A landing page is a webpage in which you offer a valuable resource from your business in exchange for a visitor’s contact information. It could also refer to a special page on your website that encourages visitors to take a particular desired option. You can also get this information using an opt-in form where a user can enter details such as their first name and email address.
Landing page optimization is the process of improving various webpage elements with the objective of increasing conversion rate. It is a form of conversion rate optimization that relies on methods like A/B testing to increase the effectiveness of your marketing campaigns.
Here is a video on the anatomy of a high-converting landing page.
Source: Neil Patel
What are the elements of a landing page?
Sure, landing pages come in all different shapes, forms and sizes, but the most effective tend to share some of the same elements. Most include a headline, an offer, and a call-to-action. Let’s take a look at each of these elements.
1. A headline
A landing page may have a great color scheme. It may feature the best fonts. It might even contain animation or two. However, these are rarely the first things that visitors will notice. Upon visiting a landing page, the first thing that will get the visitor’s attention is the headline. This is what will let people know what you are offering.
2. An offer
Your landing page could provide a form that simply asks for the visitor’s personal information. However, there is a very slim chance that the user will be willing to part with this information. They will be much more willing to comply with your request if there is something in it for them. You need to give the users a reason to take the action that you want them to take. This can easily be achieved by highlighting your offer and how they can benefit from it.
3. Captivating images
There are some instances in which users won’t read the headline. However, they will pay attention to images. And if they notice an image that they can relate to, then they are very likely to read your CTA. So choose your pictures carefully. Avoid using generic stock photos. Shoe off the product or special offer. Your images can be thought of as second headlines.
If a picture is worth a thousand words, then think of how many words a video can be worth. Videos are gaining in popularity these days and they are a great way to increase your conversions. In fact, research suggests that videos on a landing page can increase conversions by as much as 86%.
5. A call-to-action
Not only should your landing page include an attention-grabbing headline and a captivating offer, the way you present the offer is important. This presentation is referred to as a call-to-action, also known as a CTA. The CTA usually comes in the form of a button that users click in order to confirm that they actually want to take the action. However, the CTA can also come in the form of a basic form or a link.
This isn’t to say that these are the only elements that businesses include in their landing pages. There is room for a few more things that could help convert your visitors. For instance, some landing pages images. Others may opt to add a few trust indicators to the page. However, these three elements are the staples of a great landing page. In fact, it’s a good idea to keep the page as simple as possible as this minimizes any possible distractions that could cause visitors not to take action. Simplicity also means not including more than one offer as this will result in fewer leads
Landing Page Examples
Here are 2 great examples and we believe a picture is worth a thousand words:
image credit: strongautomotive.com
image credits AVALAUNCH.com
Why are landing pages so important?
Believe it or not, it’s not easy to get users to take action–even if it’s just one, simple action. This is mainly because most people tend to have short attention spans. According to a study conducted in 2015, the average measured at around 8.25 seconds. And it has only gotten shorter since then. The average web pages contain too many distractions.
Even in the best-case scenario, when a potential customer goes to your landing page with the purpose of converting they could become distracted by something as simple as your navigation bar, an advertisement, or even a link to another part of your site. So businesses must be creative about their landing page marketing strategy.
What makes the use of landing pages so popular and effective is that they do away with all of the distractions. They place limits on the actions that visitors can take by giving them two easy options: opt-in or don’t opt-in. By removing elements like your sidebar, navigation bar, and footer, and focusing the entire design scheme and copy to achieve one outcome, users are gently guided towards this outcome.
And this makes the decision much easier. Either the user will choose to complete the desired action or they will leave the page. There are no other alternatives. And once they have completed the action, you get a new lead.
Why Is A Good Landing Page Important
Similar to SEO, landing page optimization takes time to have a noticeable impact on your business. This is the reason why some marketers usually give up prematurely when they fail to see the results of optimizing their landing pages.
Data collection is crucial in improving the effectiveness of your landing pages. You should base the web design of your landing pages on the preferences of your audience. You should also look to improve the pages using the data you gather from your website traffic.
If you implement data-driven optimization strategies, your landing page will generate more leads and boost your sales. However, you first have to understand what is hurting your landing page conversion rates. The most common reasons for low conversion rates include:
- A poor UX and UI
- Poorly-written headlines
- A disconnect between the copy on the ad listing and the contents of the landing page
- Unclear call-to-action
- Distractions on the lading page
Once you know what is reducing your conversion rates, you need to rectify it before moving to the next step.
