A lot of traffic, but few conversions – A problem that can often be traced back to a non-optimized landing page. The landing page is one of the most important tools to convert a user into a customer and should therefore meet the expectations of the user and the advertising context to achieve the highest possible conversion rate.
Users often make purchase decisions in seconds
After a user has clicked on an advertisement, he is redirected to the landing page. From this point on, it takes a maximum of five seconds before a user decides to buy a product or leave the site. When the user leaves the site, the user is often lost ‘forever’. So the famous first impression counts for a lot here.
Why do some landing pages convert and others do not?
There is no clear answer to this question, as it depends on the individual situation and circumstances. If you are looking for some kind of general guide that explains step by step how to convert a user into a customer, you will be disappointed, because unfortunately such a thing does not exist. You need to know your customer or target group exactly to be able to adapt a landing page to their needs and ideas. Of course, the product itself also plays a big role. A lot of analytical sensitivity is required here.
However, there are some basic things that should be considered and implemented when creating and optimizing a landing page. An optimized landing page promises more conversions and thus more sales, lower costs for customer acquisition and reduces the so-called bounce rate (the percentage of visitors who leave the website after a few seconds without converting).
1. Simple design and structure of the landing page
Clarity and simplicity are the essence of every landing page. A simple, ‘tidy’ landing page without things like pop-ups does not seem overloaded and does not distract the user from the actual offer (e.g. buying a product). Lack of clarity is often the main reason for a high bounce rate, so make sure that the user is not flooded with information.
The text should therefore be kept as short and compact as possible, but at the same time of course contain the necessary information to make a purchase decision. Competing CTA (‘Call to Action’) buttons, inappropriate colors and multiple offers placed next to each other should also be avoided, as they often confuse the user unnecessarily and cause him to leave the site often without converting.
Instead, the page should be visually stimulating and make it easier for the customer to convert.
2. Optimization of the CTA buttons
Visitors who do not click do not become customers.
The CTA button is ultimately the part of the landing page on which users click to perform an action, such as buying a product or subscribing to a newsletter. It is therefore essential to make sure that the CTA button clearly stands out from the landing page.
This can and should be achieved in several ways. The color of the CTA button should be contrasty enough to allow it to be located quickly on the landing page. According to a study by Yahoo, the best colors for a CTA button are red, green, orange and yellow, while the worst colors are black, white and brown (not eye-catching enough, do not animate the user to act). The background should be kept white to make the CTA button stand out even more clearly.
The text itself is also very important. It must contain a clear request for action, such as ‘Buy now’, ‘Watch now’ or ‘Download now for free’.
The button should also be rectangular and optimally placed on the landing page. An eye tracking study by the Nielsen Norman Group has shown that users first scan the page in a horizontal movement in the upper half, so it may make sense to place the CTA button there.
However, there is no universal solution here either. Results can vary by industry and other circumstances, so it makes sense to run A/B tests to see what converts best.
3. A / B tests
Landing Page A / B tests are essential if you want to optimize your conversion rate. This is the only way to determine whether your current landing page is optimal or whether certain elements need to be changed to achieve a higher conversion rate.
By conducting A/B tests for landing pages, you can see which version of a landing page leads to more clicks, higher conversions and a lower bounce rate. You can also refine your landing pages over the course of multiple tests.
Elements you can compare in A / B tests include CTA buttons, the design, the headline, the text, images and even the offer itself.
4. Use Fear-of-Missing-Out (FOMO)
If you are afraid of missing a good deal, you convert faster (fear of missing out on something) – and this can be achieved by different methods.
According to Hubspot, for example, a time limit on an offer has a positive effect on the willingness to buy. The user is thus given the impression that the offer is only limited to a certain period of time and that it will no longer be available in the near future (‘Only until this Sunday’).
Another method is the limited availability of a product.
Even large corporations like Booking (‘only two rooms left’) or Target (‘only three units left’) use this effective method.
Important: However, this strategy should not be used in excess, as it quickly loses credibility and appears scammy.
5. Social proof and reviews
Many users are generally sceptical, especially about products and companies that they do not know. Social Proof is the online version of Word-of-Mouth, in which brands build trust with customers and prospects. The concept is simple: a product and a company appear more credible if other consumers have already bought it or have had experience with the company.
This can be achieved by implementing customer testimonials on the landing page, if possible with product photos – taken from the customer and the customer’s name.
Psychologists have also found that consumers probably judge a person’s opinion based on their established impression of that person. Since influencers (e.g. on Instagram or YouTube) are already established and respected in their respective territories, the brands they support benefit from their positive reputation. So an idea here would be to even include testimonials and photos of a better known influencer on the landing page.
7. Exit pop-up
When a visitor tries to leave the landing page, an exit pop-up appears. An exit pop-up is therefore basically a last-minute attempt by the company to prevent visitors from leaving the website.
For example, if a user tries to leave your landing page after adding a product to their shopping cart, but then leaves, you can make an attempt to make them stay and complete the purchase by showing them a special discount through the exit pop-up.
Use a combination of compelling visual images, a meaningful headline and CTA text to get users to click. You can go one step further and use an exit intent pop-up that already appears when the visitor moves the mouse pointer towards the small cross to close the web page.