Importance of Conversion on a Landing Page

Importance of Conversion on a Landing Page

If you want to have a great landing page, you need to target a particular audience. Drawing the attention of your audience is done when you provide them with the information they seek about a topic. If in first look, your landing page provides them the information they are looking for, their search ends there and they are ready to take action. You probably heard the saying “first impression lasts”. If you slip up on the first impression, potential leads fall through the cracks and your landing page will be a potential failure.dreamstime_s_11024680

First impressions matter. And, for many online visitors, a landing page is the first impression or interaction they’ll have with your business.


In marketing terms, a landing page is a distinct page on your website that’s built for one single conversion objective. It’s a page within your website built with a single actionable ask that facilitates the completion of that objective.


Some experts in online marketing would even suggest that your landing page should be completely distinct from the rest of your website – with no navigation bar to distract your visitors from your sole conversion goal.


One of the most high-impact ways to boost your conversions is through A/B testing and therefore optimizing your landing pages. Landing page optimization is a method of improving your landing page design to increase engagement, generate more leads, and produce more desired actions. Landing pages are lucrative places to focus your optimization efforts because they are the hub of lead generation efforts for your business, and quite often, they’re templatized. Uncovering a win on one landing page could lead to exponential wins on similar landing pages as well.


Why Conversion Rates Are Important?


Of course, you want to track the absolute number of whatever user actions you value. But for the sake of managing your user-interface design and tracking the effectiveness of your user experience efforts over time, the conversion rate is usually more important than the conversion count.

Even while keeping the design absolutely unchanged, the conversion count could explode if you run a strong advertising campaign that makes a lot of people interested in your product. Good job, marketing team. But since the increased site activity wasn’t caused by any design changes, we can’t quite give the same kudos to the design team.

The conversion rate measures what happens once people are on your website. Thus, it’s greatly impacted by the design and it’s a key parameter to track for assessing whether your user experience strategy is working.


Does your conversion rate is getting lower and lower? You must be doing something wrong with the design, even if great advertising campaigns keep driving lots of traffic.


How to Increase Conversion Rates?


dreamstime_s_49295767There are numerous ways to increase conversion rates. Right down below are some of the best ways to improve your rates.


  • Real Proof – adding social proof, via customer testimonials and/or case studies, to your website virtually always increases conversions.


  • Contact Information – clearly showing contact information, perhaps a phone number and/or live chat options, typically increases conversions by giving visitors confidence that your company is “real” and is there to answer any questions they have.


  • Credibility – Having “trust” seals, such as from the Better Business Bureau or from web security firms like Root9B, will nearly always conversions.


  • Guarantee – Offering a guarantee gives customers more confidence in your offering and thus generally increases conversion rates. Likewise, having a longer guarantee will generally increase conversions even more. One good example is 1 year vs. 1 month guarantee.


  • Headline – the headlines on your website pages are typically the first thing visitors read, and often compels them to read more or exit your site immediately. The right headline could dramatically increase your conversion rate. So test new headlines frequently.


Now if you’re really looking forward to drive better conversions for your business, you’ll need to optimize your sites for better mobile experience. You’ll need to surprise your website visitors, both occasional and regular, with the best possible mobile experience, no matter what device they are using.

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