Struggling with low conversion rates on your ads?
You’ve planned your campaign strategy, settled on a budget and got your ads down to a tee. You’re confident in your ad strategy, but it’s STILL not working…
Have you stopped to ask yourself “Is my landing page reducing conversion rates?”
One thing that’s commonly overlooked is the quality of the landing page that you’re sending people to. You could have some truly killer ads generating a high volume of traffic…
But a poor quality landing page will quickly undo your marketing efforts and cause you to lose out on valuable conversions.
Luckily for you, we’ve compiled a list of our 9 top tips to help you overcome the most common issues.
So, if you’re looking to optimise your landing page and boost conversion rates, keep these handy hints in mind:
Know Your Goal
Whatever your goal is, whether it’s purchases, sign-ups or downloads, make sure that your landing page is built with your campaign goal in mind.
This should shape your page design, making it as easy and as seamless as possible for the user to complete the action that you want them to take.
From lead forms to CTA buttons, every conversion-based element of your page should be optimised for the action you MOST want visitors to take.
Tailor Your Landing Page To Your Audience
You’ve built your brand and a high-quality product. But now you need to create customers! And knowing your target audience is vital here.
What motivates them? How do they behave? What messaging will they best respond to?
Once you know the answers to these questions, you can build a landing page that your audience will really respond to.
Every element of your landing page, from design to copy, should be tailored specifically to the audience you want to target, so make sure you know your customer avatar and take this into account when building your page.
Minimalism Is Crucial
Now we aren’t saying that your landing page should be sparse…
In fact, far from it!
…But the main focus should be the vital information that your audience needs to know. It’s easy to start overcrowding your landing page by throwing in extra things that you may think are crucial, but a simple page will help to emphasise the main goal.
Add in too much information and you’ll distract your audience and dilute their focus from the goal, reducing the chance of them progressing further through the funnel.
Keep in mind what needs to be in the direct line of vision and what can be below the fold. White space is also key and provides minimum distraction while also enhancing the main areas of focus.
How Much Choice Is Too Much Choice?
Have you ever found yourself staring at a supermarket shelf, paralysed by making a choice between two almost identical products?
Which is better? What’s the difference? Is the cheaper one lower quality or just better value?
The truth is, too much choice can be confusing to many customers…
Which is why, while having multiple products available is no bad thing, increasing the number of offers present on your landing page can in fact be detrimental to your results. According to findstack.com, competing offers can reduce conversion rates by 1.5%...
Ultimately reducing the overall number of conversions and, in the case of e-commerce brands, reduce your overall revenue.
Strong Social Proof Is King
I’m sure we’ve all been in the same situation where we’ve seen a product that we liked, but weren’t 100% certain on purchasing it.
At the end of the day, we’re naturally protective of our hard-earned money and no one wants to end up regretting a purchase!
That’s where social proof can help to give people the gentle push over the line that they need, helping to overcome purchase objections while knowing that other people, just like you, have also spent their cash and do not regret it.
According to taggbox.com, over 90% of people trust user generated content and written reviews, with 93% of people saying that user reviews influence their buyer decisions.
So, can you really afford not to include them?
Don’t Be Too Invasive
It has been said by some that data is the new oil.
Why? It’s a high value commodity which is jealously guarded by many, and rightly so!
How does this affect your landing page?
Perhaps you’re running a lead generation campaign, or you have an email grabber box on your e-commerce landing page.
Of course you want to gain data from your audience, it helps you to personalise your messaging and to analyse your audience demographics in more detail.
But it is crucial that you aren’t too invasive with your questions.
(After all, no one wants to feel like they’re being interrogated!)
Omnisend found that the most effective lead generation landing pages ask for just an email and a first name. Even just asking for birth dates and genders affected conversion rates, reducing from an average of 10.15% to 5-6% with the extra questions.
The shorter and less invasive your process the lower the chance of user drop-out.
Optimise Your Landing Page Speed
This is an overlooked and often ignored aspect of your business, but unbounce.com found that approximately 82.2% of landing pages need optimising.
There are plenty of free online tools and resources that you can use to identify areas of improvement with websites such as GTMetrix being able to provide an in-depth easily digestible breakdown of your web page, analysing page speeds and identifying areas of improvements.
Moreover, Google Tag Manager is a fantastic and free tool to manage your website’s tags (commonly known as cookies) to help further improve page load speed and reduce bounce rates.
Business Contact Details Provide Business
Yep. It’s simple, we know.
But international and renowned marketer Neil Patel found that adding business contact details to your landing page such as a phone number and an address can increase sign-ups by 9%.
That’s a huge improvement from something so small, showing to your customers that you’re an established and trusted company.
Mobile Friendliness Is A Must
We’re no longer in the dominant era of the desktop.
It’s a fact…
According to Telemedia Online, in 2010 over 97% of all global web traffic came from desktop computers.
Today, that figure stands at just 46.39%, with mobiles accounting for 50.88% and tablets acquiring the remaining 2.74%.
That being said, desktop still remains king when it comes to e-commerce and accounts for more than 70% of all e-commerce transactions. However, there’s no denying that times are changing and a strong and effective landing page should work effectively across different platforms and devices.
Ultimately, if you’re faced with low conversion rates in spite of getting high Click Through Rates from your ads…
It might be time to rethink your landing page strategy!
Still struggling with your conversion rates and looking for support? Get in touch with us, we’d love to work with you!