5 Ways to Instantly Improve Landing Page Conversions

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5 Ways to Instantly Improve Landing Page Conversions | SEJ

In the world of online marketing, it’s all about adapting with changes, tweaking your business, and analyzing the results. The same holds true for your landing pages and ad copy. Going live with your ad campaign and seeing a profit on your ad spend is great — however that is only the beginning.

While we would all gladly throw money at our ad campaigns to see continued profit, the real work comes in when you have to tweak, split test, and track how to continually pull a profit day after day.

The best way to see continued profitability is through the use of optimization and split testing. It’s actually such a hot topic, that my previous post on this concept got shared nearly 2,000 times!

In this article, I am going to look at five simple ways you can take your existing landing page, make a few changes and split test your results for improved conversions — best of all, I give resources, cases studies, and examples for each!

Mess Around with Colors

Yes, the colors of your landing page and call to action play a huge part in your conversions! For instance, did you know the color blue creates a sensation of trust and security, while red increases the heart rate and provides a sense of urgency?

While you may want your landing page to match the pretty colors of your logo or site design, your conversion and profit margins are much more important.

You can view this complete color guide to show what colors influence buyers and why — then think about the different colors you are currently using on your landing page and how you might be able to relate them better with your target audience.

Split Testing of Colors

Bring a Time Sensitive Call to Action

Every landing page has a call to action, but not all of them brings a sense of urgency like a count down clock or offering only “a limited number of supply”. It’s a silly tactic, but it still works extremely well. This is such a simple way to increase conversions on your site, yet so many marketers and brands neglect to implement such structure into their landing pages.

21 Call to Actions

Crazy Egg has pulled together an excellent list of 21 call to actions that work well specifically for getting the end-user to take action quickly. To great news is that nearly all of these methods can be used for any type of offer, service, niche, or product you may be offering.

Know Where & Why People are Clicking

Another mistake many online marketers make is focusing too much on the look and feel of landing pages, without thinking about the complications and distractions it might cause when trying to convert visitors into leads. If you don’t know where and why visitors are clicking through your site, you are heading in the wrong direction. In this article you will discover how easy it is to set up heatmap tracking and why it’s so effective for both landing pages, web sites and blogs.

Heat Map Resources

The important thing to remember is that the ONLY thing you want visitors to your landing page to do is take action. This means you should remove any and all distractions from your landing page that could be an outlet for them to leave your site, such as your navigation bar, a clickable logo or any other outbound links. This is one of the most simple ways to increase conversions, and a heatmap is a great way to track visitor behavior.

Incentivize Your Call to Action

No one really wants to give away their email address in hopes to get more mailing lists and potential spam. But when done well, popup windows work extremely well as as a lead generation tool. It has also become a valuable resource for others to learn what works and what they should be testing.

Content Upgrades

Take a look at your existing landing pages and popups and ask how can you make them better. If you want to put in the time and effort to really increase your conversions, you need to check out this guide on how to create popups and content upgrades for individual blog posts which helps sky rockets conversions.

Split Test Everything

Of all the points I mention, the most important is split testing. No matter how many changes you make to your page, if you aren’t split testing the results, there is simply no way for you to measure what is working and what isn’t.

For example, Jeremy Schoemaker was running a split test on one of his campaigns and made a simple switch from a green button to an orange button. The result was a quick swing of 3% to 5%, which is a big difference — especially when you look at the total difference in volume being converted into leads over the course of the campaign.

ShoeMoney Conversion Split

There are many different ways to run split tests on both your site and landing page. I’ve listed some great tutorials and expert guides below.

The Success of Your Landing Page and Campaign Relies on You

At the end of the day, you are responsible for the success and failures of your ad campaigns (this is especially true for affiliate marketers). All of the tools and resources are already out there, it’s simple a matter of putting them into action and following through.

One of the most common reasons why ad campaigns fail is because marketers or business owners throw up one landing page or set of ad copies and move on to the next campaign. This is the wrong way to approach online marketing. You must build out an effective landing page and continually tweak and split test it until you find what works.

Take the time to look at any existing campaigns you have in place, along with any failed campaigns from the past. At the same time, reflect back on what was highlighted in this post to see how you can bring some new life and profitability to your ad campaigns.


Image Credits

Featured Image: Image by Zac Johnson
All screenshots by Zac Johnson. Taken August 2015.

Zac Johnson
Zac Johnson is a online marketer with 18 years of experience and currently blogs at ZacJohnson.com and Blogging.org.
Zac Johnson
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  • http://www.erim.net Erim

    Great tips, Zac, as well as links to other introductory stuff. Reminds me that I tend to overlook conversion rate optimization.

    • http://zacjohnson.com Zac Johnson

      Thanks for the comment. Many of us forget to work “after” going live with an ad campaign, is what really makes it successful!

  • http://www.knctlab.com/blog/ Nikhil Shetye

    As suggested by Zac Johnson I went through some of the previous campaigns and realized that I never continually tweaked the landing page as it was going very good. I think so even after the good traffic I should have done some A/B testing which would have resulted in more conversion maybe.

    • http://zacjohnson.com Zac Johnson

      Excellent, great to hear! A/B split testing is one of the best ways to see nearly instant results and conversion swings.

  • http://www.slimjet.com ashish gupta

    Great Read!

    I agree that colors of your CTA buttons are very important. Red ones tend to convert more as seen by me for some campaigns. Colors on landing page, graphics and even fonts are very important.

    Having a customer testimonial block may help with some customers looking for trust signals. Your initial heading should also be eye catchy and creating an urgency for users to scroll below & read more.

    I have heard about heat maps but never tried them but i guess i should test them for better conversion rate.

    Thanks for great information.

    • http://www.zacjohnson.com Zac Johnson

      Good call on the customer testimonials. This definitely works well, and being able to provide a picture alongside the testimonial usually increases conversions as well.

      Heatmaps are also great! I love visitor recordings as well.

  • http://www.enterprisemonkey.com.au Cedric Markwatson

    Landing page plays a very important role in online marketing world and can easily attract targeted audience. All your points are really impressive. Thanks for the great stuff.

  • https://seoservices.expert/ Scott Carvin

    Awesome post! We specialize in getting traffic to a website, but it doesn’t do much good if the site isn’t optimized for conversions. Some of our clients over complicate the purpose of their website, and this is a great article for them. Thanks for sharing this in an easy to read publication. I found it very useful and will share it on my FaceBook page.

    Thank you,

  • http://tips4onlinepresence.blogspot.in/ Ravi Rajput

    Nice tips
    Thanks 4 sharing ūüôā

  • http://brandonprettyman.com Brandon Prettyman

    Thanks for the tips. If you are a smaller site with a lower amount of traffic (only a few thousand every month) your testing will be limited. It will be difficult to reach statistical significance during your split testing with such a low sample size. In order to make a difference make large changes that are more likely to have an effect. Larger sites can get away with small changes like paragraph text or button colors but in my experience if you are a smaller webmaster think big with the changes in order to have a clear winner during a/b testing.