Landing pages are an essential component of digital marketing. They allow marketers to capture leads and prospects while filtering out the irrelevant traffic composed of window-shoppers. Thus, you can focus your efforts on nurturing the captured leads and convert them to paying customers.
The conversion rate of the landing pages determines the effectiveness of the digital marketing campaign. It’s the dream of every marketer to get a high conversion rate on their landing pages. Here are some tips shared by top digital marketing agencies to help you boost your landing page conversion.
Benchmark the Conversion Rate for Your Industry
When calculating your landing page’s conversion rate, how would you know that your campaign is doing well? You may look at a 50% conversion rate and declare it a winning campaign, demanding an immediate pause of a 2% conversion rate campaign. But judging by pure percentages is a mistake, as experienced marketers will tell you.
It would help if you instead benchmarked industry conversion rates. Each industry, demographic, and country will have a different benchmark. For example, in the Moneta Ecommerce Q2 report, the global market’s conversion rate in 2018, Q2 was 2.86%. Therefore, if you’re competing in global markets, any conversion rate above 2.86% would be considered a success.
Focus on One Campaign Goal
Many marketers make the mistake of having too many goals on their landing page. One section of the website will be asking for email submits, while the other might be showing stats and figures in bold. This is nothing but a distraction.
You cannot have more than one goal on your landing page. It will confuse you and the web visitor, who will get overwhelmed with too many options, ultimately skipping everything. This is where companies lose a valuable lead.
Recheck for Proper Tracking and Tagging
When trying to improve your campaign conversion rate, it’s better to go over your tracking tools once again. Any analytic software depends on the tracking goals you set. So if you’ve set up photo click as your tracking goal, but an email submit is your campaign goal, then the tool will count every click on a photo as a conversion.
Therefore, you should go over your tracking you had previously set when creating your campaign and ensure they’re deployed at the right place.
If there’s a mismatch, then setting up proper tracking goals will significantly increase your conversion rate without any additional effort. Visit sites like https://www.firstpage.hk/ to get your tracking and SEO metrics checked.
Test Different Headlines and Value Proposition
This is something you should be practicing consistently. If your reports show your landing page is receiving below average conversions, you should tweak your headlines first. The headline should reflect why something should click and read through the landing page. Is there an exclusive offer, is there news, or is there a video presentation? It’s observed that the shorter and simpler you keep your headlines, the better.
Also, try changing the value proposition you’re offering. This should resonate with your audience and their needs. So, if you’re targeting laptop buyers, you must highlight what’s unique about your laptops. Is it high-end gaming? If you’re asking for email submits, is a 10% discount coupon good enough value proposition? This is something you should test continuously.
Stop Non-performing Traffic Source
Once you start running your campaign and drive traffic to your landing page, you’ll realize that specific traffic sources are simply not performing. Visitors are coming in and bouncing off within seconds.
If you’re paying for this traffic, then you should stop it immediately. Instead, focus on the traffic where people spend some time on the landing page before abandoning it. By tweaking the landing page for them, you can increase your conversion rate.
But by eliminating the non-performing traffic, you increase your relative conversion automatically. From time to time, you should check for such bad traffic sources and cease them.
Optimize Lead Capture Form and CTA
The last tip for improving the conversion rate on your landing page is optimizing the lead capture form. This is where the visitor submits his/her information to receive the exchange offer. But marketers have a bad habit of asking too many questions upfront.
Unfortunately, this approach doesn’t work in online marketing, where people are always in a rush. Therefore, if they feel the form is lengthy, they might not bother to fill it out, however valuable the offer might be.
Similarly, optimize the CTA or Call-to-Action. Some CTAs are psychologically better at pushing people to submit their details than others. For example, you can replace the boring “Sign Up” with “I Need My Copy Right Now.” This is more energetic and compelling.
There are many more ways to optimize the conversion rate. But it’s best to stick to the above few before investing in other techniques. Always strengthen your basics.