When it comes to landing page design, you should keep the purpose of the page at the front and center of your mind. Whether you are trying to gain more subscribers, more clicks or purchases, conversion is key. Conversion can make or break your online business.
Today I’d like to introduce you to Conversion Rate Optimization (CRO) and how it applies to your landing page designs. I’m going to show you a few clever tricks on how you can transform traffic into web transactions by ensuring that you grab your audience’s attention in the first 8 seconds of them landing on your page.
Top Landing Page Tricks for Conversion Rate Optimization (CRO)
1. Contextual Design
Probably the most important aspect of landing page design is keeping your design in context with your inbound traffic sources. If you use many different sources, with different designs, you will have to create a separate landing page that lines up with each traffic source.
When someone clicks on your ad, there needs to be continuity of the message. If someone clicked through from a lengthy article or blog post, he or she will need less information than someone who came through Twitter or your Adwords campaign.
Be sure that you understand the user heuristics and design your landing pages accordingly to achieve better conversion rates.
BONUS TIP: Trust is essential to conversion, so be sure that you use pictures of real people on your landing pages versus vectors, etc. Studies have proven that this has a huge impact on conversions.
2. Stay Above the Fold
Staying above the fold (the top 600 pixels of your page) can seriously cramp your style, but if you don’t keep the ‘meat’ above the fold, you stand a real risk of losing conversions. People rarely scroll below the fold if they are not intrigued.
Keep your call to action and benefits above the fold, and be sure to make it easy to understand.
3. Limit the Options
We tend to casts our nets wide by providing many different options and showcasing everything and the kitchen sink. This is confusing and detracts from your funnel. In my free Website Strategy ebook, we discuss how you can fine-tune your call to action.
I suggest you focus on the one thing you want your clients to do, and focus on that. If you want to get more subscribers, make that the option. If you want them to buy your product, that should be the option you focus on.
BONUS TIP: Let’s be honest, most internet users are pretty lazy. Keep your form fields to a minimum – only ask for name and email wherever possible.
4. Write Awesome Headlines
Your headline is the most powerful tool to grab their attention quickly, and to convince them to keep on reading. Use plain words to explain exactly what’s on offer – if it’s ambiguous, they will flee. The key is to be brief, specific and compelling in five words or less.
5. Epic Copy
Your landing page copy needs some compelling copy that delivers on the headline promise. Be sure to communicate the critical information into your brand narrative in a way that resonates with your readers. Be bold, be crystal clear, and be direct. You need to impact on your readers in a short space of time, and you can do this by using short, useful sentences and bullet points. Storytelling is a popular method these days. Share something that will allow your visitors to relate on a deep level.
BONUS TIP: Some research has shown that video can increase conversions by around 70%. Use a video to explain your product or service and watch the conversions soar.
6. Show Social Proof
Social proof can help visitors to see just how many people love your products or services. Add logos of respected industry bodies, clients and partners to help on-the-fence customers to make up their minds. Also add likes, pins, +1s, and whatever else you need to show your audience that you’re a respected company.
BONUS TIP: Don’t forget to add real testimonials – video would be perfect!
7. Better Buttons
You’d be surprised to find out just how powerful the right button is. In most cases, a button is your main call-to-action. Pay attention to how they look and feel, and be thoughtful in your placement.
Many of the best online convertors swear by split-testing. You may consider doing split tests or A/B testing to see which options work best.
If you have not yet downloaded my Web Strategy ebook, go ahead and grab your copy right away.