Building a landing page is all about trial and error. You create one, invest money in Google ads to connect your page and wait for visitors to come through.
Oftentimes, we have these beautiful landing pages that have been up for a while but see no conversions from our visitors. Potentially there are a few things we might have missed the mark on to engage our visitors.
Throughout this blog, I will provide tips and tricks to improve your landing and help boost your conversion rate.
What is a good conversion rate?
It depends on the industry. However, according to Wordstream.com, their statistics show the average conversion rate is an average of 2.35%.
Tip#1 Capture Attention Through Your Headlines
When writing copy for a landing page, I spend the majority of time brainstorming a good headline. Your headline is where you will draw in your audience, enough for them to want to know more about you, your service, or the product you are selling. According to an article on Copy Blogger, “8 out of 10 people will read your headline”.
A good headline starts with clarity and a genuine connection with your target audience. Be as relevant as possible and provide a sense of empathy for your visitors. Your headline should resolve a pain point and provide a benefit that will fulfill their need.
BoarderBuddy provides us with an example of a great headline on one of their landing pages.
Don’t forget, the optimal length for a headline is no more than six words!
Tip#2 Keep It as Clear as Possible
You must ensure that you connect well with your audience when developing copy for your landing page. Sometimes, brands tell a story but miss the mark on understanding what their audience needs or wants. For this reason, it is a good idea to build a framework to write clear and concise copy to increase your conversion rate. In this example, Seedprod provides a framework for writing copy that will help you better understand your audience.
Tip#3 Provide Value
Whether you are selling a product or a service, you must engage your audience with content that will fulfill their needs. This tactic can also help improve your conversion rate when your visitors take action by wanting to know more about you. Valuable content can be offered in different forms and can include anything from a free downloadable eBook, a checklist, to a video. In this example, Neil Patel provides value to his users through his free 24-hour framework to engage users and, better yet. Improve his conversion rate.
Tip#4 Place Your Call to Action Wisely
Having a simple call to action can make all the difference towards your conversion rate. You want your audience to be laser focused on what you are offering. Your call to action should be as visible as possible; enough for your visitors to take action.
According to a study from SAP Business Objects, having a call to action that was visually appealing and grabbed their visitor’s attention resulted in a 32% increase in conversion rate for their page.
Tip#5 Grab Their Attention Through Language
Another great tip when applying a call to action on your landing page is to use imperative language to capture your audiences’ attention. You can use words such as Join, Buy, Get as examples of instant gratification. Another strategy is to use delayed language and includes Learn more, Submit, and Book a.
Tip#6 A/B Test Your Landing Pages
Testing is a good way to understand what is working and what isn’t. For example, you can change the image on your landing page to see if that increases conversions. Below is an example from SeedProd, where they use the same element but provide two different versions of it by changing the image.
In Summary
The best landing pages are the ones that incorporate the 5 elements that I listed above. Build a framework and be as clear and relevant as possible. Provide a benefit for your audience that will trigger a need for your product or service. Offer value by providing content that your visitors won’t want to miss such as a free video, etc. And finally, don’t forget to test out different versions of your landing page to see what works best for your visitors.
Give these tips a go and let us know in the comment section below how it goes!
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Article Written by:
Sharon Espinal
Content and Digital Marketing Specialist | Digital Marketing Collective
Connect With Sharon on LinkedIn 
