subject: Increase the conversion rate on your landing pages [print this page] Increase the conversion rate on your landing pages
Do you need to increase your conversion rates and ROI?
Well, there's one place where you can make a real, measurable difference and see instant improvements. That's on your landing pages.
The key to success is to minimise the bail out rate. You see, a large number of your prospects will never register for your newsletter, case study, white paper, or webinar no matter how enticing your offer.
In fact, over half your visitors will bail in the first 8 seconds. The next group will bail because the page doesn't deliver on its promise. A smaller group will reach the registration stage but give up. And a minority will convert.
So how can you minimise bail out rates on your landing pages and increase conversions? Try these three proven steps:
Highlight your offer
What are your prospects thinking about when they land on your page? They're thinking about your offer.
And what do you want? You want them to take the next step and register their interest. You have 8 seconds to reassure them, get the click and increase your conversion rates.
Make your offer the centre of attention on the page. Make every element remind your prospect how compelling your offer is, and why they need it. Now.
Here are three design elements to keep in mind:
Do the headlines on your landing pages connect with your original email, banner, search engine or direct mail piece?
Are your graphics relevant and professional?
Have you included a "hero" shot of your offer?
Tell the whole story of your offer
Don't be afraid to tell the whole story of your offer. It's true you only have a page to work with, but successful landing pages make the most of the space to deliver on their promise.
General design elements to think about here:
Move your prospects through the page fast and remove obstacles to action.
Keep design elements simple and relevant to the "sale."
Consider using rich media to reinforce your offer.
Reassure prospects with testimonials, guarantees and security.
Above all, stay single-minded, and don't confuse your prospects with multiple offers.
Make it easy to fill in registration forms on your landing pages
After all your hard work, the last thing you want is your prospects bailing out at the end. They could get a phone call, an incoming email, or simply get cold feet. Don't let them off the hook.
General design elements to think about here:
Make your form easy to complete.
Can prospects easily clear the form and make changes?
Have you offered another way to get in touch if they have any queries?
Have you guaranteed their email privacy?
These final points are like guarantees doubly important for increasing conversion rates online where there's no face-to-face selling. Finally, remind them they have nothing to lose by responding to your offer.
