In a perfect world, every visitor to your website would become a lead or a customer, but this is too far from reality. In fact, between a variety of different industries, conversion rates are only around 2 to 10 percent, according to data from MarketingSherpa.
One of the issues with CRO is marketers often fail to establish a goal for their website’s. Each landing page can have a different purpose, but the goal needs to be clearly defined.
E-commerce retailers may be looking for visitors to complete the purchase, while business-to-business websites may only want visitors to become leads by leaving their email address.
In addition, you need to use benchmark data to improve CRO. Focusing on your website’s previous performance without considering competitors could lead to a lackluster return.
Tips to Improve CRO
If you want to increase conversions, there may be some small adjustments you can make to your landing page to accomplish this.
Speed
This is one of the most important considerations for improving your landing pages because Google is taking a stricter stance on loading speeds, Search Engine Journal stated.
Google can generate results in an average 1.87 seconds. This has raised the bar for user expectations. If your page takes too long to load, visitors may quickly exit your website.
A Streamlined Experience
Landing pages can be derailed, if you try to fit too many objectives into one page. All pages should have a clear, unified purpose. This makes viewers more likely to follow your call to action.
Landing Pages let you narrow down your focus and remove the clutter that could distract your visitor from taking the action you want them to take. That’s why it’s really important to have just one and clear goal.
While multiple CTAs can be effective in some circumstances, it’s important to limit it to one offer per page. Conflicting messages can overwhelm visitors and cause them to leave the page rather than taking action.
Also try to avoid outbound links: This can quickly sink your goal of keeping people on your landing page. Even including internal links to other parts of your website may not be the best idea because it can distract visitors from the point of the offer and call to action.
High-Quality Visuals
Much has been made about the power of images in Web design. Adding visually stimulating graphics and photos can provide a better experience on the landing page.
“Well-chosen pictures on your landing pages can help you enjoy more conversion success”
When possible, try not to use repetitive stock images. Video can also serve as a highly effective conversion tool.
You should use Images that are relevant to your marketing message and draw out an emotional buying response from your visitors.
On the other hand, poorly chosen images that don’t relate to your message and are chosen strictly to take up space can cause your conversion rate to plummet. So don’t neglect this often overlooked part of landing page optimization. It’s important to your online marketing success!
Your images need to be related to your landing page copywriting and overall theme. Keeping this rule in mind, try, if possible, to show a landing page image of someone enjoying the benefits, the lifestyle, and your product offers.
Research Your Target Audience
What will convert a particular customer segment may not work for another.
Before creating a landing page, you need to consider which customers will be most interested in the product and what copy will convince them to take the next step.
This means that you should develop buyer personas for your business.
“A buyer persona is a fictional representation of the qualities of your ideal clients”
This definition includes basic information like demographics and job title, but it goes deeper than a simple customer profile by including wants, needs and business goals.
Buyer personas paint a more complete portrait of ideal clients.
However, it’s easier to recognize the importance of buyer’s persona than it is to actually put them into practice.
Quality buyer personas can guide your content marketing efforts in the right direction. But, too generic personas can result in lackluster content that doesn’t give the website visitors a compelling reason to convert.
Once you have developed your buyer personas, you need to create specific message that includes how your solution will benefit them.
Create an Emotional Connection
What emotion should visitors feel when they are at your page? Determining this can help you influence your visitors to follow your CTA.
That’s why, it is very important to include your user’s needs and wants inside your Landing Page.
“You need to understand your particular target audience to create effective landing pages”
You should start by asking yourself “How will your products give them a sense of pleasure?”
Incorporating second person pronouns like “you” makes your landing page feel more personal, which helps appeal to customers.
It’s also a good idea to be as concise and unambiguous as possible. An easy understanding of your product or service prevents people from having to perform detective work to uncover your message.
Another good idea to make a strong connection with your visitors is to know what your customers’ pain points are.
Test, Test, Test!
Using data to make adjustments to either your ads or landing pages can help you choose certain components more effectively.
A/B testing reveals how well your landing pages perform, what are the areas for improvement and how to avoid key mistakes that could send visitors away from your website instead of, through your marketing funnel.
If you’re not satisfied with your conversion rate you shouldn’t take a decision without doing an A/B Test before.
Remember: Thanks to A/B Testing, your visitors are telling you how you can achieve greater and better results.
Watch Your Analytics
Similar to using benchmark data to determine performance levels, analytics can provide revealing information on how visitors are interacting with your page.
If there are high bounce rates or a low number of conversions, the page may need some adjustments. As we said before A/B testing can help with this issue.
Check here some metrics you should know to see if your Landing Page is working:
1. Low Conversion Rates
This is the first sign of a problem. Landing page conversion rates are calculated by page views divided by form completions. If a lot of people are visiting but leaving without filling out the form, there is most likely an issue somewhere on the page.
Low conversion rates can come from a number of issues, including design and uninteresting content. While landing page content has a longer shelf life than news-focused blog posts, pages can still fall out of date, and this will cause them to lose relevance.
2. Low-Quality Leads
Landing pages are one of the most valuable lead-generation tools you have in your arsenal.
As great as it would be to appeal to every consumer, most companies have a more specific target audience, and sales employees know that they can’t win over the leads that just aren’t a good fit.
If you only seem to be attracting low-quality, irrelevant leads, it may be time to make some changes.
3. Bounce Rate
This metric is the percentage of users who arrive on your website and exit without visiting any other pages.
If you are seeing a high bounce rate from your landing pages, it typically means that users aren’t finding what they need, the content isn’t engaging or there isn’t a strong enough call to action to lead them to another page.
“Potential issues need to be addressed to ensure your pages are driving conversions.”
4. Content Shares
It isn’t enough that people are reading your content. A high number of people sharing a particular article tells you that readers are finding value and want to pass it on to other colleagues who may be interested. This can positively influence search engine rankings as well.
Final Words
Many different factors go into creating a high-quality landing page. The first impression is a huge part of getting visitors to convert, and you only have a split second to make an impact on individuals before they make up their minds about your website.
Because of the short window of opportunity, it’s crucial to ensure your landing page matches the banner ad when visitors arrive on the website.
Potential customers can be distracted, if the page doesn’t match or the copy isn’t aligned with the offer. You need to consider the goals of your page and think about the initial impression your landing page creates.
Do you have any other considerations for landing page CRO?