As a digital marketer, you’re wearing many hats. You need to keep tabs on all of your campaigns, hit all of your KPIs, and connect all the dots to ensure success. It’s hard work, and there just never seems to be enough hours in the day. So, we thought we’d help you out.
We’ve created The Digital Marketer’s Toolkit, a compilation of the latest and greatest tips you need to succeed at your job and impress your boss. Keep your eyes peeled for these posts from the Toolkit to stay up to date on the hottest digital marketing trends. Who knows, they may even help you get a raise!
Let’s kick things off with Landing Page Conversion Tips:
Your landing pages might be the most important assets in your marketing arsenal. It’s where you convert your leads to customers, or at least move them further through the buyer’s journey. When consumers visit websites, they typically make up their mind within the first few seconds — which means you have to get it right, the first time. Here are 3 tips to increase the conversions of your landing pages.
Make it simple.
Once a user has landed on your page, the hard part is over. Your ad already caught their attention; now what you need to do is reassure them that they are at the right place and make it as easy for them to convert as possible. Your landing page should have the same headline and sub-headline as your ad, both be visible above the fold, along with the Form and Call-to-Action. It’s that simple!
Yes, you will want to explain the benefits and your value proposition, but most of the time the user considers that secondary. They landed on your page because they want to complete an action. Don’t make them scroll through a ton of content to do it.
Hot tip: For the most powerful CTA, choose orange. According to the color theory, it’s an aggressive color that creates a compelling call-to-action. It is associated with fun, warmth, passion, and security.
In order to reduce bounce rates, it’s important that you set accurate expectations with your CTA. This establishes trust with the users and increases conversion rates. Everyone will tell you the length of your form should reflect the value of the content, and shorter forms lead to higher conversions, but that’s all relative. What is more important is explaining why you need the information you are asking for. For example, say you are an online fitness program and all of your clients need to fill out an application for legal reasons. Your call-to-action should be “Fill Out Application.”
That way, they aren’t shocked by a 20-field form when they get to the page, and they understand the value exchange. You might see less clicks initially, but because you were clear about the information you intend to extract, but you will see higher conversion rates because only the users who want to fill out an application with land on the page.
Remember that there are humans on the other side of the screen.
This one might seem obvious, but it’s also really easy to forget that users are, in fact, humans! So make your content interesting for them. Doing this will help you to engage visitors to your landing page in the first few seconds and significantly reduce the bounce rate. Have an attention grabbing headline. Create an emotional connection! Make your calls-to-action seem like fun rather than a chore. Would you rather press a button that says “Submit” or “Send Me Free Stuff.”
Of course, there is the infamous confirm shaming tactic. But you don’t need to rely on scare tactics to make an impression, or a conversion. Simply ask your team to review your page and ask them how it makes them feel. You’ll be amazed at what you discover.
Hot Tip: Bespoke is an incredibly fun tool that creates custom headlines to your audience, because it all comes down to effective targeting.