SEO

7 Tips To Increase Landing Page Conversions

glengarry3 7 Tips To Increase Landing Page Conversions

The economy sucks, margins are down and consumers aren’t buying, but those aren’t the real reason your website isn’t converting well.  Your landing pages are the problem.  Landing pages are becoming overly complicated data dumps where the short attention spanned consumer is left to sort through the pop-ups, multiple focus points, talking heads and flashing pictures. No wonder bounce rates are astronomical on most sights. Let’s stop blaming poor market conditions and take a note from Alec Baldwin.

glengarry for semb 7 Tips To Increase Landing Page Conversions

7  Tips To Increase Conversions

1.    Call to Actions Matter
Have an offer on your landing pages and tell your visitors what action you want them to take.  “Fill out the form below to Run Faster, Jump Higher and get Hot Chicks” is not overkill.  Adding a call to action where there was none to your landing page, whether it be a high ranking subpage or a ppc landing page will have a drastic impact.

calltoaction 7 Tips To Increase Landing Page Conversions

2.    Digestible content
Good content on your landing pages are a must, but make this content easily scannable. This means break it up into easily digested sections that walk visitors to the conversion.

3.    Minimize choice
If you can’t summarize the purpose of your landing page in 5 words, then your visitors will never be able to figure it out.  Give users one option, the conversion option. I know what you are thinking, “but what if my visitor wants to read more.” No they don’t. They want to sign on the line which is dotted.  Don’t prevent them from doing that.  Try signing up for home delivery of your local paper and getting this.

Choices 7 Tips To Increase Landing Page Conversions

4.    Keep It SIMPLE
I’ve worked with some incredible designers. The problem with incredible designers is they have all these skills to make landing pages walk, talk, move and blink. Strip all of that away and create simple pages that guide your eye to the SUBMIT button.

5.    Keep form length to a minimum
Data is king when it comes to cross marketing, but if your form has too many fields then you are going to lose the sale all together. Use hidden fields to collect implicit data ( if they came to your site on the keyword “nursing degree” don’t ask them what degree they are interested in).

The required information in the two forms below is virtually identical, but which form do you think has a 10+% conversion rate?

formsb 7 Tips To Increase Landing Page Conversions

6.    Avoid marketing speak
Newspapers are written at a 6th grade reading level and your landing page should be too. Don’t use abstract terms, buzz words or marketing speak. Be direct and use simple English.

7.    Envoke Trust

Have a clean professional websites without broken images or out of date copy. Use logos that convey credibility like awards your company has won, professional association memberships and accreditations. There are a lot of choices on the internet and you want to assure your users that they are making the right one.

 7 Tips To Increase Landing Page Conversions

Now that you have some tips to help improve your conversion rates, let’s all agree to stop blaming the economy and start converting.


manenoughtoconvertb 7 Tips To Increase Landing Page Conversions

 7 Tips To Increase Landing Page Conversions
Online marketing professional and New Yorker based in San Francisco.

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34 thoughts on “7 Tips To Increase Landing Page Conversions

  1. Nice write up Lauren Vaccarello. I love the fact that there are lots of us out there who watch Glengarry Glen Ross and aren’t hiding in the closet over it.

    Something that would have made this article legendary would have been examples of good and bad examples.

    Us B2B marketers find it tough sometimes to balance brand marketing on a landing page and also gain trust without having to mention our company 10 times.

  2. @Ken Savaga Thanks! There’s a lot marketers can learn from Glengarry Glen Ross. I wish I could have included examples but clients preferred I didn’t share their info. If you know of any nonprofits who’d like an hour of consulting in exchange for using them as an example in the next article, send them my way :)

  3. Great comments Lauren! I think a combination of these long sales letters, and multi-informational forms are a huge problem right now. Keep it focused, simple and easy to read, and you won’t go far wrong. Best Regards, Ian R McAllister

  4. Lauren,

    Really sound advice here. It’s amazing how complicated or overly flashy some landing pages are when simplifying things can drastically boost conversions.

    I would add to the list anticipating what visitors want/are looking for. Often advertisers focus on pushing their products/services onto their potential clients by listing features instead of focusing on what their clients actually get or benefit from. So focusing on benefits is another element that can drastically increase conversion rates.

  5. Very interesting! A fitting analogy of Web site landing page design to the professional sales process.

    Evoke Trust = Sell Yourself
    Call to Action = Ask for the Order
    Minimize Choice = Alternative Close

    etc., etc.

  6. I like your 4th point “keep it simple” however, I think that there’s a huge risk in keeping the landing page too simple. More than likely, the visitor will be unimpressed with a bare page.

    Siobhan,
    DragonSearch Marketing

    1. Keep it simple in the sense you need to provide the information very clear with some images, portfolios of your service, ease of navigate to other pages for your site and finally contact information. This technique will help you to create better landing pages.

  7. Great Tips. I think #6 is vital to a landing page. All to often they can become too complicated or wordy, which makes a visitor loss interest quickly.

    Also great tips in the comments section.

