Marketing

Increase Your Landing Page Conversion Rates with These 18 Proven Plays

Not sure what’s an ideal landing page conversion rate? Finding it hard to improve your landing page conversion rates? Get your answers here with 18 proven tactics from 60+ experts.

Masooma Memon Masooma Memon on July 6, 2020 (last modified on July 10, 2020) • 37 minute read

Let’s be honest: “[Landing pages] might look simple, but they’re damn hard to get right,” as Mehul Rajput of Mindinventory puts it. But there’s nothing you can’t achieve when you’ve the right tactics by your side.

Once you learn these tips, you’re only an execution away from a high converting landing page. So, what are we waiting for? Let’s show you what works when it comes to improving your landing page conversion rates. Along the way, we’ll also recap basics like what a landing page is and more.

Altogether, this post will cover the following:

  1. What is a landing page?
  2. How are landing page conversion rates calculated?
  3. What’s a good landing page conversion rate?
  4. 18 ways to improve landing pages conversion rates

Let’s get started.

What is a landing page?

A landing page is a thoughtfully created page for an advertising or marketing campaign that receives traffic from different sources and helps convert it into leads (interested clients/customers).

Let’s back up a little here and see what a landing page is from a visitor’s lens. It’s a page that a visitor who clicks on a link in your ad, social media, post, email or any other source lands on.

Keep in mind that a landing page is different from a home page or any other page on your site. How, you ask? Here’s how: unlike a homepage or other site pages, a landing page has a primary goal that pushes the visitors to convert (hence, the term conversion rate is associated with a landing page).

Homepages often encourage people to explore. But, a landing page encourages them to click on your call to action (CTA) and share their details.

How are landing page conversion rates calculated?

Calculating your landing page conversion rate isn’t rocket science. You will need to note three metrics:

  • A time frame, say a 15-day or 30-day duration
  • Total number of landing page visitors during the set time
  • Total number of conversions during that time

For calculating your landing page conversion rate:

Divide the total number of conversions in a defined time by the total number of visitors on your landing page. Multiple the answer with 100 to get a percentage.

What’s a good landing page conversion rate?

About 23% of our respondents agree that a good landing page conversion rate ranges between 21-50%. 20% of the surveyed experts, however, insist that a good conversion rate is between 3-5%.

Around 14% think 11-15% is also a good conversion rate for your landing page. But 10% agree that 15-20% is a good rate. A similar population – 10% of our respondents – have also seen conversion rates as high as 50% and more.

Databox whats a  good  landing page conversion rate

But before you go about comparing your landing page conversion rate, know this: conversion rates vary from industry to industry.

For instance, a report suggests the average conversion rate of the healthcare industry is 8.9%. The same number changes to an average 19.7% for the travel industry.

This is why it’s essential you to do what Wpromote’s Simon Poulton suggests: “the only number users should focus on is their own, and how they can actively take steps to be better than they were yesterday.”

18 Ways to Improve Landing Page Conversion Rates

When it comes to improving your landing page conversion rate, there’s a lot that you can try.

To begin with, go ahead and settle with: “a good value proposition, set up sales funnels, and strengthen your CTA copy,” as HustleLife’s Jeremy Harrison suggests. Then, “highlight your conversion by adding pop-up and widgets to your site. Provide incentives and special offers to attract more sales.”

Now, that’s a lot to digest in one go, right? So, let’s break down all these recommendations and more that over 60 experts we surveyed shared:

  1. Research what’s not working on your landing page
  2. Understand user behavior
  3. Talk to your audience
  4. Create a great pre-click experience
  5. Create a simple, clutter-free landing page
  6. Give visitors a reason to click
  7. Write clear copy
  8. Add a single, clear CTA
  9. Position your CTA above the fold
  10. Make sure your form is simple
  11. Break down the form into two steps
  12. Add social proof to your landing page
  13. Add videos to your landing page
  14. Make sure your page load is optimal
  15. Create a personalized, targeted landing page
  16. Introduce live chat on your landing page
  17. Optimize your landing page for mobile
  18. Test your landing page

Let’s get to it:

1. Research what’s not working on your landing page

A good starting point is conducting a “generic, repeatable conversion research audit” that Alex Birkett of Omniscient Digital notes.

The fact of the matter is that: “there are so many components that can impact the conversion rate of a landing page. Let’s assume you’ve optimized the quality of the traffic coming to the page and the offer itself, meaning you’re bringing the right type of person to the page and promoting the right offer — if it’s still not converting, what then?”

