Did you know that a well-optimized landing page can boost your signup conversion rate by 160% when compared to using other marketing tools? In spite of the proven effects of optimization, Unbounce found that 82.2% of landing pages still need optimization.
Landing pages are easier to work with, considering they require less effort. Many businesses underestimate the impact of landing pages, leading to an average conversion rate as low as 5.89%. Whether you're capturing leads, promoting a product, or driving traffic to a specific offer, landing pages play a crucial role in your campaign's success.
Landing page optimization is a part of Conversion Rate Optimization. By strategically experimenting with your website elements, CTAs, and content, you can create a more engaging user experience for your target audience, ultimately driving more revenue for your business. Let's look at how to get the most out of your landing pages.
1) Limit the number of CTAs
Your landing page CTA (Call-to-Action) should be visually clear and compelling. At the end, it's the step you want your visitors to take, whether it's subscribing to a newsletter, downloading a guide, or making a purchase. Use action-oriented phrases like "Get Started" or "Download for Free." Remove unnecessary website elements, minimize form fields, and simplify functionality.
You'll be surprised at how a clean, simple layout with plenty of white space, a single-column design, and fewer images, videos, and text blocks can significantly increase conversions.
2) Highlight your proposition quicker and prominently
Ensure that your landing page structure clearly communicates the benefits you want your visitors to know. Highlight them prominently, especially in the headline and subheading, to entice visitors to scroll further. Use strong, benefit-oriented language to address your audience's needs. Keep the messaging concise and avoid jargon— industry terms are acceptable though.
3) Match your visitor's expectations with intent
Did you know that addressing buyer concerns increases conversions by 80%? Remember, your content should align with your traffic source—if your campaign and landing page message don't match, it can confuse users and hurt your conversions.
3) Minimize the amount of information on one page
Avoid overwhelming your visitors with too much information on a single page. For example, if you're a product company displaying numerous categories for visitors to browse, it can lead to indecision as they feel overloaded with choices, eventually losing sight of why they came to the page in the first place.
4) Reduce the page load time
Did you know that pages that load in one second convert 3x higher than those that load in 5 seconds? To reduce your page load time, compress images, minimize HTTP requests by cutting down on redirects, eliminate unnecessary plugins, and cache your webpages while enabling browser caching.
Use free tools like Google PageSpeed Insights to identify and fix any speed-related issues.
5) Address your buyers' fears
If your landing page includes a web form to collect visitors' personal information, it’s crucial to include a brief explanation beneath the form or specific fields, clarifying why you need the data. Without this, visitors might assume you’ll misuse their information, like spamming them after they submit.
The same principle applies to offering a free trial; many users suspect that providing payment details will automatically trigger a subscription after the trial ends. If that’s not the case, be upfront about it from the beginning. Here's how we at Zoho PageSense do it on our pricing page.
6) Incorporate exit-intent pop-ups
Add exit-intent pop-ups on your landing page by offering last-minute incentives, countdown timers, and limited stock alerts to encourage quick decisions, which can turn a potential buyer into a customer.
Created using Zoho PageSense pop-ups
7) Form fields and conversions go hand-in-hand
Using three form fields results in a 10% conversion rate. The most common combination in a three-field form is first name, last name, and email address, however, the information you need to collect depends on your business needs. Whatever it might be, refrain from collecting information that you would never require for your business.
8) Add trust signals
Add trust signals, such as security badges and payment method logos, next to the CTA on your payment page to reassure visitors that your site is secure. B2B industries can include professional industry certifications like GDPR and ISO if necessary to further enhance credibility. Incorporating social media content on your website, such as testimonials and stories, can also build trust by showcasing real customers using your product.
If you're new to the business, and you're unable to do any of the above suggestions, consider adding your business phone number to the landing page. In fact, a study found that a brand saw a 54% signup rate on a page with a phone number, compared to 46% on a page without one.
9) Optimize for SEO
Optimize your landing page for relevant keywords by adding relevant keywords into the Page Title and Meta Description, as well as throughout the content. Don't forget to also optimize your images using Descriptive Alt Text and File Names that align with the content.
10) Experiment with your landing pages
Only 17% of marketers use testing to optimize landing pages. If you're not one of those marketers who use optimization software like Zoho PageSense, you're missing out on a data mine that can help you drive the conversions you're working hard for.
PageSense can help you with the following:
Building and managing personalized experiences
Tailor your content and offerings, depending on what you know about your visitors— behavior, location, weather, device used, visit frequency, ad campaign, and much more.
Tracking goals
Set and track specific goals for your landing pages, such as form submissions, button clicks, or product purchases, to measure the performance of your landing pages.
Conducting precise A/B testing
Experiment with different headlines, images, CTAs, and layouts. Instead of assumptions, view data to identify the most effective variation that drives conversions.
Getting visitor behavior insights
Gain access to detailed insights into how visitors interact with your landing page. See where users click, how far they scroll, and where they drop off, enabling you to optimize the user experience.
Wrapping up...
There are many optimization software solutions on the market, but Zoho PageSense is a step ahead. PageSense offers over 10 CRO tools for tracking, analyzing, optimizing, and personalizing your website performance and visitor behavior. These tools help you make data-driven changes that focus on conversion, optimization, personalization, and engagement.
Zoho PageSense is one of the most widely used platforms among SMBs when starting their optimization journey. We designed it for ease of experimentation. Our simplistic UI and DIY visual editor allows non-technical teams to build and conduct experiments without hassle. Unlike some other tools, PageSense ensures a smooth user experience with flicker-free testing, meaning your visitors won’t notice any changes while tests are running.
If you're super interested to kickstart your experimentation journey, please write to support@zohopagesense.com. We'd love to help you.
Happy Optimizing!
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