What can you do to have well-performing and high-converting landing pages that are likely to continuously drive new leads and close new deals? Here are some ways to increase the conversion rate of your landing pages:
- Create great designs:
Build outstanding landing pages by using clear and enthralling headers, aesthetic formatting, complementary and contrasting colours, minimal navigation. Make sure, your logo is placed on noticeable area. Avoid including too many images or graphics not to distract the reader from the main point of the landing page and not to increase load time of your website. Maintain consistency and keep things simple, and as brief as possible.
Litmus landing page is an example of a great design. It is simple, modern, consistent and is a short action-oriented form on a homepage that offers value and results, before asking for the sale.
- Do not use stock photo people:
You are more likely to attract more attention by using photos of real people. With the advent of the technology world, you can always use phone cameras to post images of real humans.
- Develop great strategy:
Your strategy should aim at creating unique landing pages that are targeted at specific prospects for each offer you make. For instance, allow visitors to sign-up for free trials, product demos or download coupons, etc., if you are implementing an email campaign to support a particular product offer.
- Add credibility to your content:
Add credibility to your content by providing and showing proof. For instance, you can quote third-party reviews, customer testimonials, case studies or results of scientific tests; or embed tweets and include data on the number of download of a the particular offer, etc.
- Run A/B tests:
A/B test your landing pages by using such tools as Google Analytics or Visual Website Optimizer, etc. Decide on which elements to test and optimize. For instance, you can test the offer, form fields names, page layout and navigation, different media, headline, use of social follow buttons, etc.
Track and evaluate your A/B test results, and apply those results by making appropriate changes to your landing page.
A/B tests will make it possible to learn how to increase traffic to your website and generate more leads. Behavioral changes are ongoing, therefore remember to test frequently, but run one test at a time.
- Provide Live Support:
Prove that you are keen at providing customer service by using live chat.
- Create value proposition:
Create your value proposition by conducting qualitative research on customer insights. Your value proposition must indicate how a product you sell or the service you provide will solve a prospect’s problem.
- Optimize your thank-you page:
Make sure to say thank you. A thank you ends the conversion process and is your last chance to provide additional information. Provide access to your offer, and include social media sharing links, so that visitors spread the word about your offer with others in their network as well. Remember to have the downloaded content open in a new tab or new window, to link the share buttons with the landing page and not the thank-you page, and finally to customize the messages for social media links. Include call-to-actions, so that the visitor can subscribe to your blog or newsletter, can sign-up for free trials of your product, etc.
- Use landing page analytics:
Monitor your landing page metrics, calculate how many people filled out your form after viewing your page, measure the number of net new leads attracted by each landing page, compare the number of completed forms that are new and use the analytics to justify the success of your optimization.
- Nurture leads:
Your marketing does not stop by only optimizing landing pages with the aim to increase the conversion rate of your landing pages. Once you have generated a lead, you need to develop an efficient relationship, which is timely and well targeted. Therefore, respond immediately via email and make sure the right message has been sent out.
Takeaway: Landing pages are the corestone of a successful inbound strategy and aim at generating leads, so that visitors are directed to the most relevant webpage they are interested in on your website. A visitor to your website will never become a lead, if s/he has to guess what to do next after ‘landing’ on your homepage. Therefore, start creating unique well-designed landing pages right away. Optimize different elements of the landing pages, test and analyze. Connect the landing page with offers you make or campaigns you run. And make sure to implement timely and closely-targeted lead nurturing to follow up and have a deeper engagement with your new leads.