In such a case, a research audit can help. Birkett recommends “ResearchXL model” for this “because it starts with few base assumptions and you’re doing research from first principles.”

Here’s what you need to do: “diagnose the probable causes of the suboptimal conversion rate through quantitative and qualitative research and hypothesize some potential treatments for those issues (and then run experiments to quantify the improvements).”

So, what could be some probable causes of a low conversion rate and what are some possible solutions you can try? Let’s explore.

2. Understand user behavior

Before jumping to any conclusions on your own, go ahead and figure out how your visitors are interacting with your landing page.

To this end, Olivia Tsang of SuperMoney recommends: “use user insight tools such as Hotjar or FullStory in order to see how visitors are really using your website and collect user feedback.”

LIFTOFF Digital’s Nate Rodriguez also vouches for the same approach: “Hotjar allows you to record visitors and create a heatmap of your landing page.”

The obvious question now is: how does Hotjar, FullStory, or a similar tool help with your landing page conversion rates?

Here’s how: “depending on where users are falling off, you can see exactly where your page is confusing users or what you need to do to make it frictionless,” in Rodriguez’s words.

Invalshoek’s Andy Hoek clarifies this further, “watch these recordings and look for any common stumbling blocks you see in multiple recordings. Then work on solutions to take away these stumbling blocks on your landings pages.”

Hoek goes on to say: “for me using screen recordings is the most effective way of improving landing page optimization rates.” In fact, Hoek thinks, “most people will say that AB testing or multivariate testing is the most effective approach to optimizing landing page conversion rates.

However, to me most often this is not the way to go because most landing pages will never have the amount of traffic need[ed] to get statistically valid test results.” Hence, this suggestion to study your landing page with heatmaps.

3. Talk to your audience

There’s another helpful way to understand what’s off about your landing page: talk to your target audience. Faith Sage of Faith Sage points out: “my advice would be to go back to square one and poll your audience to see what they REALLY want/need.”

Sage opines: “a landing page is actually the LAST piece to get built because you need to know the WHO, WHAT & WHY you’re actually building a landing page.” This is why Sage insists it’s important to talk to your audience to better understand them and their pain points.

4. Create a great pre-click experience

Some might wrongly assume that landing pages are all about a prominent ‘call-to-action’ or ‘click me’ button. But that’s not it. Good landing pages that convert well are those that offer a good pre-click experience.

Omniscient Digital’s Alex Birkett considers this: “really foundational” as it helps you “maintain your ‘advertising scent.’ What this means is the copy, design, and overall ‘scent’ of the message that leads someone to your page (generally called the pre-click experience) should lead seamlessly into the landing page experience, maintaining similar copy, imagery, and ‘scent.’”

Read on to understand each of these elements that add to your landing page’s scent below. But first, let’s talk about the elephant in the room next: designing a simple landing page that’s clutter-free – an essential step for a great pre-click experience.

5. Create a simple, clutter-free landing page

Clutter can be distracting. In fact, studies highlight that the brain cannot effectively filter clutter. If it has to work to do that, the brain tires, which impacts its ability to take decisions. So, it makes sense to design clean landing pages that don’t tire your visitors.

Here’s an action plan moving forward:

Get rid of fluff on your landing page

JR Griggs of Red Wall Marketing explains the plan is to: “make sure the goal is very clear. Too often there is unnecessary clutter on a site, and the visitor can’t figure out what you want them to do.”

Griggs also shares an example to back this point: “we often see client sites that rely on phone calls for business but have the phone number buried somewhere on the contact page. That phone number should be in a prominent place and easily seen within seconds at all times.”

Jacklyn Heinlein of Denamico adds to this: “with attention spans getting shorter, we adopt the KISS (‘Keep it Simple Stupid’) mentality. This means we focus on conveying our message as clearly and concisely as possible and including no other ‘fluff’ on the page.”

Use a prominent short form

Here’s a good solution to beat the fluff: “a short form that’s front and center on the page, a small amount of copy, and an obvious CTA.” This helps so much that Heinlein shares, “it has improved our conversion rates even during COVID-19.”

Griggs outlines another important point about these form fill-outs: “make [them] prominent and seen right away. Don’t make the visitor work to figure things out. Without doing anything else on your site, they should be able to quickly tell: who you are, what you do, where you do it, and how they get you to do it.”

Give all the required information clearly

You can also do two more things here: remove your top menu and give all the information clearly as Jeroen Minks of Vazooky Digital insists.