Who is your target audience?
The most successful landing pages are those that take the target audience into consideration. The more personalized this page is, the more likely the visitor is to convert. So you need to find out what the audience wants and needs. In this way, you will be able to word and deliver your message in just the right way.
It’s also a good idea to find out who your audience is. What are the demographics? This data will affect the way in which you present the information. For example, age can have a significant impact on your page design. If your target audience is mainly composed of senior citizens, then you may choose a larger font so that your call-to-action stands out and is easy to read.
What do you want to achieve?
Not only should you know what your target audience wants, but you should also be aware of your own goals. Sure, you want your visitors to convert, but in what way? Would you like your landing page to serve as the destination for a PPC ad? Are you using a landing page to increase your number of newsletter subscribers? Are you interested in getting people to sign up for your next webinar? Will the landing page help you increase upsell rates? Perhaps you would like to create a buzz around your product launch.
The function of a landing page is to ensure that you achieve a specific goal. So these are questions that must be answered before you get started. The better you understand your goals, the more efficiently your page will work.
What do great landing pages look like?
Contrary to popular belief, there is no such thing as the perfect landing page. No matter how good one is, it can always use a little improvement. This is why it’s important to continuously work to change your landing pages for the better.
Each of the following elements can help to ensure that your page converts well. However, you shouldn’t stuff all of them on one page. Instead, you should thoughtfully add those that work best for your niche, brand, target audience, and goals.
Types of Landing Pages Used by Businesses
The following are the most common types of landing pages used by businesses in Singapore.
Click-through Landing Pages
The only objective of a click-through landing page is to convince users to join the conversion funnel. It does this by providing information about a product, an offer, or a service, as well as explaining its value to the visitor. Once the users click on the call-to-action, they get redirected to web pages where they can complete the transactions.
Lead Capture Landing Pages
Also known as squeeze pages, the objective of lead capture landing pages is to collect information from website traffic. The sales and marketing team then uses the collected data to generate leads. Ideally, a lead capture landing page should not have exit paths. Instead, it should only have a call-to-action where the users submit their details.
Viral Landing Pages
These are landing pages used for brand promotion through word-of-mouth marketing. The objective is to use existing visitors to promote a business to friends and family.
A microsite is essentially a smaller version of a website. These landing pages typically have designated URLs depending on the timing and relevance of the campaign. Unlike standard landing pages, microsites have several pages. The reason why people regard them as landing pages is that they intend to increase conversion rates.
Features of an Ideal Landing Page
The ideal landing page is one that addresses all the demands and needs of your target audiences. More importantly, it should also be in line with your business objectives.
When you design and optimize your landing pages correctly, you can significantly increase your revenue, attain your business goals, and improve your conversion rate optimization strategy.
The best landing pages follow a set of processes to ensure they achieve their objectives. The five critical stages of building the perfect landing page are functionality, accessibility, usability, intuitiveness, and persuasiveness.
The first characteristic of an ideal landing page is functionality. When a user visits it, they should not experience any technical issues.
Your landing pages should be easy to access. This means that visitors should not face any difficulty when trying to find your landing page. For this reason, it is essential to invest in SEO and PPC to increase the visibility of your landing page. Also, ensure that your pages are accessible across all platforms, especially mobile devices.
Once you make your landing page functional and accessible, the next stage is improving usability. It should be easy to scroll, free of clutter and the copy should be readable. When your landing page is easy to use, users are likely to act faster.
The organization of your landing page elements must be in a way that makes sense to the visitors.
How to Get Started with Landing Page Optimisation
Even if you observe all the qualities mentioned above, it is almost impossible to create a perfect landing page at the first attempt. It takes time and a series of tests to perfect the art of creating the best landing pages.
The average conversion rate for landing pages is 2.3%, but the top-performers have slightly higher numbers.
The following table shows the average conversion rates achieved by different landing pages.
As mentioned above, it takes time to notice the impact of optimizing landing pages. You might need to create several prototypes before you get the perfect landing page. It is worth noting that the page should appeal to your target audience, meet their expectations, and state the actions the users should take.
Here are the best practices you should implement to increase the effectiveness of your landing pages.
The following are helpful tips on how to get started with landing page optimization.
Limit the Number of Actions on the Landing Page
Many marketers wrongly believe that using multiple CTAs on landing pages increases its conversion rates. The reality is that most visitors prefer web pages with a few functional elements. By removing redundant forms and other unnecessary elements, you can improve your conversion rates significantly.
