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How to use Landing Pages to improve Conversion in 2021

Do all Landing Pages have a high conversion rate? Across all industries, the average conversion rate of landing pages is 9.7%.

A landing page is simply any webpage that a customer will first interact with. A landing page is separate from the home page or any other page and is usually a standalone page.

The main difference between a landing page and a website homepage is the purpose of the page. A website homepage will let the customer explore the website while the landing page will support lead conversion.

Landing pages will help to improve lead conversion since landing pages are created to encourage customers to provide their information or purchase a product or a service.

Landing pages are created to increase the likelihood of the visitors who come to your website to take the desired action, which will improve conversion.

Research conducted by Omnisend in 2018 has found that Landing Pages are the least popular sign-up form however have the highest conversion rate of 23%!

Here are a few tips on how you can use landing pages to improve conversion.

1. Identify the purpose of the Landing Page

Landing Pages usually have two purposes that are either to gain insight into the website’s visitors and/or push the visitors into making a purchase from your business. It is important to identify the goal you want the landing page to achieve and focus on building the landing page around the goal.

Do not include multiple pieces of content in one landing page since this may distract the customer. Keep in mind to be on point and provide information only on the product or service you want to be highlighted on the landing page.

You can create multiple landing pages for various purposes on your website. Ensure that your website has at least 12 Landing Pages directed towards increasing the conversion rate.

The purpose behind Landing Pages may be to convince your customer to purchase a product, subscribe to your email or newsletter, sign up for free trials or free eBooks, and/or event registration.

2. Direct Call to Actions (CTA)

A call to action prompts your visitors to take an intended action on your landing page. Call to Actions can be seen in many forms; Sign Up, Contact Us Now, Apply Now, and Shop Now, etc.

You can create CTA’s for any purpose however, keep in mind to highlight and keep the attention on the main action you want your visitors to take on the landing page.

Using CTA’s in a Landing Page will encourage the customer to further explore a product or a service they’re interested in. This will also encourage customers to provide information about themselves which will allow us to contact the customer in the future.

3. Provide an Incentive

You can provide incentives to persuade your visitors to take an action. As an example, in exchange for getting their information, you can give visitors a free e-book. For signing up for your newsletter you can give a small percent discount for purchases through your website. An incentive can be coupons, discounts, a free consultation, free trials, or a gift.

Providing an incentive will persuade your customer to take an action on your website as opposed to just asking for information. You can create separate landing pages providing different incentives catered to your customer’s needs.

Do showcase the CTA and the incentive in an attractive manner to grab their attention. However, it is important to remember that this should be in a subtle way to be in line with your website’s design.

4. Be Creative

Keep in mind to be creative with the content you put on the landing page. Keep in line with the theme of your website but be creative with your messaging to grab the attention of your customer.

Always emphasize the CTA in your page design to convince the customer to take the required action. The design is one of the direct ways to let the customer know what action we want them to take. Use different signage to direct the eyes of the customer to the CTA.

Help the customer take the desired action by helping them visualize what they want or where they would be after using your product or service. Using high-quality videos or images on the page will attract your customer’s attention and pique their interest.

5. Keep Monitoring

No matter how many landing pages you make, it is important to keep monitoring which pages perform the best with your audience. By monitoring the landing pages, you can make changes to ensure the pages perform well.

A/B Testing is one of the best ways to compare and contrast what your client is looking for. This will help you understand your customer better and also create landing pages which will help to improve your website conversions further.

Conclusion

The answer to whether all landing pages have a high conversion rate is “no”. However, as mentioned above, it is clear that it is important to monitor and try out different tactics to figure out what works best.

Without a doubt, landing Pages are an essential part of any website and are usually incorporated in almost every website. However, the purpose of landing pages is to increase conversions or persuade visitors to take the desired action.

Eventually, the landing pages will improve conversions and create a loyal set of customers who may keep returning to our websites.

Following the tips mentioned in this blog will help you create highly converting landing pages. Our UX Designers and Direct Copywriters can help you create the ideal Landing Pages for your website.

Digital Marketing Sri Lanka & Australia | Team | Ladder Global

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