Rado Lang is a freelance writer who writes mainly on landing page design and testing, Web 2.0, Internet marketing and search engine optimization.
Is your conversion rate very low? Do you face problems converting your traffic even after spending lot of money in PPC and writing great ad copies? Then you should start thinking about your landing pages.
A landing page is one of the most important and most neglected parts of online campaigns. It is the first page that a visitor is going to see on your website. Hence, the success of your online campaigns is highly dependent on your landing pages. The following are 8 Tips to Boost Low Conversion Rates of Landing Pages.
Keep Things Relevant
Are your landing pages relevant to your ad copy and the products that you are promoting?. If the answer is no, then make them relevant. It should contain similar titles and keywords you are using in your ad copy. The traffic you get from PPC campaigns are highly targeted and visitors are only looking for specific things. If your page is irrelevant to the ad they clicked on, they will just leave your page right away.
Minimize Unnecessary Distractions
Does your landing page consist of multiple offers and links to other pages or websites? Keep in mind that even a single link or element that is irrelevant to the call-to-action will confuse visitors. A landing page should completely focus on a single offer.
Always create custom landing pages for each offer. Remove navigability links which can distract your users’ mind. With this, you can easily control the content that you want your user to focus on and creating an appropriate environment where he or she can easily make a decision.
Clear Call-to-Action
Make sure your landing page has a clear call-to-action so that your visitors don’t need to search for it. This is a common mistake which most designers do while designing landing pages. Call-to-action gets buried at the bottom after tons of content and visitors can’t find it easily.
There must be a call-to-action on the screen somewhere, wherever a user scrolls. This is my rule of thumb when designing a landing page.
Enhance Your Landing Page Credibility
It is very important to develop a trust factor among your audience if you are going to sell anything to them. Testimonials from satisfied customers, endorsements by authoritative figures as well as awards received from reputable organizations and the media could boost the amount of credibility that your landing page holds.
Simplify the Conversion Process
Forms or even worse, pages after pages of forms will scare an interested prospect away. Such landing pages have a very low conversion rate. Try to provide the simplest and shortest process possible for your visitors to complete the conversion process.
You can always get back to them later via email or a call to obtain more information about them.
Don’t Be a Snail
Despite the fact that most consumers access the Internet through broadband connections these days, you need to cut the load time of landing pages to the minimum. Attention spans are getting shorter and people will not waste even 30 seconds for your landing page to load. If you’re slow, they will be gone in no time.
Avoid using of Flash, pop-ups, i-frames, Javascripts, etc. to reduce loading time. Make the essential elements of your landing page such as the headline and sales copy load first instead of the supplementary parts such as images and borders. Also, compress the sizes of images to reduce the overall page size.
4 More Tips to Skyrocket Conversion Rates
Editor Note: The following are four more tips from me which I think is important to boost your conversion rates. Enjoy!
Get Emotional
Use words that will cause an emotional stir. These words may be different from one industry to another. Does the end result of your product brings a pleasant feeling to users? Find the word to describe that feeling and use it in your copy.
On the other hand, you can also use words that remind visitors of the pain they are going through, which your product is going to solve. Issues like low self esteem, being lonely, frustration, confusion and disappointment can be raised throughout your landing page.
Write Like a Human
Site visitors don’t want to be sold to by robots so don’t write like one. There’s so much hype out there on keyword density and a lot of site owners are starting to craft their landing pages like robots. Write like how you will sell your products to someone face-to-face. Use words that are common to your target customers instead of industry jargons.
What’s in it for Me?
No one cares about your products other than you. In order to get visitors to pay attention to what you have to say, highlight to them what are the benefits they are going to get out of your product.
Most sales copies focus on product features. Product features is about you, not about your prospects. For example, Evernote could have describe all the features that the application offers. Instead, if you surf through their site, it’s all about the benefits that you will enjoy as a user. They even provide examples of how you can use the application to its best.
Test, Test and Test
You’ll never know how a landing page can perform better unless you keep testing different elements on the page. Placement of images, text colors, call-to-action buttons and even the use of different terms will have an effect on the conversion rates.
More Tips from You to Boost Conversion Rates?
Do you have experience of creating landing pages to generate leads or sales for your business? If so, what are some of the tips or things that you will definitely apply when crafting a landing page?
Share it in the comments section below as it will definitely help other blog readers out.
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Photo Credits: Wikipedia and danielbroche
