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Landing pages are a pivotal touchpoint for driving conversions. When done right, they grab attention, convey value, build trust, and motivate visitors to take action.
But with the average conversion rate hovering around 2-3%, most landing pages have ample room for optimization. With a creative approach, brands can dramatically lift conversions and ROI from their landing pages.
Here are 23 expert tips for optimizing landing pages to convert visitors into leads and customers:
Focus on Relevance
Every element on your landing page should connect back to your offer and target audience. Avoid generic stock images, content, and messaging that dilute your page’s relevance.
Use specific headlines, testimonials, images, and copy that speak directly to the pain points and desires of your ideal customers. A laser-focused landing page consistently outperforms broader ones.
Direct visitors into a linear flow
Minimize distractions and tangents by directing visitors through your landing page in a linear, step-by-step flow. Use clear visual hierarchy, concise copy, consistent CTAs, and directional cues to guide visitors to complete key actions from top to bottom.
Immediately answer: “What’s in it for me?”
Don’t make visitors hunt for the value proposition. Prominently showcase Unique Selling Points (USPs) like “Get 10% off your first order”, “Download 100 free templates” or “Achieve 6% higher ROI”.
Address visitor questions and concerns upfront to build trust and enthusiasm. Test different value props to determine which resonate most.
Promote scarcity and urgency
Visitors need a reason to take action now rather than later. Highlight limited-time offers like flash sales, expiring free trials, or low product stock levels.
Urgency cues like “Buy now before sale ends” and timers help prompt visitors to convert before scarcity or discounts disappear. But avoid being overly aggressive.
Personalize based on intent and history
Personalized landing pages convert up to 22% better on average. Visitor personalization using data like past purchases and on-site behavior shows you understand and care about each visitor.
Use everything from segmented content and tailored offers to personalized greetings like “Welcome back Jane” to serve individualized landing pages.
Optimize forms for completion
Don’t allow complex form fields to diminish conversions. Only request essential info, use smart defaults, and allow pre-population wherever possible.
Inline form validation guides proper input while indicators like progress bars maintain momentum. Overall, shorten forms to reduce friction and abandonment.
Make the first interaction scalable
Maximize the value of each visitor by making initial calls to action seamlessly scalable. Offer free tier access, limited-scale trials, or starter kit purchases to get users on board.
Then upsell expanded use cases over time once they see your offer’s value, making the initial landing page conversion just the start of a long-term relationship.
Add social proof elements
Credible social proof builds visitor confidence to convert. Insert trust symbols like security certifications and safe checkout badges.
Testimonials, tweets, and reviews from satisfied customers lend authentic peer endorsement. Case studies and usage metrics highlight real-world value.
Use videos and interactive content
Videos, calculators, configurators, and other interactive content keep visitors engaged while conveying information multi-dimensionally.
81% of shoppers reference video when researching purchases. On-page demos and interactivity pique and hold visitor interest while lowering resistance.
Structure information with tabs and accordions
Lengthy landing pages can overwhelm visitors with information overload. Use tabs and accordion drop-downs to structure sections of content visitors can self-navigate through.
Hiding content also avoids an endless scrolling experience. Important info stays visible while deprioritized content stays accessible without clutter.
Make action-driving CTAs stand out
Calls-to-action are only effective if visitors notice them. Make key CTAs visually pop using contrasting colors, borders, animation and placement.
Limit competing CTAs on page to maximize attention on your desired conversion action. For example, a Play Now button for SaaS free trial sign-ups.
Right align pricing for skimming
Since people in western cultures read left-to-right, right-aligning pricing tables allows easy price skimming. Visitors can rapidly spot and assess costs without searching or scrolling back up.
Making pricing easily scannable improves conversion rates as more qualified visitors proceed based on acceptable costs.
Add or subtract friction carefully
More steps generally increase abandonment. But certain types of ‘good friction’ also boost conversions by improving engagement and consideration.
For example, adding return policy explanations lowers purchase barrier for first-timers. While password protection on gated assets screens out unqualified visitors. Test and learn.
