Any inbound marketing strategy is incomplete without landing pages. They are a key element for lead generation, providing visitors coming in from different sources with specific, relevant information to direct their attention to a business’s offerings. Landing pages are customized to cater to potential customers who may be interested in a particular type of product, service, or information. While a website’s homepage is only capable of converting 1 to 3 percent of visitors into leads, a tailored landing page can spike that figure to anywhere between 5 and 15 percent – no wonder marketers assign such a high priority to their optimization.

If you have just started your online business or want to improve your lead generation strategy, use the following tips to effectively design your landing pages and benefit from higher conversion rates:

1. Answer Objections

One surefire way of converting visitors into leads through landing pages is by answering problems or objections of your target audience. By objections, I mean what issues people face when they go online to buy products or services similar to your business. Focus your content on addressing those objections, and you’ll see that when people get satisfactory answers, they readily develop a positive image of your business, establishing trust and credibility. This motivates your visitors to further explore your website and its offerings, leading to making a purchasing decision.

2. Work on your Headlines

Headline is the first thing people see, and it can be the last one if you don’t pay attention to it. Interesting, 8 out of 10 people read the headline, while only 2 of them go through the rest of the content of your copy. This means that if you are headline is not appealing enough, you will lose 80 percent of your potential readers. Be sure to give a lot of thought and attention to your headline – you can make it snappy, stats-oriented, or add something that tingles the curiosity of readers.

In addition, always include sub-headlines that give readers an overview of what each paragraph or sub-topic in your copy entails. Headline and sub-headlines go hand in hand and compel your customers to read your entire copy. Make sure you strategically divide your content so that it is more readable and lands more views and shares.

3. Reinforce your Strategy with Remarketing

No matter how great the content of your landing page is, you can’t simply convince everyone to convert and buy your products or services. You can expect a majority of your customers to just skim through your landing pages, or maybe go to a few other pages, add products to cart, and even get to the confirmation page, yet there is a high chance that they may leave without buying anything.

You may feel like that optimizing your landing pages isn’t bearing fruit, but that’s not true. What you need is to reinforce your strategy with a remarketing tool, like the Facebook Pixel. Just equip your checkout or confirmation page with Pixel, and your potential customers will see ads on Facebook after they leave your website. The ad can be in the form of an image, infographic, or video, showing customers what they would get if they bought from you. They highlight important features to persuade them to get back to your website and complete the process.

A good tip to keep in mind is that you should use a different pitch than your landing pages in your remarketing ads. This is because your landing page isn’t geared with the right information to convince a prospective customer to make the purchasing decision – that’s the reason they bounced in the first place. Using a different approach or marketing message may compel them to take action.

4. Use Push Notifications to your Advantage

Some people also call it a ‘web push’ – these are personalized messages that you send to your customers to remind them about your business and its unique offerings. As discussed before, not everyone who visits your landing page is going to buy from you-you have to resort to other techniques to make them come back to your website.

With browser-based push notifications and opt-ins, your conversions rates are likely to go up, because only those people who are genuinely interested in your products or services will grant you permission. Based on their interest, you can direct your push messages toward either buying other products or services or taking them back to basics and providing information to develop a better understanding of your offering.

5. Engage your Audience before Anything Else

Optimizing your landing pages is extremely important, but if you are not getting enough sales, try engaging with your target audience first to evaluate what they are looking for. A good way to find out their needs and wants is to simply ask – prepare a quiz, ask relevant questions, and then provide a solution.

For example, if you are a real estate agent, you can start by asking what kind of house they are looking for, what is their budget, or how much mortgage they can afford. Use a short, to-the-point questionnaire to engage with your potential customers and provide the most suitable solutions, and you’ll see your conversion rates skyrocket. Not only will you be able to convert your leads into customers, but also gather valuable data about their likes, dislikes, and expectations.

6. Show Visitors the Real You

Don’t be inclined on becoming someone that people want to see – those days are long gone. Nowadays, people prefer genuineness over anything and want businesses to connect with them on a personal level. Make sure your landing page has elements that allow people to establish trust in you. That doesn’t mean you should start sharing about your personal life and problems online (avoid doing so if they are not related to your business).

All of this is especially true for small and medium businesses – for large enterprises, they can get real people to be their advocate. Just remember, people want to know about you, and if you can show your real self, it will instantly develop a connection, leading to higher conversion rates.

7. Let the Hero Shot Do the Talking

If you are a marketer, you must have heard about the hero shot. It is a great way to use the short attention span of your visitors to your advantage by putting up a picture or video that highlights the benefits and context of use of your products or services in a concise, appealing way. The hero shot allows your visitors to visualize themselves using the products or services, helping to realize whether your offerings are useful to them. While you can make a short infographic, other ways to put up a hero shot is info commercials, gifs, and videos that are known have a better impact on conversion rates.

8. Give Your Audience a Social Proof

One of the most persuasive elements to include in your landing page is social proof. It illustrates other people’s interest, purchasing, consumption, and participation in your offerings with the help of social signals. Social proofs allow your visitors to view what others before them saw and decided to make the purchasing decision. This establishes credibility and creates a positive image, giving them more reason to convert.

Some examples of social proof include:

• Awards, affiliations, and recognition from reputable organizations
• Customer reviews
• Customer testimonials
• Social signals that show how well received is your products or services are on public networks
• The level of security for the information you have in place
• The number of customers you have, with a real-time counter

9. Use Logical Flow

While it is essential to have relevant, appealing content on your landing page, you need to focus on the logical flow to convince potential customers in making the purchasing decision. Truly interested visitors want the information to be delivered in a way that follows their thought process as they read through the content. That’s why you should arrange your landing page in a compelling and logical manner.
You can start with an attractive image to create a wow effect and hook your visitors. Start the content with a catchy headline, continue with explanation and benefits, including social proofs, and end the page with your CTA. While this is the most common type of landing page format, it is by far the most persuasive and logical method that helps in improving conversion rates.

10. Appear Helpful to Visitors

People like it when others offer help and prove themselves to be a reliable resource. It can be a clever technique to include in your marketing strategy. You can revamp your landing pages to appear resourceful to your visitors, attracting them explore about your business. Think of all the tools and helpful data you can add or link to your landing pages to make your business the go-to place for all the relevant information.

While adding external resources may seem like counterintuitive, think of the brand image it will create in your target audience’s minds, not to mention the commissions you can rake in through affiliate marketing.

11. Consider Image Placement

Images create a striking impression on a visitor when used in the right way. They make it so much easier to deliver your message, but what’s the point of having an image when no can even see it?

The placement of images on your landing page can have a huge impact on your conversion rates. To decide on the ideal location, you must first thoroughly analyze your landing page using a heat map report from any reputable tool. Analyze the report to determine whether people are able to see the image, its performance above and below the fold, and how much attention it is driving towards the other important elements, like CTA or opt-in form.

The purpose of conducting experiments is to determine whether people are seeing the images and getting the message or taking a particular action after engaging with it. Make sure to test out several locations and get heat map reports before you finalize your landing page.

Use all the above ways to optimize your landing pages for high conversion rates. However, this is just the first step, as it is a lot more left for you to do to ensure customers keep coming back to you for more. You may have to look beyond landing page optimization and utilize different tools and techniques to better market your products and boost your chances of higher sales.

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