5 Ways to Increase Landing Page Conversions

First off, we’ll have to discuss what exactly a conversion is. Of course, this is easier said than done because a conversion is not one specific thing, it is entirely dependent on what you’re trying to get out of a page. It is merely the outcome you or your company wishes to happen on a certain page, whether that is clicking “buy now” on a retail site, or filling out a form for an online petition.

Now that we have the definition out of the way we can hop into what this whole article is about, 5 ways to increase landing page conversions.

  1. The first step is pretty simple, NBALPWACG. This acronym stands for Never Build A Landing Page Without A Campaign Goal. So the first step to increase conversions should be taking place before you’ve even begun making your page, you have to make sure that you or your company have a solid, measurable, understandable goal already in mind when making the page. If not you’ll be far more likely to get distracted and lose focus on what you’re trying to accomplish on the page itself.
  2. The next step in increasing conversions is making sure you have a low attention ratio, as close to a 1:1 ratio as you can get. An attention ratio is a measure of the number of other links you have compared to the one link or button the customer is required to hit in order to get a conversion. So if you want somebody to click a button in order to buy a product, but have loads of other links on the page redirecting them, offering them advice, or showing them where to read reviews of the product you will have lower conversions. It’s a simple formula: as the attention ratio goes down, the conversion ratio goes up.
  3. Next is following the seven principles of conversion-centered design. The seven principles are placed in a certain order, this order is as follows: Attention(grabbing the attention of your viewer), Context(making sure the content matches up on your page with the link taking the viewer to it), Clarity(making sure it is clear to the consumer where to complete the conversion), Congruence(making sure everything else on the page lines up and or directs people to your conversion), Credibility(showing people reasons to trust you, product reviews for example), Closing(having that low attention ratio so you complete more conversions), and Continuance(retaining the customer, offering other products/opportunities then and in the future for them). When it comes to rating your campaign all of these seven principles are then rated on a scale of friction to delight. Friction is for all negative experiences and delight denotes the positive ones, ideally, you will have no friction at any point of your campaign but in all honesty that is an unrealistic expectation. The good thing about rating all experiences (even the negative ones) is that you can see where your campaign is succeeding and where it is failing and you can course-correct as needed.
  4. The fourth step is pretty simple, make sure your content matches the ad. There are multiple types of ads, with multiple media, whichever you chose you have to make sure all of the different media add up. If your ad is just text-based, make sure the message they see on the ad matches the one they see on the page (a callback to the context on the previous hint). If your ad has text and an image or a color scheme, make sure on the page that exact image or color scheme is present so people know they’re on the right page.
  5. The last step in today’s blog post is to use existing media channels! If your company already has social media, or influencers or blogs set up then be sure to use those to your advantage! Casting a wide net is a sure way to get more traffic to your page and therefore(if it’s done right) more conversions!

Sources:

  • Council, Forbes Agency. “13 Tips To Help Businesses Boost Sales Conversions Through Social Media Marketing.” Forbes, Forbes Magazine, 19 June 2019, https://www.forbes.com/sites/forbesagencycouncil/2019/06/18/13-tips-to-help-businesses-boost-sales-conversions-through-social-media-marketing/.
  • Smarty, Ann. “5 Conversion Tips to Add to Your Social Media Strategy.” Social Media Week, 4 Oct. 2019, https://socialmediaweek.org/blog/2019/10/5-conversion-tips-to-add-to-your-social-media-strategy/.
  • “The 7 Principles of Conversion Centered Design.” Stukent, Stukent.com, https://www.stukent.com/expert-sessions/the-7-principles-of-conversion-centered-design/.
  • “MRKT 484 Ryan on Testing Landing Pages.” OSU MediaSpace, Oregon State University, https://media.oregonstate.edu/media/t/0_j1xoorhb.
  • “MRKT 484 Ryan on Testing Landing Pages.” OSU MediaSpace, Oregon State University, https://media.oregonstate.edu/media/t/0_j1xoorhb.
  • Leist, Rachel. “How to Write a Blog Post: A Step-by-Step Guide [ Free Blog Post Templates].” HubSpot Blog, 6 May 2019, https://blog.hubspot.com/marketing/how-to-start-a-blog#sm.00007ssv1q6ovdkcq1p1c0jjakt6m.