Landing pages are tailored as per the respective marketing campaigns and specifically designed to capture quality leads.
Landing pages often serve as your site’s first interaction with its respective audience. They help you gain traction from your target audience and fuel the sales funnel.
A good landing page is not one that pitches your product or service but offers visitors bespoke solutions. But, creating one can be very challenging.
Want to scale your landing page performance?
Here are 7 ways to do it.
1. Clear Message
People seek solutions to their problems online. That's how they stumble upon your landing page. So, help them find what they were looking for.
Your landing page should have a clear message. It should be tailored as per the audience's needs. The goal is to maximize the feel-good factor for the users and make their visit worthwhile.
The way you convey the message matters. Marketers often go overboard with the pitch. They're so focused on the selling part that they forget about what the user wants.
You shouldn't try and convince the audience why they should prefer your brand. Instead, focus on addressing their concerns and help them find the right solution.
2. Easy Navigation
Make your landing pages easy to navigate. Simple pages tend to perform better than the ones where too much is going on. So, try and minimize the visual clutter. Your landing page should easily convey the message without you having to rely on excessive copy.
Not only does it improve your page's readability but also makes it easier for visitors to find what they're looking for. The goal is to make users click the call to action. You wouldn't want to overwhelm them with a busy page and lose them in the process.
3. Leveraging Fear of Missing Out
Have you ever wondered why customers claim limited-time offers quickly?
Creating a sense of urgency instills fear of missing out. Marketers know this and often use it to their advantage.
The fear of missing out is a psychological phenomenon concerning an individual's urge of belonging. It's your perception of an event to be so important that you don't want to miss out on the experience.
Around 60% of customers make swift purchase decisions due to FOMO. It's a very strong emotion and leveraging it can help you scale your landing page performance.
There are many ways marketers use FOMO to capture leads and even score conversions. Here are a few tactics they use, adding a countdown, showing limited stock availability, displaying the number of people who purchased your product, and more.
There are a number of ways you can use the fear of missing out to your advantage. Just try and see what works for you.
4. Clear Call to Action
A call to action is the ultimate objective of your marketing campaign. So, it needs to be clear, concise, and straightforward. Don't try and go overboard with your CTA and avoid using complex words. Come up with something that's easy to comprehend.
For example, "Try Product for Free" is a much better copy for your call to action compared to "Take Product for a Spin".
CTA personalization is also an amazing strategy to improve your landing page performance. Personalized CTAs are reported to convert 42% more visitors than the ones that are generic or mainstream.
5. Personalization
Around 67% of marketers say that personalization has enabled them to increase user engagement and sales significantly.
Personalization is the key to facilitating your audience with positive experiences and presenting your brand as a viable solution. But for this, it's essential that you know your customer. Audience demographics help you tailor user experiences as per the respective use cases.
You have to be familiar with the needs, interests, and buying patterns of your audience. These insights would enable you to cater to customers' queries and provide them with the best-suited solutions.
6. Social Proof
Adding social proof to your site can help. People can be indecisive, especially about solutions they're not familiar with. Social proof is often the push they need to make the buying decision.
People generally seek recommendations from users who have had first-hand experience with the product or service. Around 90% of customers say that user-generated content has significantly influenced their decisions compared to any other form of advertising.
Social proof helps you capture quality leads and maximize conversions. But, getting customers to post a review for you is easier said than done.
It's reported that only 6% of customers review products or services they use. They are generally laid back when it comes to sharing their experiences about a particular solution especially when satisfied.
However, customers don't mind sharing negative experiences because they want to be heard. But, when everything is fine, not many prefer to talk about it.
So, feel free to reach out to customers for reviews. Offering rewards to your customers in exchange for reviews can be considered a viable strategy to pique their interest.
7. Optimization
Unoptimized pages are likely to perform poorly. So, consider optimizing your page to boost its performance. For this, you must ensure a few things.
Your landing page should be free from any broken images or links. The page should offer a seamless user experience. Your page should load swiftly because 53% of visitors exit the site if the page fails to load in 3 seconds or less. Last but not least, your hosting service should be reliable.
These issues are often neglected but have a critical impact on your landing page performance. So, consider optimizing your page if you haven't already.
It’s a Wrap
There you have it. The 7 ways to scale your landing page performance. These tactics can help you generate more leads via your landing pages and acknowledge high conversion rates.
However, their implications may vary as per the use cases. So, select the ones that are best suited and see if they work out for you.