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How to Boost Your Landing Page Conversion Rate
Landing page conversion is one of the most important tools in any digital marketer. The first step is getting people on your website, and that’s where landing pages come in. Landing pages are a great way to promote your product by directing traffic from PPC ads or social media posts to a specific page on your website. They also have conversion rates up to four times higher than other types of webpages! Here’s how you can make them work for you:
First, remember that it’s all about simplicity. Keep things simple so visitors are drawn in quickly with their questions answered before they get too far into the site and become distracted by everything else you’re offering. Be sure to include clear CTAs (Call To Actions) at the top of each page so visitors know.
Your product is ready for launching, and you’re all set to go. Your ads are driving traffic, which means that you’re ready to take your business to the next level–whether that’s growing your email list, promoting a specific solution, or getting registrants for an online event.
But there is a problem.
Your landing page is not converting as you want it to — and it’s placed a large brick wall in between you and the expansion you crave.
Most of these can only take you 5-10 minutes to implement… and they can have a big difference on conversions.
Average Landing Page Conversion Rates By Business
Before we dive into 8 different ways for improving your landing page conversion rates, we thought it’d be handy for you to know where you stand.
Based on Impact, the average cross-industry landing page conversion rate is 2.35%.
And according to Wordstream, these would be the industry-specific conversion rate benchmarks for Facebook ads…
The average conversion rate, then, hovers between 2% and 10%. But bear in mind that these numbers aren’t contextual to your organization, products, services, or provide.
At ClickFunnels, for example, we typically see higher conversion rates for our main offers than what you’re seeing here (between 10% and 40%).
But that’s because our specialty is to create high-converting offers and sales funnels.
Ultimately, you have to measure your company against itself and always try to improve upon the previous benchmarks. Wherever you’re at, there is probably still room for improvement. And you can use the 8 tips below to improve your conversion rate.
1. Try a Sales Funnel
One of the reasons that many landing pages do not work is because they try to do everything… on a single page.
It’s not easy to take cold traffic — people who’ve maybe never even heard of your company before — and turn them into paying customers with a single page, even if this page is persuasive.
Imagine that you clicked on a Facebook ad for one of Smart Passive Incomes’ online courses and that it took you to this landing page…
Convinced yet?
Obviously, there is a lot of copy underneath what you see in the screenshot. But still… if you don’t know who Pat Flynn is and you’ve never heard of SPI before, it is going to take a lot of convincing to get you to buy a $99 course with just that single page.
Build sales funnels as opposed to landing pages.
Where a landing page is only one page and one measure, a sales funnel is an experience that guides each guest, step by step and page by page, toward accepting the exact actions that you want them to take.
This is what we specialize in at ClickFunnels.
Our Tripwire Funnels, for example, begins by offering people a free or inexpensive product and then — once the individual has entered their payment and shipping info — provides the higher ticket product that you are actually trying to sell. .
This converts better than if you were to provide the more expensive product out of the gate (we know because we’ve tested it).
That’s only one example. In addition, we have sales funnels for generating leads, launching products, and obtaining registrants for an online event.
(Actually, our members get access to 20+ tried-and-tested sales to funnel templates)
If you want to learn more about how big of an effect sales funnels can have on your business, check out Jaime’s story below…
2. Add a Countdown Timer
This tip might sound too simplistic to be effective… can it really be as easy as adding a countdown timer to the webpage?
The answer is, sometimes.
We tested this on our”Top 1% Keys Masterclass” Webinar a few years back. This was the controller version.
Doesn’t appear to be a significant change, right?
In fact, when I saw those two pages, it took me like 30 seconds to spot the difference.
But it turns out that that small change had a large impact — a 300% boost, to be specific, by a 10% conversion rate for the control to a 30% conversion rate for the version with the countdown timer.
In this instance, a countdown timer was likely effective because we were offering a webinar. This might not work as well for an offer that doesn’t include an online class or event.
But you may just as easily copy this notion by adding”X products left!” For a different sort of offer.
The lesson here is that urgency can have a big impact on whether people purchase or not. And so it’s definitely worth testing on your own landing page.
3. Insert Social Proof
Time and again, social proof has been demonstrated by online marketers to systematically boost conversion prices.
We are talking about testimonials, ratings and reviews, and case studies.
One example of the power of social proof comes from Kickers, an eCommerce business based in the U.K. that sells high-quality boots and shoes.
According to Yieldify, Kickers was able to increase the conversion rate on their product pages by 18% by adding”discreet notification showing the number of other men and women who had viewed that same item in the previous 24 hours.”
That’s not massive, but it’s surely a noteworthy boost in conversion speed.