State Your Offer Clearly
An excellent headline and value proposition can improve your bottom line. Make sure that the copy on your landing page uses a language that is familiar to your target audience. If needed, use a long-form copy to explain to your visitors that your offer is better than your rivals’.
Match the Expectations of Your Visitors
The keywords used on your landing page copy should be similar to the ones on your ad listing. Also, make sure that you know the online platforms that are popular with your target audience. This ensures that what you post on the internet aligns with what is on your landing page.
Make Your Business Credible and Trustworthy
Your landing page should have various forms of social proof to increase the credibility of your brand. Some of the ways of doing this include user reviews, partner logos, and case studies, and so on. You could also include trusted badges that confirm your status as a legitimate business.
Use Different Incentives to Get Customer Information
If your current offer is not generating leads or improving your conversion rates, it is time to use alternative methods. For instance, if you were previously offering a free trial to your products and services, you could start giving free eBooks. As long as your new free resource offers value to your visitors, you are likely to get better returns.
Make a Clear Offer
The primary objective of your landing page optimization strategy should be to evoke positive emotions in the customer. The headline should focus on the goals of the consumer so that they feel appreciated and excited. When the customer is happy, they are more likely to convert.
Keep it Simple
A simple landing page ensures that your traffic focuses on the call-to-action button. Your landing page should be free of any clutter and distractions, as these can hurt your conversion rate. Your CTA should be the most conspicuous element of your landing page.
Optimize for Search Engines
Optimizing for your landing pages for organic search is much better than relying on paid ads to increase visibility. Search engines tend to give preference to landing pages that employ SEO over those that use PPC advertising. This means that you are better off investing both, but more effort should go towards SEO.
Increase Page Loading Speeds
Page loading speed is one of the leading ranking factors on Google because it affects user experience. The same applies to landing pages. As more people start using smartphones to access the internet, page load times increasingly become a crucial element of landing pages. A faster page translates into reduced bounce rates, which increases the chances of conversions.
The following graph shows how page loading speeds affect the performance of a landing page.
Source: John Chow
Use Contrasting Colours
Using contrasting colors increase the visibility of your CTA button. Ideally, the button should have a bright colour and a dull background so that the visitor notices it the first time they visit the webpage.
Ensure that Above-the-fold Content is Important
Above-the-fold content refers to elements that appear on the topmost part of your landing page. In newspapers, this content is usually the most interesting to encourage customers to buy the paper.
You should use a similar approach when designing your landing pages. Make sure that the part users see first before scrolling down has the most important content. For instance, you could add the CTA button, the headline, and a brief copy.
Use Scarcity Techniques
When your visitors know that a resource or an offer is scarce, they are more likely to act promptly. This explains why marketers often use the term ‘limited offers’ when promoting products.
Your landing page should implement scarcity techniques to encourage users to complete the desired actions. For example, if you want them to sign up for a webinar, you can add a countdown timer to create scarcity. It tells your traffic how long they have to act on the offer.
Use Compelling Call-to-action Buttons
A call-to-action should not be vague – it should plainly state what you want your audience to do. It should include action words such as join now, subscribe, download, try now, and so forth. Avoid complex terms that might confuse the reader.
Add Contact Information
There are several ways of sharing your contact information on your landing page. You can opt to publish the phone number and email address on the page or use a contact form.
Contact information provides a way for customers to reach you in case they need further assistance. If you are easily reachable, you can boost your conversion rates.
Try Different Headlines and Copy
Although people like visual content, the text is still important. Your audience will read the text on your landing page, meaning that it must be relevant to them.
You should test different headlines to see what works best. The same applies to the copy in the body. It should offer some value to the reader.
Consistency is critical if you want success for your digital marketing in Singapore. If you have an ad on Facebook, its visual design should resemble the design implemented on your landing page. If the design is inconsistent, it will confuse the potential customer and reduce the chances of conversion.
Social proof is an excellent way of boosting conversions. When people see that others are using your products, they are more likely to buy from you.
Your landing page optimization strategy should include testimonials. You can gain an edge over your competitors by motivating your clients to create video testimonials. If you opt for written reviews, ensure that you include the customer’s name and a head portrait.
Try Different Form Lengths
Most companies that engage in digital marketing in Singapore prefer using short forms. However, if you want to generate leads for an expensive item, you have to use a long-form. It might reduce the number of leads you get, but the few you generate will be quality leads.
For example, if a potential client is looking to do website design in Singapore, you should ask them to share their budget. This information allows you to know what package is best suited for their needs.
