We all want to maximize our on-site conversion rate and the solution to that oftentimes lies within simple landing page adjustments. We've spent a lot of time talking with clients about why they're struggling to get site visitors to convert, despite a healthy volume of traffic. In this post, we're sharing some of the insights we've gleaned from working with a wide array of eCommerce businesses to improve their website conversion rate.
What Landing Pages Should Do
A successful landing page has a simple headline that immediately gets to the point, subheads that articulate the benefits of the product or service, and short, clear copy that tells people exactly what they need to do to take the next step. It’s also important to keep the page free from clutter and include only the most important information. Your landing page is one of the most important parts of your website. It’s the first impression people have of you and your brand, so it has to be really good. Your landing page needs to be really clean and well organized, with a clear call to action, and a great headline. If you want people to buy from you, you have to make it as easy as possible for them to do so. That means you need to make a landing page that is easy to navigate, that doesn’t have too many distractions, and that tells people exactly what you want them to do with a clear call to action.
Why Landing Pages Fail: Giving Too Much Information
Too much information is the primary reason why landing pages fail; the more complex information you put on the page, the less likely it is for you to be successful. The problem with most landing pages is that they fail to deliver on their promise. They often look good but don’t say much. And when it comes to conversion, everything hinges on that first impression and sharing valuable information. You have to make sure your landing page instantly communicates your value proposition and tells a story about the benefits of your product or service. Your landing page is the place where people land when they click on your ad or from referral. Also, it’s the first page your customers are going to see, so your landing page should have a clear call-to-action (CTA) that’s easy to understand for your audience.
Why Landing Pages Fail: Asking for Too Much Information
If you’re asking for a lot of information, people will be less likely to share their contact information with you. It’s important to only ask for the information that you critically need. For example, if you need a person’s email address, ask for their email address. When designing forms, you want to make it as easy as possible for users to complete them and get the information you need from them. You should only ask for the essentials that are absolutely necessary for your website or app to function. Also, if a user makes an error on the form, call out the error where it occurs so they can easily fix it.
Tip: Stay Consistent
A good landing page needs to convey your brand in a simple but powerful way. Your company logo should be at the top of the page, and there should be no doubt about what your company does or what you’re offering. It’s important to have a consistent color scheme and design across all of your channels, especially on your website, so that people recognize your brand when they see your logo. You should also make sure that all of your social media accounts have the same logo, and that your email signatures have your logo as well. Consistency is key. User interface consistency is an important part of the design process as well. The more consistent the design of an app or website is, the easier it will be for the end user to navigate the product. You want your users to feel like they’re using one, cohesive product, rather than a random collection of services.
Tip: Leverage Social Proof
Social proof is a powerful persuasion technique that helps people trust you and your brand. So if you can add social validation to your landing pages, like adding testimonials or case studies, then you’ll have a much easier time converting visitors into customers. You can also try adding social validation to your landing page copy. This could include customer testimonials, case studies, recommendations, and even social sentiment from your customers, fans, and followers. Social validation is a great way to bolster your landing page copy because it helps you connect with your audience and build trust and credibility. People are far more likely to buy something when they see that other people have bought it.
Take it from us: heeding these warnings and using these tips can go a long way in making your website more usable and bolster your audience engagement, conversation rate and userbase as a result.