The sole purpose of a landing page is to get customers to feel as if they’re not being left to their own devices. While also subtly offering them a service or product that’s relevant to their interests. There are a handful of elements that go into a great landing page. We’re going to break down what goes into the best landing pages and why our ten landing page growth hacks for improving conversions are essential for business owners in all fields – regardless of size.
1. Limited Time Offer Countdown
Timers have been around for a while. And although people are aware of them and they can come off as cheesy, they work. They’re a more aggressive call-to-action, but the website visitor still has all the power in the world to ignore it if they want. However, timers give businesses a psychological edge. Because if customers read that they only have a day left, and they don’t have a visual cue that makes the situation real, they’re less likely to click through and potentially make a purchase. Showing the website visitor the sense of urgency versus telling them about it works more effectively because people are visual learners.
2. Use Click Popups Instead of Forms
Click Popups give website visitors less to do. Most people are typically on the fence about clicking on an ad or an email. If they do actually decide to click on it and then they’re forced to fill out a lengthy form, the odds of them going out of their way to do work for something they’re already skeptical about are extremely low. By simply offering visitors a popup where all they need to do is “Click Here for More Info,” you’re letting those visitors learn more at their own pace without shoving deals and promotions down their throats.
3. Personalized Landing Page for Repeat Visitors
People are looking for personalized customer experiences and buyer’s journeys every time they interact with a business. There’s absolutely no reason for landing pages to be left out. The point of them, like we said, is to draw the reader in. One way of doing so is by including a name in the headline. What sounds better to you: “Dear valued customer, we appreciate you coming to our page, and we hope you find exactly what you’re looking for,” or “Hello Joe, thanks again for coming to our page, and thanks for taking the time to join our newsletter where you can find more deals on the brands you’re looking for”? Also include a logo to show potential clients this form is yours and you really care.
4. Minimize Form Fields
If you do decide to go the form route, they should be simplified to one field in order to make the process more streamlined. So if you don’t need to know the visitor’s birthday, don’t ask for it; if all you need is a name or email, that should be the only field you ask for. Doing so in an age where trust for companies is severely limited due to the increase in data breaches is unwise and unnecessary. Plus, the faster a customer gets through the field, the faster they get to where they, and you, want them to go. If it takes an arm and a leg just to sign up for a newsletter, it’s only natural for the customer to think the buying process will be even more complicated.
5. Stay Consistent & Relevant
Consistency is an absolute imperative for businesses that ultimately goes beyond landing pages. If you want people to buy shoes, you should be sending visitors to a landing page that focuses on shoes. If you’re going to use a popup or form on the landing page, it should all be relevant to the customer’s interests. The message on the form should also align with everything else. You’re not doing the skeptical website visitor any favors by giving them mixed signals. You’ll come off as only offering clickbait rather than actually caring about what the customer wants.
6. Monitor Colors
Colors can make all the difference on a landing page, popup, or button. The nice thing about monitoring colors is that you can do so by split testing them. If you find red is nice, but people respond more to green, then make the button green. If the landing page is white and uninviting, customers might think you’re not trying hard enough. Same thing goes for colors that are too bright. They can come off as distracting, and then customers might wonder what exactly they’re being distracted from when they should be focused entirely on reasons why they should be committed to making a purchase.
7. Test Your Calls to Action
Calls to action go beyond timers, and they are present in not just landing pages, but also email marketing campaigns. They can come in the form of buttons, headlines, and messages as well. Headlines on a landing page, whose goal is to get a website visitor to act, need to be actionable as well. This is why consistency is so important. If you want a customer to buy a pair of shoes and you bring them to a page where they can learn about the history of shoes, as explicative as the page may be, it’s not going to be enough to convince a potential buyer to go out and buy a pair of shoes.
They need specific details that pertain to their specific needs. If customers are worried about price, and you’re offering a 20 percent off sale, make them click a button that says “Save 20% Now” instead of “Click to Learn More about How You Can Save Money.” From there, you can include content on the landing page that explains to the customer why saving money on that pair of shoes matters right now.
8. Simplify Wherever Possible
Quality over quantity matters when it comes to landing pages. We’ve already hinted at this before when it came to forms. Those should be simplified to only what’s necessary. Content shouldn’t stray too far from what you want the potential customer to do once they’re on the landing page. Website visitors shouldn’t have to scroll too much on forms or on the page itself. Everything should be clearly laid out without any fluff to offer visitors more transparency. Which ultimately offers a better buyer’s journey and customer experience.
9. Dynamic Text Replacement
Dynamic Text Replacement allows businesses to offer different kinds of text to website visitors based on a number of variables like location, keywords, and how they access the site. If, for example, a visitor is interested in shoes, and your website offers all kinds of clothes, a customer could be given a popup that says “Click Here to Save 20% on Shoes Now,” and then they’re taken to a landing page that offers all kinds of deals on shoes. If they want to look for shirts, they’ll go through the same process, but for shirts. Dynamic Text Replacement helps businesses a wide range of scenarios to ensure each customer receives a personalized experience.
10. Exit Popups
Finally, when a visitor is about to leave a landing page, make sure they’re given an exit popup that might get them to stay on the website a little bit longer. This can simply come in the form of a message that reads, “Are you sure you’re ready to leave before saving 20% on your next purchase?” The longer a visitor is on your business’ website, the higher the odds of them making a purchase are. Many people who go through the entire process are skeptical and are looking for reasons to leave. One major reason is because they’re not receiving a personalized experience. Simply leaving them with a message like “No, please stay,” can help make customers feel like their presence is valued. Even if they do leave, at least you’re sending them off on a good note.
The Final Word
Landing Pages are a great opportunity for businesses to offer website visitors a personalized experience when they’re expecting the opposite. It often comes as a surprise when we visit websites. So they interact with us as if they’ve known us or know what we’re looking for. These ten landing page growth hacks are a great start for your business when optimizing landing pages. They are easy to implement, meaning there’s no reason not to give them a shot.
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