It can be so frustrating if your landing pages are getting lower than average conversion rates, particularly after spending so long working hard on your marketing campaign. If this is the case, fear not: this guide is designed to help you see an increase in your conversion rates…
1. Have a clear call-to-action
This page was created for a reason, so it’s vital that your audience understands what that reason is. Don’t allow your audience to become distracted by too many elements on the page. Instead, have one key focus and make sure your call-to-action is extremely obvious!
Keep your landing page simple and clear and be sure to offer only one goal at a time, and this will certainly improve your conversion rate. Your call-to-action needs to stand out, so choose your colours carefully (research has found that green, orange and blue works well on CTAs,) but the best thing to do is to test different colours to see what works best for your campaign. Also, the CTA needs to be strategically located so the audience doesn’t have to do much to a) notice it and b) click on the button. Testing and re-testing everything is highly recommended before making your final decision.
2. Craft compelling content
No matter how beautifully designed the page is, if the content isn’t well written, people won’t have a reason to hang around, so create compelling, convincing content that is true to your brand. Also include captivating headlines. Keep your headlines short and sweet with a maximum of 70 characters (longer titles usually get cut in search engine results). Using the below elements in your titles is guaranteed to grab your audience’s attention:
• Numbers
• Keywords
• Adjectives
3. Keep the most important information above the fold
Since today’s audience is very easily distracted, it’s vital to get straight to the point. Keep the most important information – and the benefits – at the top of the page and offer tangible value to grab their attention.
4. Images are everything
Images and video have been proven to increase time on page and conversion rates, by evoking emotion far quicker than text. Videos are great for demonstrating how to use a product, so by featuring a combination of compelling text, captivating videos and eye-catching images, your conversion rates will be sure to soar.
5. Other elements that matter…
It’s not just the above factors that influence the success of your landing page; it’s also factors such as user experience, responsiveness and loading time. If the user becomes frustrated by the functionality of the page, they will simply leave the page. So check it and check it again to make sure everything is running smoothly and that your landing page loads in less than three seconds!
6. Final thoughts
The best way to ensure an absolutely effective marketing campaign is to test, test and test again. If something’s not quite right, try something different, whether that involves rewording the content, adjusting the images or adding another video. Perhaps your choice of colour is not quite right, or the offer or conversion type you have presented isn’t quite convincing enough. There are so many options when it comes to content and design, so play around with different ideas to see what works best for your brand.
Need our help?
If you’re struggling to create a successful campaign, get in touch. 8 Ways Media is a specialist digital agency offering superior digital marketing services designed to elevate your business to brand new heights. Contact one of our consultants today to discuss your individual needs.
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