Landing Page Conversion Rates
For brands and businesses, a landing page is often the first interaction a customer will have with the brand. You only get one shot at a first impression so your landing page must look and feel the part. Across industries, a standard average conversion rate sits above 2% whilst the most successful landing pages convert at over 10%. Ideally, brands should at least aim for a conversion rate of over 5% which places you in the top 25%. Is your landing page converting at an average or worse still, a below-average rate? In this article, we detail the key concepts that facilitate conversions on landing pages.
Design & Structure:
Remember that this landing page is often your potential customers’ first time interacting with your brand. Therefore, it’s crucial that this page is well designed. The modern consumer wants information to be easily accessible, visible and ordered in a hierarchy of importance. Place the key images and information centrally and at the top of the page and keep additional in-depth information and content further down in the page hierarchy. Avoid long-form copy, links that take users away from your landing page, and recommendations for other products/services that aren’t directly related to what was initially advertised to avoid potential confusion.
When turning to the visual aesthetic of the landing page for possible improvements remember: Simplicity is king, but we are still looking to provide an experience that appeals to the user. The user experience your audience desires will depend on the audience and product/service. You don’t want your landing page to feel identical to your competitors or be so boring that it fails to captivate the user however on the other side of the spectrum too much design work and content can make your page confusing and overwhelming for users. If your branding has a distinct style and colour scheme then stick to it on the cover page, brand congruity is important! Check out your competitors to see what works for them and what they are missing, providing insight so you can stand out from the crowd.
Call To Action:
The goal of a landing page is to have your target audience take some sort of action on the page, for example: Signing up for a newsletter or registering for an event. Call-to-action design needs to motivate people to engage but sometimes simply placing a sign-up or register now form is not enough. If this might be the case, try to create a sense of value and/or urgency for the user if they act now. By placing a time constraint on the page you’re letting the customer know that this offering will not be available forever. It will often be coupled with a form of discount or value offering that provides the customer with benefits only available to them within the time constraints you have set up.
Headline / Value Proposition:
The initial text on your landing page should be the largest and compelling enough to convince your user to engage further. A unique value proposition can be the difference in your landing page’s success. Don’t just tell your audience about your brand or product, make them feel as if it is something important, unique, and valuable.
Customers who don’t feel you are trustworthy are far less likely to convert. In fact, in a 2021 study of 1,000 consumers, it was found that 80% considered trust a deciding factor in their purchase decision. Credibility and Social proof go a long way to negating feelings of distrust in a customer. If possible, include testimonials, reviews, Trustpilot ratings, and any other content such as awards and product placements to reinforce that what you are advertising is trustworthy.