Landing pages are the single most effective way of increasing your conversion rate. However, it’s important to keep your landing pages optimized to keep up the conversion rate, otherwise all your hard work was for naught.
Keep in mind that a conversion doesn’t necessarily mean making a sale. Conversion can also mean getting someone to subscribe to your email list or clicks on an ad. Whatever your conversion goal is, an optimized landing page will do wonders for your website.
Focus on promoting a single product or a service
Every good landing page promotes only one thing; a singular product or a service. The information included on the landing page should be directly related to the product or a service you are promoting. Don’t confuse your visitors by trying to include cross-sells or upsells. Focus on getting them to convert for that particular promotion.
Keep the important information above the fold
When someone lands on your landing page, it should be immediately clear what the offer is about. Keep a strong headline, an introductory paragraph and your call to action above the fold so your visitors can get all the important information without having to scroll down.
Make sure it loads fast
It’s been proven that loading speed of a webpage has direct impact on the number of conversions so this is the most important page on your website that needs to load as fast as possible.
Have a clear and strong call to action message
If you want to maximize the number of conversions, make sure your call to action message is clear and that the users can immediately tell what it is you want them to do to complete the process.
Use clear ‘call-to-action’ buttons
Make the text on your call-to-action buttons as clear as possible. If you want your visitors to buy something, then use Buy now. If you want them to sign up for your email list, then use the words Sign up. Avoid ambiguous words or trying to sound clever.
Incorporate your branding
Just because a landing page should eliminate distractions, that doesn’t mean it has to look completely different from the rest of your website. Make use of your brand colors to provide accents and drive attention to headlines and your call to actions.
Make it scannable with headlines and bullet points
Make your content easily scannable by using headlines to transition from telling your story to convincing them to make the purchase. Use bullet points and short paragraphs to make your content easy to digest.
Explain the features and the benefits
Another good use for bullet points is to easily explain and summarize the main features and benefits of your offer. Keep it short and sweet.
A landing page has one singular goal: get the visitors to convert. As such, this is not the place to include your social media widgets or comments. Avoid adding links and instead opt for accordions or tabbed content to present the information in a succinct way. Avoid using navigation menus as they present an easy way out.
Use images and Videos
Using images and videos can help deliver your message in less words and make the page more aesthetically pleasing. However, be careful not to overdo it as using too many images can slow the page down.
Simplify your forms and checkout process
If your visitors need to fill out a form to complete the process, only ask for information you really need. There is no need to ask for a physical address if you’re selling a digital product that won’t be shipped.
Make use of a simple check-out page that can be completed in as little clicks as possible in order to increase your conversion rate.
Include Reviews and Social Proof
If you have testimonials or a large following on social media, be sure to include them on your landing page as they can positively influence the final decision to actually convert and proceed to the next step.
Add contact information and policies
Finally, the best way to optimize your landing pages and increase the conversion rate is to test every element to see which elements on your landing page need improvement. This includes testing your headlines, call-to-action buttons, call to actions, copy, and anything else you have on your landing page.
Creating an effective landing page can seem daunting at first, but with these tips you’ll be well on your way on creating optimized landing pages that are sure to convert.