How to increase your landing page conversion rate
In this article, you’ll discover the main factors affecting the conversion rate of a landing page and learn how to increase your landing page conversion rate. Basic steps and advanced techniques — you'll find them all here.
Jump straight to ideas:
1. Focus on one offer
One of the easiest ways to increase the conversion rate of a landing page is focusing on a single offer (a.k.a. “conversion goal”). When your landing page has multiple offers and calls to action, your landing page visitors face a so-called “choice paradox of choice”.
Instead of converting on a landing page, they start considering all of the options. For example, visitors may start contemplating whether they should register for a webinar or start a free trial? Eventually, they don’t make any choice and just leave the page.
PRO TIP: Multiple calls-to-action often confuse landing page visitors and cause a “paradox of choice”.
Are there any exceptions to this? Does this mean that all landing pages with multiple calls to action are ineffective? Not at all! The strategy with multiple CTAs works really well for me whenever I am promoting a webinar series, where each episode is scheduled for a specific date. Users can select the topic of their interest and the time that fits their schedule.
PRO TIP: Consider using multiple CTAs on a landing page when you need to promote a series of online or offline events.
2. Adopt the CTA-first approach
In order to increase the conversion rate of your landing page, consider placing your call-to-action in the very first section of your landing page, preferably right after the main headline and sub-headline explaining the value of your offering.
While this might sound like a small change, you might be pleasantly surprised by the results. Of course, the results may vary depending on your industry, buyer persona, and other factors. But at minimum, you should consider launching a landing page A/B test and test out various CTA positions. Below, you’ll find a quick video explaining the optimal landing page anatomy and structure.
3. Align your Ad message, your landing page call-to-action and content
With your Ad and landing page, you're really telling a short, yet compelling story that provokes a landing page visitor to take an action right here and right now. In order to maximize the conversion rate of your landing page you need to make sure your Ad, your call-to-action and landing page content are the essential parts of one single story.
Also, keep in mind that the attention span of your landing page visitors is fairly short. Think of ways you can make your story simple and easy to understand. It comes down to using short, yet concise headlines with a clear offer as well as trimming down the content. While you might think that the more you elaborate on the offer, the better your landing page conversion rate will be, it's usually quite the opposite.
4. Trim down the upper menu, footer and eliminate unnecessary hyperlinks
Take a look at your landing pages. Do they have your standard upper menu and footer that you’re also using on your website? If the answer is yes, then my immediate recommendation would be to get rid of both of them. I would also eliminate any hyperlinks taking users to other pages.
The reason for this advice is simple - you need to eliminate the escape paths to maximize your landing page conversion rate. Things like the upper menu and footer menu with “About Us”, “Products”, “Support” and similar redundant links will distract users and serve as escape paths through which your landing page traffic will be leaking.
Ever been to Vegas? Casinos out there are following a similar strategy for organizing their lobbies. All of the paths are leading down to where the casino is, but good luck trying to find a way out. They’re working hard on making sure you’re staying in the lobby and “converting” into a gambler.
5. Use a landing page builder
There are a few really good reasons as to why using a landing page builder increases a landing page conversion rate. Here are just a few things you can do with a proper landing page creation tool, like Marcom Robot:
- Create landing pages from high-converting templates
- Launch landing page A/B tests and quickly identify winning patterns
- Gain visibility into landing page performance with powerful analytics
- Align calls-to-action on your ads with landing page headlines using dynamic text replacement
If you’re looking to create landing pages at scale, you can’t go wrong with a landing page builder. Here’s a <quick article> explaining the difference between the best landing page builders of 2021 to help you make the right choice.
6. Create captivating calls to action conveying value and provoking action
Powerful calls to action make a huge difference. However, it’s not just the wording that you’re using that makes them captivating. Here are the main call-to-action best practices that digital marketers should be considering when working on a perfect CTA for a new landing page.
- Size: The size of your call-to-action button or link shouldn’t be too small that landing page visitors lose sight of it or too big that it annoys the audience. It should properly sync with your landing page grid and layout.
- Color: High-contrast CTAs can improve the conversion rate of your landing pages by a handsome margin. Ensure your CTA button or link contrasts in color to the background. The best choices and most common call-to-action colors are red, green, orange, and blue.
- Message: Creating a call-to-action message that emphasizes the benefit to the end-user and instilling a sense of urgency will improve your landing page conversion rate. Also, consider avoiding generic and overused phrases such as “Learn More”.
- Position: Place your call-to-action button or link at the beginning of your landing page, preferably right after the main headline. Bear in mind that your landing page visitors will have screens of different sizes and resolutions. Therefore, when building a landing page, check out how your page looks on at least a few of the most popular screen sizes and resolution options.
Every landing page is unique and there’s no such thing as an ultimate call to action that’s going to work great for all landing pages, Nevertheless, I’ll share a few examples of the calls to action from my personal experience. Some of them worked really well for me, some of them didn’t.
6.1. BEST calls-to-action examples:
- Start Creating Better Landing Pages Today
- Yes, I Want to Improve My Website Performance
- Learn How to Improve Your Campaigns ROI by 25%
- Can’t Attend? Register Anyway to Get the Slides
- Start Your Free Trial — No Credit Card Is Required
6.2. Examples of GOOD calls-to-action:
- Create Free Account
- Start Your Free 14-Day Trial
- Get Started for Free
- Download This eBook for Free
- Register Today
6.3. Examples of BORING and unattractive calls-to-action:
- Learn More
- See More Info
- Request More Information
7. A/B test your landing pages regularly
There’s no such thing as a perfect landing page. And there’s no better way to increase a landing page conversion rate than running A/B tests. This is probably the main <landing page best practice> and the most effective strategy for increasing the conversion rate of your landing pages.
Avoid testing multiple landing page elements through a single A/B test. Otherwise, it will be impossible to figure which element caused an increase or decrease in the landing page KPIs.
PRO TIP: Avoid testing multiple landing page elements through a single A/B test.
As for the KPIs of an A/B test, there are three of them: visitor-to-lead conversion rate, average session duration, and bounce rate. By comparing those indicators you can identify winning patterns on the condition that you are testing landing page elements one at a time.
8. Keep your sign-up forms nice and short
Lengthy sign-up forms do more harm than good. If you’re looking to maximize your landing page conversion rate, consider reducing the number of required fields on your forms. If you’re concerned that you won’t be getting enough data for proper lead routing and segmentation purposes, you definitely need to check out lead enrichment tools.
Not only are those products capable of providing you with the full profile of the organization behind the lead, but they can also help validate email addresses and phone numbers. That way, you can prioritize quality leads and score them higher for your sales team.
Digital marketers like myself don’t need any additional reinforcement of the value that a high-converting landing page brings to the table. Let’s just say, we all know what a landing page is and how to use landing pages.
These things are easy because neither landing page definition nor landing page use cases ever change. What is constantly changing though, is the way people consume content, interact with websites, and make purchasing decisions.
Therefore, the strategies and tactics that marketers can use to increase landing page conversion rates are constantly evolving. As digital marketers, we are on a mission - to identify and share all of the winning moves that have helped us increase landing page conversion rates.
PRO TIP: The ever-increasing revenue targets and tight marketing budgets force digital marketers to find ways to generate more leads with the same Ad spend.
And while we won’t ever be able to crack the code entirely and compile a definitive list of landing page best practices answering the question of how to increase a landing page conversion rate, we’ll get as close to that as we can. Everyone just has to do their part. Well, here’s mine.