You can easily attract visitors to the site. However, there is a problem here – they come in, but do nothing else. Simply put, there is no conversion.
Does this mean that your marketing strategy has failed, and now you need to drop everything and leave? No way!
Before the panic has taken over you completely, check if the site is well optimized.
It is important to understand here that creating a truly effective landing page is not so easy. Stock up on time and patience and do not despair if nothing works out the first time. This is fine! The main thing is not to give up and keep experimenting.
In this article, we have collected 10 ways that will make this task easier for you.
1. Focus on one goal
The first rule of a good advertising campaign or strategy is to set a clear goal. The same should be done when creating a landing page, but everyone always forgets about it.
Studies have shown that if a site has two or more goals, visitors get lost, do not notice what is really important, and take longer to make a decision. Are you sure you want this effect? If not, then get together as a team, brainstorm, identify the most important goal, and then express it on the landing page.
2. Come up with a capacious title
A successful ad headline should be funny, inspiring, action-packed, or both. Only in this case, it will attract the attention of the user and direct him to a specific site.
But when it comes to the headline on the landing page, it is important to remember that the person has already entered and is waiting for something to be offered to him. Therefore, in this case, the title does not have to be funny, but it must be simple and capacious. Its task is to convince the user to stay.
Communicate to the potential buyer what he wants to know in simple terms. Do not excel in epithets and comparisons – a person should catch the essence in a couple of seconds.
3. Write clear, persuasive copy
The text on the site should also be short and clear. Creativity is great, but better leave it to the blog.
It is important to understand that the text should not only be simple, but also convincing. Its task is to make the potential client want to learn more about the product or service, and even better, click on the “order” button as soon as possible.
4. Come up with a call to action
Perhaps the most important element on a landing page is the call to action button. “Buy now”, “Sign up”, “Watch the video” are just a few examples.
Anything you want can be written on the button. But you need to be sure that this phrase is convincing enough to encourage the visitor to take action.
Therefore, the color of the button (especially the contrast with the color scheme of the page) is of great importance, as well as the size (it should not be too small, but not too large) and the message that it conveys (convince the user that this is very urgent and he does not have another choice).
5. Post an offer
As the saying goes, make an offer you can’t refuse. Let users know that you have something special for them.
Let it be a discount, a coupon, an opportunity to try your product for free, or something else. But to make the right offer, you need to thoroughly understand the needs and pains of the target audience, otherwise, your gift will not look really valuable.
Whatever you choose, try to set a deadline by which you can use the offer. This will further push the user to take action.
6. Get rid of all the distracting details
The simpler and cleaner the page, the higher the likelihood that the user will want to stay on it.
People are very easily distracted. Your task is to make sure that nothing prevents them from completing the target action. For example, you can (and should) remove the sitemap tab, banners, pop-ups, and any other information that has nothing to do with what your company does.
Rememberб you can only make a first impression once, so make it perfect. Every time a new user visits the page, you have approximately 10 seconds to grab their attention, after which they either make a purchasing decision or leave forever.
Do your best to make sure users don’t have to think twice before clicking on the “order” button.
7. Think visual design
GIFs and color pictures are cool, but not to increase the conversion of the site.
Images, like all other content, should be simple and clear. This means that every picture and graph should reflect the essence of your product or service. Everything else is ruthlessly removed.
Place videos on the landing page. Research shows that this can boost conversions by up to 80%. Videos increase the amount of time a user spends on a site and can even increase brand trust (especially if you or your employees are featured in them). Also, most people prefer to watch rather than read.
8. Check how long the site takes to load
You have the best content in the world, also great call to action, a brilliant design, but if your site loads long, it’s a failure.
Doubt? Here are some statistics – every 4-th visitor will leave the site if it is loading longer than 4 seconds. 46% of users will not revisit a landing page that “thinks” for too long.
If you don’t know how to set the load time, take a look at the Google PageSpeed Insights service, you will find answers to all questions there.
9. Ask only for the information you need.
If your landing page has a form to fill out, make sure it asks for really important information.
For example, if you want a user to subscribe to your newsletter, ask for only an email address. After all, that’s all you need from him, right? Don’t collect information you don’t need, people don’t like to spend time filling out forms.
11. Add Social Proof
If you’re offering a product or service, remember that most people will read reviews of your company first before deciding whether or not to buy from you.
So don’t forget to add referrals and media mentions to your site, as well as client company logos and visit statistics. All of this comes together under the umbrella term “social proof”, which increases user trust in your brand and increases the likelihood that they will become your customers.
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