You have put a lot of effort into creating your landing page – realizing afterwards that you achieve little to no conversions with it? Don't panic, we have 10 tips for you on how to increase the conversion rate of your landing page easily and effectively.
If you're running ads through Facebook, Google, or Affiliates, you can be fairly certain that a large percentage of users are coming to your site from mobile devices (unless you've configured your ads differently). After all, according to one survey 46% of respondents say they do their online shopping on their smartphones. Unfortunately, many make the mistake of relying on a well-designed desktopsite 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 loading time of site as short as possible, as too long a loading time unnecessarily increases the bounce rate. In fact, studies have shown that users who have had a bad experience with a brand's mobile site in the past, are 62% less likely to...to buy the brand's products.
Nothing is more annoying for your visitors than coming to your landing page and then not finding the information they are looking for within a few seconds. Usually, a user first scans your content for the information they're looking for and then decides whether to stay on your landing page or bounce.
Therefore, you should make the structure of your landing page as straightforward as possible: For example, 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 colour. Also avoid long text passages, complicated graphics and - very important - formulate appropriate headlines that you present in an eye-catching way. This will make it easier for the user to scan and avoid a high bounce rate.
In addition to a clear structure, you should also present your content in the most appealing way 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 the customer in the best possible way. But remember:
The customer scans your content for the information they are looking for. Long text passages are especially overwhelming on mobile devices.
One trick is to hide long texts in an accordion, for example, and only provide it with headings that can be unfolded if you are interested. You can also pack "boring data" appealingly in graphics and thus loosen up a strict design at the same time.
If the customer arrives on your landing page through an ad, the probability is high that he does not yet know your offer. So you face the challenge of convincing the user of you and your offer in just a few seconds.
So go for 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. Because in fact, it turns out: Users are not impressed by long feature lists, but understand your offer much better, if you list the solutionsthat you offer for the problems of your users.
When creating landing pages, it's important to maintain the right balance. While the user should not be bored by your content - but they shouldn 't be overwhelmed with too many featureseither.. So avoid flying in graphics, an exaggerated color profile and links that lead the user away from site .
There is only one place where you should put visual accents: The CTA - the call to action. Because this is the absolutely most important part of your site and it should be clearly recognizable. So use clever colors to guide the user to the goal and to move him to the conclusion and refrain from any distraction that could keep the user from a conversion on your landing page.
As mentioned before, the user doesn't know your company and/or your offer when they arrive at the landing page. That's why it's important to build trust. According to a study by Bitkom 65% of all customers on the Internet first look for customer reviews before they buy 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 customer testimonials in the form of reviews or by displaying awards and seals of approval. This way, users can see at a glance that they can trust your company and that it is a serious offer that has already convinced other users.
You've 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've probably asked yourself: what is this? Rightfully so. Because some companies make the mistake of going for aesthetics instead of authenticity and emotional appeal.
In this context, an authentic appearance is very important and emotional appeal can be a real conversion booster. A case study by Konversionskraft showed, for example, 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 users that you're the right person for them. It is important that you present yourself and your company as personally (but at the same time professionally) as possible, so that the customer knows who he is dealing with.
So use pictures of employees and contacts and introduce them as well - this way, the user has already built up a delicate emotional connection when visiting your landing page and is more inclined to buy your product or use your service.
When you set up a landing page, it is important that it has the same look and feel as the ad. Because if the design of your landing page differs too much from your ad, a break occurs and the user is no longer sure whether it is the same provider. So use the same graphics and wording as in the ad to create a close as in the ad to guarantee a seamless transition and to tie back to the last point of contact.
Even if your product or service is really good, you should first make the user a non-binding offer and create incentives - especially if your product or service is in the higher price segment. Because as I said, the user doesn't know your product or company. Give your users the opportunity 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 whatever offer you make, the important thing is.., is that the call to action is simple and that visitors to your landing page immediately understand what you are offering, how they can benefit from it and what they need to do now to take advantage of your offer.
Finally, the bad news: A landing page is never finished. Because now it's time for optimization. After all, there's always a little bit of improvement to be had. The important thing to remember when optimizing is that you don't 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.