As a web design and online marketing firm, eMagine knows the value of a good web site design (and if you want to see a great infographic on the anatomy of an ideal landing page, read this post). Once the fanfare from management has quieted down, you will be asked how your website is performing. The best indicator of this is your conversion rate: in this case, the number of leads you get by collecting a visitor’s data. Here are 6 ways to consider improving your landing page conversion:
Minimal Reading involved – web visitors are scanners, not readers. The larger the block of text to read, the lower the likelihood is that your page will convert. Consider modifying clunky paragraphs into simple bullet points. Bullets also force you to consider the benefits of your product and service in the customer’s mind, as opposed to the myopic explanation companies so commonly sink into when discussing features.
The Button Beckons – it may seem like a statistically insignificant part of your landing page, but subtle changes to the call to action button can make monumental changes to your conversion rate. Color, size and placement are only part of this equation. Make sure people understand the consequences of clicking the button, and what the benefit of clicking will be, using either text on the button itself (best case) or using a qualifier near the button.
What a Difference above the fold makes – a user is more likely to click on your call to action if it resides above the fold. With myriads of eye-tracking studies on the subject, placing a call to action button in the upper right of a visitor’s vision seems to be best.
Killing them with the minutiae – while your sales staff may want to capture every bit of information on your form, less is more for the purpose of conversion. Take a look at the form fields one by one and ask yourself: is it helpful to collect this data? Is it necessary? If there is a moment’s hesitation, leave the question for the sales person to qualify after the lead has come in.
Get rid of secondary CTAs – while you think it’s helpful to give people another option to convert, adding an alternative Call to Action on your landing page distracts your visitor from the task at hand, and could potentially prevent conversions altogether.
Post conversion conversions – If you want to offer another CTA, add it to the thank you page AFTER they fill out the form. Sure, you’ve gotten what you wanted, but why not take the opportunity to engage your prospect with your brand in a more consistent way? Add a newsletter subscription link, or links to follow your Social Media outlets. Another great soft CTA would be to share the offer they just completed with someone else.
While nothing compares to A/B testing and your analytics package to truly know the value of your landing pages, making these subtle changes can positively impact the conversion rate of your website, providing you with ample ammunition to quantify the value of your website.
Do you have any other recommendations to improving conversions? Share them with us in our comments.