Optimize for SEO
SEO is useful in improving the visibility of your landing page on search results. When more people, can find your page using organic search, it increases the traffic and potential conversions.
Make sure that the content of your landing page includes relevant keywords. If you deal with website design in Singapore, you should rank for a related search term.
Use Exit-Intent Popups
An exit-intent popup is a message that appears when a visitor attempts to leave your website without converting. It is an effective way of boosting your conversion rates.
Another advantage of exit popups is that they are less intrusive than popups that appear when the visitor is navigating your website. Your popup should use compelling visual imagery and a convincing CTA to get users to click. You can add incentives to the popup by offering a discount or a special offer.
Make Use of A/B Testing
Frequent A/B testing is crucial for a successful landing page optimization campaign. After every test, you should use the results to adjust your strategies for better results.
Other Elements that Influence the Performance of a Landing Page
The primary objective of a landing page is to provide an experience that encourages visitors to convert into customers. As mentioned earlier, most marketers think that overemphasizing visuals guarantees more conversions. It is worth noting that excellent graphics without the right message are useless.
The following are the critical elements that need improvement for you to succeed in landing page optimization.
1. Headlines and Subheadings
Your heading should aim to establish a connection with your target audience and convince them to take the desired action. Make sure that you mention the most significant benefit of using your product or service. More importantly, keep it catchy and compelling so that visitors stay on your page and browse your offers.
After the heading and subheadings, you need to create exciting copies for your landing pages. The text should be clear, concise, and relevant. You could use bullet points to highlight the best features of your product and make information easier to digest.
Since humans perceive visuals faster than text, you should use attractive images on your landing page. The images should encourage engagement and tell more about your brand. Also, they should set the tone for the entire experience on the page.
A click on your call-to-action is often stood between you and a conversion. It is vital to create CTAs that are clear and compelling to encourage a higher click-through rate. You can do this by using striking colours, using legible text, creating a sense of urgency, and leaving adequate workspace around the CTA button.
Forms are a popular way of generating leads from landing pages. If you use this method, make sure that you place the form at a strategic position on the page. Moreover, you should use a simple design and ask for information that is vital for your business. Nobody is going to fill a form that asks for irrelevant data from them.
6. Social Proof
The essence of social proof is to confirm the legitimacy of your business operations. It comes in many forms, but the most prevalent is user reviews. The testimonials on your landing page must be relevant to the persona of your target audience. For instance, if you are targeting IT professionals, you should feature testimonials from people working in the industry to enhance your credibility.
7. Live Chat
Integrating a live chat functionality on your landing page can improve the performance of your landing page, especially if the value proposition is right. When visitors can get prompt responses on your landing page, they feel that you care for them and start trusting your brand. A study conducted by eMarketer showed that 63% of users are likely to return to a website that supports live chat. Also, chats are the most effective method of moving your website traffic down the conversion funnel.
8. Trust Badges
Security badges are useful for building trust in your brand. Besides social proof, having a few security labels on your landing page can make it more credible to visitors.
9. Colour Contrast
The best landing pages make excellent use of contrasting colors to make the CTA more noticeable. Consider using brighter colors on the button against a background with a darker hue.
The following graphic shows how to use different colors on your landing page call-to-action buttons.
10. Prioritise above-the-fold Content
In newspapers, the most captivating piece of information appears on the top half of the page. You should do this to your landing page. By placing the most important content at the top, you make it more noticeable.
Important Landing Page Metrics that You Need to Monitor
Similar to other marketing strategies, it is essential to track the performance of your landing page optimization campaign. These metrics provide insights on what is working and how to improve your tactics for better results.
Although different marketers track different landing page metrics, the following are the most critical.
Page visits refer to the number of people who visit your landing page in a specified period. If you are getting a high number of visitors, you have an increased chance of getting more conversions. The best way of increasing your landing page traffic is by promoting it on multiple channels, such as social media, email, and your website.
Bounce rate is a statistic that shows the percentage of users who visit your landing page but leave without completing the desired action. The leading reasons behind a high bounce rate include irrelevant offers, unconvincing copy, and poor structuring of elements. You can identify the cause of these problems by using heat maps and conducting A/B testing. These show you how visitors behave while browsing through the landing page.
The graphic below shows how page loading speeds affect the bounce rate on landing pages.
Sources of Traffic
As a marketer, it is vital to know the sources of your landing page traffic. Such information enables you to know where you need to improve your efforts and also improves your targeting.
