You spent months working on your website and finally launched it for the world to see. Now you spend countless hours on social media building up your network. Your marketing strategy is top notch and you have a really great product. But there is just one problem. Your website experiences a dismal conversion rate. Your stats show that you have an impressive turnout of visitors but unfortunately, only a few of them convert to users or customers. What could be the problem? People could definitely benefit from your products or services, but they are not signing up. The problem could be your landing page.
For your online business to be a success; your landing page must be able to convert and for your landing page to be effective enough to convert, it must carry the following 5 elements.
Your headline is what sells your product and services to your visitors. It is your unique selling proposition. It is your headlines that captures the interest of your readers and make them want to read more. If you fail the headline test, then you have already failed the conversion test.
Your headline is the first thing your visitors will see and read, this is why it is usually in a bigger type face than the other content on your website. It is important that your headline describes as best as possible what your visitors when they click on the link. For a visitor to land on your webpage, it means that they are looking for the solution you provide and your headline is what will assure them that they are in the right place.
A good headline should be able to attract your visitors’ attention immediately. It should be concise to make for short reading yet descriptive enough to let your visitors know what your products or services are about.
One sure way to ensure you create a killer headline is to try out the different ways your brand will benefit your visitors.
Apart from your headline, your landing page should carry brief information about what your visitors stand to gain from using your products or services. It is important that the benefits you provide speak to their needs. Your benefits have to focus on your visitors’ pain or pleasure point to be effective.
Find out what influences the demand for your product or service; this is the pain and pleasure point for your visitors. It could be the need to avoid certain problems or the desire to enjoy certain benefits. Once you determine what influences the demand, craft the benefits of your product or service around it.
Clear Call to Actions
The call to action button is a very crucial element of any landing page. It is what enables your visitors to carry an action after understanding the message your information passed. A call to action button allows your visitors to do what you have in mind for them to do with the information you gave them. There are different ways you can implement a call to action button on your landing page. It all boils down to the particular action you want your visitors to take. Having a clear call to action buttons mean that you do not place a ‘buy now’ button when you want your visitors to enter their details for your newsletter updates. The call to action button must correspond with the exact action you need the visitor to take.
A good technique is to place your clear call to action buttons after each important section on your landing page. This way, you are sure that the CTA corresponds with the necessary section of your website.
It is important however not to distract your visitors with too many CTAs. If you have more than one action you want your visitors to take on a page, then a good idea is to spread out over different sections of the website and not cluster it in one place. You have can three CTAs buttons on your webpage. One in the header section, another in the main body section and the last in the footer section. The newsletter signup button is usually placed in the footer section.
Your visitors need to be certain that you run a credible business before they can consider spending more of their time or hard earned money on your website. The easiest way to show credibility is to show social proofs. You can do this through customer reviews, likes and social mentions. You may have come across websites with a small widget in one corner of the page showing 100k likes on Facebook. This is just to show new visitors that the website has been able to live up to its promises that it can boast above 100,000 likes on Facebook.
Social proofs show that your brand can be trusted. It shows that real people have used your products and services, and find them good enough that they had to go on social media to drop reviews and comments. This will go a long way in getting your page to convert as it has been proven that most customers make decisions based on the opinions of others.
Putting ratings and reviews by real people from third party review websites on your landing page will also boost your credibility and help your page convert.
When it comes to conversion, a picture is really worth more than a thousand words, especially considering the short attention span of the average visitor. It is very important that you have a visual representation of what your website offers so that your visitors can get a proper understanding of what it is and what it looks like. Show, rather than tell is very important when it comes to grabbing your visitor’s attention.
Pictures never lie, therefore a picture will tell more about your product than text can ever do. People are more likely to show interest in a picture, chart or infographics than they would in regular bullets or texts.
While pictures never lie, a video provides a more compelling way to showcase your product or service to your visitors.
Your landing page is not complete if it doesn’t contain at least one relevant image. And it is even better if you can put up a short but relevant video.