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How to Increase Conversion on Your Landing Page

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Michael Bentos
August 23, 2016

Michael Bentos

Michael Bentos is a digital marketing professional and part of the ParadoxSEO.com team. He offers SEO services throughout the world. You can find him on LinkedIn. To learn more about the author, please visit this blog.

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Even after getting paid search ads, optimizing your pages and generating good natural search, you may still find that you are not making good sales. The reason for this may be because of your landing page. A poorly designed landing page will attract visitors to your site but will not compel them to do business with you. Such pages have a high bounce rate. Needless to say, this is something you don’t want. After all, you built your website to funnel customers in, didn’t you?

For your website to work in increasing your sales, your landing page has to be designed carefully. Not every strategy you use out there will help you create a page that converts casual visitors into paying customers. So, what are some of the things you need to do to improve the conversion on your landing page?

  • Create a clean and clear landing page design

The first thing you need to do is ensure that it is easy for your visitors to see who you are, what you have to offer and what you are asking of them. The easier it is to understand this, the more likely the casual visitor will do business with you.

There are a couple of things you need to do to ensure that you create a landing page that is clean and clear:

  • Make it easy to navigate. Your page should be clear of clutter/distractions. Your visitors should be able to know why they are on your page and understand what they need to do.
  • Bullet points. Most Internet users are skimmers. Bullet points will make it easy for them to understand what you are offering.
  • White space. Empty spaces on your landing page will increase conversion since it makes it easy for visitors to read and understand your content.
  • Images. These are crucial on the lead-generating landing pages.
  • Contrasting and complementary colors. Colors optimize the landing page. Making the page appealing will help increase conversion. Your Call-to-Action needs to be in a contrasting color.
  • Don’t ignore the 5 second rule. You have 5 seconds to impress your visitors.
  • Have a clear call to action

The purpose of a landing page is to increase conversion. It will not do this effectively if you don’t take the time to call-to-action. The CTA is what you want your visitors to do. Do you need them to contact you, try it, shop now or sign up?

Forget what you have heard or what you think you know. When it comes to online marketing, people want to be told what is required of them. Create a CTA and make sure it is easy to find.

  • Provide an offer

People love free things or things. You can use this to lure them in. An offer is basically anything given to a visitor in exchange for them doing something you want. The offers could be in the form of discounts, coupons, free trial, a free version product, whitepaper or matching gift. The best offer will lure a visitor into your conversion funnel.

  • Narrow your focus

Just like in SEO where you have to focus on specific areas/keywords to achieve a good ranking, when it comes to conversion, you have to narrow your focus too. Your landing page has to be kept simple. Studies have shown that the more choices you give people, the longer it will take them to make a decision. That said, the clearer you make your page, the more likely you will get more conversion.

Some questions you need to ask yourself when designing your landing page include the following:

  • Do you need the navigation bar?
  • Do you have to talk about the philosophy of your company?
  • Do you really need to ask your visitors of all that information?

When working on your landing page, you need to keep your copy brief and ensure everything you add to the page is completely relevant. To redirect visitors’ focus to the most important areas, use visuals such as contrasting colors for the call-to-action. Your headers and side links should not deviate from the primary mission of the landing page.

  • Have effective headlines

People that land on your page will decide in a split second whether they should continue being on your page or just click away. This means you have less than 5 seconds to convince your visitors to stay. For this to happen, you need to make use of effective headlines and write your content in plain language. Eliminate the jargon.

  • Increase trust by offering proof

Last but not least, you ought to increase trust by offering proof. Provide customer testimonials, case studies, results of scientific tests and studies, third party reviews and social proof.

Making visitors to trust you is the key to increasing conversion on your landing page. Eliminate the distractions, compare with the competition and design a landing page that is unique to your audience.

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