Regardless of whether you’re paying for traffic to your sign-up page or investing in time to get page views organically, visitors to our landing pages are really valuable! The last thing we want is for them to bounce back off the page without taking that next step.
So what exactly can you do to improve buyer experience and increase the likelihood a browser will convert? In this blog we’re sharing 5 factors that can affect conversion rates and how to increase your landing page conversions and get more sign-ups:
1. Page speed
I’m starting with page speed as it’s generally an easy fix and has a huge impact – even if you get everything else spot-on, if your page is slow to load it will cost you heavily in terms of conversions.
What is meant by ‘page speed’?
Page speed is the time it takes for your browser to load your page. Ideally, when it comes to landing pages we’re aiming for a page speed of 3 seconds or less. Generally, a significant percentage of visitors to your page will be ‘cold’ traffic (audiences that don’t know us) and therefore they are less likely to wait.
How can I find out my page speed?
There are a number of tools that will allow you to enter the URL of your landing page and find out your page speed. Some report on the page speed and give suggestions for how to improve. My favourite free tools are: GT Metrix and Pingdom.
2. Page design & experience
The first thing here is to think mobile!
We often design on desktop and mobile design and experience is an afterthought. But since the majority of our visitors will be on their mobile, it’s vital that we check how the page loads, looks and feels on mobile devices.
Some page builders will allow you to completely customise your page for mobile and desktop, allowing you complete control over what is shown where. Other page builders, for example, LeadPages, allow you to hide sections so that you can create a mobile and desktop-specific version, this means you don’t have to compromise on design.
Factors to consider with mobile design are the number of images, the layout of the page, and the length of text blocks.
Look at the following page designed on a desktop:
All the elements necessary for conversion are clearly displayed on the page with the viewer needing to scroll. Compare this to the same page on mobile:
On mobile, the image is taking up a lot of the valuable page view. This is at the expense of the description of the lead magnet and the call to action button, which is only visible if the viewer scrolls down the page – this is likely to impact conversion rate.
3. Less is more!
Your sign-up page is not a mini-sales page and therefore doesn’t need to have a lot of information. In most cases the visitor to your sign-up page will already be ‘sold’ on the lead magnet – they will have clicked a link from an ad, s a social post, or an email, and will have already made a decision that this is for them.
Including too much information at the stage may result in them getting distracted and not taking the desired outcome!
What information does your landing page need?
- We recommend that you always have a clear title and subtitle that makes it clear what the lead magnet does – either the problem you’re solving or end result, and who it’s for.
- A compelling description that outlines the quick win that you’ll deliver and the benefits of opting in.
- A strong call to action
- Images should be used to build trust, convey the result or demonstrate the lead magnet.
Building trust & social proof
If you’re in an industry where you need to be regulated or your qualifications are important, for example, finance or nutrition, it can be a good idea to include a short paragraph with an image of you to outline your expertise.
You may also wish to include a couple of short and relevant testimonials or reviews to further build trust with your audience.
Our visitors are very unlikely to have just stumbled across our sign-up pages. They usually are directed there from a social post, blog post, or ad.
We need to make sure that the post or ad driving the traffic is ‘congruent’ with the landing page. You don’t want to create a disconnect – you don’t want people to land on your page and question whether they are in the right place – you want it to have the same look and feel.
Think of it as a story that you start on the post and should continue on the landing page.
How to create congruency?
– Ensure that you’re using the same promotional messages across any content you use to get people to your landing page and the page itself
– Ensure the same promise you made that peaked their interest is also on the landing page
This builds trust and confusion. This is the time to build confidence in your visitor that they’re in the right place.
5. Copy and Messaging
Recent changes in digital marketing around privacy and tracking and battling with algorithms are making it increasingly difficult to target our dream clients, especially using paid ads. Coupled with our customers becoming more savvy and immune to mediocre messaging, we need to make our copy and messaging is cutting through the noise and communicating our superpowers.
We need to make a connection and make it super clear:
- exactly who our offer is for;
- that we really understand our clients and want they need;
- what our big promise is and what results can we help our clients achieve;
- what is our expertise and why we are the right person to help;
- what our values are, and what we stand for.
In order to communicate this, we need to know our dream clients inside out – their goals and dreams, what’s important to them, what their challenges are, what’s keeping them up at night, and, most importantly, how they put all of these things into words. Those little voices they hear in their head when they’re thinking about all of those things?
How to measure landing page conversion rate?
Some page builders have built-in analytics that allows you to easily track conversion rates. If your page builder doesn’t give you this data, you can calculate this using:
You can also track conversion rates by installing Google Analytics and tracking using goals or events.