How to increase your landing page conversion rate — 20 practical steps
In this article, you’ll find 20 practical steps that you can take today to increase the conversion rate of your landing pages.
Jump straight to ideas:
- Place your CTA at the top of your landing page
- Focus one type of CTA per landing page
- Repeat the same CTA multiple times
- Reduce the perceived level of commitment
- Align your Ad messages with CTAs
- Use striking action-packed CTAs
- Eliminate the escape paths
- Reduce the number of fields on your forms
- Analyze visitor actions on your landing pages
- Improve page load speed
- Optimize your landing page for multiple devices
- Make your landing pages shorter
- Show your product or service in action
- Establish an A/B testing routine
- Use dynamic text replacement
- Instill a sense of urgency and FOMO
- Show real-life feedback from your existing customers
- Use a landing page builder
- Add privacy and security notice
- Reduce the number of fields on your forms
Landing page conversion rate is the most important landing page performance metric that you need to be reviewing as part of your landing page analysis and landing page audit. Landing page conversion rate indicates how effective your landing page really is.
There are certain techniques and landing page best practices that digital marketers can implement to boost the conversion rate of their landing pages. We’ve put together the top-20 list for you.
1. Place your CTA at the top of your landing page
There’s a saying — “If you don’t want your conversion rate to drop, place your call-to-action at the top”. Ideally, when visitors open up your landing page, they need to be able to see your call-to-action right away, without any additional scrolling.
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 product or service.
2. Focus on one offer and one CTA per landing page
When creating your landing pages, try focusing each one of them around a single offer (a.k.a. “conversion goal”). If your landing page has multiple offers and calls-to-action, page visitors face a so-called “paradox of choice” — visitors may start contemplating whether they should register for a webinar, download an eBook, or start a free trial of your product? Eventually, they don’t make any choice and just leave the page.
3. Repeat your CTAs across the page or make them sticky
One of the easy answers to the question of how to increase your landing page conversion rate is to focus on once call-to-action instead of many.
However, it’s also best practice to repeat the same CTA a few times on your landing page — one at the top, one in the middle, and one at the bottom. If your landing page is short though (1 scroll), this may be annoying for your visitors, so don’t push too hard. Instead, think of making a “sticky” call-to-action, the one that travels alongside the visitor as they’re scrolling through the page.
4.Reduce the perceived level of commitment
No one likes to make significant commitments. Here are some of the ideas you may want to try to reduce the perceived level of commitment by tweaking your call-to-action message. While these are small adjustments, they can dramatically increase the conversion rate of your landing page.
- Instead of “Try Now”, use “Start Your 14-Day Trial” as your CTA.
- If your product or service doesn’t require a credit card to get started, consider putting “No credit card is required to get started”. next to your call-to-action.
- If you’re promoting a webinar, consider placing this phrase next to the call-to-action to maximize the number of registrants — “If you can’t attend the live session, register anyway to get the slides”.
5. Align your Ad message with your landing page call-to-action
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 increase 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.
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.
6. Use striking action-packed calls-to-action
Powerful calls-to-action can drastically improve your landing page conversion rate. We’ve gone through the call-to-action best practices in a separate blog post. Be sure to check it out.
Long story short, a call-to-action message that emphasizes a benefit and instills a sense of urgency will increase your landing page conversion rate. Also, consider avoiding generic and overused phrases such as “Learn More”. Here are some examples of effective calls to action:
- Create Your Free Account
- Start Your Free 14-Day Trial. No credit card is required!
- Get Started for Free
- Reserve Your Spot Today! Can’t attend? Register anyway to get the slides.
- Activate Your Discount
7. Eliminate the “escape paths”
Do your landing pages have your standard website upper menu and footer? If the answer is yes, the immediate recommendation would be to get rid of both of them. Keep your logo at the top left- or right-hand corner, and don’t let anything else get in the way of your landing page visitors.
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.
8. Reduce the number of required fields on your forms
Lengthy sign-up forms do more harm than good. If you’re thinking of how to increase the conversion rate of your landing pages, consider reducing the number of fields on your forms.
If you’re concerned that you won’t be getting enough data for proper lead routing and segmentation, you definitely need to check out lead enrichment tools. They’re capable of providing you with the full profile of the organization behind the lead, and help validate leads’ email addresses and phone numbers.
9. Analyze what your users are actually doing on your landing page
Understanding the user behavior on your landing pages is crucial for increasing their conversion rate.
Landing Page heatmaps can give you a better idea of what users are actually doing on your landing pages, what elements they’re clicking on, what content they finding the most valuable and what parts are merely distracting them. You can use this actionable intelligence to build data-driven landing pages that are better optimized for conversion.
