7 Strategies for High-Converting Landing Pages

Boost the Conversion Rate of your Landing Pages

Wordstream has written about the basics for landing pages many times, from favourite landing page tips and tricks to the best landing page tools you can use to amplify your landing page performance. This piece covers some landing page strategies that go beyond the basics, so you can take your landing pages to a new level of conversion power.

You may have seen some of these strategies for high-converting landing pages before, but these subtle points show why and how they can make your customer experience stand out. You can employ these strategies in your own landing page optimisation efforts to get significantly higher conversion rates.

What’s a High-Converting Landing Page?

Our research indicates that conversion rates vary by industry, but averages generally fall between 2% and 5% for AdWords advertisers. The average conversion rate in AdWords across all industries is 2.7% on the search network and 0.9 on the display network. The conversion rate for the top 10% is 11.5%, the top 25% is 5.35% and the median is 2.35%.

There are lots of businesses who have managed to achieve higher conversion rates. WordStream did a study in 2014 that showed some advertisers – the best of the best – were getting conversion rates of 10% or more. That’s what you want to aim for! And use these 7 strategies to achieve it.

1. Incentivise Your Visitors with an Irresistible Offer

Make an offer that helps close the deal right away. You need to give new customers an incentive to take action right now. After about five seconds on the site, an enticing offer of a 10% discount pops up and it’s something the main competition is not doing. Given this, viewers will be more inclined to shop with you since they’re getting an immediate saving.

Also design the page so that it gives a clean, well-laid-out impression, and it makes the benefit statement clear: save up to 37 percent on product X. Specificity sells, and pinpointing it at this granular level makes it more believable. Ultimately, the main takeaway here is that the offer provides visitors with something they can use right now.

2: Limit Choices

Instead of giving multiple choices, limit the offer to one main choice. Use very little text and make the offer straightforward and to the point. This is often better than what is normally recommended for lead gen situations, which is to use the standard three feature and benefit statements, include a solution and have a form to fill out.

Use an eye-catching hero image and leverage credibility boosters with a testimonial and the big-name brand customers along the footer, both of which are best practices for landing pages.

3. Provide Customer Service with a Lighter Touch

Live chat is nothing new, but it should be offered in a less intrusive way. There’s little more annoying than the chat pop-up that comes out of nowhere like a pushy salesperson. But the viewer must give their email address to use it.

Wordstream has more on product-landing-page-best practices if you want more tips on how to optimise them. See landing-page forms if you use a form on your landing pages.

4. Go for a Test Drive

Some products do better by encouraging viewers to test drive them. The viewer can either sign up as an individual or group to see the product in action before they decide to buy. This “hands-on” approach helps prospects visualise how they’d be able to use the product in their own lives, which can be a crucial deal-maker and help close sales.

5. Provide Real-Time Social Proof

It’s beneficial to build credibility by showing social proof, say by showing a running tally of the product sold. Social proof —the fact that other people are using or buying the product—helps new prospects feel at ease about the purchase decision because they know lots of other people are customers too.

You could post a running update of orders. You see what the person bought and it’s updated in real time. This little feature builds confidence in the company because it implies that people just like you are buying from this website. Who wants to feel like they’re the only customer on a website?

6. Use Scarcity and Urgency as Motivators

Real-time quantity updates can motivate people to buy now. Showing that an item sold out implies a) your company moves a lot of product and b) visitors need to take action because products DO sell out. The bottom line here is that scarcity motivates people to buy because they hate to feel like they’re going to miss out on something.

You should also consider urgency. When we know a sale ends soon, we’re more apt to buy rather than wait. Use a countdown timer to let people know the sale ends soon, so they better act fast.

7. Show the Value

It is crucial to illustrate the value. Everyone loves a deal – highlight how the price is slashed on a product. If you just show the price, a visitor would have no context to put the price in perspective. Show the regular price and the new price and potential customers will hopefully think “wow, this is a great deal, I need to buy now.” Highlight free shipping so that’s even more incentive for the visitor to buy from this landing page.

Click here – http://www.wordstream.com/blog/ws/2016/06/10/high-converting-landing-pages?- to read the full post by Wordstream.

Call us NOW on 027 489 5009 or email chris@pattersondigitalmarketing.com and we’ll help you to design your landing page to boost your conversion rate. Don’t just direct your AdWords responses to your website – it destroys your conversion rate.

Chris Kirkham