What exactly is a conversion? A landing page conversion rate is used to see how well your landing page is performing and tells you how well your audience is responding to your call to action. These five steps will allow your conversion rate and your landing page to become more successful overall.
Attention-Driven Design. When designing your landing page, you want your viewers to have an immediate idea of what your overall conversion goal is. You want to capture and keep their attention, and one of the best ways to do that is to limit the amount of distractions on your landing page. If you put too many unnecessary links, pictures, or ideas on your landing page, your viewer may become overwhelmed and their focus could shift away from your conversion goal or idea that you are wanting to convey. This concept is related to the attention ratio. The attention ratio is essentially the ratio of the amount of things you can do on your landing page to the amount of things you should be doing on your landing page. The lower the ratio is, such as 1:1, the more successful your landing page will be. Your page does not need to have its space completely filled – empty space is okay.
Context. The advertisements you put out on the web have to match your landing page. If the design is different, or the message differs slightly from your advertisement’s original call-to-action, the viewer could get confused or lose interest. Another part of context is having an intriguing headline. This is extremely important for drawing your viewers in, and it should be lined up with your original call-to-action. If your headline is off from your CTA, again, the viewer will lose interest and look elsewhere.
Social Channels. Using your company’s channels across social media and other sites you may have on the web to promote your message is very helpful for driving more traffic to your landing page. If you already have a large following on these channels, use them to your advantage.
Credibility. Adding testimonials or client logos to your landing page is a great way to build credibility with your audience. The most important thing is that they are authentic. Fake testimonials can turn your audience away. If you do not have any testimonials from clients or customers yet, that it okay. The most important thing is that you are honest with your audience about your past work experience.
Strong Visuals. Using attention-grabbing imagery, or hero photos/videos, will help captivate your customers and can even be the most effective way to get your message across. The brain can process images much faster than text and good visuals is what people will remember the most about your landing page. Incorporating strong visuals into your landing page can be very helpful for increasing conversion, just keep in mind that most of the time, less is more.