Why is your landing page not working? Are you using several CTAs? Do your prospects not trust you? Whatever the reasons, landing page hacks will help you optimise your copy for higher conversion rates.
A landing page is a page a visitor lands on from an Ad, social media page, an external link, or even your website.
A well-written landing page is crucial to the success of your lead generation efforts and marketing strategy.
By driving visitors to a conversion-focused page, they concentrate on the specific objective of visiting that page. Every part of your landing page is focused on helping your target audience take one action.
For a real estate agent trying to sell more houses, you can create landing pages to show prospective landlords the best features of a new home.
A small business owner could use a landing page to highlight a best-selling product or upsell customers on a combo offer.
Sadly, not all landing pages are optimised for conversion. In this article, I’ll show you ten landing page hacks guaranteed to blow conversion through the roof.
1. Make a Great First Impression with an Attractive Landing Page Design
I know you’ve heard this before, but it bears repeating. You only have one shot at a memorable first impression.
People are wary of advertisements, and rightly so. Online marketers have made so many promises and offered little value in exchange.
A gorgeous landing page design is the first step to lowering resistance and building trust with your audience.
A few landing page design tips to help you build trust include
Show Them the Value in the Headline
You don’t have to mention the product or the offer in your headline. Show the prospect what’s in it for them. This article contains more tips on writing powerful headlines people love.
Your landing page copy should explain:
- Why should they trust you?
- How is your offer better than everything else out there?
- What is your unique value proposition?
- How does your unique value meet a desire or need they have?
Craft a Persuasive Landing Page Copy
Avoid jargon. I was reading a landing page last week, and the headline had the words “Turnkey Digital Marketing Services”.
I had to pull out my dictionary to search for the meaning of the word “Turnkey”.
Use simple words, even a child would understand. Avoid typo and grammar error. Typos break trust and give your reader a reason to leave.
You need a professional landing page copywriter who understands the needs of your audience. A conversion copywriter knows how to position your USP as the best solution to a problem your target audience faces.
Leverage Endorsement with Celebrities
If your company is affiliated to famous celebrities, use your endorsements to build credibility with your audience.
A picture of Neymar wearing a TCL jersey makes me more willing to shop from TCL even though they’re a relatively new brand.
An image of Shakira’s super white teeth on an Oral B ad makes their toothpaste more appealing. Celebrities bring instant trust and credibility to your brand.
2. What’s Your Unique Value Proposition?
Your value proposition explains how your product solves a customer’s problem. It details the relevance of your product to a problem.
Your USP is the benefit of the solution and the unique differentiation that sets you apart from your competitors.
People take action because your offer meets the desire they have.
To quote Scottish economist Adam Smith…
“It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their interest.”
A few tips to help you identify your UVP include:
Research Your Target Market
Understanding your buyer’s need is the first step of conversion. Many first time marketers assume that everyone is their customer.
Your product gets lost in the noise when you market to everyone. Create a buyer persona that represents their goals, behaviours and needs.
Test your buyer persona with a small group of your target audience to ensure it resonates with your customers.
What Is the Primary Benefit as it Relates to a Problem Your Prospect Faces?
Once you have a buyer persona and you understand the problems of each section of your persona, work on a rough draft of your unique value proposition. Your UVP should tell the prospect:
- The most significant benefit of your offering and how it addresses a need or pain-point.
- What makes it stand out? Which specific feature makes your product or service superior? Do you offer faster delivery, lower prices or a stronger guarantee of shelf life?
- What do you stand for? Your mission should intersect with your unique value. It’s a sentence that customers remember when they see or hear the product name.
Research your competitors thoroughly to identify their USP. You can’t set your offering apart if you don’t know what’s out there.
3. Create a Sense of Urgency by Tapping into the Innate Fear of Missing Out
Creating a sense of urgency helped Marcus Taylor increase conversion on his landing page by 332%.
A sense of urgency could take the form of a substantial discount, a bonus, limited stock or products that are time-sensitive.
A few tips for creating a sense of urgency include:
The first approach with using a countdown timer is to tell your user they only have a limited time to take action.
Only 30 minutes left to register for my free webinar. Hurry now before it’s too late.
Alternatively, you can use the countdown at the start of a product launch if you’re offering an early bird discount.
We’re offering a 50% discount to the first 20 customers who buy our new soap dispenser.
Add a countdown timer to the landing page. Countdown timers could increase conversion by up to 147%.
Implied Urgency is when you communicate your message with buzzwords such as “Fast”, “Now” and “Hurry”.
Here are a few examples from Website Planet.
If you run a B2B business, offer a limited free upgrade to users who sign up for a demo version of your product. For B2B companies, add a popup on your landing page offering free shipping for a limited time on orders over a specified amount.
Imply Urgency in Your Headlines and Call to Action
Context determines when to use “now” vs “today” in your headline. Use a WordPress title split testing plugin such as Nelio AB Testing to determine the best option for your headline.
Also, add urgency in your CTA to increase conversion. An example is: “Download your free e-book now.”
Don’t forget to add a countdown timer next to the CTA button.
4. Keep Your Visitors Focused on Your CTA
There’s no click or action if you can’t catch the user’s attention. If you overwhelm them with multiple offers on your landing page, there’s no conversion.
Here are several tips for retaining attention on your landing page:
A Single Call to Action on Your Landing Page
48% of landing pages have multiple offers that confuse the reader. A landing page is a super-focused conversion copy. It should only have one offer and one action.
