It’s a problem you see all too often. Businesses having fancy-looking websites, high-quality images, plugins, all the bells and whistles to make the site stand out to visitors — yet not a single sale.
What’s really going on here? And, as a business owner, what can you do to fix the issue?
Chances are, your landing page might be boring your customers. Or, maybe you’ve tried adding far too many elements to it that your site visitors just end up overwhelmed and leave.
The point is, you’re not doing things right and it’s hurting your business.
So, in this post, we’re going to share with you what every business owner needs if they want to do landing page optimization like a pro: An easy-to-follow cheat sheet.
5 Conversion-Boosting Strategies for Landing Pages
1. Know what your audience wants.
It’s pointless to just assume what your site visitors are looking for. Do some digging, really get to know your customers. Create a buyer persona.
All the information you’ll be getting from studying them is what you’ll need to create landing pages, products, services, and entire marketing campaigns to target them better. So, if you haven’t created a buyer persona yet, it’s time that you do.
Try using tools like the one from Xtensio if you’d like to choose from a selection of fuss-free templates for anything like client sheets, business reports, and yes, buyer personas.
Alternatively, you could set up a user persona website survey on your website to quickly understand who your true user personas are without leaving your desk.
2. Avoid boring headlines.
You’ve heard this before and you probably didn’t take it seriously then. Well, it’s time you do. Headlines, if done right, can increase your conversion rates by as much as 10%.
Create headlines that grab the attention of site visitors the moment they see your page. Make sure it’s the first thing they see.
Take a note also of the following tips that should help you create engaging and powerful headlines:
- Have as many as 10-20 different variations to choose from.
- Use ‘power words’.
- Run your headlines through a headline analysis tool, like the one from CoSchedule.
- Optimize the length of your headlines.
- Test, evaluate, and adjust.
3. Have an irresistible lead magnet.
Landing pages should always offer something that’s enticing enough to get people to take action. And the only way to do that is to make sure that what you’re offering is valuable.
Ideally, you should already have your buyer persona at this point. What you need to figure out is what kind of lead magnet your target customers will find irresistible.
Of course, we’re well aware that not all landing pages are created for lead capture. But, if any of your landing pages are, then at least you have a better idea of what to do.
There are several qualities of an effective lead magnet that’s sure to convert your online traffic:
- They solve a problem.
- They offer easy-to-understand information on complex topics.
- The content can be acquired fast.
- It shows you as an authority in a given field.
- The content is something they can use over and over again (evergreen content).
4. Make your landing pages lightning-fast.
So, now you have your buyer persona, your lead magnets, and your catchy headlines. What’s next?
Arguably the most important thing about your landing pages: speed.
Even Neil Patel, a seasoned digital marketer, wouldn’t hesitate to tell you that slow website pages can seriously hurt your conversion rate. In fact, 79% of online shoppers won’t bother coming back to your site if they’re not happy with your site’s performance.
We don’t need to go into the details of the horrors of slow page loading times, because we’re sure that even you as a business owner have had your own personal experience about poor page loading and how it affected your impression of a business.
How do you fix this, then?
First, you’ll need to know what the problem, or problems, are. And, our personal favorite tool to use for doing that is GTmetrix.
GTmetrix gives you a detailed, albeit brutally honest report on everything related to your website’s page loading performance. And, this is good. You need all the information you can get.
The report also provides several fantastic insight into where the problematic areas are, so you know what to fix. Interesting, right?
But, there are also plenty of effective ways to boost your site performance. Try scaling down the sizes of your website images (without losing quality, of course). Or, have a secure and reliable content delivery network (CDN) in place to make sure your pages load fast no matter where your site traffic comes from.
Other great ideas for improving website experience for online users:
- Page caching
- Get rid of irrelevant and slow-causing plugins
- Get rid of 404 errors
5. Captivate and be consistent, but focus on CTA.
In this last point, we’re talking about captivating designs and engaging content, which usually go hand-in-hand.
In terms of design, landing pages must be aesthetically appealing. It should play with the senses in a good way, and ideally direct the general attention of the viewer to the call-to-action (CTA). If it doesn’t support the CTA, it fails entirely, no matter how beautiful the design is.
The same is true with whatever content you’re putting in your landing page. Make sure it only strengthens your call-to-action and makes people want what you have to offer.
Use your buyer persona, use the power words you’ve learned, and get a freelance web designer to create the landing page you need (if you can’t design pages on your own).
Or, if you’re more comfortable with themes, choose ones that are minimalist, just to be safe.
But, don’t be married to any of the design and content practices you set in place. If something doesn’t work, be flexible enough to make changes and try something else until you do get the results you want.
Tying It All Together
Now that you have finished going through the five points of creating high-converting landing pages, everything else should be easy enough.
This cheat sheet may not be the most exhaustive one out there, but we’re more focused on keeping to the basics. And, the basics do work. The problem is that so many online marketers and business owners disregard their importance, thinking the solution must be something else.
But, as the saying goes, ‘sometimes the questions are complicated, but the answers are simple’. And, the same is true when creating landing pages.
As our last advice for you website owners out there, don’t be afraid to test. Try different approaches, different designs, maybe even different buyer personas. Test and don’t be afraid to fail. Because, as long as you’re learning something, you’re not really failing. That’s just how business works.