Last updated on August 26, 2016 in Marketing Strategies
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If you’ve worked in marketing for a while, you may already know that even a tiny increase in conversions can make a massive difference in your revenue.
I’m talking thousands of dollars here.
(If you don’t believe me, check out these case studies!)
That’s why it’s so important for you to increase your landing page conversion rates however you can – even a slight improvement matters.
To help you do that, I’ve put together this post with 3 data-backed strategies you can use to boost conversion rates. Keep reading to start learning, and along the way, I’ll go over plenty of examples you can draw inspiration from!
Let’s face it – a boring, gray button that says “Submit” is going to get your users taking action about as quickly as a sedated slug.
And that’s not just my opinion – Hubspot data shows that conversion rates are lower when the call-to-action button includes the word “Submit.”
That’s why you should ditch boring button copy and make sure your buttons encourage your customers to take action.
You can do that by:
Use your call-to-action copy to describe exactly what the customer will get when they click.
Here’s how Basecamp does it:
They could have just used something vague like “Start Now.” But instead, they were specific about the one action they wanted the user to take.
For example, you’d want to use “Get My Free eBook Now” instead of “Get Your Free eBook Now.”
A study on this tactic showed a 90% increase in conversions just by changing the button text to the first person! Take a look:
I’m not going to act like one color converts the best 100% of the time – that’s simply not true.
But you can still confidently use color to increase your landing page conversion rates.
To do so, make sure your button color stands out from the background (without completely clashing, of course), like this pink button on the Medium home page:
See how the button attracts your eye without being obnoxious?
That’s what you should strive for with the buttons on your landing page.
Trust me – if your customers can’t read and comprehend your landing page content quickly, they’re not going to stick around.
And just like that, your conversion rates will plummet.
You don’t want that to happen, so keep these tips in mind to improve your content readability:
Don’t overwhelm your users with an intimidating wall of text – format all of your landing page copy for easy readability.
One way to do that is by using bullet lists.
In fact, Dr. Jakob Nielsen found that removing unnecessary information and summarizing his points in a bullet list increased usability by a whopping 124%.
You can also use white space, images, and varying text size to draw your reader’s eye to the important points, like on this Velaro landing page:
See how there are no huge paragraphs on the page and everything is easy to digest?
Aim for that kind of readability with your landing pages, and there’s a good chance you’ll be able to convert more visitors to leads.
I used to write copy for IT companies that serviced small business. All too often, they’d have sentences like this on their landing pages:
“Leverage the power of cloud infrastructure design.”
The problem with that?
Their target audience didn’t know what “cloud infrastructure design” was or understand how it could help their business. So as you can imagine, those landing pages didn’t convert very well.
The point is this:
Users who don’t understand your copy aren’t going to convert to paying customers.
You have to make sure you’re speaking your customer’s language when you write your landing page copy. If they don’t understand your industry jargon, don’t use it.
Since research shows that the most persuasive content is written at about a middle-school reading level, you should avoid using complex language on your landing pages.
To help you determine whether or not your copy is too complex, run the text through this readability tool before you publish your landing page – it’ll tell you the Flesch-Kincaid Grade Level score.
With that information handy, you can simplify and improve your copy until it hits that “middle school reading level” sweet spot!
I get it. You worked hard creating your product, and you can’t wait to tell potential customers about its features.
But wait a second – do your customers really want to read a long list of features right away?
No, they don’t.
Instead, they want to know specifically how your product is going to benefit them. So, use your headline and the copy above the fold to help readers understand the benefits of buying your product (or the benefits of taking whatever action you want them to take).
Here’s how Dollar Shave Club does it:
They sell razors, but you can see that they don’t describe their product features in the headline – they use that space to sell potential customers on the value of their service.
Further down on the page, they list the product features:
So, you don’t necessarily need to leave your product features out altogether – just make sure you lead with benefits to get the user interested!
If a potential customer is on the fence about whether or not to buy your product, you can often nudge them in the right direction with social proof in the form of testimonials.
Data shows that customer testimonials have the highest effectiveness rating for all types of content marketing, with a rating of 89%. On top of that, 88% of consumers trust online reviews as much as personal recommendations.
Another way you can use social proof to your advantage?
Display media logos.
More specifically, show off the big names you’ve worked with or the publications that have featured your product.
Here’s how Shopify does it:
If you had any doubt about Shopify’s credibility before seeing this page, those little logos might just change your mind.
That’s because being endorsed by those major publications make Shopify appear credible – like they’re the real deal. And that credibility goes a long way in building trust with potential customers to the point where they’re ready to take action.
Before you go, let me make one thing clear:
There is no one definitive way to create a landing page that will convert.
You have to run A/B tests and improve your approach as you learn what works best with your target audience.
Sure, it might take some extra time and effort on your part. But it’ll be well worth the improved conversions you can see as a result!
Which of these strategies will you use to boost your landing page conversion rates? Share in the comments section below!
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