6 Ways to Increase Your Landing Page Conversions
- Shoot for a 1:1 attention ratio
Your attention ratio is the number of links on your page to the goal of your campaign. If your goal is to get visitors to install your app, then every link should be a deep link to the app store page of your app. Links to “about us” or “our story” should be removed. Those can go on your main company website, but for specific campaigns, dedicated landing pages should be created.
In this example below of GreenChef’s landing page, there is only one thing you can do, which is to sign up for their subscription service. It may look like there are multiple links, but they all direct to the same destination — the registration form.
Even when you think you are going somewhere else such as a page to view their menu, all they are doing is bringing you to a section where all links still direct to their registration form.
2. Be loud and clear with your CTA
Your CTA (call-to-action) should be clear and prominently visible. If your goal is to get the visitor to sign up for your newsletter, then “Sign Up for Newsletter” text is much more explicit than “Go” or “Submit”. Don’t be shy about your button size and colors. Your button color should be a contrast to its surroundings so that it stands out. Use white space around it to make it pop even more. If you are using a long-form landing page, you should repeat the CTA several times, as GreenChef does. Different users convert at different times so it’s good to test different placements and CTA text to see which ones convert best with different visitors.
In the example of our client, Abode, you can see here that the “Get Started” CTA is repeated more than once and it stands out against the rest of the elements by being a bright, contrasting color.
3. Show social proof
Social proof is that force that influences you to choose the restaurant with the long lines over the one that is empty. It is that force that makes you want to go to that music festival that everyone else is at (and leave when you realize it’s a deserted island next to a Sandals resort). Aileen Lee, venture partner at Kleiner Perkins Caufield & Byers, identifies 5 different types of social proof.
1. Expert social proof: This refers to using an industry expert such as a dentist to recommend a brand of floss or a chef to endorsing a brand of cooking pans.
2. Celebrity social proof: Brands can leverage a famous celebrity. Jessica Simpson and Justin Bieber have influenced many people to try Proactiv acne skin care line.
3. User social proof: User social proof refers to testimonials given by actual customers who have used your product. This is typically done in the form of case studies.
4. Wisdom of crowds: Visitors are more likely to read an article under “Most Popular Posts Today” and you will tend to go with a company that touts they have “Served X Millions Of People”.
5. Wisdom of friends: This is the most powerful one. It’s when you hear about a product from an actual friend.
Social proof can be shown in many forms including testimonials, reviews, seals, certificates, media logos, social counters, and client logos.
Below is a testimonial from one of our clients. Including a link to their LinkedIn profile or other profile increases the credibility of the testimonial by giving the viewer an opportunity to check if they are a real person, and not just a fake customer with a fake testimonial.
4. Elicit emotion
Identify what emotions are relevant to your target audience and your product. Is it fear? Happiness? Confidence? Longing? You can elicit certain emotions through the use of well-chosen words, images and colors. The most effective way to elicit an instant emotion is through the images of people. People connect with people. Use images of people with facial expressions that reflect the same emotion you want your users to feel. If you are selling productivity software, maybe an image of a confident, smart woman makes sense. If you are promoting a dating app, then an image of a couple in love would make more sense. Try to stay away from stock photos. Use real photos to create more authenticity.
5. Write an effective headline
Your headline should be clear, succinct and congruent with your referral source.
Take a look at an AdWords campaign by ClassPass. The offer is clearly stated. You get “access to thousands of studios” (product) and more importantly you can get “70% off” (offer).
Clicking on this AdWords ad directs you to this landing page.
The headline is consistent with the ad. The headline on the landing page restates the same offer and the offer is very clear and concise. Some other tactics that research has shown to increase conversions is to use between 6–9 words with 8 words being the most ideal, having a sub headline and using numbers in your headlines. ClassPass effectively uses all these tactics with having exactly 8 words, using the number 70 and having a sub-headline that expands on the offer a little bit more.
6. Minimize friction
Keep steps to conversion as few as possible. On forms, remove all unnecessary fields and pre-fill if possible. Repeat your CTA. This serves as a reminder as well as keeps them from having to go back and find where the first button was. Figure out the optimal landing page length. Too long of a page and too much information can be overwhelming for the user and leave them confused. However, too short and simple of a page may leave the visitor with not knowing enough about your offer to be convinced. Use simple and succinct sentences and bullet points instead of paragraphs. You want to get your message across quickly and easily.
As you implement these elements, make sure to continuously test different versions and see what works best for your product and with your target market.
Email me directly or leave a comment here if you would like any pointers or if you want to share other web design tactics you have used to increase conversions (diana[at]plat4m[dot]com)
Diana Solatan is the Managing Director at PLATFORM Design and Development Studio. PLATFORM designs and builds websites and mobile applications for global brands and tech startups. You can email Diana at diana[at]plat4m[dot]com.