So how can you add some social proof to your landing page?
Can you tell a customer’s narrative, such as a particularly compelling testimonial at the top of the page, share your 5-star reviews, or, like Kickers, set up notifications that show people they could trust your brand?
4. Proceed From Emotion to Logic to Fear
How can you create a persuasive sales page?
That is a question that’s had marketers scratching their heads for a long time. Some individuals have”magic” needed to create sales pages that convert… and other people don’t — that is how it feels.
But there is actually a lot of science behind the structure of your landing pages.
The secret is to go from emotion to logic to fear.
Check out the video below to listen to Russell Brunson explain how this works…
Allow me to walk you through an example.
On our DotCom Keys landing page, the very top is targeting people’s emotions. We want them to get excited about the potential for learning 28 secrets to easily grow their business online.
And we keep hitting those feelings with a few more headlines as people scroll down the page…
Subsequently, we introduce logic. Now we want to explain to our customers why they need this publication and how this book can help them.
How….?
Well, we tell a story of how the ideas in the book helped Russell…
Finally, after walking people through all of the logical steps and spicing it up with some testimonials, we use fear, urgency, and lack at the end.
You can check out the complete page at DotCom Secrets to get a clearer idea of how we do this.
We’ve used this strategy — taking people from emotion to logic to dread — on a lot of different sales pages… and almost always with high-converting results.
Give it a try!
5. Optimize For Mobile & Desktop Differently
Inexperienced marketers discuss conversion rate as if it’s an un-nuanced, end-all metric.
But that is not the case.
In fact, we have run multiple A/B tests where the conversion rate on the version was lower compared to control but it actually resulted in more revenue because the people who did purchase spent more money.
Another nuance that most folks overlook is that the difference between what converts on cellular and what converts on the desktop — these elements are not always the same.
Allow me to give you an example.
Part of our original landing page for Traffic Secrets looked like this — pay special attention to the copy around the CTA button.
For the first variation, we simplified the copy around the button. Here is what that looked like.
And for the last variation, we removed all copies around the button.
In the background, the 2nd version won by quite a lot… but on mobile, the third variant took the cake.
Perhaps this indicates that on mobile devices, folks don’t have the patience to read as much backup as they would on the desktop — in fact, other tests we have run indicate that this may be the case.
But the main point is, there is often a difference between what works well on desktop and what works well on mobile devices… so be sure that you’re considering that circumstance when you examine the metrics.
6. Add Curiosity For Your Headline
Does the headline of your landing page tell people exactly what they’re going to get?
Or does it create anticipation and curiosity that keeps people on the edge of their seats?
There’s definitely a place for both kinds of headlines. But at ClickFunnels, curiosity has functioned well.
In actuality, Russell Brunson is a big believer that many entrepreneurs landing pages do not convert well since their headlines aren’t making people curious.
Check out the video below to learn how Russell changed just a headline to have a landing page from $24.85 per webinar registrant to $5.84 per registrant.
7. Make it Super Easy
Your offer must be excellent, your brand should be on-point, you need a clear message and compelling copy to succeed.
…then what can still stop people from converting?
Well, one thing which can stop people is sophistication.
This is particularly true when we’re discussing low-friction provides… free gifts, lead magnets, low-ticket items, etc..
Make it simple.
At one point, for instance, when you clicked on the CTA on our Keys Masterclass landing page, a pop-up would open and prompt you to enter your email address.
To see if we can improve the conversion rate, we analyzed a variation where the opt-in field was right on the landing page…
Now that variation is our new control.
It raised mobile form submissions by 12 percent and desktop admissions by 17%.
8. Attempt Trust Badges
Trust badges might not seem like they can have a big difference on conversion speeds — after all, they are just tiny graphics reminding the consumer of things you probably said somewhere else on your landing page.
But it turns out that these little icons can pack a punch.
On mobile, those badges increased revenue by a whopping 93% and increased conversions by 9%.
We are not saying that your sales funnel or landing page will surely benefit from trust badges… but it feels like it is at least worth a shot.
Try The Above Tips!
In marketing, few things are as frustrating as a dead-beat landing page.
Because no matter how much time and money went into it… the only thing that matters is if it gets results.
A landing page conversion is a tricky thing to do. Fortunately, there are lots of suggestions for you to try if your goal is to increase the conversion rate on your site. One way that has been shown as effective in experimenting with this issue is by turning it into a sales funnel.
You can also add social proof or any other number of great tactics from the list we compiled above!
The only way to make progress now… is to make some changes and track the results.
Click the link below if you’re ready for the next step — to build your high-converting sales funnel that will make the most of your marketing efforts!
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