Marcom Robot landing page builder provides a unique insight into user behavior on your landing pages with integrated heatmaps.
10. Improve your page load speed
Your landing page has to load fast. In the world, where decisions get made fast, slow page speeds result in lost leads and revenue. To maximize page load speed, you need to ensure all of your images (usually JPEG’s and PNG’s) have been compressed before you start using them on your landing pages.
Modern landing page builders like Marcom Robot provide automatic image compression capabilities, so that you don’t have to worry about the image size, and spend extra time on compressing images manually.
Testing your landing page speed is easy. You can use Google's PageSpeedInsights to check page load speed manually. If you’re using Marcom Robot Landing Page Builder, you’ve got the page load speed testing feature available for you out of the box.
11. Understand what devices your visitors are using and check how well your landing page has been optimized for them.
Depending on the type of content, product, or service that you’re promoting, your landing page traffic may be coming from different devices — laptop, tablets and mobile devices. If you haven’t yet done it, check what devices and browsers the bulk of your traffic is coming from. Then, check how your landing pages actually look on those devices.
Modern landing page builders help you create landing pages that are perfectly optimized for all of the modern devices. They also provide landing page analytics capabilities and give you the full visibility into the types of devices and browsers used by your visitors.
12. Make your landing pages shorter — less scroll is better
Compared to the regular website pages that are usually quite long and content-heavy, high-converting landing pages are much shorter. Digital marketers know for a fact that when it comes to landing pages, shorter landing pages demonstrate better results.
Consider keeping your landing pages nice and short, preferably between two or three full scrolls. That way, you’re giving yourself a chance to explain all of the benefits of your product or service without going over the top and overwhelming your page visitors with the information.
13. Show your product or service in action
it is crucial to use product screenshots, videos, and real-life use cases on your landing pages. You’ve got to be able to show your product in a real-life context. This helps your landing page visitors take a sneak peek into what the product looks like, what the core user scenarios are, and how simple and easy it is to use.
14. Establish an A/B testing routine
Landing page A/B testing, also known as split testing, is a continuous process that helps you identify the winning patterns that are positively impacting the conversion rate of your landing pages. The most common things to test out on your landing pages are:
- Position of the call-to-action
- Call-to-action message
- Main headline message
- Open form vs. button with an overlay form
- Video vs. screenshots
- Short landing page vs. long content-heavy landing page
When running your landing page A/B tests, consider testing only one variable at a time. Other than that, try keeping your landing pages as similar to each other as possible.This approach will ensure accuracy of the results and help eliminate false positives.
With Marcom Robot landing page builder, you get everything you need to launch landing page A/B tests in less than 5 minutes.
15. Use dynamic text replacement
Dynamic Text Replacement (DTR) is a secret sauce of professional pay-per-click and paid advertising marketing professionals. With DTR, you can effectively track the keyword your landing page visitor clicked on and automatically use this keyword in your headline and content on the landing page.
The reason why it helps increase your landing page conversion rate is because your visitors see the content that is more relevant to their search terms, and thus are more likely to convert on your page.
16. Instill a sense of urgency and FOMO
Consider using countdown timers to create a sense of urgency and FOMO (Fear Of Missing Out). While this tactic will not work for all of the marketing programs, if you’re promoting an active sale, or limited time offer, you’ll definitely see an uptake in conversion rate.
17. Show real-life feedback from your existing customers
If your landing page is promoting a paid product or service, or even a trial of a paid product or service, one of the ways you can improve your landing page conversion rate is by providing quotes and feedback from your paying customers.
Be careful though — do not go over the top with feedback like “it’s the best product in the world”. You need to make sure that every customer testimonial is a short yet compelling story of how your product or service helped them get a measurable result.
18. Use a landing page builder
There are a few really good reasons as to why using a landing page builder will increase your 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.
19. Add a privacy and data security notice
Since data breaches and cyber crime are surging, people are generally hesitant to provide their personal information to the vendors they don’t know. To maximize the conversion rate of your landing pages, eliminate the doubts, consider adding privacy and security notice. This way, you’re reassuring your visitors that their data will be safe and sound.
20. Check relevancy of traffic (bounce rate)
There’s always a chance that your landing page is perfect, but somehow it’s not demonstrating the conversion rate that you’re looking for.
Once you’ve tried all of the landing page best practices and tactics described in this article and still haven’t seen your conversion rates go up, it’s time to check your targeting criteria — are you driving the right traffic?One of the ways you can check that is by reviewing your bounce rate. It represents the percentage of visitors who dropped off (bounced) from your landing page right after they’ve arrived.
Compare bounce rates across your landing pages and identify those that have the highest bounce rate. From there, check your targeting criteria to see if you can optimize them to get more relevant traffic.