    Thanks for all the help

    Miguel

  8. I definitely agree with keeping it simple. I am amazed at how many companies pile on the Flash and other distractions on landing pages. I also like your point about minimizing choice. Landing pages by definition should be a place to convert one person on one product. If you have lots of products then create lots of landing pages and track the performance of all of them.

    @web2gold

  9. Well done Lauren. I do marketing and design work for many clients and they hate my landing pages. I try to keep them simple, uncluttered and to the point. Client responses are: “Can we jazz this up a bit? We’re spending a lot of money on Ad Words for them to get this!” Or, “I’ve seen you do a lot better.” (that one hurts). Or, as previously mentioned…they want to see their logo, or a hot chick in the whitespace.

    Anyway, I’ve found that reminding them that the landing page is ONLY a conversion point, not a SALE. In other words, we don’t want to give them the hot chick until they fill out the form. That usually gets ‘em in line :-)

  10. Lauren,

    I can back up every point you’ve made. At the beginning of the year we revamped the landing pages of a major client, did A/B testing for a few months, and when we were done, we had seen a three fold increase in conversions.

  11. Excellent tips! I designed my own blog, and so far my traffic is steadily increasing, but I’m trying to learn how to get more people to convert into subscribers. Thanks for the great info!

  12. I hope I may include the example, but the customer prefers my didn to share their information. If you know nonprofits liking being consulted in an hour exchange and use them in the next article as an example

  13. Excellent article. Also something I discovered through A/B split testing is that adding a person’s face to a landing page made a huge difference to conversion rates.

    (I’ve tested with and without, and also with virtual ebook cover designs instead of faces and the photograph of a face always wins.)

    Here’s an example – my best performing landing page at http://www.uwms.co.uk – currently has an average conversion rate of 67.4% when run in conjunction with a print advertisement for the special report in UK business publications.

    All my best,
    Ed.

  14. Some good tips here.

    Keeping it simple and relevant to the demographics of the traffic source is the most important of the bunch by my book. And a prominent call to action, even if it looks ugly. Sometimes an ugly call to action gets the job done better. A font that looks out of place, a glaring colour…whatever draws the eye…

  15. Thank you for the post. I agree defining the architecture for the landing page is key. You need to decide on your objectives; what are you trying to communicate and what is you call to action. Once you have worked out what you are trying to achieve you need to create a simple, straight forward design that emphasizes your call to action and clearly communicates your message.

  16. I like your logic of 6th grade reading..and probably the Landing page on which i have fallen for never had too much to read but always had something good to do.. Like action.. Either submit or close….

  17. It’s a interesting post, I’m agree with the all 7 points… But what do you think if in a landing page is even possible to find link such as youtube so that the visitors have more confidence with the product or service who they are looking for?

  18. Thanks for taking on this subject. We all have become keenly aware a Click does not a Buyer make….

    To that end there is a new Free tool to increase landing page conversion rates for paid search campaigns.

    http://www.Conversion-Widget.com

    This uses Dynamic Keyword Insertion to personalize the landing page so it reflects the keywords used. With good design, and relevant products and content, it is astonishing how powerful this is at increasing online conversions. And, it’s completely free.

  19. I believe that Tip 1 is one of the most important. A good Call to Action will make the sale. So many times I have seen this fail in the ‘real-world’ where young sales rep’s (like the one in the department stores) give a great sales pitch, but fail to close as they forget to ask for the sale…

    Great article.

  20. Great Tips indeed especially the one related to the length of the registration form (page). This is a major issue with the players from motor trade insurance vertical. There are too many fields, which sometimes run up to four pages. It is so frustrating and time consuming. I guess they should really take a tip from this and work on reducing the number of fields, which will facilitate more conversions.

  21. Gone are the days of the never ending scroll pages. Consumers have gotten wise to online marketing and the minute you see one of these pages – you know all the site owner is after is a conversion – be it a sale or a contact form. Some really sound advice here that will help a lot, remember to test, test, test. It’s the only way you find out what works for your particular niche.

  22. I sell art and greetings cards online through Etsy. Traffic might land on any page of my site, as many come from Google. I am stuck with the Etsy layout. I need visitors to buy from me; I got a better bounce rate by adding, to each listing, an internal link which takes them to another item on my site. I get a lot of traffic. Any advice for maximising this and increasing conversions please, given the straightjacket of the Etsy (and Artfire) site format? Is there something I can put in the announcement to help?

  23. These are some pretty detailed 7 tips. The only thing I wonder about is why there was no call for testing? Do you not believe in doing a/b testing or multivariate testing? Or was it assumed that the reader already knew to do that; therefore it wasn’t mentioned?

    The reason I ask is that there is this startup in the Boston area that is in closed beta currently that does a great job in simplifying the a/b testing process. You can check them out here – http://www.performable.com/

    They are also working with the person that started A/B Tests – http://www.abtests.com/ – and that is quite an interesting compare site where people can upload their tests they have done. Very interesting data there, as well as commentary.

    Give both sites a look, and hopefully in the future you will encourage people to always be testing!

  24. Over the years since this article was published, I guess keeping it simple and minimal is somewhat being achieved by majority of new websites’ landing pages (thanks to also the recent trends on web designs & mobile). However, overloading consumers with messages – in other words – the more the better approach – seems to stay forever.