The submission rate depicts the percentage of visitors who fill and submit the forms on your landing page. A high submission rate indicates that your page has the right optimization. If the rate is low, make use of A/B tests to identify the cause of the problem.
Form Abandonment Rate
Form abandonment rate refers to the percentage of users who started to fill your forms but left without clicking on the submit button. A high abandonment rate is a sign that the form-filling process is not straightforward. In that case, you should conduct tests to identify the elements that are affecting the smoothness of the form-filling process.
Selecting How to Measure the Performance of Your Landing Pages
There are two popular ways of measuring the performance of landing pages, depending on what you are testing and the amount of traffic you are receiving. The most used method is A/B split testing, mostly because of its simplicity. The second technique is multivariate testing, which is more complicated but useful for pages that get many visitors.
In layperson’s terms, A/B testing tools compare entire landing pages against each other while multivariate testing compares various on-page elements against each other in different combinations.
A/B Split Testing
A/B testing is the most used technique for measuring the performance of landing pages. It compares two pages, ideally with one difference, against each other. If you change too many elements, it is difficult to identify the adjustment responsible for the improvement in conversion rates.
The best tool for conducting A/B split tests is Google’s Content Experiments. It allows you to create up to five different variations of your landing page and test them against each other. During testing, you will see the thumbnails for the different pages to ensure that you conduct the tests on the right pages.
You have two options for running the A/B split testing code – doing it yourself or enlisting the services of a webmaster. Regardless of your choice, Google validates if your code is functional before you run it. If it does not work, you get an error message. If it works, you get redirected to a success page.
Multivariate testing is ideal when you want to test several on-page elements simultaneously and get quick results. The term multivariate means testing multiple variables concurrently. Although you can perform this test using Google Content Experiments, you will not have control over the results you get.
Ideally, your landing page should have a high number of visitors for multivariate testing to be useful. If you have few visitors, the results from multivariate testing are statistically insignificant.
Common Landing Page Optimisation Mistakes
Landing page optimization is an intricate process that requires professionalism to achieve its objectives. The following are some of the common mistakes that you need to avoid when optimizing your landing pages.
1. Too Much Text
Using too much text on your landing page is a sure way of reducing your conversion rates. Keep in mind that nobody has the time to read through lengthy paragraphs to see what you are offering. If a visitor cannot see what they are after in the first few seconds after the page loads, they will leave immediately.
You should avoid using too much text on your landing pages. Use short paragraphs and simple graphics to avoid cluttering the page.
The following graphic shows how an increase in the number of words affects the conversion rates for landing pages in various industries.
Source: Neil Patel
2. Using Ambiguous Headings
As mentioned above, most users do not have the time to read through an entire landing page. This underlines the importance of using a descriptive heading on your landing page. The headline should be short, concise, and relevant to the content in the page.
3. Lack of a Definitive Call-to-action
Even if you have a catchy heading and convincing copy, it means nothing if you lack a definitive call-to-action statement. The same applies if you have multiple CTAs on your landing page.
Your page must have a definitive call-to-action – having none or too many confuse the visitors and lowers conversion rates.
The following table shows the effect the number of links has on the conversion rate of a landing page.
Number of links
Source: Neil Patel
4. Absence of Social Proof
A considerable number of marketers assume that social proof takes up space without adding any value to a landing page. This is wrong since most people want to know if others are already using your products and services. When visitors can verify that other individuals have benefited from your company, they are more likely to convert into customers.
The table below shows the impact of social proof on landing page conversion rates.
With Social Proof
Without Social Proof
Source: Neil Patel
5. Using Stock Photos
Some marketers believe that using stock photos improves the visual appeal of their landing pages. The most crucial quality of an image is its relevance. Instead of using stock photos from the internet, you should capture your own and place them on the landing page.
6. Lack of Visual Hierarchy
Another mistake made by marketers is failing to implement a visual hierarchy in their landing pages. The style and size of your fonts and images should be in a way that guides your visitors down the conversion funnel.
7. Too Many Ads
This challenge was prevalent when Google AdSense was popular. Although it has since gone down, some sites still serve multiple ads with the hope of getting clicks. The problem with having too many ads on your landing page is that they distract the user from taking the desired action and increase your bounce rate.
8. Requesting Too Much Information
Lead generation landing pages are understandably notorious for seeking too much information from their visitors. The reason for this is that detailed information is needed to deliver the best possible service to users. However, people are reluctant to share their data to avoid being spammed with messages.
