How to Boost Landing Page Conversions

Conversion rates are something that most marketers and PPC experts will focus on, more so if it’s part of a campaign they’re running. Conversion rates help a business to understand how well their website is performing. It allows them to see what’s being done correctly and what needs more work. 

However, in this article, we’ll also be touching on what a landing page is, because those who don’t work in the marketing industry might not actually know what that is. Without further adieu, let us talk you through everything you need to know about website landing pages and their corresponding conversion rates.

What is a landing page conversion rate?

To understand what a conversion rate is, we first need to know what a landing page is. If you’re not in the marketing industry, then these words would be considered to be jargon, which is why we’re going to be going through the definitions of those terms. So what is a landing page? Unbounce defines it as being “a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor ‘lands’ after they click on a link in an email or ads”. So now we know that, what is a conversion rate?

According to Adjust, a conversion rate “records the percentage of users who have completed a desired action. Conversion rates are calculated by taking the total number of users who ‘convert’, dividing it by the overall size of the audience and converting that figure into a percentage”. When done properly, a landing page can convert a wide number of website visitors from a simple visitor to a customer, for instance. 

However, you shouldn’t expect huge percentages when it comes to conversion rates. Word Stream claims that the average conversion rate stands at around 2.35%, with only the top 25% of landing pages converting at a rate of 5.31%. So what can you do to improve your landing page conversion rates? Let’s take a closer look:

How to boost landing page conversions

You might now be wondering how you can improve your landing page conversion rate, having touched on the benefits and why it’s so essential to the running of your website overall. If you’re wanting to make some improvements to see some real results, then here’s how you can boost your landing page conversion rates:

Improve your page loading speed

People will not wait around for a website to load up, especially if they’ve never been on the website before. At this point, you’re competing with other businesses with a faster page load speed than you have, which is why it needs to be improved. According to Word Stream, if there’s even a one second delay in page load time, it could result in a 7% reduction in conversion rates overall. As such, speed up those website page loading times to avoid upping your bounce rate and not your landing page conversion rate.

Focus on one Call to Action (CTA) alone

You want visitors to your site to do something, and that’s reflected in your CTA, otherwise known as a Call to Action. A Call to Action is something used if you’re wanting to persuade your visitors to go onto the next task, which would be getting in touch or making a sale, simply. You then can’t muddy the waters in terms of what you’re asking of your visitors. A CTA needs to be clear-cut and concise. 

Tell your website visitors what you want them to do, and only make it one thing. You can’t ask them to get in touch and make a purchase and sign up to your monthly newsletter all in one CTA. You need to choose one important CTA and touch on that alone. More often than not, businesses want customers to get in touch with them, which is why it’s common to see a ‘get in touch’ link in a typical Call to Action.

Make your landing page as visually appealing as possible

If you’re looking to convert website visitors, then you need to get them past the initial website page. If it looks underwhelming, outdated or too basic, then it’s likely that your website visitors will quickly go back to the search engine results page (SERP). Therefore, instead of boosting your conversion rates, you’re boosting your bounce rates. If you want to retain your traffic and if you’re looking for an increase in conversion rates, then you need to make sure that your website looks the part. Make it as high-quality as possible in order to make it trustworthy.

Optimise your landing page for mobile

According to Smart Insights, mobile users spend more than double the time accessing the internet when compared to internet users who use a desktop computer or a laptop. This therefore means that, if your website and landing pages aren’t optimised for mobile use, then you can almost always expect the conversion rates to drop. 

If you’ve never optimised for mobile before, then make sure you ask a dedicated company to do it for you, such as us here at Kumo. We have a wide range of digital marketing services available, including SEO, PPC, content writing, website design and more. We can be on hand to help you in your venture for improved conversion rates on your landing pages, as and when needed.

Speak directly to your target audience

When it comes to consumers today, they’re more likely to demand personalised, specific messaging that adheres to what they need and prefer as a shopper. If you can give them that, then you’ll likely see a boost in landing page conversion rates. As such, you need to make sure that you know who your target audience is and how to reach out to them in a way that will draw them in and keep them there. You want them to continue to be regular visitors to your website, and not just a one-time-only click. However, in order to speak to your target audience effectively, you need to take the following factors into account:

• Customer pain points
• Any features you have on your site that makes the lives of your website visitors easier and more convenient
• The benefits to be had by using your website and choosing your company over your competitors

Do some testing

There are some very small details that will massively impact your landing page conversion rate. This is what makes testing your landing pages so important to the overall process. By testing your landing page, you’ll be able to pinpoint exactly what is and isn’t working. Not only that, but there are many benefits to be had if you frequently test your landing page, such as:

• Testing improves conversion rates, with companies performing 50% more tests on landing pages experiencing a marked improvement against companies that did no testing at all
• Increased satisfaction with regards to conversion rates when nine or more optimisation methods are used
• A structured approach allows for improvements in conversion rates, with 82% of companies seeing a boost of some kind in their conversion rates as a result

Kumo has a wide range of digital marketing services available to propel you into the spotlight, as well as to help you to boost your landing page conversion rates. If you would like further information about how we can help you today, get in touch with a member of our friendly, knowledgeable team – we’re always pleased to hear from you.