4 Landing Page Tips to Increase Your Conversion Rate

landing page tips to improve conversion rate


Key Takeaways:

  • Diversify Conversion Options: Understand and cater to the varied preferences of your visitors by offering multiple ways to connect, be it through a call, text, chat, or form submission.
  • Test Paginated Forms w/Easy 1st Ask: Break down intimidating forms into digestible, step-by-step interactions to reduce decision paralysis and increase user engagement.
  • Leverage Testimonials in your Hero: Use genuine endorsements prominently on your landing page to establish trust, humanize your brand, and resonate emotionally with potential customers.
  • Optimize CTAs: The phrasing of your Call to Action can make or break a conversion. Test different CTAs to find the most compelling prompts that resonate with your audience and drive action.

As the lynchpin to the success of many marketing activations, it’s imperative that your landing page not only captures attention but also effectively converts that attention into tangible action. Whether you’re a seasoned marketer or a business owner looking to boost online engagement, the following tips will provide actionable insights to elevate your landing page game with the potential to significantly increase your conversion rate.

Tip #1: Add Conversion Mediums and Opportunities

User experience is paramount in conversion rate optimization. When someone visits your page, they come with a set of preferences, habits, and comfort levels. It’s crucial to understand that not every visitor interacts with online content in the same way. Some may prefer the immediacy of a phone call, while others might feel more at ease sending a text. For those who value privacy or are in a setting where they can’t make a call, a form submission or a chat might be the most appealing.

By diversifying the ways in which a visitor can reach out, you’re casting a wider net. It’s akin to speaking multiple languages in a multicultural city; you’re simply able to communicate with a broader audience. This approach not only enhances user experience but also significantly increases the chances of a conversion event.

Imagine a scenario where a potential client is interested in your services but is in a setting where filling out a form isn’t possible, perhaps when driving and in need of an urgent care center. They can’t take the time to fill out a multi-step intake form, they need to make a call. On the flip side, however, some potential clients might be searching (albeit urgently) on their computer, and are able to fill out an intake form prior to heading to your urgent care center.

Or consider an addiction rehab facility. Perhaps speaking on the phone is uncomfortable for a potential client. Offering them the ability to text – a mode that’s far more comfortable for some people – could drastically increase their willingness to connect with you. By providing these options, you’re saying, “We understand and value your preferences. Let’s connect in a way that’s most comfortable for you.” In essence, when you offer multiple avenues for communication, you’re allowing the visitor to raise their hand and express interest, inviting you to engage and potentially convert them into a customer.

Tip #2: Try a Paginated Form with a Seamless First Question

The attention span of online users is notoriously short. Presenting a long, intimidating form (or one where decision paralysis enters the equation) can be a surefire way to deter potential conversions.

Enter the paginated form—a potential game-changer in UX and conversion optimization.

A paginated form is more digestible. Instead of being confronted with a barrage of fields to fill out, the visitor is greeted with a single, straightforward step. This step-by-step approach breaks down the process, making it feel less overwhelming and more achievable.

Consider the example of local service companies like Angi or Home Advisor. Their initial ask? A zip code. It’s a brilliant strategy. For a user seeking local services, providing a zip code is inevitable. It’s a logical first step, requires minimal effort, and doesn’t necessitate any deep thought. It’s a task so rote and simple that it almost bypasses the decision-making process entirely.

By starting with such a seamless first ask, you effectively reduce the barrier to entry. The user is more likely to think, “That was easy, what’s next?” rather than being paralyzed by a lengthy form.

As they progress through the paginated form, they’re already invested, making them more likely to complete the process. In essence, by simplifying the initial interaction, paginated forms can significantly boost conversion rates, turning hesitant visitors into engaged leads.

Tip #3: Lead with a Testimonial in the Hero

Standing out and establishing trust with your audience is paramount. One of the most compelling ways to achieve this is by leading with a testimonial right in the hero section of your landing page. Testimonials serve as a dual threat in the world of digital marketing.

Firstly, they act as potent social proof. In an era where consumers are bombarded with choices, seeing a genuine endorsement from a satisfied customer can be the nudge a potential client needs to take action. It’s a testament to the fact that others have tried your product or service and found value in it.

Secondly, testimonials have the unique ability to distill your value proposition in a manner that’s both relatable and emotionally resonant. While traditional marketing language can sometimes come off as sterile or generic, a testimonial often carries an emotional weight, speaking directly to the heart of the potential customer.

Consider the power of juxtaposing a clear H1 like “We simplify your small business operations, from bookkeeping to taxes and everything in between” with a memorable testimonial such as “It’s like the Marie Kondo for my business” along with a sub-head that offers the more traditional marketing speak (i.e. “We simplify everything from bookkeeping to taxes”). Such testimonials not only support your primary marketing message but also humanize your brand, making it more memorable and relatable.

Placing a testimonial prominently on your landing page is not just a design choice; it’s a strategic move that can significantly amplify trust, relatability, and ultimately, conversions.

Tip #4: Test Different CTAs

Your Call to Action (CTA) is arguably the most critical element on your landing page. It’s the bridge between interest and action, and its phrasing can significantly influence a visitor’s decision to engage. While it might seem like a minor detail, the choice of words in your CTA can make a vast difference in terms of sparking desire and prompting action.

For instance, consider the difference between “Get in Touch” and “Get a Quote.” While the former is a generic invitation, the latter speaks directly to a tangible outcome many visitors are seeking. It promises value and sets an expectation for the interaction. Similarly, “See It Live” feels more immediate and engaging than the more passive “Get a Demo.”

Incorporating elements of scarcity or urgency can further enhance the effectiveness of your CTAs. Phrases like “Call to Check Availability” not only provide a clear action step but also introduce the idea that there might be a limited window of opportunity, nudging the visitor to act sooner rather than later.

In essence, CTAs are more than just buttons or links; they’re psychological triggers. By testing different CTAs, you can fine-tune these triggers to resonate more deeply with your audience, driving both engagement and conversions. Remember, it’s not just about telling your visitors what to do next; it’s about making them want to take that next step.

Final Thoughts

Crafting an effective landing page is both an art and a science. It requires a deep understanding of your audience, a strategic approach to design, and a continuous commitment to testing and optimization. By testing the tips outlined above, you’re not only enhancing the user experience but also setting the stage for meaningful engagements and conversions. Remember, your landing page is your ambassador – make it count by ensuring it speaks the language of your audience and compels them to take action.

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