Many businesses focus on getting as many people as possible to visit their market pages but do not put comparable efforts into ensuring they convert. Low conversion rates are very frustrating, especially when you do not know why it is happening and thus have difficulty determining a solution. There are several reasons for this, and you might have to tweak numerous things to increase your landing page’s conversion rates.
Improve Your Load Speeds
How fast your website loads makes a huge difference in marketing. Any delay over two to three seconds can decrease your conversion rates by a few percentage points, with each second thereafter tanking it further.
Your landing page might be slow for different reasons, with large images being one of the most common culprits. The second is your hosting provider. Websites load differently on different hosting providers depending on their infrastructure. If your landing page is consistently loading slowly, consider finding a faster web host, preferably one using SSD drives.
Make the Page Interesting
Most visitors stay on a landing page for a few seconds after it has loaded to determine whether they will continue engaging with it. Add visual interest using multimedia elements like videos and compressed images to keep them around.
Even though you should make it interesting, you should not overdo the design. Remember, your landing page is supposed to convert and not be a visual arts project. Work closely with a professional web design agency to ensure a simple, clean design that is still interesting enough to keep your visitors around.
Improve Your Calls to Action
Every landing page should include at least one call to action. It should use bright colours to stand out from the rest of the page and tell visitors what you want them to do. Research shows people are less likely to take action if they receive vague directions, hence the need for being clear in your calls to action.
Place it as high as possible so people can click or tap it without scrolling. If you have multiple calls to action, sometimes required for longer pages, ensure they do not compete. For example, one should not tell users to sign up while another tells them to click for a free trial. This is confusing and can cause some people not to take action, thereby impacting your conversion rates.
Use Social Proof to Show Value
We rely on the words and actions of others when making decisions and purchases. The social proof relies on this observation and includes elements like case studies, social sharing buttons, and customer testimonials.
Social proof is a driver of conversions, so it should be one of the things people see when they visit your landing page. This is not to say it should stand out more than other elements like your heading and subtitle, but that it should be prominent enough that people do not have to look for it.
A landing page can be an excellent driver of visitors, sign-ups, and sales. However, you must ensure it is well-designed and provides the best user experience to get these results. You can do this by working with an experienced developer, finding ways to improve load times and incorporating elements that nudge visitors to take the actions you want them to.