Make the first step dead simple
While multi-step funnels work great, the first conversion step still needs to be as simple as possible. Keep initial bars low with offers like special content downloads or basic account sign-ups.
Minimal fields, fat buttons, and social login options enable quick easy wins to enter the funnel. Complexity comes later once visitors have bought in.
Use exit intent popups
Exit intent popups engage visitors just as they are leaving by targeting mouse movements headed for the close or back button. This last chance tactic can capture abandoning visitors.
Offering exit visitors an immediate discount, content offer, or survey entry helps maximize conversions from existing site traffic before potential leads disappear.
Bake in gamification
Gamification elements tap into competitive human nature to increase engagement. Offer rewards for on-page interactions like scrolling to the end, playing a game for bonuses, or sharing on social media. These small wins invest visitors deeper into your funnel.
Gravitate visitors visually
Strategically illustrate the customer journey or product usage process through a visual flow on page. This gravitation graphic guides visitors through key steps and naturally pulls them further down the page.
Illustrating the end-to-end experience also builds familiarity and desire by showing the value readers will ultimately achieve.
Structure around customer personas
Tailor landing page content, messaging and visuals to align with specific buyer personas. Version A for one segment, version B for another.
Speaking directly to customer concerns, priorities and use cases proves you get each persona. A relevant, targeted experience converts visitors within a niche.
Start with common pain points
Immediately tap into why visitors are looking into your type of solution using pain point headlines like “Struggling with low website conversions?” and “Overwhelmed managing social media marketing?”
Addressing common problems upfront makes your solution more appealing. Listing specific issues also helps visitors self-identify with your offer.
Spotlight relevant credentials
Flaunt credentials like awards won, years in business, number of clients or five-star reviews to establish authority and trust. But avoid vanity metrics that have little meaning or relation to the offer.
For example, highlight a payment integration partner on an ecommerce checkout page. Displaying credibility indicators linked to the use case being evaluated reassures visitors.
Use urgency the right way
A sense of urgency helps overcome analysis paralysis and prompts action. But stay away from sleazy or exaggerated claims.
Subtle nudges like “24 hours left for 20% off” and “Only 2 course seats remaining” push visitors to convert before missing out on exclusive deals.
Add a clickable sitemap
On longer pages, add a sitemap-like clickable index near the top allowing quick navigation between sections. It provides a visual overview while letting visitors easily jump to specific areas.
Especially useful on pages with multiple conversion points like product listings or multi-step funnels. Helps avoid excessive scrolling.
Optimize text length
Too little or much text can hamper conversions. Use just enough information to educate and convince different visitor segments.
Shallow content lacks substance while dense walls of text overwhelm. Find the optimal balance through user testing and heat maps.
Make mobile optimization non-negotiable
With over 60% of traffic on mobile devices, an unoptimized landing page cripples conversions. Avoid horizontal scrolling, tiny text, and tiny CTAs. Prioritize key info above the fold.
Test on all major mobile platforms. Enable auto-fill for easier form completion. Mobile speed also impacts rankings and drop-off.
Regularly refresh the page
Don’t let landing pages go stagnant. Continuously test layout changes, content variations, offers, friction points, and visuals every few months.
Review heat maps, scroll tracking and conversions by section to identify areas for optimization. Use A/B testing to benchmark against the current page.
Review analytics rigorously
Analyze landing page performance regularly across key metrics like bounce rates, time on page, scroll reach and form completions. Look for low-hanging wins like obvious drop-off points.
Drill-down on customer segments, traffic sources and other filters to diagnose underperforming areas and technical glitches eroding conversions.
With conversion optimization, the devil is in the details. Seemingly small tweaks add up to have an outsized impact. The tactics above encompass multiple disciplines like psychology, design, copy, and analytics.
Businesses often focus conversion efforts on broader funnel initiatives. But giving landing page optimization ample attention can generate material gains.
Continuous experimentation, analysis and evolution are crucial. As visitor expectations rise, conversion requires creativity. Ensure your landing pages keep attracting, convincing and converting higher each year.