Here are 5 quick landing page tips that you can implement right now and improve your conversion rates.
1. Replace your Features with Benefits
Features are great and you should let your customers know about them. However, when it comes to making the sale, you need to let people know why using your service will benefit them. If you’re not doing that, then you are losing your audience.
Let’s imagine you are trying to sell a new fitness app. Now, assuming you know about your product then you should know what it does and the information/help it can offer.
Your features may look something like this:
- 1000+ workouts to choose from.
- Integrates with smart technology e.g. FitBit
- Records all data from your workouts
- Includes video links to each workout
Now, these are all pretty cool, and some people will be convinced by them. However, a large number won’t be able to see the benefits of these features until you tell them. Therefore, you can elaborate on each one to show potential customers how they will benefit.
Your Benefits may then look something like this:
With over 1000 workouts to choose from, we’ve got something for everyone, regardless of ability or level. We’ll even help you find the one that’s right for you.
Take your workouts with you and never miss a step by syncing FitApp to your smart device.
Discover incredible insights into your health and fitness and see all of your improvements in real-time.
Not sure how to do an exercise? Then our personal training videos will help you every step of the way, so you can workout safely and get maximum results.
The easiest way to turn features into benefits is to simply look at your copy and decided whether you’re simply listing something your product does, or if you are telling them why it does it. Each time you find a feature, ask yourself ‘why is it important? Why would the customer care?’ and then use your answer in your copy.
Essentially, with benefits, you need to say:
“We have this and this is why you need it.”
Instead of features, where you simply say:
“We have this.”
2. Improve Load Time
Did you know that 40% of people will abandon a page if it takes more than 2 seconds to load and that a delay of 1 second or can decrease your conversion rate by 7%?
Speed is seriously important when it comes to your conversion rate, which is why you need to make sure your landing page is optimised.
If you’re not sure how quickly your page is loading, then right click on the page and click inspect or (ctrl + shift + i) on Windows or (Command + Option + i) on Mac.
Click on the double arrow at the top and then choose Audits:
This will bring up the Google Lighthouse Audits Feature, which looks like this:
Decide whether you want to test for mobile or desktop and then click the blue ‘Run Audits’ button at the bottom to run a quick test of your site’s speed.
If it’s not performing well then try:
Reducing the size of your images.
Check your server speed
For detailed information how to do all of these and more, read our article Speed Matters: How to Increase the Speed of your Website https://convertingteam.com/blog/how-to-increase-the-speed-of-your-website/
3. Add More CTAs
Calls-to-Action are important and all of your copy should lead a customer to following one. However, if your only CTA is down at the bottom of your landing page, then that gives plenty of people the opportunity to miss it. Therefore, it’s better to use a few.
If you can, use heatmaps to discover which areas of your site get the most attention. However, if you don’t have heatmaps, here are a few general rules to help you out.
Put the most important information above the fold. This might include a CTA for those who just want to buy without going through your whole site.
Big bold headlines draw a lot of attention and are often the most read part of the page.
Don’t disguise your CTAs as banners, people don’t look at banners.
Use white space to lead your visitors’ eyes in the right direction.
Not all CTAs should be in your face, some can slide right into your text in the form of links. This way, you can give your visitors multiple ways to do what you want them to do, and reduce the chances of them missing out.
Here are two quick examples:
Sit back, relax and let us take care of everything for you. You’ll even get 50% off the next time you shop with us.
It’s time to plan your next holiday and we’re here to help you every step of the way.
4. Split Test the Small Stuff
Split testing is really important, but quite often people fail to split test the smaller aspects of their landing pages.
Here are a few of the things that you should definitely be split-testing:
Headlines: These are the first things people read and they can easily be your first and last impression.
Pictures: Test to see if the photos you are using are telling your story and if their layout is effective.
Colours: Colours have a psychological impact on your visitors and can impact your conversion rates; especially the ones you use with your CTAs. Try split-testing different colours on your CTA button to see if it makes a difference.
Fonts: Fonts are a really dark horse and some people even devote their lives to them. Therefore, don’t assume that just any old font will do. Try some research into typography to see what combinations work well and then test them on your audience. You could even look at the kinds of things that your visitors are also interested in, e.g. films, comics, books etc, to see if you can find fonts the will favour.
Even small changes can make a big difference in the long run and, if you are planning on keeping a campaign going for a while then it’s definitely worth putting in the extra money and effort early on as it’s the only way you can get to the top.
5. Add Reviews and Testimonials
Do people love your product? Then let others know!
Positive reviews from customers help to build your reputation and your brand and they give you the social proof you need to sell.
If you are promoting on social media, then check out your comments sections and find out what people are saying about your products. Then, cherry-pick the very best comments to feature on your site.
Also, if you have negative comments which are legitimate criticisms, be sure to answer them and then use the feedback to improve your sales pitch. In the world of marketing, criticism is your friend and you can learn a lot from negative feedback.
You can even contact people who have provided positive feedback and ask them if they would be willing to write a longer testimonial. Nothing compares to real positive feedback and your customers can give you insights into your products in areas you would never have thought to look for.