Are you struggling with low landing page conversions? Are you spending lots of money on Google Pay Per Click ads and not getting the leads you expected? Have you tried running a couple of versions of your ads with little to no improvement in conversion rates?
Trust me when I tell you that you are not alone! Many small business owners are in your same position. Like you, they wonder how much longer they can afford to pay for ads.
What if I told you the problem is not in your ads but on your landing page? I think I just heard you say….”Aha!”
Sometimes it helps to simply go back to the basics. There are several fundamental techniques that you should implement to optimize your landing pages. Let me give you 7 tips for increasing the conversion rates on your landing pages.
1.) Clean and Simple Design
We’ve all seen those landing pages with the moving red arrows and yellow highlighter. Lots of content that rambles on and on forcing the reader to page down endlessly (or so it seems) to get to the offer. Lots of distractions so that it’s hard and “choppy” to read.
A golden rule is the KISS principle. You know what I’m talking about…Keep It Super Simple! The less clutter your landing page has, the clearer your message, the higher it will convert. The easier and quicker the copy is to read, the better the user experience.
Each paragraph should contain no more than 4 sentences. Make good use of white space so the reader can digest it quickly. Use only relevant images and keep them to a minimum. Ideally you want a single image that conveys/complements the landing page offer. Any more than that and you run the risk of distracting your visitor.
2.) Remove Navigation
Your goal is to get the visitor to take one and ONLY ONE action on the landing page. So the last thing you want is a navigation menu. Why??? Because it increases the odds that they will be distracted.
If something on that menu catches their eye and they click…..you just lost that potential lead FOREVER.
Your content needs to keep them focused and convince them to click the button. No clutter, no distractions, nothing else on the landing page that takes their attention away from your offer.
3.) Attention Grabbing Headline
The headline is the first thing the visitor sees when they arrive on your landing page. It better be short, sweet and to the point. You need to grab their attention in those first 5 seconds so they want to read on.
The best headlines are the ones that offer an irresistible promise to the target audience.
Consider this headline:
Don’t Make This $2000 Mistake
You think, “Ouch that’s a painful mistake”….then you switch browser tabs to visit another website. It didn’t peak your interest did it?
There is nothing about this headline that makes you think you might make this same mistake right?
What if we change it to this:
Don’t Make This $2000 Mistake On Your Website
Whoa…stop the presses!! What?….$2000 mistake on a website? You’re saying to yourself, “I’m a small business owner, I have a website and I certainly don’t want to make that mistake”.
See the difference? This headline has an irresistible promise (“Don’t Make This $2000 mistake”) to the target audience (website owners).
The same goes with starting your headline with a question. For example, if you landed on a page that asked this question, “Do you want to get more website leads?” what would your answer be? It would be an very emphatic “Yes!” right?
Who wouldn’t want more website leads? Using a question headline engages the visitor in a way that makes them want to read on…which is exactly what you want them to do.
4.) Compelling Offer
Your offer has to absolutely and completely get your visitors attention. So it has to be something they simply CANNOT REFUSE, CANNOT LIVE WITHOUT, CANNOT MISS OUT ON, JUST HAVE TO HAVE!!!
Your copy should make your visitor FEEL something. After all our feelings are very powerful and can make us take action.
If your offer includes a time or quantity limit….the user feels anxious that they will miss out. When you create a sense of urgency in their psyche, they are more likely to convert.
If your offer speaks to a problem they are having and you offer a solution….Booyah!! you just hooked them. You don’t need an entire page to create an offer that converts. Take the time to craft your offer, because the more compelling it is, the better your landing page conversion rates.
5.) Call to Action Button
Much has been written on the Internet about button colors. All Digital marketers have opinions as to which color is the “best”. They use A/B Split tests to help them determine which button color gets the most clicks.
Suffice it to say that what’s important is not so much the color…but that the button color CONTRASTS with the rest of the landing page.
But just because your button stands out from the copy, doesn’t mean the visitor will click on it. That’s because the actual “call to action” verbiage is even more critical to higher conversions.
“Click Here”, “Submit”, and “Subscribe” simply don’t work anymore. Using more visceral calls to action such as “Send me the e-book”, “Instant Download”, “Yes I want more leads”, work much better.
6.) Above The Fold
Your headline, offer copy, opt-in form and call to action button should all appear above the fold. If you can manage to fit your image above the fold, then all the better.
Remember that you only have 5 seconds to get a website visitor’s attention. The more content and the longer it takes them to read it, the greater the likelihood that they will loose interest and abandon the landing page.
You can include supporting content like testimonials and social proof below the fold. However your goal is to convert them quickly without any distractions whatsoever.
7.) Provide a Consistent Experience
Whether you send your visitors to the landing page from social media or an ad campaign, your message needs to stay the same. The verbiage in your ad sets the tone and user expectations.
When the visitor clicks on the ad, they should arrive at a landing page with the same message, promise, and offer.
Use similar branding and colors on your landing page so the visitor sees a continuation of their experience from the time they click on the ad, to when they arrive at your landing page.
The verbiage and message on your landing page should expand on what you promised them in your ad. In other words, use the ad to get their attention, and the landing page to convince them to opt-in to your offer.