Did you know that on average landing pages have a 5-15% conversion rate? This makes it essential for your website to provide a targeted platform for converting visitors into leads.
But it’s easier said than done. This blog delves into landing page best practices with the goal of helping you understand what a landing page conversion rate truly entails and how to improve it.
Understanding Landing Page Conversion Rate
The landing page conversion rate informs you about the number of visitors who convert into qualified leads by completing your landing page goal. Not every visitor who clicks your landing page will take the action you desire – many will bounce immediately and others will just read your content and leave.
By tracking landing page conversion, you have a quantitative measurement of how well your page matches the needs of its visitors. This analysis makes it easier to improve your landing page and monitor the impact of these changes on the conversion rate.
Key Landing Page Best Practices
Design and Layout
The design and layout of your landing page should be well thought out and cater for the interests of your target audience. A clean and minimalistic design can be more visually appealing than a page cluttered with many elements. Your landing page headline and subheadline should be eye-catching and simple to understand. On the page, there should be a clear visual hierarchy – organisation of design elements in order of importance.
Most importantly, your landing page layout needs to be responsive on mobile devices, meaning it should adapt for smaller devices. Images and other visual elements should all remain appealing on mobile landing pages.
Compelling Content
The content on your landing page should not only be persuasive but also concise and beneficial to the reader. There are a few best practices to keep in mind when crafting copy with the intention of converting landing page visitors:
- Be specific in your wording to avoid confusion.
- Write audience-focused copy that lets readers know what’s in it for them.
- Include target keywords for visibility on search engines.
- Highlight the features of your product or service but emphasise the practical benefits.
- Divide key information into sections and use subheadings or bullet points to enhance readability.
- Use a clear, single call-to-action that creates a sense of urgency.
Loading Speed and Performance
Have you ever clicked on an ad for a product or service you were really interested in, only to abandon the page because it was slow to load? If your landing page loads slowly, potential customers will go elsewhere – often to a competitor.
Loading speed is the amount of time it takes for a landing page to fully load and display all of its content and it’s one of the most important factors that affects the user experience and the performance of a landing page.
So it’s essential to develop speedy landing pages in order to keep up with the competition and generate a high conversion rate. Landing page images can hinder the site’s speed but there are many options for reducing image size.
Trust and Credibility
Building trust and credibility are essential for any landing page if you want to convert visitors into customers. When visitors feel like they can trust a website, they are more likely to complete your goal whether it be signing up for a trial, subscribing or making a purchase.
In order to establish trust through your landing page, there a few elements you can include:
- Trust Symbol: Trust symbols, also known as trust badges or security icons, are visual cues that indicate that your website is safe and trustworthy. For example: SSL certificates and payment gateway seals.
- Privacy and data protection: Visitors should feel confident that their personal information is protected when they visit your website. You should have a clear and concise privacy policy that explains how you collect, use, and share visitor data.
- Contact information: You should be easily contactable for any customer concerns or queries. Include your company’s phone number, email address, and physical address on your landing pages.
- Social media links: Social media is a great way to connect with potential customers and build trust and credibility. Ensure links to your social media pages are visible on your landing page so that visitors can learn more about your company.
Tracking and Analytics
Once your landing page is ready to attract traffic and conversions, you’ll need to have a way to measure and monitor these metrics. By setting up conversion tracking and analytics, you can learn a lot about your page including:
- The number of people visiting your site
- Where the visitors come from – the traffic source
- The page’s conversion rate, bounce rate and time spent on the page
- How people are interacting with your page
One of the most popular tools for tracking and analysing landing pages is Google Analytics – it’s a free, powerful tool that provides a wealth of data about your website traffic and visitor behaviour.
Used by 55% of all websites, Google Analytics will display key metrics that you can use to continuously improve your landing page.
Bespoke landing page design
These tricks and tips should help you to get started on building your new landing page with a high conversion rate.
If you need more advice, or simply don’t have time to create landing pages for your marketing campaigns, why not get in touch with the experts?