If you ask for too much information from your visitors, you will discourage them from filling your forms. It is advisable to integrate trust seals on your landing page to show that you are serious about protecting confidential data.
Top 12 Must-have Landing Page Optimisation Tools
Every year, several landing page optimization tools are introduced to the market. The advantage of this trend is that its presents more options to marketers. It also forces software companies to add more features to make their products outstanding. On the downside, it makes it more challenging to settle on a particular option.
Here is a shortlist of the must-have landing page optimization tools for 2020 and beyond.
Before optimization, you must first build your website landing pages. Unbounce is the best tool for handling such a task, especially if you are not an experienced programmer. It allows you to create multiple landing pages affordable and timely.
The most significant advantage of Unbounce is its compatibility with other marketing platforms such as Google Analytics, WordPress, and the majority of email marketing software. This compatibility is vital because it allows you to gain insights into the performance of your landing page. It also allows you to promote the landing pages on other channels such as email and social media.
Another tool that is useful for building landing pages is Instapage. It is different from others in that it has several templates depending on your objective. However, its standout feature is its ability to learn and adapt based on the people that visit your web pages.
You can access analytical data in real-time and identify the strategies that are working while tracking vital metrics in your landing pages. Instapage is also compatible with third-party marketing tools and platforms such as Google Analytics, Facebook, Twitter, and several email marketing automation tools.
Leadpages has a drag-and-drop feature that allows you to build a landing page from scratch or using one of the templates available in its collection. Besides having a vast selection of templates, this tool allows you to sort them by conversion rate. This feature makes Leadpages one of the best landing page tools in the market.
Similar to other tools, it has an analytics section that allows you to test the performance of various landing pages on your website. It also allows you to add pop-ups to your landing pages. Lastly, it is compatible with leading email marketing services in the market.
Launchrock is different from other landing page builders in that it is mostly used to create ‘coming soon landing pages. This makes it ideal for businesses that are looking to launch a new product or service to the market. It is also easy to use – all you have to do is choose a theme and edit your message.
Many regard Optimizely as the ideal entry-level landing page testing tool. That said, it has powerful features that can adequately serve established businesses. Its most significant benefit is that it allows you to run an unlimited number of tests, as well as personalization and mobile testing. You can also define goals for your landing page, and the tool will track each of them independently.
HubSpot goes beyond a standard landing page testing tool by allowing you to customize your pages to match the needs of your target audience. It does this by enabling you to create user personas, through which you can segment your audience and improve your engagement levels and conversion rates.
Moreover, HubSpot has a drag-and-drop landing page and form builder. Its software suite also comprises an analytics tool, email marketing platform, and SEO, and so on.
If you like using a hands-on approach when creating your landing pages, Visual Website Optimizer is the best option. Its most exciting feature, however, is multivariate testing. It also allows you to conduct behavioral and usability testing using heat maps. These allow you to see how visitors are interacting with your landing pages and make the necessary adjustments.
Ion Interactive is a landing page testing platform that has several useful features. It enables you to create microsites, multiple engagement touchpoints, and it is entirely scalable with a range of customizable options.
Another exciting feature of this tool is the inbuilt scoring system that ranks your page against a 13-point checklist. A high score indicates that your landing page is ready for launch and can generate a useful conversion rate.
Optimal Workshop is a comprehensive platform that comprises three tools – OptimalSort, Treejack, and Chalkmark. OptimalSort allows you to see how users sort your content and navigation. Treejack shows you the sections that are likely to prompt users to abandon your landing page, while Chalkmark shows the first impression that your page gives to users.
Using these tools you can designate tasks to users to see where they would go to complete them. You can also generate heat maps to see the number of users who followed a particular route to complete the task.
CrazyEgg has impressive heatmap and visualization features that show marketers how visitors are interacting with their landing pages. At the click of a button, you can identify the sections of the page that are receiving the highest engagement rates and those that are not. It is essentially a more detailed alternative to Google Analytics.
Landing pages are challenging to create because many users are not comfortable with filling them. This makes it difficult to maximize conversions, which is the primary objective of creating landing pages.
It takes extensive editing and fine-tuning to create a landing page form that converts. However, with Leadformly, you get access to a vast library of form templates that are optimized for conversions. It also comes with analytics and customization features that allow you to tweak the pages with time. Regardless, you are assured of getting results instead of starting from scratch.
One of the factors that affect the performance of your landing page is its loading speed. A slow-loading page creates the impression that your brand is lazy and reduces the chances of conversion significantly.
