Nowadays, the goal of marketing teams is to bring traffic to websites and convert them to leads which ultimately result in sales. While this may be a simplified gist of the playbook, this system applies to most brands. However, many companies miss an important step in creating sustainable growth and long-term success - getting more traffic for landing pages. This is where conversion rate optimization (CRO) comes into play.
What is CRO?
The conversion rate is the percentage of website visitors who complete the desired action. For example, you may want customers to fill out a web form or purchase a product. This metric is calculated by dividing the conversions by the number of site visitors and multiplying by 100 to find the percentage.
Conversion Rate Optimization is the process of improving your website, or in this case, landing page, to enhance your conversions. This way, your website will appeal more to your target audience.
How to Increase Landing Page Conversion Rate
Here are some of the easiest ways you can boost your landing page conversion rate.
1. Have a clear call to action
Take a look at your current landing page. What is its most prominent element? The last thing you want is for your visitors to wonder what they should do next after visiting your website. Try to look at your screen from afar. Is your call to action still clear? If it disappears with the rest of your page, make revisions. It needs to stand out.
Another point you should keep in mind is to make one good offer. Around 48% of landing pages have an offer, but multiple offers actually decrease conversion rates by a staggering 266%. Make sure to have one clear offer instead of a couple of subpar ones. This way, your landing page visitors won't get confused.
2. Eliminate distractions
There are countless websites on the web today. Because of this, your customers have high expectations of wanting a unique experience. To get their attention, you have to minimize the distractions on your landing page by removing links or sidebars.
While it's still important to include your logo to help with brand awareness and recognition, your goal should be to strip your landing pages to its bare minimum. The more options you give your landing page visitors, the more likely they are to not notice your call to action link.
3. Go with product reviews
Around 72% of customers do not take action until they have read reviews from experts of other customers. In fact, 3 in 4 customers show greater trust in the opinions of others who have tried a brand's products or services over company advertising. If you plan on selling something on your landing page, building your credibility through reviews is the way to go.
4. Address main points
Your landing page should accomplish a few important things, including:
- Identifying issues
- Linking products to the solution
Whatever industry you are part of, there's always a gap you can fill with your product. Without this, your customers would not visit your landing page or click your e-mail marketing.
People are always looking for something when they visit your website, so make sure to tell customers how you can help them. For instance, if your target audience does not want to spend hundreds of dollars on an expensive bottle of perfume, your solution may be to offer sample sizes of A-list perfume brands.
5. Check out your competition
There is nothing wrong with basing your landing page on some awesome examples you found or on other successful companies. You may draw inspiration from a brand that is larger than yours since its marketing department probably invested a lot of money, time, and effort to develop its landing page strategy. Remember not to copy their designs fully, but instead:
- Take note of visual components
- Examine their tactics
- Use it to input your offer
Now Build Your Best Landing Page
Landing pages are an essential aspect of your marketing strategy. It may look simple, but it takes a while to get right. But following some successful tips can boost your traffic and increase sales for your brand.