Minks elaborates, “remove the top menu. Your landing pages should be focused on one primary goal and the content should be tailored for this. [In] other words, people shouldn’t have to browse around the website to get the information they are looking for. The key point of the landing page is to get people to convert, and this is less likely to happen if they leave the page to browse the website.”

Latana’s Joy Corkery shares “we made the mistake of putting too much information on our landing pages.” Why? Because: “our premise was that visitors would be convinced by our level of detail and convert.”

But the team at Latana learned their lesson: “we eventually found that this wasn’t the case. Our target audience (brand & marketing managers) don’t have the time to read through a small essay.”

Make all the information digestible

Corkery notes audiences prefer: “quick, easy-to-digest information that will help them make a decision.” That’s exactly how Corkery’s landing pages are now: “our landing pages are much shorter and get to the point. Our conversion rate has increased as a result.”

Michael Alexis of Team Building shares some ways to make your landing page easy to consume:

  • “Reduce vertical margins
  • Use plain language in your headlines
  • Arrange the display for easy scanning and reading”

Don’t keep the landing extremely short though. That comes with its drawbacks too as Alexis cautions, “a landing page that is too short may have the opposite effect as you could be missing important elements for SEO.”

Stick with one CTA on your landing page

Brian Lenney of Direct Response Copywriting advises you give only one CTA to your audience. Here’s the tip: “eliminate all distractions. Give people ONE THING to do. Not 2, not 3, not 10. No link to follow you on social. No YouTube embeds to click off and get lost in. Just your CTA. The more stuff they click on, the less chance they’ll convert.”

Put simply, “make it EASY. ONE CTA ONLY!”

Remove extra links and navigation bars

Ganesh Narayan of Freshworks has another crucial recommendation: “remove navigation bars or links that could lead the user away from the landing page.”

Here’s why this work: “the objective of the landing page is to make the user sign up, not to find other resources. It is ok to keep the footer, as long as it is not easily visible or is one scroll beneath the first fold of the website.”

Simplify the entire landing page

SearchItLocal’s Alexander Porter hits the nail on head: “simplicity is at the heart of improving conversion rates.”

As a means to this end:

  • “Simplify your headlines so they are clear and showcase value. Forget being clever or witty. Tell people what they’ll get and why it matters.
  • Simpl[ify] colour schemes reduce friction and leave your message unobstructed
  • [Write] simple copy with your reader in mind.” This is way “more effective than ‘industry copywriting secrets’ every single time”

In short, “if your landing page conversion rates are not what you hope – don’t do more, do less. Simplify your page and let your message and value as a business stand out,” according to Porter.

6. Give visitors a reason to click

Sure an opt-in or freebie is a good way to encourage people to convert. However, it doesn’t work at its best if you don’t share the benefits of the opt in or the value that it offers clearly.

Even so, Echoworx’s Ney Lins spots: “this is a common mistake most companies do in landing gages. They add too much and not necessary information, making the landing page very long and boring, and do not feature the promise, the main benefit(s) that the prospects are getting by buying or signing up to.”

If the benefit your prospect is getting by buying or signing up to is clear and right in front of them, the better will be your conversion rate.”

So, it all boils down to: “clear promise and conciseness.”

No wonder Copyfluent’s Daniel Heuer insists: “the value needs to be front and center. Getting people to do anything is difficult, so the ‘what’s in it for me’ needs to be in the main headline.” Pair this with “great supporting copy and a clean UX to bring them [your visitors] down the page to a compelling CTA.”

Jonathan Aufray of Growth Hackers Agency has the same opinion: “focus on the benefits not the features.”

Aufray observes, “a lot of marketers are talking about the features of their products or the services they offer. This is not what people are interested in.” The solution? “Clearly show how your solution will fix the problem your audience is facing.”

Freya Kuka of Collecting Cents has found that doing so has helped reaped: “1.5% increase in my conversion rate when I started doing this.” By doing so, Kuka “quickly realized people can get reeled in much quicker if you give them more bite-sized information.”

So, the take home message is simple: “give people as much information as they can so they can opt-in as fast as possible.”

Kuka shares how: “For example, if I create a free budget printable as an opt-in freebie, I will add a list of bullet points that talk about who the printable may be useful for, what it helps with, how to use it and other related stuff.”

Hence, one good way to shorten the information while also sharing the value is to “use bulleted points with clear and real results,” as CloudTask’s Tom Jenkins summarizes.

“Clearly demonstrate the real results that people can expect to achieve if they act on the advice within [for instance, in the free eBook you’re offering]. This led to a 37% increase in CloudTask’s landing page conversion rate.”

