Whether you are selling a product, collecting email addresses, optimizing your landing page to maximize website conversions should be top priority.
Think of a landing page as your sales pitch. You’ve only got one chance and just a few short minutes to convince a visitor to take action. Like all great sales pitches, there are several key strategies you can implement to convince visitors to accept your offering.
An optimized landing page transitions a visitor to a conversion in as little amount of time as possible. This transition needs to be smooth, seamless, and a free of any unnecessary distractions.
A common cause of distraction is messy content layout.
The content on your landing page should be enjoyable to read and simple to comprehend.
Aim to write the content the way you would say it. Writing the way you would speak helps keep the sentences light and your message crystal clear.
Break up messy blocks of text by sticking to 2 – 3 sentence paragraphs. Provide illustrations to help visitors quickly absorb the presented information
Another possible distraction is having too many links on your page. Too many links will give your visitors the option of clicking away from your landing page. They can also make your call to action difficult to identify.
Not including a navigation bar and a footer on your landing page will make your CTA easy to identify. It leaves your visitors with only one possible course of action: completing the conversion process.
Here is an example:
Note how the absence of a navigation bar and clean minimalistic layout adds prominence to the clear call to action at the centre of the page.
Here is another example:
Note the neat 2-3 sentence paragraphs and how the illustrations provide visual variety to the content.
The clear and simple call to action is also readily identifiable and evidence of an effective website conversion strategy.
This powerful landing page hack is not included in most conventional landing page optimization tutorials.
If your product or offering is simple to understand, place your desired call to action at the top of the page. (as in Figure 1 and 2).
If your offering is complex, such as software, you will need to take a different approach. First you must convince visitors the benefits of your product before displaying your call to action further down the page.
Around 1200 pixels from the top. This portion of the landing page is viewed nearly 3 times longer than the top of the page!
The most convincing message you can convey on your landing page is how your offering addresses your visitor’s key points. This section of the landing page should contain that message.
If you are not sure what to write, ask your existing customers about some of the main points you helped them to deal with. They might reveal some powerful insights you had not thought of.
Testimonials are a must-have element of any effective landing page optimization strategy. They provide visitors with reasons to trust your brand or product.
They put your visitor’s mind at ease by showing that they will not be the first ones to try the product. The product has already been field-tested by others and applauded for its capabilities.
Testimonials also convince visitors the success others are experiencing from the product. If your colleague purchased a smart-watch that doubled their productivity, wouldn’t you want in on that?
Of course you would. Just imagine the things you could achieve if you also finished your work by noon!
When asking customers for testimonials, ask them to emphasize the success they are experiencing as result of your solution. A convincing testimonial is sometimes all it takes to achieve a landing page conversion.
No, we don’t mean cause panic. Rather, employ a sense of urgency that makes visitors feel like they MUST convert before it’s too late!
How do you achieve that? You need to effectively convey the following messages to your visitors:
If you follow steps 2 and 3 of this post, you should successfully convince your visitors of their need of your product. You can add some extra spice to your message by also using high duress colors and large numbers to emphasize importance.
Let’s start with the numbers. Compare the following two sentences:
“We have helped over one thousand people achieve financial independence”
“We have helped over 1000 people achieve financial independence”
Which sentence stands out to you? The second one, of course.
Not only do numbers stand out, but large numbers (4+ digits) add extra impact to your statements of success.
You can add even MORE emphasis by using high duress colors (red or orange). You can circle sections of your sentence with these high duress colors or overlay high duress colors with your sentence.
This can easily be achieved by conveying the message that your product or service has limited availability.
Use words like “limited”, “too late”,“now”, and “soon”.
To maximize landing page conversions, aim to combine a sense of importance WITH a sense of urgency.
Here are some examples of all the strategies above being used together:
Optimize your landing page with a tasty discount. Discounts are difficult to resist, especially if they are only available for a limited time!
Add emphasis to the amazing value for money your visitors will receive by listing everything included for your discounted price. Separate the items of your list with the word “and” rather than commas – it will make it seem more exhaustive.
Here is an example:
“You will receive:
20 hours of consultation every week
Access to our library of over 1000 video tutorials
Our secret blueprint to making 7 figures in your first year
FREE training to get you started
All for only $79!”
When deciding on a final discounted price, a powerful landing page hack is to settle on an odd number. Odd numbers stand out to us because they create a sort of misalignment that cannot be ignored.
Odd numbered pricing also make discounts seem more substantial than they really are.
For example compare the following pricing:
The $79 price tag seems a lot more appealing, right? This happens because not only because it’s an odd number but also because it drops the first digit down to a ‘7’
Your website conversion metrics and resulting revenue will thank you for this landing page hack!
Arrows are an effective landing page optimization trick because they can add extra emphasis. Everyone looks in the direction you point at – just try standing in the middle of a busy subway platform and then suddenly pointing up.
Here is an example with all the pointing elements circled:
Exit pop ups are a great landing page optimization tool that give you one final chance to achieve a landing page conversion.
Exit intent technology detects when a user navigates their mouse over to exit the browser and then immediately displays a message before the action is taken.
There are various reasons why a user might decide to click out of your landing page:
All of these doubts can be quelled with just a little more convincing. But if a visitor has decided to leave, how can you persuade them to give you a second chance?
Offer them something FREE in the exit pop up. In exchange to receiving this gift, you can ask for their name and email and add them to a mailing list- you will then have multiple chances to re-sell to them via email.
Here is a SUPER effective landing page hack to energize your exit pop-ups:
Instead of giving the visitor two options – to either click “yes” and accept your exit offer, or click “no” and leave, play on their unquenchable yearning for more success.
Every business owner craves more customers, more sales, and more money rolling in.
Offer a FREE solution in your exit pop-up that tempts the visitor.
Here are some examples:
Figure 8 – digitalmarketer.com
Nobody would agree that their business is perfect and every business owner could do with some marketing assistance (especially if it’s free) – so there really is only one option to choose from.
Figure 9 – optinmonster.com
Everyone could do with more leads. It almost feels like a sin to click on the second button!
Some landing pages actually generate more website conversions from their exit pop-ups than from the actual landing page content!
To summarize, optimizing your landing page correctly is the key to achieving the website conversion stats of your dreams.
It took a lot of work to actually get visitors to view your landing page – don’t let it go to waste!
Get the most out of each visitor and maximize conversions by following our landing page optimization hacks.
Have these hacks worked for you? Let us know what you think in the comments.
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