How To Get More Conversions For Your Landing Pages
If you are in charge of a brand, you handle content and social participation, you know that it is normal to start worrying when the website does not work and I mean not achieving the main goal: to generate conversions .You need to do an analysis to get to the factors that hurt your business. However, on many occasions, improving the amount of conversions and actions you trigger on users, is easier than you might think.Getting few conversions , or none at all, is the main factor for an online commerce failure, so you should take certain precautions, first, not to discourage them yourself.
Define the goals of your website (conversions)
Your website is the main tool in which your Internet Strategy will be implemented and It is the most representative element of your digital identity: it will position itself on the Internet, acquire visibility and popularity, becoming increasingly important, gaining authority / popularity, allowing you to gather your audience, etc.
For these reasons, you have to start on the right path in order to raise your web project and the the first question you have to tackle is:
What do you want a website for and what do you hope to achieve with it?
Through your website you will have the opportunity to communicate your messages and proposals to a specific audience or target audience. But surely you will expect some reaction from them, that is, you will have expectations about what should happen on your website in relation to your qualified visitors.
The first step in this approach is that: you must decide what concrete actions your qualified visitors should make, so that these contribute to your marketing, communication, or business goals. These actions define a priority called ” conversions “. Conversions are the reason for your online presence: what is your website good for? And what does it serve your target audience?
Before you can come up with and define your own conversion goals , you have to learn a little bit about them.
Types of conversion objectives, and their scope
Starting from the type of institution, the purposes to be reached through a web can be of any nature.
Any website can have different purposes defined in different types of conversion goals (also called conversion archetypes ), for example:
- Advertising and Promotional Objectives -> Increase the audience level
- Commercial objectives -> recruit prospects, make sales
The possibilities are endless, and the following specific examples will further clarify the outlook.
Commercial Reach Conversion Goal (Service Sale)
As you can see, this approach has the following elements:
- I define a commercial objective that I want to fulfill (to be able to sell a service that I offer)
- I implicitly consider the need of the target user: he or she needs professional help to plan their own website
- I define a key page where the interested parties must inform themselves and decide to act (eg: http://www.ddw.com.ar/soporte-para-planificacion-web )
- I define a way or means by which I effected my stated objective (form by which the interested ones consult me or make requests)
- I raise an expectation based on the amount of conversions needed in a period of time (frequency) to consider “profitable” to my service
Conversion objective for marketing purposes (increase contacts with potential clients)
Having a database within my own web system, with the data of the interested public (potential customers) is to:
- Follow prospects (potential customers),
- Analyze the behavior of users during their browsing sessions,
- Perform statistics and analysis of the different user profiles (targets), and their specific needs
- Issue loyalty actions,
- Do surveys and receive the necessary feedback to know the direction of the business
- Know the evolution of the market, the new needs and requirements of customers
- Send offers of products or news of information of interest
- Gain competitive advantages over direct competitors
- Increase the positioning and leadership through the increase of the participation quota online
Conversion Objectives for Nonprofits (and / or NGOs)
Conversion goals should not always have a final profitable or commercial purpose. A non-profit organization can be considered as conversion goals, for example:
- Increase the number of private affiliates who donate money
- Recruit volunteers who wish to join their cause and work after it,
- Get grants and donations from government agencies and companies
- Maximize the size of your audience to get your message to as many people as possible
Strong conversions vs. Weak conversions
From the point of view of commercial strategy (implicit in corporate or e-commerce websites) it is useful to classify two types of conversion objectives, depending on their intensity:
- Weak conversion targets, and
- Strong conversion goals
We define ” weak conversion goals ” are those where the user demonstrates his / her interest in our information or services (eg adding the site to his / her favorites, subscribing to the mailing list, registering on the web, making a query, etc.).
And we define as ” strong conversion goals ” those objectives in which we achieve effective sales.
Scalability of conversion goals
In online marketing strategies aimed at selling products or services , the conversion goals are usually in several steps (or stages), etc
- Firstly, we have converted a ” casual visitor ” into a ” faithful follower ” of the website (we need to be interested in our information at this stage)
- Secondly, we have converted the ” faithful follower ” of our website into a ” potential customer ” (we now want you to be interested in our products / services)
- Third : we turn the ” potential client ” into an ” effective customer ” (we have managed to sell him something )
When a visitor arrives or “lands” on any page of your web, the most important thing is to get:
- Catch their atention
- Persuade him
- Turn it into lead and then client
To achieve this, you have to align all the elements that make up each landing page or landing page to achieve the desired goal.
Below are a few steps to follow :
Send people to a relevant page
The first question that the visitor will ask when he arrives on your page will be something like “Am I in the right place to find what I am looking for ?. If you get to the home page, you may get lost among all the options and you will leave. Therefore , it is best to direct the traffic to a page specially designed so that the visitor feels that he has reached the page he was looking for : the landing page for that product or service.
Create a consistent experience
No matter the origin of the visitor, it can already be from SEO, SEM, from another page or from an email marketing campaign. The important thing is that you have arrived by clicking on a link or banner that proposed something. Therefore, it is consistent with the message of the previous step and presents in the landing page the content you expect. Do not make him feel frustrated when he gets to the page and leaves. If the visitor was looking for cookies, do not give him a landing page related to the sale of ovens because it is not what he was looking for.
As in large shopping centers, where they eliminate sunlight and all kinds of time reference to focus on the buying process, in a landing page you have to eliminate distractions to drive the visitor to the desired action: conversion . If navigation is maintained on a landing page, there is a risk that the visitor will click on one of the links, get lost along the way and never come back to become our client.
What best explains this is the following phrase: ” There is never a second chance to make a good first impression .” On the internet, the same thing happens: the visitor arrives, analyzes in 4-5 seconds and if he does not find what he is looking for he leaves. Therefore, it is extremely important to place in the first part of the page the most important elements to get the attention of the visitor.
The ideal size of a landing page
It will depend on the audience and how the information is presented. In repeated tests, long landing pages that contain detailed product or service information translate better than shorter ones. The only way to know the ideal size is to do tests.
Video or image?
As a rule, the video has more ability to retain attention than an image because, once you click on play, the visitor focuses all his/her attention on the video. Obviously the video should explain the product and its benefits as it will not do anything to show a corporate video if what the visitor wants is to buy cookies. It has the disadvantage of being more expensive, because more resources are required to make a professional video that helps the conversions. The video should be at most 2-3 minutes. Then you will have lost the attention of the visitor.
The Call to Action (CTA)
The “Call to Action” is the web element that asks the visitor to take action. Subtle changes in the action button (such as color, size, or location) can significantly impact the conversion rate. Bear in mind that the message is a fundamental element in the conversion. Choose a simple, clear and eye-catching message that inspires the visitor to take action. Make sure it catches your eye. Usually, the bigger the better.
By implementing the above tips, you are sure to notice significant improvements, but it is only the beginning. The more you work on conversion optimization, the greater the impact on your bottom line. An improvement in the conversion rate of 15% may not seem like much, but if it translates into a 15% increase in sales, the difference can be significant.