7 Insider Secrets to Double Your Landing Page Conversions

We all know the economy is in a bad shape, the margins are hitting an all time low and well, people aren’t willing to buy. But it doesn’t really make sense to blame such stuff for a non converting website. The real problem lies not in your customers, but with your landing pages.

Landing pages have gone through a magnitude of change, making them not only complicated and hard to navigate but also too heavy with irrelevant pop-ups, multiple distractions, live models and gawky pictures. And we expect the visitor to be laser focused, when the landing page is far from it. The bounce rates will keep on rising unless we stop putting the blame on the shaky market conditions. So, let’s see how exactly you can double up your landing page conversions without a PhD in rocket science.

1. You Really Do Need a Call to Action

Let’s say you’re at the super market buying household stuff, and you gotta make a choice between two different boxes of cereals. One says, “Nutrilla Cereals – Nutritious Breakfast with Vitamin A, B, C and D” and the other says “Act now! Buy One and Get Another Box of Crusty Cereals Absolutely FREE! Hurry! Offer Only till Stocks Last!” – which one would you buy?

When you have an offer on your landing page, let it scream what exact action you want your visitors to take. “Put in Your Email Address Below to Lose 20 Pounds in the Next 2 Weeks” is not an exaggeration, it’s marketing. Here’s an example of a good landing page with a strong call to action:

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When you add a “call to action” to any landing page, whether it’s a well established one in the search engines or just a page you use for PPC, it will make a significant impact on your conversion rate.

2. Readable Content that Works

Your landing page needs to be dressed up with good content, but make sure it’s easy on the eyes. This basically means it’s important to break it up into small chunks with lots of white space, so that it’s easy to read and leads the visitor to the conversion.

3. Less Choice, More Direction

What purpose does your landing page serve? If you can’t answer that in a few words, then forget about your visitors understanding it. You don’t want your users to do a thousand things, but have one and only option – to convert. When you go too heavy with multiple focal points, your page ends up looking confusing like this:

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Don’t sweat on stuff like, “what if they want to get more info”. Trust me, that is not what they want. Instead, they want you to take them by hand and show them what to do. Don’t’ confuse them to a point that they have no clue on how to take that most wanted action. It’s your call.

4. Simplicity Simply Rules – Ask Google

Designers have an amazing eye for detail, which can actually get in the way of your landing pages. The problem with most designers is that they want to make a page really shine with all the bells and whistles, injecting life into them. But you need the opposite. You need simplicity. You need pages that help the visitor navigate and guide them to take the required action.

5. Keep Your Forms Short and Snappy

Data is crucial in your online marketing venture, but with long forms with too many fields to fill out, you’ll actually hit rock bottom. You’ll lose that precious sale. Your forms should be short and to the point.

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Be smart and use hidden fields to grab various forms of data (for instance, if they stumbled upon your site using the keyword “blood hound”, don’t ask them what type of a dog they have.)

6. No Marketing Lingo Please

A newspaper can be read and understood by a 12 year old, because they are written that way. The same applies to your landing page as well. Don’t get too high-end with abstract marketing lingo and buzz words. Be direct and simple in your approach when writing. In short, use simple English.

7. Get that Trust

No one’s interested in a site that looks like a 3rd graders masterpiece. Make sure the images are right and the copy is updated. A good way to do this is to have a professional logo that gels with your company. Show your credibility by displaying awards won by your company and badges from associations like the Better Business Bureau. The Internet is filled with scams and the choices are overwhelming, which is why you need to assure your visitors that you indeed are what they are looking for. Trust begets trust, invoke it.

Now that you know what it takes to increase your landing page conversions, its time to convert – instead of putting the blame on the poor economic conditions.

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Tagged as: How To, Improve Conversions, Landing Page Optimization