Today, I want to share with you 7 simple and easy changes that you can apply to your landing page to really boost the level conversions you are receiving.
1) It’s All About Your USP
I am not trying to scare you but you only have 8 seconds to grab a visitor’s attention before they click off your site so you have to hit them with a super punchy USP that they can see straight away without scrolling (The Headline) – this will buy you some more time. This needs to be big and bold and as concise as possible but still informative. Further down the page you can go into a bit more detail.
2) Your Page Should Only Have 1 Conversion Goal
Your conversion goal is ultimately the purpose of the page. What one action do you want people who land on this page to take? It could be to fill in a form submission, sign up to a newsletter or even just to make an enquiry etc. Whatever you decide on, create a call to action (CTA) that supports this. We highly recommend the first CTA should appear in the top right-hand corner of the page, in big bold colours. However, it doesn’t stop here. If your landing page allows users to scroll, you must make sure a CTA is visible at all times. This means having multiple CTAs throughout the page.
3) The Content Must Match The Ad
I can’t stress the importance of this enough. If a user clicks on an ad that is highlighting a particular offer or service you provide, make sure this is the first thing they can see when they land on your page. Put yourself in their shoes… you are looking for a local gym, you click on an advert because they are offering ‘no sign-up fee’ but when you get through to their page you can’t see the offer, instead you have come to a page which is trying to encourage you to buy gym clothing. What would you do? I would certainly click off.
4) Remove The Ability To Navigate
This may sound odd but hear me out… The aim of your landing page is to encourage visitors to perform one specific action, not to provide them with the opportunity to explore all your offerings. So, remove the navigation bar from the top of the page. This means users now have two choices when they land on your page, convert or leave.
5) The Speed Of Your Site
Slow landing pages are directly correlated with high bounce rates. Don’t worry if your site is on the slow side as there are some simple things you can do to improve the speed without splashing lots of money on a new one.
- Reduce all your file sizes: larger file = slow loading speed
- Alter the loading order of your site, instead of loading all elements simultaneously, prioritise anything that appears above the fold
- Go through all the service requests and make sure they are all necessary e.g. are you running to many analytics tools? If so remove some!
- Finally, a more pricy option – but worth it – change your web host. Having a dedicated host will improve your speed dramatically
6) Only Ask For The Information You Need
When it comes to a form submission on your customised landing page, we strongly recommend you limit the number of fields – only ask for information which you actually need in order to follow up the enquiry e.g. do you really require their full address? Users can feel uneasy giving away too much personal information before speaking to someone personally. This is a big reason why people aren’t converting.
7) Highlight The Benefits Of Your Offering
So you have grabbed their attention with a great USP in the headline, now below you need to hit them with the benefits of your offering. A good tip is to write these from the position of a customer so keep in your mind ‘what will this do for me’.
Bad example: Our new bulbs last longer than competitors
Good example: The life expectancy of our bulbs means you will only have to buy one a year.
Have 3 – 5 benefits clearly presented (maybe bullet pointed) and below each benefit, you can provide a bit more information.
Founder of Smooth Digital
Results Driven Digital Marketing Strategist | Helping Companies Grow Using Clever Google, Bing & Facebook Ads Campaigns
Smooth Digital is an online marketing agency based in Shoreditch, London, which specialises in Google & Bing PPC management, Live Chat and Customised Landing Pages.