Landing pages are the heart of any website. You may have thousands of pages on your site, however, you need to create and use few landing pages. This is required especially when you focus on social and paid advertising campaigns. After creating beautiful landing pages, the next step you need is to find ways to increase the conversion when readers landing on your pages. In this article, we will explain 5 effective tricks to increase the conversion on your landing page.
Basics of Online Marketing
Identify changes. Revise plans. Check effects. Repeat. These are mantras that guide online marketing. The same holds true for ad copies and landing pages.
- Identify Changes – You need to know what has changed, what is trending, and what the competition and industry as a whole is doing. Knowing these things will make you prepared to face challenges, and you will also know what things you need to change.
- Revise Plans – After identifying changes around you, plans must be revised accordingly. You don’t need to follow each trend, but it may help you to know what part of your plan you should revise.
- Check Effects – After the revision, make sure to check how effective your new plans are. It’s always better to fail fast and fail small. Not checking the effects immediately may cost money, wasted energy, and lower engagement.
- Repeat – The world is always changing, that is, what is effective today may not be effective tomorrow. Or what is trending today may be history tomorrow. Go back to square one or two.
Tricks for Landing Page Conversion
If your advertisements and marketing strategies have worked before, that’s good. But it doesn’t guarantee that it will work in the future. However, you should never stop tweaking and optimizing ads, nor should you stop split testing marketing strategies and ads. You must also watch your stats so that you’ll be alerted when something fails.
Optimizing ads and split testing them has been taking the limelight as of late. Many services, both online and offline have sprouted just to make this easier to do. This article covers five tricks to tweak your landing pages and how to split test the changes. Here are the five simple tricks to help you:
1. See Where (and Why) Users Click
People are easy to distract. When they see something that is not “together with the flow,” they tend to check it out. With this in mind, landing pages should have no distracting parts. All should be in unison, with a “smooth flow feeling” to them. Sure, it is important to make the look and feel of landing pages beautiful, no doubt about that. The problem is that we sometimes forget to see how the users see the pages. We often neglect the fact that they are not us. We know what we put there, where we put it, and why we put it. Unfortunately, if your copy doesn’t guide the user where to go, they often stray away from the call to action button.
To help you see where and why your users click, use a heatmap tracking service or plugin. This can help you visualize where your visitors click, and where they look at and how long they stay on that part. The goal is always to lead the users to the call to action button — that shiny “Buy Now” or “Subscribe” button that will likely make you money.
Note: Try to remove any distraction, unnecessary logos or graphics, navigation bars, other ads and offers, or other links that lead outside of your website.
2. Tweak Colors
Your landing page should not be like a rainbow, but it does need to have unison of colors. Psychologically, colors also play a role in how users perceive your page. For example, red looks hot and it portrays urgency. Red can even make the heart beat a little faster (but no, it doesn’t really affect bulls like how we were told). Blue, on the other hand, gives a sense of trust, thereby making users feel secured.
You can find which colors suit which kind of audience. From there, tweak and modify your landing page. You’ll be lucky if your landing page complements or goes together with your logo or website’s design. However, if the colors are not in your favor, follow the color guides. These are usually a/b tested out for you already.
Note: Make sure to check the final colors on as many devices as you can — mobile, laptop, desktop, low end displays, high end displays, low contrast settings, high contrast, and even see how color-blind persons see your ads and landing pages.
3. Give Something Back
In our world, users buy something with money. In the marketing world, however, it is we who buy the user’s email address, and even their money — through our contents and incentives. But, even if you are careful enough to make sure your pop ups and landing pages look secured and professional, people will still think twice about giving away their main point of contact. This is when incentives, like discount coupons, eBooks, contents, and other freebies, come into play.
Note: Never underestimate pop-ups — even if it is deemed evil by some — because it can be a very effective lead generation tool.
4. Give Them a Limited Time
When users have a limited time to do something, they often cram. This leads to unnecessary decisions, often unwanted ones, which can help you increase conversions. It sounds bad and evil, yes, but it is really not. You are just tapping on human psychology to increase leads. To urge the users to buy or subscribe, you can use countdown timers on your popups or emails. You can also use the “limited supply” tactic together with a timeframe when the “last” supply is estimated to be sold.
Note: Be very careful not to send emails frequently about the last 2 days or 24 hours of price drops. It will annoy the users for sure.
5. Split Test All Changes
Here is the crucial part of this activity: split or A/B testing what you tweaked.
Besides heatmap tracking, split testing helps to identify which of your changes made the bigger impact on your conversions. If you just keep on tweaking, you will never know where to go next without testing. You will never know which of your changes should be kept or replaced. Green or orange? Rounded rectangle or sharp-cornered? Big or small? These are things that you will need to analyze. In some instances, a simple color change from red to blue mean a 10% increase in conversion, while for some, it meant a 20% decrease.
Note: Many plugins and services exist to cater to this kind of testing. There are tons of online articles on how to do a/b testing effectively, where to start, and how to analyze the results.
With all these simple tricks to help you improve your conversion, the next thing is for you to do it on your landing pages and ad copies. Be vigilant and alert on the effects of your tweaks. If the changes will affect a very huge number, try doing the tweak for a small group of your audience first. Don’t forget to analyze previous tests as well. They can also indicate what succeeded, and what have failed. Try to do it slowly. Don’t rush. The small change you see today can be a big change tomorrow; the bad part is that it can be a negative change.