Have you ever wondered why your website has a low conversion rate? You’re ranking well for your search terms in search engines like Google, Yahoo and Bing, so what gives? Many businesses face this challenge, and it’s often because of your landing pages. Often, several factors affect your landing page conversion rates. Here are four tips to optimize some of those factors, and have a stronger, conversion-ready landing page.
Google offers a free tool you can utilize to test variations of your landing pages, and it is not as intimidating as many think. The simplest test is a single variation test. This would be as easy as changing the color of the call to action. Even the smallest of change can result in a significant return.
Google provides all the tips, videos and tutorials for you to be able to create a basic-to-advanced test. Once you know what is working and what is not, you can start planning an effective landing page design.
Clear Calls to Action:
A clear call to action directs the potential customer to the information they what to see. Even if you’re ranking well for your search terms, it will not matter if the customer cannot find what he is looking for within the first three seconds.
So ask yourself, what is the call to action on my site? This will help you tune your eyes: to see how your customer is navigating your site. Remember, if you are already ranking well for your targeted search terms and traffic is reaching you, then customers are already looking at your products or services. Direct them to the right information.
Example of a clear, straightforward, call to action:
Quick Contact / Login form:
Another factor that is important in terms of conversion is to have an easy, clear and short contact form. If the customer is willing to fill out the form, you want to keep it simple. Nowadays, customers are cautious about the information they are willing to provide. The latest trend among companies is to offer a free trial without having to require the credit card information, which typically lengthens the process. This encourages, and reduces the risk, for the customer to sign up.
Remember, the digital market is full of choices. If there is an easier alternative, you might lose that customer. Here is an example that combines a clear call to action with a simple sign up form.
Interacting with the product:
Generally, high-resolution images are a must for every website, but especially for e-commerce websites. This is because you are dealing with a digital product, which eliminates the customers’ potential ability to physically interact with the product.
If you use high-resolution images, you will at least provide the potential customer the ability to view the product from multiple angles. However, if you take it one-step further with video, games or interactive images, you allow the customer to engage the product (versus just looking at it).
Here is an example of a company that uses multiple methods to engage their customers:
I’ve covered just a few of the common approaches to improve your landing page. It is always best to collect the data before you start making changes, this way you can actually track the improvements as you make them. Ultimately, you want to think like your customer.
We’d love to hear your experience with calls to action and landing page optimization, or sites you’ve come across that show a converting page. Feel free to share in the comments below!