the details so you don't have to.