7. Write clear copy

A clear and concise copy always helps in optimizing your landing page for conversions. It’s common that “the copy is too long and doesn’t get to the point: selling why someone should fill out the form,” as Ashley Hill of ashleyidesign points out.

It’s possible your copy doesn’t transition well from the value your freebie is offering to the CTA. There could also be a clear “disconnect between the CTAs and what you’re actually promoting on the landing page.”

In such a case, SilverTech’s Lindsay Moura suggests you: “take a step back and look at the page from the lens of the user.” Do you find the copy is easy to read? Is it understandable and does it explain the benefits of your opt in clearly and concisely?

Remember that your landing page copy:

  • “Should be brief and to the point
  • Should skip the buzzwords”

Moura further adds, “trim the number of form fields.”

Vine Martellacci of Forge Collective has more copy advice for you: “if you’re giving something away for email addresses, for example, you need clear, concise and compelling copy on your landing page.”

“It should explain why they should give up their email for your freebie, or alternatively why they should buy your product or download your song. Do this by touching on the key benefits of making the download.”

How so, I hear you ask? Martellacci explains, “take some time to list out the benefits of your digital product and then spin them eloquently into a brief pitch.”

One thing to keep in mind as you work on your copy: “features are the aspects of your products’ function, benefits are the hidden perks you get from the features.” You need to focus on the latter.

Not to forget, you need to understand your audience’s pain points as well.

Jame Thomson of Brand New Copy explains, “by understanding the needs, wants and fears of your target audience, you can tailor the structure and language of the page to appeal to their interests on an emotional level. The more a reader sees themselves in the copy, the more likely they are to take action on the page.”

In a nutshell, “state your proposition in as few words as possible, but also ensure that you cover 99% of what the potential customer will be looking for. Make headings bold and use contrasting colour themes to make your main point stand out,” as David Shell of TradesmenCosts does.

8. Add a single, clear CTA

We’ve already discussed your landing page needs a single CTA for better conversions. Considering its significance though, it’s never enough to emphasize it. PupDigital’s Daniella Pozzolungo is on the same page: “the more calls to action, the more confused [your visitors] will be about what to do. This can often lead to inaction.”

Instead of leaving your visitors in a vortex of choice paralysis, make things simple by making sure: “you have one clear call to action.” Pozzolungo elaborates, “this will ensure that when people visit your site they know exactly the next step they should take, and make it easier for them to take it.”

Tim Stobierski of Pepperland also points out another benefits of having a single CTA: “when the landing page provides a single action, it’s easy to create a CTA (leading to the landing page) that very clearly relates to that action.”

This way, “when the user sees the CTA, they know what to expect from the landing page, which means they will be more likely to convert. If the landing page speaks to too many different elements, then you risk creating a CTA that doesn’t align well, which may lead to a high percentage of bounces.”

Besides, “most users are scrolling at high speed,” as Rentround’s Raj Dosanjh highlights. Thus, your “job is to catch their attention with a CTA that stands out.” Naturally, “colour, design, size, copy,” and the rest of the enchilada matter here. After all, grabbing someone’s attention who is short on time isn’t easy.

To this end, here’s what Dosanjh practices: “once the user is done digesting the value proposition, I’m interested in helping them find a way to connect to me. All the other details can come later.”

So, how do you go about creating a clear and actionable CTA that holds your visitors’ attention?

Here’s your checklist:

  • “Understand your campaign goals,” Carolyn Cairns of creatonbc suggests. “It’s key to create landing pages that focus on only one offer or solution; this way, your users don’t lose sight or get confused.”
  • Tap into color psychology. Mindinventory’s Mehul Rajput says, “you should focus on the color of the background and CTA button. It has been seen that colors like orange, green, and blue work best for CTAs.”
  • Next, figure out the best size for the CTA button. Rajput continues, “the size of the button should not be too small or big. It should be the right size that matches with the layout.”
  • Finally, don’t neglect the message. Again, Rajput shares his tip: “ensure the message that CTA conveys as it is the one that the user is going to click. You should write the best one to improve the conversion rate.” The goal is to ensure “the messaging of the CTAs makes an end-user want to click on it; make sure they know what they’re getting out of it when they click on it,” according to Brooke Logan of Sagefrog Marketing Group.
  •  One last thing, don’t forget to create a simple landing page with “no extra information including Facebook, Pinterest, Twitter buttons, etc. Minimize the possible actions for users to take on your landing page and just give actions to Buy (Main Conversion Button), Add to Wishlist (De-highlighted) and Add-to-Cart buttons with size and priority,” as PureVPN’s Rameez Ghayas Usmani proposes.

