When trying to increase conversion rates often the most obvious element can be over looked; and that is our landing page. Low conversion rates are well documented on the Internet and to make up for this downfall marketers will attempt to drive more traffic to their landing page to try and increase the revenue generated by that page. Getting more traffic to your site is always a good idea, but this should be done in conjunction with trying to increase your landing pages conversion rates. Here are some tips that can help you do that.
Your call to action
The call to action is the most important element to any landing page, this is your opportunity to tell that viewer what you want them to do, whether it’s to sign up for your newsletter or download a pdf.
You will have a limited opportunity to get your call to action in front of your search traffic. Even if you miss the initial opportunity to get your visitors to click on your call to action your landing can offer you the opportunity to promote complementing products.
Your landing page is the first impression a visitor will get of your site so it is important that your site and brand is portrayed in a positive light. It is also important your landing pages fit closely with what that searcher is looking for. If you are promoting your landing page with paid advertising there must be a direct correlation between what your ad promises and what your landing page delivers. If you cannot deliver what the searcher is looking for you will never achieve the results you want.
Take every opportunity to test, simple A/B testing to the more complex multivariate testing are now made easy with Google website optimizer. As soon as traffic begins to hit your landing page, you should begin testing. By doing so you will gain some valuable insights into how you can increase your conversion rates.
Testing will not yield answers straight away and depending on the types of tests you are running it could be months before Google Website optimizer has enough data to make a conclusive decision on what version of your landing page has yielded the best results. Running a multi-variant test can take even longer depending on the amount of elements and the combinations you are testing.
If you do decide to use a multi-variant test it is wise to keep the number of test elements to a minimum or Google will not be able to gather enough information to allow it to give a true indication as to which set of elements works best and in what combination.
A well-crafted landing page takes a lot of time to master and you will soon learn that one size does not necessarily fit all, what has worked in one niche may not work in another. Finding what does work though means you are maximizing your opportunities.
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