Landing Page Conversion: 7 strategies to improve conversion rates

The primary goal of your landing page is for visitors to take action such as clicking on the order button instead of just visiting your site and leaving. It’s not enough to just slap up a landing page, some web copy and hope for the best. It requires a lot of thought and continuous testing if you want to make the most money from your website.

Landing Page Conversion Rates — what do they mean?

This refers to the rate of conversion that your landing page is achieving. For example how many visitors are taking the required action compared with those that simply leave the site and don’t take the required action? Say you sent 1000 visitors to your landing page and no one purchased your e-book. Instead of concluding no one is interested in your product look for ways to improve your conversion rate.

7 strategies to improve landing page conversion rates

1. Clean and simple design

Your landing page design should be attractive, easy-to-read and contain no distractions. Use plenty of white space between all elements, make use of headlines, sub headlines and bullet points so visitors can easily scan your web page. Avoid distractions on the page such as links to other websites or multiple graphics.

2. Well-written web copy

Draw your visitors into the page with your main headline then make sure the rest of your Web copy supports your initial statement. Ideally you want your visitor to have a smooth experience by placing them in a buying frame of mind after reading your web copy.

3. Select your keywords wisely

Your keywords are the hot buttons to attract visitors. They provide a framework for all your content. Make sure you include them in the headings, subheadings and main content. They help the search engines find and rank your website.

4. Place your most important content above the fold

“Above the fold” refers to the content people first see on their computer screens without scrolling down the page. This includes your main headline, introductory paragraph, e-book graphic and order button. Avoid using flashy graphics to gain visitors’ attention. Instead write a captivating headline followed by content which outlines the main benefits of your product.

5. Gain visitor’s trust

It’s harder to gain people’s trust online than it is in a retail store since you’re not meeting your customers face-to-face and engaging in conversation. Write conversationally, as if you were talking one on one with a person. Offer 100% money back guarantee and make sure you have a privacy policy page.

6. Easy checkout

Many online buyers abandon the shopping cart before purchasing because the site owner puts them through too many hoops thereby confusing them. Make it easy for visitors to quickly purchase your product. Avoid making them fill out a registration form before purchasing. It will only put them off. Instead collect their contact information only after purchasing the product.

7. Follow-up on your customers

Most people will not buy your product the first time they visit your landing page. This means after they leave you’ll never see them again unless you capture their contact information. One way to achieve this is to include an opt in form at the bottom of your page or when exiting.

Follow-up on potential contacts by using an autoresponder. An autoresponder enables you to send a series of messages spread out over several days. For instance send a new tip every day for the next 7 days. This will improve your conversion rates because people are being repeatedly exposed to your product.

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