5 ways to use your Landing Page to Boost Conversions

Making a good landing page isn’t rocket science—but it does take some work.

Landing Pages are kind of the most important tools for business, because for most business this is where the conversations happen!

Customers are overwhelmed with the amount of Advertisements that are thrown at them everyday. On average a person visits several thousand ads per day. (Adalytics, 2021) They have so many choices and variety for each products and services, that it is important for companies to use their tools effectively. Getting consumer attention, and converting them should be the main goals for each business. This is where landing pages can do their magic!

What is a Landing Page?

A landing page is the first webpage that a visitor sees when they are directed from a social media, search engine or email marketing ad. Landing pages are mostly associated with a marketing campaign in mind. (Larson & Daper, 2021)

NSAMCWADLP is a popular acronym in the digital marketing arena which means “Never Start a Marketing Campaign Without a Dedicated Landing Page”

This is because companies’ main goal when creating a marketing campaign in to get as many conversions as possible, and Landing Pages help in doing that — that is if they are done well. You always want to have a clear campaign goal in mind when you are creating a landing page so that you can set up the landing page accordingly and effectively.

Landing Pages Vs Home Pages?

Figure 2: Home Page

Figure 1: Landing Page

Lets clear this confusion many people have. There is a distinction between a landing page, and a Home Page. Landing Page is a standalone page and is specifically designed for a particular campaign that the company is running. (Harris, 2021) Mostly people are redirected to the landing page through an Ad on social media, search engine or email etc. There is a clear call to action, and there is less to nothing that distracts the audience from converting. On the other hand, Home page is essentially the front page of a larger website. It has much more information than a Landing Page and it focuses on introducing the company. While a company could set the home page as the landing page, it would result in less conversion as compared to a dedicated landing page. (Larson & Daper, 2021) These five simple ways to increase your landing page conversions should give you a head start to creating a successful landing page!

Figure 3: Call to Action “Get Started” on Slack’s landing page.

1. Call-to Action (CTA)

A call to action is a short phrase that guides the visitor to take the converting action. This can be something like “Sign up Now!” or “Get a Quote” or “Get Started” (figure 3) is essential part of each landing page. Landing page should have just one call-to-action. This is so that the customer is not distracted from the campaign and converts easily when they do not have other options. Most lead generation sites want their consumers to fill out a form, or check out so having a button to represent can boost your leads. Research suggests that CTAs are so essential that they can make a big difference in the click-through rate by 285 percent. (Neely, 2021)

2. Use Engaging Visuals

Landing pages can often the very first website visitors see for your company, so it must be attractive and encourage then to engage with your page. here are somethings you can do to make your Landing Page engaging.

First, Digital Trends suggest that it is extremely important to have a strong and attractive color pallet. According to Institute of Color Research, 84.7 percent of survey population think color accounts for more than half of the factors that lead to choosing a product. (Morton, 2019) Color can be used to draw attention to the desired action such as the “Sign Up” button. Headline & Subheads are where everything begins – the audience interest, attention and understanding. This is where the reader will decide whether they want to see the rest of the landing page or no. It should be something that grabs your readers attention and also give an intro to what the service is about. Pictures – Visual content is an essential component of landing pages that work. The picture should be relevant to your product (figure 4). The brain processes pictures faster than words (Parsons, 2018), this means that pictures can appeal to them more quicker than text.

3. Power of Reviews

Customer reviews are a significant influence in the success of your landing page. (figure 5) They provide value, boost personality, highlight current customers, so visitor can understand that the company has brought value to other customers, and reviews speak to the most human aspect of your business. Just one review on a landing page can increase conversion by 10 percent, and 100 reviews can boost conversion by 37 percent. (Summy, 2022) Adding reviews also build credibility about the brand in the minds of the customers.

4. Keep it Simple

“Keep it Simple, Stupid” – when it comes to landing pages you always want to remember this phrase. In order to increase conversions and measurable actions on a landing page, it is very important to eliminate distractions.

Figure 6: Enterprise.com distraction on the landing page.

A distraction & clutter free landing page can lead to higher conversion rate. The ratio of links on a landing page to the number of campaign conversion goals. In an optimized campaign, the attention ratio should be 1:1. (Unbounce) there should be 1 link/button and one goal such as Sign up, Free Trial, Create an account etc.

5. Testing and more testing!

Once your landing page has been built make sure you are testing it out. This is because when you make a landing page for the first time, it may not be as successful, however as you change components and elements you will see that your landing page conversion will improve. Testing can help in identifying elements that are leading to converting vs distracting behaviors by the visitors. (Spinutch, 2020)

A/B Testing is one of the best strategies in optimizing your landing page. A/B testing essentially allows you to create two variation of the landing pages such as changing the CTA, updating color scheme or changing the text etc. Then, you can identify which changes have made the greatest impact on the user behavior.

To sum up, having a well put together Landing Page is extremely essential for a company to boost their conversion rates. We hope that these tips can help you discover a few changes you may make to your own landing pages. While low conversion rates might be discouraging, you can easily improve things by making a few little modifications.