5 Ways to Boost Your Landing Page Conversion Rate

Are you interested in boosting your landing page conversion rates? If so, you’re in the right place! Business owners and marketers across all industries rely on landing pages to do everything from promoting events to marketing their latest product or service. 

There are countless ways to use these powerful marketing tools to grow your email list and secure more sales. The thing is, it’s not easy to create a successful landing page overnight.

You need to draw in your audience, deliver a stellar customer experience, and of course, give visitors a reason to take action if you hope to succeed. I know how frustrating it is to spend time and energy on your landing page only to see negligible results. 

So today, I will go over five things you can do to improve your landing page conversion rate, regardless of your specific industry. 

Are you ready? Let’s get started! 

Establish Goals and Your Intended Audience

Before creating a landing page, you’ll need to decide on two things: 

1. What do I hope to accomplish?

2. Who is my intended audience? 

These two questions are interconnected and will impact every aspect of your landing page. You need to understand your goal; otherwise, your page may appear disjointed, which can cause visitors to leave before reading what you have to say. 

At the same time, if your landing page is well-done but not marketed towards a specific segment of your audience, you may see an unusually high bounce rate and a general lack of meaningful engagement. 

I suggest first thinking about your goals for the new page. Are you interested in getting people to sign up for your next webinar? Perhaps you’re trying to build pre-sales for your next product launch. Whatever your reason, understanding what you hope to achieve will help you figure out how you should proceed, and more importantly, who you should try to reach. 

For example, if your goal is to get more new visitors to make a purchase, you may want to consider creating a landing page that convinces this subset of your audience that your product is worth their time. You could ask visitors to subscribe to your email list for 20% off their first order at the end of the page. This type of incentive is an excellent way to turn casual window shoppers into dedicated customers. 

Because you understand your goal and who you want to engage with your brand, it will be much easier to design the look and feel of your new landing page. 

Optimize for Performance and Accessibility

Performance and accessibility can also have a tremendous impact on your landing page conversion rate. If visitors can’t access your site or are stuck with long loading times and broken images, many will leave before taking action. 

For context, research shows that a 1-second delay in loading time can lead to an incredible 7% loss in conversions. It doesn’t get much better from that point. The longer users have to wait before they can see your landing page, the more likely they are to hit the back button, or worse, close their browser altogether. 

The good news is when it comes to performance, there are multiple ways to speed up your website. Common strategies include: 

-Enabling caching

-Removing unnecessary plugins

-Optimizing images and hosting videos off-site

-Investing in a Content Delivery Network (CDN)

I also suggest checking if your pages work well on mobile devices. Google has a free test that developers and business owners can use to check how well their site works on smartphones. I advise running this test after adding a new page to your site. The sooner you can fine-tune the performance and accessibility of your landing pages, and truthfully, your site as a whole, the better.

Demonstrate Value

Next, let’s talk about value. Brands need to show consumers why their product or service is worth their time. Your value proposition will largely decide if users stick around to check out your landing page. If visitors can’t see a reason to click-through, why would they bother? 

Similarly, you don’t want to make a bold claim in your headline, then not deliver on your landing page. This could cause an erosion of trust and will make it harder to win over these folks when they see your business in the future. 

Earlier, I mentioned one way to demonstrate value: offering first-time customers discounts. This is an excellent strategy that we’ve used many times, but it’s just the tip of the iceberg. 

You can demonstrate value by giving your audience information they can’t find anywhere else. We often create landing pages for our lead magnets. Here, we go over all of the benefits users should expect once they sign up at the bottom of the page. 

If you’re looking to make sales through a product landing page, videos can help you amplify your value proposition. Many people, especially smartphone users, prefer to learn about businesses and products through videos. Research shows this strategy works, with landing pages seeing, on average, 80% more conversions after adding video content.  

Highlight Social Proof

Social proof is the idea that people are more willing to take action on a site if they see that other people did the same thing and were happy with the results. Similarly, social proof can also be an endorsement from a well-known brand. Both elements can help you build trust on your landing page, which is known to skyrocket conversions.

Let’s start by talking about endorsements. Trust badges are essentially seals of approval given to businesses from known and respected companies, like PayPal and McAfee. You’ve likely seen these badges on various payment pages online. Research shows that when you add a trust seal to the form on your landing page, you can improve your conversion rate by 42%!

Reviews are another excellent way to highlight social proof, especially if you want visitors to buy a product or participate in an event, such as an online class. Think about the last time you visited a new website and wanted to make a purchase. Did you blindly give your debit card information or look for user feedback first? If you’re like 70% of shoppers, you refused to take action until you had the chance to read a few reviews. 

Instead of directing visitors elsewhere when they want to look at reviews, include them directly on your landing page. I suggest sprinkling 5-6 detailed reviews on the sidebar or in-line throughout the content on the page. 

Make Asking for Help Easy

The final tip I want to discuss today involves the customer service side of your business. There will be times when a user wants to follow through on your landing page, but they have a few questions first. If you’re not there to help users during this time, they may leave and never return. In contrast, 63% of shoppers say they are more likely to return to a website if there’s a chat option.

In my experience, the best way to make sure this doesn’t happen is to adopt a hybrid customer system that uses live chat and chatbots. You’ll want to have a chatbot around to help visitors if they have a common question or concern that can be addressed through a resource on your site. 

A live chat team can help prospects that have unique circumstances or questions that require a little nuanced thinking. I suggest letting your customer service team know when you plan on launching a new landing page. We like giving our team a list of possible questions and objections, so they are prepared. 

Don’t forget to make your chat bubble clearly visible. You can even trigger a short welcome message, so users know that the option to ask for help is there if they need it. 

Final Thoughts

It’s easy to see that landing pages are a powerful, flexible way to grow your business. But you have to get it right if you want more conversions and increased customer satisfaction. The tips outlined here will help you create a framework for your next landing page. 

Don’t be afraid to experiment with different types of content, reviews, and features. Consistently testing and fine-tuning various aspects of each page is how you end up with a genuinely awesome, conversion-worthy landing page.