Pingdom is a free tool that allows you to test the speed of your landing page. All you need to do is type the address in the search bar and it will return its speed. The ideal loading time should be below three seconds.
10 Smart Ways to Reduce Landing Page Bounce Rate and Increase Conversions
Already, we have covered a lot of information about landing pages and the design. Now, let us shift gears and look at how to reduce bounce rate and increase the conversion rate of your landing pages. But before we proceed, it is important to note that if you have an active ad campaign on social media or a PPC campaign, make sure that the ad directs prospects to the right landing page.
What is Bounce Rate?
Bounce rate is defined as when a user only visits one page on your website and exits without placing an order or even contacting the support team. This metric is used to determine whether the content on a website matches the searcher’s intent.
Consequently, a high bounce rate means that the website is not in tandem with the needs of the target audience. With Google keen on providing the best user experience to customers, it is imperative to make sure that your content is upbeat to meet the target audience intent to visit your website. A high bounce rate could result in a significant drop in ranking on search engine results pages (SERPs).
That said, it’s impossible to impress every website visitor, but you can put your best foot forward by making sure that your content is stellar. Carry out extensive research to understand the audience then come up with content that resonates with their needs.
What are the different levels of bounce rate? Below is a list to help you gauge it and know whether you need to make improvements to your website.
- 80% very bad
- 70 – 80% poor
- 50 – 70% average
- 30 – 50% excellent
- 20% or less – there is a high chance that the analytics tool is not tracking your website pages properly. This could be a result of wrong events tracking settings, duplicate analytics code, and installation of third-party ads such as the common live chat plugins.
Different industries experience varying bounce rates. Here is a chart that shows the different average bounce rates in various industries.
Here are the 10 tested and proven tips on how to reduce landing page bounce rate and increase conversion rate.
1. Placement of the Call-to-Action Buttons
The decision on whether to shop at a particular website or move on to the next one is made within the first seconds. The customers often make this decision by just glancing at the visible section of the landing page without scrolling down. The size of this is dependent on the device used to access the website.
Photo Credit: Time Doctor
This section is referred to as above the fold and should be well optimized and organized. The content should quickly pass the important information about your service or product to the prospects. It should also have a visible call-to-action (CTA) button to help them complete the purchase or take the desired action.
The CTA should not only be clear but also honest. Otherwise, trying to mislead or arm-twist the audience to shop or submit personal information will result in a bad user experience, high bounce rate, and low or zero sales.
2. Carry Out A/B Tests
The only way to know if specific elements that are essential to the performance of your landing page are working in by carrying out A/B tests. Test the performance of the CTA buttons and headlines to know if they resonate with your ideal customers.
Concisely, experiment with different content strategies on each landing page and monitor the results. For example, you can change the color of the CTA button from orange to green or any other color to see the response of your customers.
Photo Credit: Optin Monster
If you have different segments of customers, consider creating a different landing page for each segment. Use different keywords in each of the pages to ensure that it ranks high and is easily discoverable on the search engines.
If the customers are from different countries, set the website to automatically detect the location of the website visitor and display the custom landing page for that geographic region. Research shows that displaying website content that matches the language, culture, and currency of the prospects significantly boosts user experience.
3. Work on the Site Speed
You only have a few seconds to impress a prospect and lure him or her to place an order or complete the desired action such as join your weekly newsletter mailing list. The conversion rate of your landing page is dependent on how quickly and effectively you can impress and convince the prospect that your brand is legit and the product is worth every dollar they spend on it.
Here is a simple illustration of how a slow page affects landing pages.
Here are some tips on how to boost website speed.
- Use a better content delivery network
- Include better caching
- Switch to a faster and reliable hosting company
- Optimize all the images and videos
Click here to read an article we recently wrote on how to increase web load speed.
4. Engage with Prospects Using Videos
Unlike other forms of content, video is versatile and more engaging as it provides potential customers with a real-life perspective of the product or service. You can also post it on multiple platforms such as social media as well as embed it in emails to channel more traffic to your website.
Note that 55% of the internet users globally watch videos online daily. A majority of the potential customers would rather watch a video than reading blocks of text.
Consider adding a video that talks about the unique selling points of your product on the landing page. Make sure that it’s optimized for mobile and can be streamed in full-screen mode. Preferably, place it next to the call-to-action button.
The highlight of using video is that you can incorporate animations, audio, colors, narration, and even music to grasp and retain the attention of the prospects.