Put simple, follow what Cairns commends: “create landing pages that focus on one goal to improve your conversion rate.” Also, “make sure that your call to action actually aligns with the landing page,” like Stobierski reminds.

9. Position your CTA above the fold

While your CTA’s copy, color, and other elements discussed above are important, it’s placement is also crucial. SoftwarePundit’s Bruce Hogan shares, “to improve landing page conversion rates, companies can add their call-to-action above the fold.”

Tony Mastri of MARION Digital Marketing also notes, “in almost every landing page test we’ve run, adding a form above the fold has improved the conversion rates of our landing pages.”

Mastri adds, “this doesn’t mean that the entire page should consist of a form upon loading, but rather that at least part of the form is visible. If you’re interested in increasing your conversion rates, I recommend this as one of the first tests you perform.”

Hogan also goes on to say, “while it’s tempting to include other content – such as videos, testimonials, or hero images – above the fold, the most important piece of content is the call-to-action button.”

And the reason why this positioning works is pretty simple: “many landing page visitors will not scroll down the page. By adding the call-to-action above the fold, the company can ensure that all visitors see the button and increase conversion rate.”

10. Make sure your form is simple

Stephane Gringer of Chameleon Collective outlines “form completion rate” as a commonly “overlooked culprit of poor conversion rates.”

You can tell if your visitors’ aren’t completing your form by “using Hotjar or something similar to actually see how painful your form is and where users drop off.”

Once you learn the hiccup, do the following:

  • Ensure “you’re keeping fields [in the form that users have to fill] easy to enter
  • Don’t ask for web protocols for website urls (http://)
  • If you absolutely need phone, don’t make people enter the area code in parentheses
  • Skip the field for ‘Additional comments’”

The point is simple: “your landing page shouldn’t make the person think. It should drive them to feel confident in giving their information for a specific exchange.

If you’re trying to generate the highest conversion rates, and the landing page is the first entry point for a prospect, only take the bare minimum information in order to follow up.”

But what if you need more information?

Gringer has the answer for that: “you can trade content for user info and firmographics during the post conversion activity. In some cases, you can add a second step of the process again, offering a piece of content or service in trade for more information.”

What’s more, “if you’re dealing with B2B, try enriching your data with 3rd party services so you can limit that form to just perhaps first name and email. You’ll hopefully get back employee count, industry, and other signals you can use to drive the prospect to a relevant customer journey.”

11. Break down the form into two steps

As Gringer shares, you can add a second step to your form. This works as it puts the Ziegarnik effect in action, which is a psychological phenomenon suggesting that people are more likely to complete the action if they’ve taken the first step.

Moreover, Adhere Creative’s Jon Eichler also specifies: “having these two sections prevents the form from seeming overwhelming when the user first views it. We have seen this lead to a higher conversion on these longer-than-average forms on our landing pages.”

MurrayDatis Mohsenipour of Outback Team Building & Training applauds the split your form or “the breadcrumb technique, a strategy I learned from the great folks at Klientboost.”

Let’s see how it works:

“The goal is to split your form into two or three steps:

  • The first step of the form should ask for low-value information like their first name, company name, or something specific to the service you’re offering. On our landing pages, we start by asking for the number of estimated participants the prospect expects to have in their virtual team building activity.
  • As they progress through your steps, you start asking for higher-value information like their phone number and email.”

Mohsenipour further shares: “we split test traditional forms vs. 2-step breadcrumb forms and saw a 30% lift in conversions. I’m currently running a test to determine if specifying the number of steps in the form helps to increase conversions. IE: ‘step 1/2.’ So far, the results have been pretty even.”

Eichler also remarks, “we have had good luck with two-step forms when you are using a form that is asking for more than your necessary contact information. We still have one form with all the form-fields, but I implement some JavaScript to break it up into two sections.”

So, here’s what you need to be bear in mind: “it’s not useful to pretend that people like filling out forms – we know they mostly hate doing it and need to believe it’s worth the effort,” as per Andrew Siskind of Salted Stone.

Ask yourself: “is what we’re offering in terms of information, simplicity of conversion, and value likely going to exceed an average visitor’s psychological budget for those things?”

If your answer isn’t positive, go on to: “either reduce the ‘cost’ by simplifying the form or increase the value offered by adjusting the on-page content.”

