Is your landing page failing to convert website visitors to customers? SEO can only take a website so far. Your website may be at the top of Google’s search rankings, but if your landing page fails to convert visitors, then your SEO is effectively worthless. Conversion rate optimization (CRO) is just as important as SEO.
Don’t lose out on potential customers because of weak landing page CRO. Follow these tips to boost conversion rates:
#1: Determine your goal. Every landing page needs a clear, concrete purpose. Your page should accomplish one specific goal; don’t dilute its value by cramming the page with unnecessary information or flashy graphics. Whether your goal is increasing trial memberships or list building, remember that visual clutter detracts from your message and call to action. Stay on-track by continually referencing your goal throughout the landing page design and testing process.
#2: Keep content simple. The average user abandons a landing page within 8 seconds. Make a lasting impression with clear graphics and bold headlines. Select one powerful graphic that epitomizes your product or service. Summarize your product or service in five words or less; this is your headline. Be succinct about what your business does and how it can help a potential client; this is your page content and it should be no more than 5-6 lines. Be specific, be brief and be compelling.
#3: Cut to the chase. Eliminate options; fewer fields equal more conversions. If you’re list building, only collect a name and email address. If you need to gather multiple pieces of information, consider using a series of screens. For example, Groupon’s landing page first prompts users to select their city; a second screen collects the email address. This keeps the conversion process simple and prevents users from feeling overwhelmed by too many fields. If you have low conversion rates on a sign-up form, rethink the form’s purpose or try a universal login, like Facebook.
#4: Customize your call to action. A default “submit” button is generic and boring. Change the text to match your call to action; for email signups, choose “Join Now”. For a free subscription, try “Get Started Now”. For a cause-oriented landing page, try, “Yes, I can!” Your call to action button and text should underscore your message and brand.
#5: Test, refine and test again. Split testing uses multiple versions of the same landing page to determine which version performs best with website visitors. Wondering if your design is causing the poor conversion rates? Check out fivesecondtest.com; users have five seconds to view your landing page and then answer questions that you specify. It’s a great way to address potential design flaws and gather focus group feedback without paying big bucks. Fine tune design elements like sign-up button color and text using A/B testing of live landing pages. Testing is an infinite loop; since the needs of your customer base and your services are always evolving, what worked one year ago on your landing page may not work now. Be open to change and growth.
About The Author