Landing pages are essential for any website’s success, but particularly those that want to convert traffic into leads. Ecommerce sites generally have well optimized landing pages to boost their online sales, but what about corporate websites or sites that want to capture leads and convert them into subscribers?
The truth is that the statistics show sites with more landing pages experience more conversions. But in reality most sites really only have one or two landing pages at best. If your site is selling 20 products you should have 20 landing pages. Whatever you expect to sell needs to be contextualized within a landing page to make it as easy as possible to make your online sale. Here are some tips and techniques on exactly how to do that.
Is Your Traffic Targeted Enough?
Sometimes your traffic is just not targeted enough to improve on your bounce rate. Moz.com recommends:
Do you have sites sending you traffic for products that you simply don’t sell? For example, if your product is high-end, but a price conscious forum is sending you traffic, you’ve got a clear mismatch. Often there’s little you can do in this situation apart from focus your efforts elsewhere.
If you’re paying for this kind of traffic with PPC, it would be advisable to stop. Working on referral sites will help to send more targeted traffic to your website.
When It Comes To Landing Pages, More Is More
Somehow there is a perception that lots of landing pages are not necessary. But data shows that the more landing pages you have, the more opportunities you can create to sell. Hubspot advises:
Every new landing page you create is another opportunity for you to appear in search engines and get your link shared on social media — and better search engine rankings and social media posts mean that you’ll have more opportunity to drive traffic and conversions for your website.
Use Analytics To Improve Your Landing Page Performance
Analytics will help you to ascertain where things are going wrong. Three areas you could look at for help in improving your conversion rates are: navigation summary, bounce rate and conversion rate. Pages with a poor bounce rate ill need to be worked on.
Are you including a prominent call to action? Are you telling your reader explicitly what he or she should do next? Some believe that a red submit button is powerful, but it is important to note that this might not work on your site. Most of the studies done on conversions and call to action buttons show that the button is most effective when it is a contrasting color to the website’s corporate identity. If red is in your CI already it might not make a difference to your conversion rates.
It is possible that your high bounce rate is not entirely a negative metric. Maybe your traffic is landing and going straight to a Help section or FAQ page instead of buying a product. Perhaps the traffic is clicking a search box instead of reading a blog article. The Navigation Summary will tell you what the entry paths were and where your users went to on the site.
Conversions are the most important metrics of all, because a low bounce rate means nothing if you can’t convert your traffic into sales.
However, you don’t always have to keep your conversion elements above the fold. While some say a lot of users might not scroll all the way down the age and use it as the basis for keeping all the conversion elements on the top part of the page, the serious buyer will convert no matter where the final “submit” button is positioned.