12. Add social proof to your landing page

Know what else helps increase your landing page conversion rates? Social proof in all shapes and sizes.

In fact, Kinsta’s Tom Zsomborgi applauds customer testimonials as “one of the best and easiest ways to improve the landing page.”

“Client quotes and real-world examples of use cases of your product/service is the most powerful way to convert landing page visitors into MQLs, SQLs or leads. Conversions skyrocketed when we added these to one of our landing pages here.”

But why exactly does social proof work wonders? Jacob Lundy of Leighton Interactive explains, “people want to know what their peers within an industry are saying. If they don’t see the value from others first, it can be difficult to build trust between the brand and the user.”

So, basically, social proof is “proof of value,” as SurveySensum’s Supriya Agnihotri puts it. “People naturally gravitate towards things that are popular with others… 88% of buyers trust a testimonial as much as a personal recommendation – so use them!”

However, instead of writing long paragraphs of self-praise, add “one short, genuine testimonial.” It “goes further than a paragraph of sales-y text pushing your product/service.”

Agnihotri shares the different ways you can build trust with your visitors using social proof:

  • “Use Video Testimonials: Videos testimonials work as a better proof, someone coming on record to share the benefits they got from your product is way more valuable, also videos have its own visual appeal and engagement.
  • Add Success Numbers to testimonials: (E.g. increased sales twice, improved conversion by ‘x’%). Your customer is able to quantify what to expect from your product or service.
  • Case Studies: Explaining situations where you actually helped a client solve an unforeseen situation.”

You can also aim for using a “mix of media on your testimonials – including images and videos,” as per Josh Barney of Einstein Marketer/Josh Barney Blog.

In other words, here’s the type of social proof you should be aiming to add to your landing page: “social proof that shows A LOT of people taking action, as well as showing that SIMILAR PEOPLE are taking action,” according to Barney.

So, get to work today since social proof is “easy to implement and cost[s] you nothing,” as Zsomborgi rightly notes.

“Simply reach out to your best customers and ask for a few paragraphs describing the service with their own words.” Barney also adds to this: “collect as many as reviews as possible (use an incentive if you have to).”

13. Add videos to your landing page

About half, or 55% to be specific, people watch online videos daily with 78% of them watching online videos weekly

No wonder, Thoralf Lindström of Doidea – a part of Avidly views video as “the biggest [positive] effect” on their landing page.

Lindström continues, “when including a video on the landing page, not only does the stickiness of the page increase (in terms of time spent on page) but also the conversion rate. The video though should never be longer than 45-60 sec and include a clear CTA regarding the form.”

Editor’s note: track how well the video on your landing page is doing with this Wistia Basics dashboard.

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Idea Girl Media’s Keri Jaehnig also recalls an example, “our goal was getting conversions for a membership program. The original landing page was just text with testimonials and images. All good stuff, but they weren’t getting conversions.”

To improve the situation, Jaehnig shares, “when we included a personal message video on the landing page, it changed time spent on the page and people were more likely to head on to payment and checkout.

We also included personal video messages on the checkout page and thank you page, and all of that together made a huge difference. Conversions spiked, and they met their signup goals.” Bullseye!

Here’s exactly why videos work so well in “potentially increas[ing] the conversion rate by upto 80%!,” according to Deepshikha Dhankhar of First Page Strategy:

  • “90% viewers retain messages in videos
  • It aids in decreasing the bounce rate
  • Builds credibility and trust with viewer by giving them more time to connect with your brand”

What’s more, an engaging video on your landing page “increases users’ engagement, gets your messages faster and makes buying decision easier for page visitors,” as Khris Steven of Khrisdigital.com adds.

So what should your video cover?

DDI Development’s Alexandra Zelenko suggests you use a video to “explain your company’s products, services and brand.” Additionally, don’t forget to use “calls-to-action (CTA) within video content.”

“A compelling CTA will improve landing page conversion rates. Just try to put personalized CTA at the 15 second, 30 second, and 1-minute mark of every video you create, test out different CTAs at different points in your video to find out what works best and drive more revenue.

Dhankhar also notes two more things to take care of:

  • “Ensure that the thumbnail is so compelling that [your site visitors] want to click on it. If it’s not convincing enough, then you’re better off without putting the video on the page at all.
  • Also add supporting text to the video, in case someone is watching it without the sound on.”

14. Make sure your page load is optimal

“By far the most important aspect of improving conversion rates is to focus on speed & accessibility,” in Wpromote’s Simon Poulton opinion. “It’s not a secret that this is important, but it is often overlooked in the CRO process.”

