Having a professional-looking landing page for your website is always a great tool to have for your business. But if your landing page lacks a clearly-defined conversion rate optimisation process, you are likely missing out on a huge opportunity to grow your sales leads and increase potential revenue.
Despite the potential benefits that landing pages can provide to businesses, they are often overlooked, misunderstood and therefore suffer from a poor conversion rate optimisation process.
Ask any successful marketer about the importance of a landing page with an effective conversion rate optimisation process and they will likely respond by saying they should be a required part of any serious online marketing campaign.
What is a landing page?
A landing page is usually set up as a standalone page, which means visitors don’t usually get direct access to your main website. Instead, visitors arrive at these landing pages after having clicked on embedded advertisements on other webpages.
Landing pages are typically used to persuade visitors to take a specified action such as joining a mailing list, registering for a webinar or to purchase a product or service. In other words, landing pages help “convert” visitors into sales leads and potential customers.
Here are some great conversion rate optimisation tips to create an effective landing page that helps grow your business.
5 conversion rate optimisation tips
Have a clear call to action
Don’t have your visitors guessing and trying to figure out what your landing page is about. This entails having an eye-catching title on your page that is action-focused and a button or text that clearly shows what your visitors should expect to see once they click on it.
For example, using call to action buttons such as “Download your free guide now” is much more effective than a button that simply shows “Click to view more”.
Keep landing pages simple and clutter-free
Landing pages should be focused on one thing: converting visitors to leads. In fact, landing pages are made as standalones specifically so that visitors can maintain their focus on the offer instead of the rest of the content included on your main website.
Highlight your competitive advantage
Landing pages are a great opportunity to showcase the benefits that your products provide over your competitors. Using short, concise descriptions with bullet points highlighting the benefits of your products and services will help set you apart from the crowd.
Perform A/B testing on a regular basis
A/B testing, also known as split testing, can help increase conversion rates and provides valuable insights about your customer’s behaviour and their preferences.
The process involves testing your current website against a modified version of it (A vs. B) to measure which one has a more effective conversion rate. The testing itself is not nearly as difficult as it would seem and even small changes to your landing page could potentially provide a big boost to your conversion rate.
Make sure your landing page is optimised for mobile
With mobile users now surpassing desktop users on the web, making sure your landing page can be seen on any device and screen size is crucial to gaining leads. In addition to providing a good browsing experience, mobile-optimised websites get improved search rankings.
Although your landing page is a single page with a single purpose, the benefits it could potentially provide could add significant growth to your business. Therefore, your landing page deserves a solid planning, testing, and optimising strategy so you can get the maximum return on your marketing investment.
Start growing your list of sales leads by increasing your conversion rates and reducing your bounce rates by implementing these practical tips. If you don’t yet have a landing page set up, there’s no better moment to start than now.
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