There are so many factors that influence website conversion rates but one of the key areas to concentrate on is the landing page. This covers a great deal of scope but there are certain elements that will leverage higher conversion rates and by spending more time and effort on these areas, you will see great results. When the online marketing world is so competitive, we need every bit of help that we can get.
These 3 elements will help you to drive your conversion rates up and get ahead of your competitors:
A compelling CTA
Having a strong call to action is vital to getting conversions from your landing page. A call to action is a button or some text that gets the reader to do what you want them to do. It could be subscribing to a newsletter, it could be calling your business, or completing an enquiry form. However you set up your channels for potential customers to contact you, your CTA will encourage website visitors to do the required action.
The positioning of a CTA is of high importance. It needs to stand out from the rest of your page content and be easy to find. Most high performing websites place a call to action at the top of the landing page. Another key element of success for a CTA is the contrast it has against the rest of the page, using different colors and colors that make it look more urgent will help to drive more conversions.
You also need to think about the wording that you use, as you are trying to persuade someone that they can’t live without your product or that you have all of the solutions to their problems. At the same time, you need it to be short and succinct – a very difficult balance to achieve!
Simple & Uncluttered Pages
Don’t make the mistake of cluttering your page in your attempt to show your visitors everything that your company has to offer. Giving them too much to look at and to take in can confuse and distract, which are two things that will kill your conversion rates.
Keeping your landing page simple will ensure that they get that one biggest message that you want to get over to them. Leaving white space isn’t bad practice; it can enhance the user experience by making it easier for the user to digest information. It also ensures that your CTA will really stand out.
Putting loads of content onto that first page may seem like a great idea at the time but research shows that more simple landing page designs get higher conversion rates. You might try and impress your visitors with loads of images or big sections of text to convey the benefits of choosing your company but the landing page is not the right place for these things. If you want to use images, make sure that they are high quality, are relevant and are used sparingly.
Blazing fast site load speed
Did you know that a 1 second delay in your site speed can result in a 7% reduction in conversions? How fast your landing page loads is determined by a number of factors, including which web host you select. If your web host cannot provide high levels of performance then you are going to suffer in terms of conversion rates. Users hate to be kept waiting, so the faster your pages load, the more conversions you will get.
Other factors that influence the page loading speed include how well the page has been optimized. For example, using large images that haven’t been compressed can really slow down the page. If you are not sure how to optimize your images, it is well worthwhile spending time to learn. Once you understand it better you will be able to ensure all the images on your website are optimized and not causing your website to slow down.