Wondering why? Because “you could make a thousand optimizations to the page, but if 80% of users bounce because of page speed, you’ll only ever be able to optimize to the 20% that do wait. This is particularly important for landing pages with a majority of users visiting on mobile devices.”

Besides, users expect optimal page load speeds. Kaitlin Cooper of 201 Creative spots: “on average, visitors expect pages to load within 2-4 seconds, and if your landing page is delayed by even one second, your conversion rate can drop by 7%.

Hence, to improve your landing page’s speed, pay attention to the following factors:

The page weight (aka size in megabytes)

Brendan Tully of WP Speed Fix explains, “the loading speed of the page will always be constrained by the size of the page in MB and smaller is ALWAYS better. Often we see pages that are 5mb+ in size which is huge especially if you’re targeting top of middle of funnel visitors who have low or weak intent. They’re not going to have much patience and will click away even with a small 1-2 second delay so often ad campaigns will burn through budget as a result of this.”

According to Tully, “some simple ways to reduce the page weight are:

  • Compressing images
  • Using lazy loading for images and video and
  • Using nextgen image file formats (.webp files).”

The FCP (first contentful paint) timing

Tully shares, “the FCP time is when the page starts to render. It’s when the user sees something happening, in their head they’re saying ‘ok I see the page is loading.’

So what’s the best FCP time? “Ideally you want that FCP time under 1 second,” Tully answers.

Here’s how to achieve it:

  • “Reducing the page weight as well as using a good content delivery network (e.g. Cloudflare, even the free plan is good)
  • Minimizing the amount of Javascript on the page
  • Moving your analytics, marketing and tracking codes to the footer of the page instead of the header will also help improve the FCP timing.”

To test your page weight and FCP, Tully shares: “our speed test tool will test both these metrics and many more in under 60 seconds and will give you detailed recommendations on how to improve them. It’s also 100% free!

Remember these metrics will vary from page to page and by location so make sure to test landing pages individually and from the geographic locations you’re targeting.”

Cooper also recommends, “check for elements such as large images and plugins that might be causing your page to load slowly and focus on optimizing them to increase the overall page speed.”

To recap, “make sure to reduce the page load time because the faster the page the more conversions,” as PureVPN’s Usmani sums up.

15. Create a personalized, targeted landing page

Another tip to improve your landing page conversion rates is “using personalization to deliver a relevant experience,” as Andrea Moxham of Horseshoe + co. states.

Personalization also means making sure “your landing page content is speaking on ‘the same language’ with your targeted audience,” according to Writing Metier’s Vasyl Kafidov.

This is helpful since “nowadays, buyers love when they have super personalized services. Therefore, do not be afraid to use some specific messages that speak precisely to the user.”

Both Kafidov and Moxham share what they do to personalize landing pages.

Moxham reveals, “we like to personalize copy based on things like the user’s location, whether or not they’re a returning visitor, the source they came from and their device type.”

So, what you can do is, for instance: “show your visitors pricing in their native currency based on their IP country. If they’re browsing on a mobile device, present a shorter form with fewer fields.”

On the other hand, Kafidov shares, “our company offers writing services to many different customers. We know that when we sell product descriptions for business products, our message should be addressed to business owners, their representatives, startups, etc. In such a case, we are using a professional tone for our landing page to be on the same page with potential buyers.”

Your lesson? Use as “many tricks you can use in your content for Millennials and Generation Z, such as specific words, jokes, memes, etc. This will make you look more like you are the same guys as they are, but you are offering services.”

You can also send your visitors to personalized, targeted landing pages by having “a pop-up or entry form that then routes someone to a custom page based on their interests,” like Casey Hill of Bonjoro advises.

Hill explains, “imagine when you visited a big clothing brand like Macy’s, you had to initially fill two to three questions and then it took you to all the most tailored and relevant pages? It’s a game changer and easy to implement with just a form and conditional redirects (you could use Typeform, Jot forms, Wufoo Forms, Gravity Forms and on and on).”

What’s more “if you want to get really fancy use retargeting pixels. Based on what someone was viewing before you can return them to that same page when they go back!”

This way you can make your landing pages “as targeted as possible.”

16. Introduce live chat on your landing page

Live chat makes sure any questions your viewers may have are answered immediately, helping them bridge the distance between themselves and the CTA.

As Acquire’s Ashwini Dave remarks, “A simple act of answering customers’ queries at the time of their purchase can mean the difference between bounce and sales, because it is the most critical time. It leaves a positive impact on customers and they feel satisfied with your response and customer service.”

