As anyone who is involved with designing and maintaining websites knows, it’s very important to not only drive traffic to your website, but to continuously generate leads. Here are a few best practices for improving conversion rates with a good landing page design.
What is a conversion rate?
One of the biggest things that professionals are confused about is the proper definition of “conversion rate”. A conversion does NOT occur when someone clicks on your link. A conversion occurs when someone clicks on your link and leaves their contact information because something on that page piqued their interest, and they wish to be contacted by an appropriate representative for more information. This generates what’s known in common marketing parlance as a “warm lead”.
A conversion rate, then, is calculated by measuring the number of people who click on your site against the number of people who actually share their information as an end result of clicking on your site.
What are some ways to improve your conversion rate using landing pages
Here are some best practices, tips, tricks, do’s and don’ts when it comes to improving your conversion rates with landing pages and microsites:
- Run a series of A/B tests. A/B testing is when you switch between two different possibilities to see which one works better. In the case of your landing pages, if you have two ideas for landing pages and want to see which one works better, you’ll run an A/B test to see which one gets a better response.
- Determine what, precisely, needs to be tested. In the case of the landing pages, you’ll not only have to test the headline, but you’ll have to test the page layout and navigation, the offer (are you really offering something of value?), the call to action, and any media (such as photos and videos) you’re including to support your case.
- Be consistent in order to build trust. Your landing pages are the first thing your potential new client will see when they’re navigating your website. Make sure that it’s consistent with your company’s message — including your company’s logo and colours — and make sure that you periodically update it to keep the content fresh and relevant.
- Make sure you have a compelling value proposition. In other words, if you’re offering something that no one else — including your competition — offers, explain it in ten words or less, and make it compelling for the average reader.
- Consider the sales funnel. What, exactly, are you asking people to commit to? The more expensive the item (or service) that you’re offering is, the more time people will need to commit to purchasing the item. If it’s financially feasible for you, offer value and results in advance — before they commit to the final sale. That doesn’t mean that you give away your most valuable assets for free, but it does mean that you should build a trust relationship with a potential client before that “potential” client becomes an “actual” client.
- Always enhance your content. Depending on how complicated the item you’re offering is, you may have to provide a series of blogs (spread out over the course of a few weeks, or even a few months) in order to consistently get the message out. In addition, this will serve to establish you as an authority in your field.
- Finally, but no less importantly, make sure that you consistently run a series of tests on everything you do, regardless of how simple (or complicated) it is. What works today may not work tomorrow, so be sure you stay on top of things.
One of the best examples of a good landing page is courtesy of Lyft, which is a competitor of Uber. If you take a look at this landing site, you’ll see that it’s short, sweet, and to-the-point: the focus is on what they want (which is drivers to sign up for their company), and it’s an easy-to-fill out form. The design is simple, yet still functional.
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