5. Focus on Providing a Good User Experience
User experience is tied to all the other elements of the landing page such as content, CTAs, page load speed, and design. A poor user experience will discourage a potential customer from completing the purchase even if they have already added the product to the shopping cart.
Make them feel that they are part of the business by ensuring that the landing page evokes positive emotions. The page should not only be easy to navigate but also aesthetically pleasing. As you work on your landing page, keep in mind the customers who use mobile devices to access it and shop.
6. Use Testimonials
User-generated content gets 28% more engagement than conventional content types. Yes, a clear description of the product is great but may not be enough to convince the customer to place an order.
Spice up the content by allowing the customers to speak for you, vouch for your brand and convince others to place an order. The way to achieve this goal is by including testimonials on the landing page. 93% of online customers say online reviews have a major influence on their buying decisions.
You could also request some of the customers to submit a short video testimonial either using or after using the product. Rest assured that the video will garner a massive number of views compared to other forms of content on the website.
Don’t shy away from posting the video on social media platforms and be used to include hashtags, and a link in the caption to direct the viewers to your landing page. There are also companies with a dedicated testimonials page – you can do the same.
7. Rethink the Content Strategy
Well, experimenting with different content formats will help you to know which content suits your brand. However, you also need to have a consistent content plan to rival the competitors. The way to experiment and still have a consistent plan is by creating a content blueprint that allows you to safely use different content types concurrently.
Buzzfeed is a good example of a website that has an agile content marketing strategy. It uses virtually all social media platforms and even includes GIFs.
Photo Credit: Buzzfeed
Obviously, your landing page is different from Buzzfeed, but you do get the idea on how to ensure that your content strategy is consistent. Carry out extensive market research to know which forms of content you should use on the landing page.
Too few of them and you won’t manage to convey the intended message well – too many and the landing page will look cluttered and unappealing. Strive to strike a balance between the two to achieve the desired conversion rate.
8. Target Abandoning Customers
Abandoning customers are those that leave your website after adding products to the shopping cart or submitting information such as email address. Don’t be too hard on yourself, you are not always the reason why the customer decides to leave the website. Something may have come up in their life and they had no option but to leave.
Remind them to come back and place an order by sending them an email with a special discount. Seek to know why they decided to abandon the cart. You can also encourage them to subscribe to your mailing list to be getting informative newsletters related to your products and brand.
You can also use advanced tools such as Exit-Intent Technology by OptinMonster to accurately track and know when a potential customer is about to leave your website. Target them with a message or pop-up exit discount to discourage them from leaving. So far, this tool has helped thousands of brands to reduce bounce rate and increase conversions.
Photo Credit: OptinMonster
The exit-intent popup can help encourage the customers to purchase, but keep in mind that if the prospects are convinced that the product doesn’t match their needs, there is nothing you can do to stop them from leaving.
That said, you can capture their personal details such as the email address to stay in touch after the first attempt by using a subscription form together with the exit offer. Make sure that the offer is valuable to the customer and not just meant to cover your end.
9. Target the Already Engaged Prospects
The bitter truth about landing page optimization is that the engaged prospects can also leave the website without taking the desired action. This is very common especially in the resources and blog section where you have articles that offer valuable information about a particular topic.
They land on the website; find the information they are looking for and leave without subscribing or placing an order. The only way to engage this select group of users is by showing them relevant offers that match their search intent.
If you sell treadmills and the user looked at a recent article you published on how to work out on a treadmill safely, display a treadmill training shoes ad or any other related fitness product. Such tailored ads will convince them to shop even if they hadn’t planned to do so when they first visited your website.
10. Show Your Authority and Credibility
The internet is filled with thousands of websites with vague and inaccurate information. Stand out from the annoying crowd by showing your authority and credibility in your niche. The savvy customers will carry out a detailed assessment of your service product before shopping.
Win their trust by displaying case study reports and testimonials from other users. Product reviews from third-party sites are more effective in convincing customers who are on the fence to convert than in-house content.
Awards, certifications, quality scores, industry affiliations, and endorsements can help relay your authority.
If you are yet to invest in landing page optimization, you are missing out on an opportunity to increase conversions and boost your revenue. Make sure that you create several landing pages, each for a different marketing channel in your strategy.
The internet has an abundance of options to help you with optimizing your landing pages. In summary, the three main steps are identifying the critical elements in your landing page, improving the functionality and usability, and testing various elements to see if they work.
Get in touch with us for professional landing page design and optimization in Singapore.