Eric Quanstrom of CIENCE Technologies comments live chat is “table stakes that when a visitor has questions, they should be able to get them answered immediately. Responsiveness matters.”

Dave also thinks in the same way: “designing a great landing page takes more than slapping on graphics, a call-to-action (CTA) button and text. Building a personal connection with customers will impress them immediate[ly] and for that having a transparent and immediate communication is important on [the] landing page itself.”

Of course, live chat is a good way for encouraging immediate communication. Dave opines, “I personally feel that including a live chat will keep your customers for longer time compare to the websites not offering live chat option. It will be a game-changer for your business.”

One tip to keep in mind always: “train your customer support team quite well for the decent behavior because they are the life blood of live chat system.”

Editor’ note: Are you using Help Scout to solve your visitors’ queries? Use this Help Scout insights dashboard to track your customer support team’s average response time and the most common user inquiries to make sure you’re responsive and your visitors don’t slip away unsatisfied

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17. Optimize your landing page for mobile

With over 3.5 billion global citizens using their smartphones, this is an important step to take when aiming for increasing your landing page conversion rates.

Smallpdf’s Hung Nguyen insists, “more and more users are browsing the web and signing up for services via their phones. However, not all businesses recognize the need to optimize their website for a ‘seamless mobile browsing experience.’”

Ensuring your landing page is optimized for mobile is also crucial from a user behavior lens. “users’ behaviors will also vary, as the content is displayed differently. What fits on a PC monitor may not render correctly on mobile, which makes for a tedious scrolling experience. Microcopy that is of perfect length for desktop use may be too long for mobile.”

Thus, here’s your homework:

  • “Make sure that your pages load quickly on mobile
  • Scrolling is smooth and
  • It’s easy to input data on forms”

For all this, “it’s essential to work hand-in-hand with your UX designers to appease those that browse the web on their smartphones. Otherwise, it’s a significant loss of opportunity for businesses that omit mobile optimization from their goals.”

18. Test your landing page

So you’ve planned what changes you need to make from this extensive list of expert tips, what’s next? How would you know if the steps you taking are delivering sweet fruits? ContentBacon’s Wendy Lieber has the answer for you: “Test, test, test.”

Takeshi Young of Optimizely also chimes in, “A/B testing is the best way to improve the conversion rates of your landing pages. By testing different versions of your page against each other you can use statistics to measure the exact impact of different changes to your landing page experience.”

Question now is what do you test? It should never be “tweaking only a couple of words or CTA positions,” as SEO Atlantic’s Mihaita Vulpe remarks.

Young answers, “focus on the primary conversion event on the page. If you have a lead form:

  • Test different headlines and CTAs
  • Reduce the number of form fields
  • Split the form into multiple parts

For e-commerce, in addition to headlines and CTAs test out:

  • Different imagery

Strong visuals can go a long way towards converting visitors online.”

However, you need to be mindful about testing one factor at a time.

Jack Choros of IronMonk Solutions says, “change one aspect of a landing page at a time and test one against the other. It could be the headline, the body copy, the final call to action, the colors on the page, literally any element can be tested.”

Just be sure you don’t “test the wrong things first like button color or typography,” as Benjamin Sweeney of ClydeBank Media notes.

“While those things are important and can make a difference, the biggest gains will likely be found by making changes elsewhere. Start with your headline or images. Test different value proposition presentations or different key copy segments. These areas will probably give you bigger gains than finding the perfect button color.”

You can also test “two completely different landing pages,” according to Vulpe’s suggestion.

Funnel Academy’s Gavin Bell summarizes it all: “test different hooks, different stories, different headlines, colors, images, videos. Every time you perform a test, you get data back: did it improve things or make things worse. Then, you simply continue doing the things that worked and stop doing the things that didn’t.”

But don’t test and stop. Instead, as Ariad Partners’ Kristy Hartman does: “continue testing to find areas for improvement. Use your metrics and test results to optimize your landing pages so they continue to generate more leads.”

Ready to convert more visitors into leads?

Hopefully, you now know where to start to improve your landing page conversion rate. It’s best you start with understanding the way users are interacting with your page and decide what to do next from there. Irrespective of where you start though, test out the change you make and map out your next moves accordingly.

About the author
Masooma Memon
Masooma Memon Masooma is a freelance writer for SaaS and a lover to-do lists. When she's not writing, she usually has her head buried in a business book or fantasy novel.
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