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How to Improve Landing Page Conversions

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landing page optimization

By Jo Lynn Barnicoat

Are you having problems with online sales for your goods and/or services? If you find yourself scratching your head as to what the problem is, maybe it’s time to consider how your company’s sales landing pages are being presented.

Simplify your approach. To successfully convert landing page visitors, don’t waste time doing so. You may have a ton of valuable information to impart on them, but doing so virtually ensures you will have a low conversion rate. People are easily distracted, especially on the web. If you don’t get your message across succinctly, many visitors will leave without taking action.

Since you should be working with very little in the way of content, that means every word counts. Use simple language. Marketing jargon or fancy language may confuse some visitors. But even if your target audience is articulate and well-educated, simple language is always the more direct way to entice action.

Forms should also be simple. Don’t ask potential customers to fill in their life history, when name and email address works just as well. Otherwise, you are asking for page abandonment.

Simplifying forms also involves the design process. Something as simple as making the cursor automatically jump to the next box or auto-populate boxes when possible can do wonders. If your site does some of the work for your visitors, you increase your chance for a successful conversion.

Are you guiding your visitors to conversion? Metaphorically speaking, you are guiding your landing page visitors by the hand (well, eyes) to a call to action. If you distract them with too much information off that path (in a side bar, for example), you run the risk of losing them. This falls under the “keep it simple” category as well.

Also keep in mind that the most important information needs to be seen above the fold, the area before the user’s web browser cuts off the rest of the page. That content should lead them quickly to a call to action.

Properly structure your call to action. When you are writing content for a call to action, it can often easily be broken down into two elements: a verb followed by a benefit. For example, “Sign up now to lose inches from your waistline.” In a very succinct pitch, you’ve courted an action (sign up now) followed by a benefit (a slimmer waistline).

Test, then test again. One of the most powerful tools in improving your landing page conversion rates is testing. Whether you are talking about A/B testing different page designs and content to compare effectiveness or simply tweaking elements as you go, landing pages should rarely be static. Always think about how you can improve your presentation for better conversion rates.

Ask questions. Finally, when you are creating a landing page, always think about what your target audience will be thinking. You can do this by asking yourself questions. What are my visitors looking for? How will my product benefit them? If it’s not obvious, how can I succinctly convince them of the benefit? Does my website look trustworthy? When you put yourself in your customers’ shoes, you stand a much better chance of delivering what they want, and finding a new customer in the process.

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