Landing Pages and Conversion Rate: 25 actionable ideas on how to optimize them
How to improve your website performance and sell more
You have planned the greatest campaign of all time. You've got it all - beautiful design, compelling copy, clever targeting, a sizeable budget. But the results never come. Instead of scratching your head, pay attention to the landing pages that welcome users to your website. Are they optimized well or is there room for improvement? What is their conversion rate and can it be increased?
Relax, we're going to talk about all of this in detail today. What conversion rate is, what it's fighting for, and 25 optimization techniques for different aspects of your website and communication to increase this important metric and sell more.
What is conversion rate and why is it important for online stores?
Conversion rate shows what percentage of all users who have visited your website have performed an action that is significant for your business. Depending on the goal of your campaign, this could be, for example, what percentage of all users placed an order, sent an inquiry, or signed up for your newsletter.
Conversion rate is calculated by the following formula:
number of conversions / number of visitors x 100 = conversion rate %
Conversion rate is one of the most significant markers of the success of your campaigns and your overall marketing strategy. It is important to monitor it regularly using an analytics tool like Google Analytics and if the value seems low take action.
How and why to increase the conversion rate of your landing pages?
Increasing the conversion rate is done through so-called conversion rate optimization or CRO for short.
This is a process that optimizes various elements of your website such as landing and product pages, navigation, and more. Successful optimization will be evident through an increase in metrics like conversion rate, because successfully converting your users is directly related to your website's UX, marketing messages, and the benefits you offer potential customers.
If you're wondering where to start with SEO, here are 25 ideas for changes you can make to your website to increase your conversion rates and therefore your revenue.
Conversion rate optimization techniques
We've divided the different ideas we'll present to you according to their role and place in your website and marketing strategy. The goal at the end of the day is one - a great customer experience and sales, and these are all just individual pieces of the puzzle called CRO.
Landing and product pages
1. Pay attention to your calls-to-action/CTAs
Your calls to action (CTAs) should be clear, visible and relevant to the goals you have set. If you want a user to perform an action, communicate that directly in the copy and buttons through words like "buy", "add to cart", "register".
Be sure to test different CTAs on landing pages for different campaigns to see which option is most successful. For example, you can check if "add to cart" or "buy" works better. Testing can happen either in separate campaigns or by A/B testing two similar landing pages for a single campaign.
2. Use high quality images and videos
Online shopping has its pros as well as some cons, perhaps the biggest being that you can't see and touch the product. That's why it's important to present it in as much detail as possible.
Use high quality images where the product can be seen in detail. For example, if you're selling clothes, put close-up photos that show what the fabric is like, and a video clip that shows how it stands on the model.
3. Write compelling product descriptions
Use the formula - inform, seduce, reassure. To get the consumer closer to their desired goal, you need to provide the right amount of information, presented in the right way, to intrigue and convince them that the product you are offering is worth it. Your texts should inspire confidence, but also excitement. Emotions usually sell well.
4. Use social proof through customer reviews and ratings
One of the most important things that consumers pay attention to are the customer reviews of a given product. Make sure these are prominently displayed and don't forget to encourage customers to leave a review after purchase - for example, via email.
5. Do A/B tests on your landing pages
In addition to the calls to action (item 1), you can change and test other elements of your landing pages, such as the placement of individual elements (layout), text, images, pop-ups, and more.
Google Optimize is a free tool that works with Google Analytics and makes A/B testing easier for small business owners.
Customer support and experience
6. Offer good return conditions
Reduce the risk associated with online purchases by offering an easy way to return. The law in Bulgaria states that within 14 days the customer has the right to cancel and return the products, but many companies offer more favourable conditions such as a longer period or a return at their expense.
The easier and less risky it is, the more likely the user is to click the "Pay" button.
7. Offer free shipping
Free shipping often results in greater value of the products in the basket, especially if the two are bundled. Many consumers prefer to buy another product instead of paying the same amount for shipping. Make sure that the threshold after which free shipping is unlocked is neither too high and discourages consumers, but also not too low and you end up with a bill.
It's a good practice to indicate how much is left until the user gets free shipping and thus nudge them to add more products to the cart.
8. Offer live chat support
There's nothing better than responding in real time to user queries, problems and doubts. This will build trust in your products and your company and help potential customers make a faster decision on whether or not to buy a product.
And if, heaven forbid, there's a technical problem with your website, this is a good way to find out quickly and fix it.
9. Create a detailed FAQ section
To get to purchase, consumers need information. Often it is unique and in these cases email, phone and live chat are a good solution.
Other times the information is practical and applicable in many cases, and then it's a good idea to have it in your FAQ section. That's where everything related to shipping, payment, returns and other general product and company information belongs.
