8 Ways to Improve Your Website’s Landing Page
Are you spending a lot of time and money driving traffic to your landing page and not getting results? You aren’t alone. According to reports, only 22% of businesses are satisfied with the results their landing pages provide.
Luckily, there are a few things you can do to improve your landing page results. Below are eight ways you can improve your landing page conversion rate.
1. Segment Your Audience With Landing Pages
Segmenting your audience with landing pages is one of the simplest and most effective ways to improve your conversion rate. Use your landing page software to create multiple versions of your page.
For example, if you have two products or services you want to market, there’s no reason to send both ads to the same landing page. Instead, send each ad to a unique landing page tailored for the product or service you’re promoting.
The same is true with customer demographics. If your product or service targets different customer demographics, send each demographic to the page with language that appeals to them the most.
2. Test Your Headlines
Your headline is the first thing a user sees on your website. If it’s not effective, you won’t be able to convert your visitors to customers.
Take the time to run split tests on your headlines. You might find that one headline appeals to your audience more than another, so it’s wise to keep track of which headlines are converting. You can also split-test your high-converting ones to try and squeeze as many clicks as you can from your work.
3. Use a Heatmap
Sometimes basic data isn’t enough to improve your landing page. Without knowing what your users do on your page, you don’t know for sure what website elements are helping or hurting your conversions. That’s where heatmaps will help.
A heatmap visualizes your landing page showing where users are clicking and what they’re looking at. Heatmaps take a lot of the guesswork out of landing page design and help you decide what to change on your landing page to improve it.
Using a heatmap can also help you with a landing page conversion rate calculator. It enables you to hone in on the elements that matter most, so you can calculate what changes lead to the best return.
4. Keep Important Information Above the Fold
You don’t want to make users work too hard to find the information they need. Users may get frustrated or leave your landing page because they think it’s too hard to use.
To keep your users from having to scroll, make sure you include any important information near the top of the page. Doing this means people can find the answer they’re looking for immediately. They can then read further down your page to learn more about what you have to offer and how it will help.
Your landing page builder can help you with this. Use it to maneuver your content to put what the user is looking for right at the top.
5. Remove Distractions
Do you have a sidebar on your website? Does it contain links to social media sites, email signups, or advertisements? If you do, you need to get rid of them immediately.
You’re not doing users any favors by encouraging them to leave your landing page. Your only focus should be on that page — that’s why your ads sent people there in the first place. If they want social media links and other information, they can get it from another part of your website by looking through your content.
Your goal is simple: solve the problem of your visitors as quickly and efficiently as you can.
6. Strengthen Your Call to Action
Emphasis is vital with your call to action. If you don’t get across precisely what you want in your calls to action, your conversion rate will suffer. Therefore, your call to action should be clear, concise, and to the point.
For example, if you’re trying to get people to fill out a form on your page, your call to action could be something like “Sign Up Here.” If you’re trying to get people to purchase something on your page, your call to action could be “Buy Now.”
Don’t let your call to action blend in with the rest of your page, either. On the contrary, it should stand out and be noticed as soon as your visitor lands on your page.
7. Focus on Benefits
Ask yourself this question: are you providing features to people, or are you trying to solve a problem?
You need to figure out the benefit of your product or service to your target audience and then make it clear on your landing page. If users can’t find this information on your page, they’re going to bounce back to where they came from.
Talking about your features doesn’t accomplish that goal. Instead, it would be best if you conveyed to your visitors how your features solve their problems.
8. Monitor Your User Journey
Even if you have great content that provides everything someone needs, you still might not get the user behavior you’re expecting. Your users could be heading back to where they came from or click through to another part of your site.
Path analysis is the process of analyzing the user journey on your website. You’ll learn during this process whether or not someone is clicking through to where you expect.
If someone doesn’t take the expected path, you need to ask yourself why they don’t do what you expect. Make sure to learn more about the term path analysis so you can make a proper analysis.
Never Stop Working on Your Landing Page
Your work as a webmaster is never done. Even if you’re getting a great conversion rate now, that doesn’t mean there aren’t improvements you can make. So keep optimizing your landing page in the future to keep seeing better results.
Do you want more tips that will help you run a better website? Then, please read our latest blog posts to discover what else there is to know.