Which is your favorite landing page software
16 proven tips for your landing page to achieve a better conversion rate
Landing pages are a brilliant invention.
Why? Because they are focused. You focus on a Action of your visitor. This is why they work so well:
It's about a Task, a Plot, a Conversion.
Without landing pages, we'd be poor. Okay, let's keep the ball flat. Poorer off! ;)
When creating your landing page, you should be as lean as possible. Therefore, assemble your landing page quickly and test it on your target group.
But converting more visitors into leads and customers is easier said than done. Still, there are some best practices that you should know.
Ready? Let's start.
What is a conversion rate?
Before we get to the tips, let's briefly clarify what a conversion and conversion rate actually is.
The conversion rate is the percentage of your visitors who carry out a desired action (conversion).
So it describes the relationship between visitors and the action taken. The campaign can be anything: become a lead, buy a product, donate money, etc.
For example, let's say your website has 10,000 visitors per month. If 200 visitors turn into leads during this time, you have a conversion rate of 2% (200 / 10,000).
So. We settled that. Let's get to the tips.
1. Use all the important elements
As described in the last post, first make sure that your landing page has all the important elements in place:
I also like to forget one of these elements. And if you're missing any of these, your landing page won't work that well. In the worst case, not at all.
But there are also exceptions here. There are also landing pages that z. B. manage without trust symbols. But as a rule, the more of these elements, the better the conversion.
2. Don't use navigation
Removing the navigation on your landing page can increase your conversion by up to 100%.
It's also logical: your landing page is open a Action focused. A menu with links that lead elsewhere distracts from this action.
Oli Gardner from Unbounce also calls this “Attention Ratio”. It describes the relationship between the links on your landing page and your conversion goals. The perfect ratio is 1: 1. A landing page, a goal and, accordingly, only one clickable call-to-action.
Yet only 16% of landing pages do not have a menu. We should all change that as soon as possible, right? Finally it's quick.
3. Watch out for the message match
Message match is about ensuring that the source your visitors come from and your landing page have a uniform look and feel:
If an ad brings your visitors to your landing page, the ad and landing pages should look the same. That means the same pictures, the same headline, the same texts and the same button. The same message.
Most visitors are very impatient and will leave your landing page within seconds if they don't find what they were promised.
So make sure that your source (ad, email, social media post) matches your landing page.
4. Place your CTA above the fold
Your core message and your call-to-action should be placed above the fold. That means they should be immediately visible without scrolling. That, in turn, depends on the average screen size of your target audience.
Also, don't forget that people are different. Some need little time to be convinced. Some on the other hand a lot.
In addition, your core message and CTA should appear more often on longer landing pages. Your visitor may be halfway through before they believe what you are saying. If there's a button around, it's more likely that it will convert.
But that doesn't always have to be the case. Here, for example, it is reported that below the fold can sometimes work quite well:
The context is crucial here. It just depends on your solution, your offer and your target group.
5. Use as few input fields as possible
One of the reasons why your visitor doesn't fill out your form on your landing page (e.g. for lead generation) is that you ask too many questions.
In general, the fewer input fields you have, the higher your conversion rate. It's just less of a hassle for your visitor. This is also proven by the following data:
You have the best conversion rate in the fewest fields. Ironically, it increases again with a large number of input fields.
So you should focus on what information is really important. Do you need z. B. really the age? I think it's cool to ask for the name because you can then e.g. B. can be used in your emails. Nevertheless, I asked myself whether we could use the name really need. You have to see the whole thing in the long term and always ask yourself the question: Does it exist? now a reason to ask or can I do that too later to find out? So always keep your input fields to a minimum.
HubSpot also reports on a little trick to make your form appear smaller:
6. Remove everything that is superfluous
“Keep it simple” is a nice philosophy that also applies to landing pages. Anything that can distract, confuse, or overwhelm your visitor should be removed.
Create a clean, tidy, and neat design. Use enough white space and images and text that get to the heart of the message quickly.
When you have created your landing page, get up from your desk, possibly zoom in on your browser window, and take a step back. Then see how many and what things get your attention.
All of the elements should ultimately target your call-to-action. "Congruence" is also a nice foreign word here that gets to the point perfectly. Every element on your landing page should relate to or support your core message.
A little trick here is to specify the viewing direction (e.g. with arrows). In general, faces of people who smile increase trust and thus conversion. But these faces can not only look at the visitor, but also point to your CTA. This is also confirmed by this study:
The goal of your landing page is to make it as easy and quick as possible for your visitor to convert. Therefore, you should also check whether it can be scanned. He should immediately recognize the most important message without reading. Because people don't read on the Internet.
7. Use social proof
Amazingly, 76.8% of marketers have no social proof elements on their landing page. We should change that as soon as possible!
Social proof means something like "social reliability". We humans are social beings and we look at what our fellow human beings are doing. And when many people do something, our brain uses an abbreviation and just thinks that it is probably the right thing to do.
That's why there are always long queues at the cash registers in the supermarket. People then automatically stand in front of the longest queue, making it even longer. Although there are cash registers with shorter lines. You have to watch it, it's really fascinating.
So use the following elements on your landing page to increase your conversion rate:
Testimonials - Real customer opinions generate trust and credibility ... and thus better conversions.
Case studies - With detailed case studies (e.g. in PDF format) your visitor will see that what you claim also works.
"Known from" banner - Well-known logos from the press and online media (such as blogs) generate a certain authority within a few seconds.
Well-known customers - Logos of larger customers, possibly combined with a small testimonial or a result (e.g. "sales increased by 10%") generate trust.
Trust symbols - Logos of certificates, awards, seals of approval etc. create security.
Social shares - This is particularly useful for viral landing pages (e.g. for lead generation). Our e-book landing page has already been shared over 700 times.