UI/UX elements
10. Optimize your website speed
In other words - keep the seconds to load to a minimum, because nowadays everyone suffers from a chronic lack of time and patience. According to Think with Google, 53% of online users will wait at most three seconds before closing your website. Needless to say how many potential conversions you're losing that way.
11. Make sure your website navigation is easy
And if it's not, improve it. The easier and faster users navigate your website and different product categories, the more time they'll spend shopping, which brings you closer to your ultimate goal of a higher conversion rate.
Structure your menus and categories in an intuitive and user-friendly way, and if you're struggling, a consultation with a UX specialist will be helpful.
12. Suggest products when search does not show any
Just because a user hasn't found exactly what they're looking for doesn't mean you have to say goodbye to them forever. Instead, offer similar products to what they're looking for, and who knows - you might just pique their interest and keep them.
13. Insert filters for convenient and easy viewing of products
An absolute must-have convenience, especially for large online stores that offer thousands of products. Through filters, potential customers can easily and quickly find what they need, for example, women's black leather boots number 38 from a specific brand.
If you make them search manually and go through dozens of product pages, you will probably lose them and your conversion rate will suffer. As mentioned, no one has extra time. Show your customers that you respect theirs.
14. Make sure your website is responsive and works well on a mobile device
On average, around 30% of consumers globally shopped via a mobile device (smartphone, tablet) in 2022. Depending on where your customers are located and which age group many of them belong to, this percentage could be higher for your industry.
Even if they don't make the purchase on their mobile device, a large portion of your users would view your website on it. That's why it's important that your web design is tailored for all screen resolutions.
15. Put the shipping and return information at the bottom of your site
Even if they are already present in the FAQ section, it would be helpful to provide quick access to this important information by pulling it up with separate links at the bottom of your website. This all saves time and effort for users.
16. Encourage account creation at the right time
Whether it's before or after the purchase, setting up an account has many benefits for you and your conversion rate. For example, you can include these customers in retargeting campaigns once you get their information.
Remember, however, that in order to send them promotional emails, they must give explicit consent to do so. It's also important to give them the opportunity to make the purchase as a guest.
And if you want to encourage them to sign up, tell them about the perks it can bring them, like personalised offers and more.
17. Ease the checkout process
Reduce the steps needed to reach the "Pay" button, put any important information in a visible place, but hide fields like the promo code behind a link so it doesn't create unnecessary house in your checkout form.
Communication
18. Ads must lead to relevant landing pages
When someone clicks on your ad, make sure they go to the right place to find what they're looking for. This is the surest way to increase your conversion rates, and the easiest option to control the customer journey through your site. With the right messaging and design, you can nudge him toward a purchase or other conversion directly from the landing page.
19. Use retargeting campaigns
Whether through email marketing automations, online advertising on Facebook and Google, or abandoned cart pop-ups - do your best to bring back customers who, for one reason or another, have dumped their full cart at checkout and walked away.
A common practice is to offer a discount or free shipping promo code to entice the consumer to complete their order. Sometimes people need very little incentive.
20. Use upselling and cross-selling techniques
In upselling and cross-selling, the goal is for the customer to buy more products of the same or different type. The ultimate goal is a higher order value, of course. This can be done, for example, by offering a larger cut of a product and communicating that it is at a better price than the smaller one.
21. Use urgency and scarcity tactics
"This offer expires at XX.XX", a counter to show how many hours are left, how many units of a given product are in stock, or how many other users are currently viewing it. All of this communicates to the user the need to make a quick decision and in a large percentage of cases works in your conversion rate's favor.
22. Communicate how you are different from your competitors
Define what in marketing is called, Unique Selling Point (USP) - what makes you and your products unique and different from the competition.
Communicate it in your campaigns, on your homepage, on your landing pages - in general, try to make this information stand out to encourage potential customers to buy from you.
23. Highlight money saving opportunities
Add a "Discount" or "Sale" category to your menu and make it visible to the naked eye. People love saving money, and there's a chance that once they look at the discounted items, they'll head to the rest. This way, you not only increase your site's conversion rate, but also the value of their cart.
24. Add personal history
What is the history of your business? Who is behind it? Is there anything interesting and compelling to share with your audience? Write it down, put pictures of your team - in general, do your best to add some human warmth to the online shopping process.
25. Hint for upcoming promotions
Communicate with users when you will run a promotion and what it will be. Create interest in them, something to look forward to, but of course remind them again when the time comes. This can be done with a pop-up on your website, via email or with online advertising.
These are just some of the techniques you can apply to optimize your landing pages and increase your conversion rates. Optimization is a game without end. If you need a partner in it, at ADvantage Digital Agency we are experienced players with a passion for best marketing practices. Contact us and request a consultation!