Building a perfect landing page is not easy. In this blogpost I am going to show you, how you can optimize your landing page and increase your conversion rate in 11 steps. Do not forget: Your landing page is only perfect, when it has a conversion rate of 100 percent. But as long as this is not the case you should optimize your landing page permanently through A/B-Testing.
1. Optimize your page speed
Every user likes fast websites. Make sure that your website loads quickly. Because that can affect the user experience and the conversion rate on your website. The more your site is loading slowly, the higher the bounce rate. Even Amazon has a 1% drop in revenue based on page latency causes of 100ms.
2. Mobile Friendliness
Google announced about 2 years ago that for the first time, that the search activity on mobile was higher than on desktop devices. If your website is not optimized for mobile devices users will probably leave your landing page directly.
You can check on testmysite.withgoogle.com your websites page speed and mobile friendliness. The tool also provides you with recommendations of how to optimize your website.
3. Minimalistic Layout
Less is more. Your landing page has to be very lean. Use only truly necessary design elements. The success of a landing page gets measured by efficiency and not by a beatiful design.
4. No Distraction
Avoid using website elements like external links or a navigation. The result could be a higher bounce rates. Landing pages are specially designed to generate conversions like a newsletter subscription or a demo request. Everything else is redundant.
5. Above the fold
Your lead form shoul be visible in the above the fold area. Otherwise the user first has to scroll down and this might lead to a lower conversion rate.
The human brain decodes visual content about 60.000x faster than text. Due to this fact images are an important element of landing pages. It should speak to your target audiences emotions but also include key message of your product and your brand. Use an image with high resolution, but don’t forget the page speed.
Content and trust elements
7. Value Proposition
Communicate your (unique) value proposition. Are you solving the right problem? Do you understand your customers’ individual needs? Without that it will be very difficult to convince the user of giving you his email address or buying your product.
You have to communicate your value also in the headline of your landing page. Normally the user first skims over a text before reading it completely. Be brief and give information only as much as is necessary.
9. Trust elements
We are influenced by our environment. We buy, what other people want to buy. This aspect is called “social proof”. Testimonails of existing clients could have an impact on your conversion rate. Place also a picture of your clients beside the testimonials. Not only is this particularly authentic, but it also is extremely well received by customers.
Other trust elements are for example: Seal of quality or recognised certificates.
10. Sign up form
Regardless of whether you are offering a free ebook or free trial: In this step you only want to the users email address. Unless additional informations like name, city or zipcode are not necessary, do not ask the user for that. The more form fields, the less probability there is that the user will fill out the form completely. Keep it simple!
11. Call to Action
You have convinced the user and he is ready to give you his email address. Avoid standard terms like “send” or “download”. Use instead phrases like “Get your free ebook” or “Start your free trial!”. Give your customer the feeling of getting something special in exchange for his data.
The landing page optimization is a process that permanently repeats itself. It is a process of ongoing optimization and a very effective strategy to increase the return on investment of your marketing efforts.