Balance Quantity and Quality
How many images should you have on your landing page?
Do you need 10 security logos?
Do you even need any security logos?
Does it make me seem sketchy?
To retain attention and drive action, focus on balance. Users ignore landing pages with too many images. They scroll to find relevant information.
Before adding an element, ask yourself this question.
Do I need this element on my landing page to convey the benefits of my product or service?
If the answer is no, don’t include it.
In the same vein, populate your landing page with information that is easy to digest and remember. Avoid fluff. Crystallise the core benefits with the features.
If you sell a luxury car, everyone else is talking about the look and comfort of the car. You could focus on the horsepower, the steel the car is made from and other elements that position the car as a long term investment.
Videos on a landing page could increase conversion by 86%. Use video to explain the top benefits of a product, showcase a customer testimonial or explain how your product works. Keep it short. 90 seconds or less usually works.
This ultimate guide on writing landing pages features tips to drive action on your landing page.
5. Exit Intent Pop-Up
In a brick and mortar store, if a prospect rejects your offer, you try other tactics to get them to buy from you.
In an eCommerce store, your landing page is your sales agent. Your visitor could leave within 3seconds if you don’t address their problem.
That’s where the exit-intent pop-ups come into play.
The image above is an exit popup from Brosa. They offer an incentive of $50 off your first order plus a flat rate delivery to encourage you to shop.
Think of the exit popup like your magic wand. You wave it, and the visitor stops in their track. If your exit-intent popup is up to snuff, you can collect their email, convince them to take a second look…do anything you want!
Nikki McGonigal, a craft blogger, used an exit popup to increase conversion by over 1300%. It’s so useful for any business and niche.
Just like a wizard in training, you have to practice to fully understand how to use exit-intent popups to convert visitors into leads.
A few clever tips include:
Define Your Unique Offer
Remember the first girl you asked out who turned you down? An exit popup is like telling the girl, “pretty, please don’t go.” When she turns around, you give her a compelling reason to go out on a date with you.
On a landing page, that compelling reason could be a free e-book, downloadable tool or lead generating whitepaper.
I love brands that use their unique offer to get past buyer objectives. For instance, you may have noticed that most users drop out when they see the cost of shipping. Your exclusive offer could be free shipping on orders above a certain amount.
Use a Clean Design
Minimalist design works best for an exit popup. It’s easy for the brain to process information when the design is minimal and features negative space. It helps your prospect focus on your desired action for the exit popup.
Reduce Friction with Coupons
Ever tried to shop directly on a landing page but freaked out when you saw the final cost plus shipping?
Yeah, I’ve been there too.
Instead of checking out, I put it off. Maybe I’ll come back later when I justified the expensive purchase in my mind or looked for a cheaper option elsewhere.
An offer for free shipping, a discount or coupon code are great options to reduce friction.
WPMU DEV tries to catch you when you’re leaving with a 60% discount coupon. That’s an irresistible offer to get anyone’s attention
6. Message Match – Give Visitors What They Want to See
People don’t just magically appear on your landing page. They saw your ad somewhere.
If the goal is to design a trustworthy landing page, it makes sense that the landing page should meet your prospect’s expectation.
For instance, I searched for “landing page optimisation”, and these are the results that popped up.
These ads are not related to the intention behind my search. I won’t click any of them. The ads at the bottom of the search result page show more promise. The headline “Proven Conversion Optimization” matches my search intent.
If I clicked on an ad, I expect the landing page to match the intention of my search for landing page optimisation.
Making a promise and failing to deliver comes off as suspicious. The content of the landing page should match the intent behind the user’s search query.
7. Get Your Foot in the Door Before Asking for a Financial Commitment
Avoid asking your website visitors for a significant commitment right off the bat. It may scare them, especially if they’ve never done business with you or heard of your brand.
Instead, build up your offer with a modest request. For example, ask for their email address to send a valuable piece of information or demo software.
Nurture the relationship until they become a customer. This is especially useful if you sell big-ticket items.
8. Social Proof – Leverage the Herd Mentality
“Who else has bought and used this product?”
That’s a question consumers ask before buying a product. They want to avoid having to think things through. It’s like a shortcut to making the right decisions. Let the reviews and testimonials do the talking.
Make the proofs trustworthy by including the customer’s full name or using a reputable third-party review service. This article discusses how to use social proof to increase conversion.
9. Use Preselected and Auto-populated Forms
Preselected forms are forms that the first field is already clicked. All that’s left is for the user to start typing. It seems unnecessary, but it works.
The lesser the friction, the more likely the user is to take action.
Auto-population is having your form suggest values to fill based on what users have been entering on other websites.
For instance, when they click the email field, the email address they’ve filled on other websites should automatically show. They click to fill, instead of having to fill the form again.
10. Money-Back Guarantee – Take the Risk Away
Some shoppers are wary. Not because they don’t want to buy, but they’ve been burned in the past. A money-back guarantee takes away the risk from the buyer.
Use my product. If it doesn’t work, I’ll give you 100% of your money back.
Ideally, the length of time to request for a refund should be enough for them to test your product — usually 7-60 days.
Sending visitors to your homepage is not as effective as directing them to a landing page. The above landing page hacks will help you generate leads and turn those leads into paying customers.
Are you strategically generating leads or you are leaving money on the table? Get in touch today if you need help creating a landing page that converts.