9 Landing Page Tweaks to Increase Conversions

landing page tweaks graphic

December 10, 2019

While there are many different types of landing pages, they all share the same objective: to increase conversions. A conversion happens when a website visitor completes a desired goal such as making a purchase, filling out a contact form, registering for an event, etc. Whether you’re creating a new landing page or updating an existing one, making these nine tweaks can increase your landing page's conversions.

1. Headline

The headline is where visitors’ attention first goes so it’s important to make the most out of it. Make sure that your headline is direct and explains what you’re offering. There are different opinions on what is the ideal length of a headline, but shorter is generally considered better because it’s easier for visitors to scan and absorb. A direct, catchy headline is more likely to keep visitors on the page than one that is vague or meandering.

2. Subheadline

While the headline makes visitors look, a persuasive subheadline makes them stay. The subhead is usually directly underneath the headline, but not always. What makes a subheadline effective is that gives more depth and detail than the headline and helps the visitor learn more about the offering and its benefits.

3. Visuals

The landing page should have high-quality visuals that are relevant and show or explain your offering. By including an image, graphic, or illustration, the page will be more engaging to visitors. For example, a product landing page should have images of the product to build trust with visitors or a SaaS landing page can show screenshots of the software to demonstrate how it works.

4. CTA

The ‘call-to-action’ (CTA) is what the landing page is for - to encourage visitors to take a specific action. Essentially, it’s what converts visitors into customers, subscribers, attendees, etc. The CTA should be big, easy to read, and have compelling copy. A/B testing is a great way to see which CTAs generate the most conversions to fine-tune your landing page.

5. Forms

Make your forms as simple as possible so visitors are more likely to fill them out. Below are key rules to follow with forms:
  • Only ask for the information you need
  • Be clear
  • Be functional
  • Be easy to complete
  • Provide support links (e.g. privacy policy)

6. Copy

Generic copy or copy that is full of jargon and too complex will be a turn-off to visitors and lower your conversion rate. Although there are many styles of copy, the most important thing is to strive for clarity. Even UX design copy (aka ‘microcopy’), like the labels on buttons, should be crafted to make a more seamless landing page experience for visitors.

7. Page Load Speed

You can’t increase conversions if visitors bounce because your page takes too long to load. Check your landing page’s load speed and look for ways to improve page load time such as reducing redirects, using browser caching, optimizing images, and more. According to Think with Google, 53 percent of mobile visitors leave a page that takes longer than three seconds. Improving page load times not only creates a better user experience, it also important in search engine optimization.

8. Responsive

Speaking of mobile visitors, your landing page should have a responsive design so it will look and perform as it should across various devices like desktop, smartphone, or tablet. With 40 percent of online transactions happening on mobile, not having a mobile-friendly landing page will negatively affect your mobile conversions.

9. Layout

Streamline your landing page layout and design to ensure the flow directs visitors to the CTA by removing any clutter. Using empty space appropriately between landing page elements not only makes hierarchical relationships more clear, but it also gives breathing room for visitors so they’re not overwhelmed. Furthermore, a streamlined page layout is better for responsive design because there are fewer elements to display.

Increase Conversions with Landing Page Experts

With these nine landing page tweaks, you should see a lift in conversions almost immediately. Sales & Marketing Technologies is an Orlando-based digital marketing agency that provides landing page design and strategy services to help businesses take their conversion rates to the next level. Call us at (407) 682-2222 or use the contact form below to schedule a free 30-minute call to discuss landing page opportunities for your business!

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