You've put a lot of effort into creating your landing page and now you have to realise that you're only achieving a few conversions or none at all? Then here are 10 tips for you on how you can increase the conversion rate of your landing page easily and effectively. Creating a landing page is not that difficult, believe me!
Mobile First: Optimise for mobile devices
If you run ads through Facebook, Google or Affiliates, you can be relatively sure that a large proportion of users will come to your site from mobile devices. Unless you have configured your ads differently. After all, according to a survey, 46% of respondents already say they do their online shopping with their smartphone. Unfortunately, many make the mistake of relying on a well-designed desktop website while completely neglecting the mobile version of their landing page.
So make sure that you give priority to the mobile version and make changes to it first. Also, try to keep the load time of your WordPress website as low as possible, as too long a load time will unnecessarily increase the bounce rate. Studies have shown that users who have had a bad experience with a brand's mobile WordPress website in the past are 62% less likely to buy the brand's products.
Usability: Create clear structures
Nothing is more annoying for your visitors than coming to your landing page and then not finding the information they're looking for within a few seconds. People who visit your website usually scan your content first for the information they want - and then decide to stay on your landing page or bounce.
Therefore, you should make the structure of your landing page as straightforward as possible: Set visual signals by presenting the CTA ("Call to Action") in an eye-catching way and structure the landing page by giving each topic a different (subtle) background color. Also, avoid long text passages, complicated graphics and formulate appropriate headlines that you present in an eye-catching way. This will make scanning easier and avoid a high bounce rate.
Content: Less is more
In addition to a clear structure, you should also present your content as attractively as possible. It may sound trite, but it's true: brevity is the spice of life. Of course, it's tempting to put all the information about your product on the landing page - after all, you want to inform your customers in the best possible way. But remember:
Customers scan your content for the information they are looking for. Long text passages are particularly overwhelming on mobile devices.
One trick is to hide long texts in an accordion, for example, and to provide it only with headings that can be unfolded if you are interested. You can also pack boring data attractively in graphics and thus lighten up a strict design at the same time.
Clear message: focus on users
Anyone who arrives on your landing page through an advertisement is most likely not yet familiar with your offer. So you are faced with the challenge of convincing this person of you and your offer in just a few seconds.
Therefore, focus on a clear message and formulate meaningful headlines that immediately give your users an overview of what you offer and what advantages they have as a result. Avoid technical terms, use a simple sentence structure and try to make your offer as tangible as possible. In fact, it has been shown that Users are not impressed by long feature lists, but understand your offer much better if you list the solutions you offer for their problems.
Targeted user flows: Avoid distraction
When creating landing pages, it is important to keep the right balance. While you don't want your target audience to be bored by your content, you also don't want to overwhelm them with too many features. So avoid flying graphics, an exaggerated colour profile and links that lead users away from site .
There is only one place where you should set visual accents: the CTA - the call to action. Because this is the absolutely most important part of your site and it should be clearly recognisable. So use colours skilfully to guide your users to the goal and to induce them to make a purchase. Avoid any distractions that could prevent users from converting on your landing page.
Build trust: Use Trust Elements
As mentioned before, users do not know your company and/or your offer when they arrive at the landing page. Therefore, it is important to build trust. According to a study by Bitkom, 65% of all customers first look for reviews on the internet before buying a product.
Save users the trip to rating portals and therefore place trust elements on your landing page. This is best done with the help of your customers' votes in the form of reviews or by displaying awards and seals of approval. This way, your target group can see at a glance that they can trust your company and that it is a serious offer that has already convinced others.
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Authenticity: Arouse emotions
You have probably come across one or two landing pages that show an image with a high-resolution nature motif, supported by a quote from a famous person. You have probably asked yourself: What is this? Rightly so. Because some companies make the mistake of focusing on aesthetics instead of authenticity and emotional appeal.
An authentic appearance is essential and emotional appeal can be a real conversion booster. A case study by Konversionskraft, for example, showed in a test with five landing page variants that emotionally focused landing pages were able to achieve 80 % more uplift in conversions.
You don't need high-resolution stock photos to convince your target group. It is important that you present yourself and your company as personally (but at the same time professionally) as possible, so that users know who they are dealing with.
Use pictures of employees and contact persons and introduce them as well. This way, users have already built up a delicate emotional connection when they visit your landing page. And they are more inclined to buy your product or use your service.
Recognition value: uniform displays
When you set up a landing page, it is important that it has the same look and feel as the ad. If the design of your landing page differs too much from your ad, there will be a break and your users will no longer be sure that it is the same provider. So use the same graphics and wording as in the ad to guarantee a seamless transition and link back to the last point of contact.
Clear CTA: Incentives for more conversions
Even if your product or service is really good, you should first make your users a non-binding offer and create incentives - especially if your product or service is in the higher price segment. Because as before: People who visit your website do not know your product and your company. Allow your target group to get to know you and your offer first and communicate your call to action repeatedly and clearly on the landing page.
Incentives can be provided, for example, by a free consultation, a freebie or a discounted offer. In addition, the element of scarcity is also useful for more conversions on your landing page.
But no matter which offer you formulate: it is important that the call to action is formulated simply and that it is immediately clear to visitors to your landing page, even when they skim through it ...
- what you offer,
- what benefit they get from it and
- what they need to do now to take up your offer.
Conclusion: Create & optimise landing page
Finally, the bad news: a landing page is never finished. Because now it's time for optimization. After all, there is always room for improvement. When optimising, it is important that you do not change too many aspects at once.
So first test different headlines, then different texts or graphics and then different structures. In this way, you can clearly identify which factor has improved (or worsened) your conversion rate and thus feel your way closer and closer to the optimal landing page.