How Conversion Rate Optimization Can Improve Your Landing Page Conversion Rate?
Do you have a website? Are you looking to drive move traffic to your website in hope that it will ultimately convert into qualified leads that would add to you revenues?
According to research, visitors only spend a few seconds on a landing page before judging its relevancy for them. They will leave if either they can’t locate what they’re looking for or if your site has functional issues. So, it is imperative for you to optimize your landing page such to retain your potential customers.
But how could you achieve it?
The key to this question is Conversion Rate Optimization of your landing page.
But before diving into methods you could optimize your website lets understand what conversion rate optimization is?
Simply stating conversion rate optimization (CRO) is the practice of increasing the percentage of website visitors who take actions such as filling up forms, navigating to specific links or checkouts etc.
It can be measures by measuring the conversion rate of your web page i.e.:
Conversion rate = Number of conversions/ Total number of visitors
Now let’s move to the ways we could improve our landing page conversion rate and here are few tipsfor you to improve you landing page conversion rate:
1. Landing page design and structure
Website copy includes optimizing the headings, writing style, formatting, images, videos etc.
The headline is the most important element. It is first and foremost things a visitor sees. I f the visitors arrived via an advertisementthen the headline must correspond to the ad text.
Try to optimize your images and videos by compressing them and using alt tags along with your images this will improve your page loading speed and improves the customer overall experience.
Write copy that is clear, relevant, and concise.
Don’t overload the page with text
Keep your message brief and to the point, ensuring that it expresses exactly what the product or ecommerce support service is about in a clear and concise manner.
The visitor must be able to read it swiftly. You can also use bullet points to emphasize key points.
Structure of the website
At its core, site structure is often a graph describing how different pages of your site interact with one another.
The landing page should have a site structure. A site structure creates an easy to navigate experience enabling users to move simply and swiftly and take desired actions.
2. Call to action
One of the most crucial parts of converting impressions to customers is not to leave them confused when they visit your website or application.
Each landing page should have one clear call-to-action that directs visitors to the next step.
Including multiple CTA to the page create a lot of chaos in mind of customer.
Now the big question is where to place CTA? And should it be text or button?
According to this Hubspot article, putting up the CTA in the most intuitive places such as banner is not a great idea because most of customers are accustomed to ignore the banner like information.
So rather than putting it randomly or over a banner it is better to place a CTA where they are prominently visible and can take immediate action after going through your offerings.
CTA as Text links are frequently lost within the rest of the text on a web page, making them difficult to find. Button CTAs, on the other hand, are more obvious to the eyes and so boost the likelihood of more clicks.
3. Customer Testimonials
What makes customers to trust a product or service when they visit a website?
According to Nielson study, almost 88% of people trust internet reviews and user testimonials on your website before making a purchase decision.
Testimonials help generate leads by generating a positive word of mouth without you being explicitly marketing your products or services.
4. A/B Testing
|A/B testing is like creating multiple versions of you website, email or app and testing and comparing them to understand what makes your customers take an actions. Each A/B test should include only a single change to one variant and it can be as small as changing the color of CTA button.
A/B testing helps to understand your customer’s perspective, what is intriguing and working for them and what is not.
Through this you can iteratively design and redesign you website or application to match the needs of your customers and will ultimately help you reduce the bounce rate on you landing page.
5. Page loading speed and Mobile Friendly page:
According to Google almost 53% of customer drops off if a mobile site takes more than 3 seconds.
That means you are losing a majority of your customers on landing page because your website is not optimized.
Page load time plays a key role in overall performance of your landing page. It is not only important for the direct impressions on your site but also from SEO(Search Engine Optimization) standpoint as search engines such as Google uses page loading speed in its ranking algorithm.
There are many factors that reduces your page loading speed
To test you page loading speed and on both mobile and web application you can useGooglePage Insightsand it will also tell you the components of the website that need to be optimized to match up with the performance benchmarks.