Another tip that is not social proof, but still fits: Use exact numbers and statistics in your texts. Try to substantiate this with a source if possible. That immediately creates more credibility.
At the end of the day, neither you nor anyone in your company is the best salesperson. This is your customer. Social proof helps you to show that here.
8. Use the language of your customers
Your customers want to be understood. Therefore, speak in their language and use the exact words they use.
Many who create a landing page do not do any research beforehand. You write the texts from your gut, using previous landing pages or orient yourself towards the competition. It is said to know his persona. When you are close to the customer, that is often the case too. But the more precisely you go here, the higher your conversion rate.
"Speculation is expensive," said the copywriting legend Claude Hopkins. The nice thing is that this tip has little to do with speculation. It's about empirical research.
So go down the following ways and look for often used or unusual idioms, the pain and what they expect from your product:
- Take a poll
- Talk to your customers on the phone
- Search blog comments
- Search reviews on Amazon
- Search relevant forums
- Listen to people on social media
- Chat or email your customers
There are many ways here. The bottom line is that you have to communicate with your customer somehow and simply with them to listen.
9. Offer a preview
According to this infographic, we humans remember 20% of what we do read have, but at 80% what we have seen to have.
Therefore offer a demo of your product in action (if possible also your service). No matter if it is a picture, GIF or video. Next to your customers, your product is the best seller.
In particular, videos on landing pages can work very well. Here z. B. reported that they can increase conversion by up to 80%.
With software, you can offer a real demo without having to register. Unbounce does this very well here:
With a paid e-book, you can offer a reading sample. Even with a service, pictures of you in action can be a kind of preview.
10. Provide contact information
Put your phone number and other contact details such as email or social media profiles prominently on your landing page. Here's an example from HubSpot:
It shows that there is a legitimate company and real people behind it. A telephone number has here z. B. helped an increase of 1.8%.
This can also be a good emergency solution for people who still feel uncomfortable with digital transactions but want to accept your offer.
11. Make your landing page mobile-friendly
66% of people around the world have a smartphone, and the trend is rising:
In general, over 50% of all traffic comes from mobile.
The mobile-first design approach and Google's mobile-first index are also clear indicators of how important the topic is. You just have to look around in everyday life or observe your own behavior, nothing works today without mobile.
Therefore, you should adjust your landing page for the different screen sizes in order to get more conversions.
12. Segment your landing pages
If you're targeting multiple personas, create a landing page for each that is tailored to them. A landing page for each segment.
Also, tailor your landing page for the different traffic sources. So you can z. B. link your landing page to a guest post in the bio. On this you address the visitor directly (e.g. "Hello dear Chimpify reader, ...").
There are also technical ways to work with variables on your landing page so that the content is different. That would be useful, for example, if you want to create a landing page for every city in Germany. For example, Airbnb does it like this:
Good segmentation creates closeness and trust. The visitor feels understood and maybe a little special or even surprised. You get the perfect fit.
13. Create multiple landing pages
According to a study by HubSpot, companies get 55% more leads when they increase the number of their landing pages from 10 to 15:
It's an easy way to get more conversions. Because the more landing pages you use, the more opportunities you have to get more leads and more customers.
More landing pages also means more targeted messages that perfectly match your personas. Segmentation sends its regards.
14. Optimize your landing page for the search engine
Not all landing pages have ranking potential. But some, especially content landing pages, can rank well. Especially if you have a lot of them in use! ;)
First of all, you should think about SEO at all when creating it. Landing pages are purely a conversion tool, but they can also be relevant for the search engine.
Focus on each landing page as much as possible a Focus keyword. Then make sure that it occurs in the following places:
- Keyword in the title tag
- Keyword in the H1 heading
- Keyword in the url
- Keyword in the H2 and H3 headings
- Keyword in the actual text
- Keyword marked in bold or italic
- Keyword in an image, alt attribute and file name
- Keyword in the meta description
Those were the OnPage factors now. Then come the off-page factors. It's mainly about links. So make sure you get internal and external links from relevant sources with relevant anchor texts.
15. Offer a bonus on the confirmation page
In the last post I already mentioned that you can place a call-to-action on the confirmation page or thank you page. For example, for a paid e-book, testing your software or for an appointment for an initial consultation.
At this point you can also deliver a free bonus. For example, link relevant content, offer another free e-book or a discount for your product. Giving something away for free is fine, but delivering a bonus afterward is great.
16. Test your landing page
A landing page is never perfect. That's why you shouldn't leave it on the left in the corner after creating it, but keep it and keep experimenting with it.
Unfortunately, only about 52% of companies test their landing page. Although those who improve their conversion rate annually do 50% more tests than the average.
As mentioned earlier, many companies pay attention to their gut instincts and personal opinions when creating them. Throw that thought overboard and start getting real results in the real world.
Best practices such as those in this article are also only guidelines. They don't necessarily have to work for you. The context is always different. Different company, different target group.
Works e.g. B. Is a longer or shorter landing page better? In general, I would advise you to take a longer one. A lot of case studies and my experience prove that. But it doesn't always have to be this way:
The shorter one worked better here. The thing is, nobody knows what works. Not even your customer. He may think he knows how he would act, but would act completely differently on a real test.
That's why you need to let your customer decide what the best landing page looks like. He's the landing page expert. Not you.
Landing pages are a great thing. The ultimate focus is everything. That's why they work so well. They just generate better conversion rates.
If you want to create a landing page, get started as soon as possible. Remember that they have a single clear goal and that all elements should point to that goal. Then follow these tips to improve your landing page.
Just use these best practices as a starting point. Chances are they'll work for you. But the context is always different.
That's why testing is so important. You just have to try things out. You can find out more about this in the next article.
Do you have any other tips for landing pages to get better conversion rates?
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