Cindy Parker’s Tips For Improving Conversion Rates Of Your Landing Page
According to the Australian Bureau of Statistics, only 47 per cent of all medium-sized businesses in the country have an online presence, and although investment in digital strategy is growing, many Australian businesses are still not taking full advantage of the opportunities available.
This is nowhere more evident than in key metrics like conversion rates, which are highly reliant on landing page effectiveness. But what exactly makes a landing page effective, and what strategies can businesses use to boost conversion rates?
1. Tailor Content To The Buying Cycle
The flow and content of your landing page should reflect the distinct stages of the sales funnel, which can be summarized into awareness, interest, desire, and action. Attempting to steer website visitors towards a sale without raising awareness and piquing their interest first may come across as spammy or pushy. Instead, a landing page should cater to the user’s different psychological states and motivations at each state of the buying cycle:
Awareness: visitors may be just browsing and may not know about your product / service. They may not even know they need it! At this stage, copy should be easy-to-understand and be complemented by images or videos.
Interest: visitors are aware that what you offer could solve a pain point, and they will want to learn more. This is the time to build trust and establish expertise by bringing in social proof, answering questions, and offering free quality content, trials, or demos.
Desire: at this point a landing page should overcome objections and reinforce the values and benefits a product brings.
Action: next-step links and buttons should be clearly positioned and fully functional.
2. Create a unique offer
We have already established that the objective of a landing page is to get site visitors to go ahead with a purchase, subscription, or any other element used to quantify conversion. If you offer the same everyone else is offering, how would potential customers know they are getting the best possible value for their money?
Use your landing page call-to-action to differentiate your business from competitors by creating a unique offer that is so attractive that it can’t be ignored. Your offer and call to action should be unique and crafted in such a way that converting is a no-brainer.
3. Be predictable
This may seem to run counter to point 2. Shouldn’t your landing page be the opposite of predictable so it can stand out from the rest? Yes and no. You should make every effort to ensure that your offer, call to action, and value proposition are eye-catching. However, when it comes to the design, layout, and user-friendliness of your landing page, predictability is your best friend.
Website users expect landing page elements to follow a certain pattern in terms of location, responsiveness, and design. Conventions apply to the placement and appearance of navigation, contact details, buttons, links, forms, etc., so make interactions easy, predictable, and pain-free. Don’t make users think: simply provide useful and compelling copy enmeshed in a well-designed landing page that guides them smoothly towards conversion.
4. Urgency and Scarcity
As a business owner, you don’t want website visitors to convert “at some point”. Given the chance, most site users will procrastinate unless something moves to take immediate action. That “something” must be built into your landing page. In other words, you may need to gently steer visitors in the right direction so they feel the need to take action – and to do it now.
You can do so by applying urgency and scarcity principles: if time or resources are limited, people are more likely to assign greater value to an item. Effective ways to do this include:
- Specifying an offer is only valid until a specific time and date
- Adding a counter to show the time remaining to benefit from a specific offer
- Offering early bird discounts
- Offering limited edition products
5. Persuasion in Practice
In previous paragraphs we have discussed scarcity, social proof, and authority, which are part of Robert Cialdini’s six principles of persuasion. Cialdini’s remaining three principles can also be incorporated into the design and content strategy of your landing page:
- Affinity: likability is a powerful motivator, so always outline how your company and your prospective customers are alike.
- Reciprocity: give visitors access to a personalized and exclusive offer (taster course, free content, etc.) to create a subtle sense of indebtedness that will make them more likely to follow through and convert.
- Commitment: the need for commitment and consistency are deeply ingrained in the human psyche. If your landing page encourages users to commit through a small action (such as enrolling in a free course, downloading a template or white paper, etc.), they will be moved to repeat that action at a bigger scale as long as their initial expectations are met.