What is the ultimate aim of an online paid advertisement campaign? To increase the amount of traffic for your website and improve the latter’s conversion rates, right? But if the landing page (where visitors are directed to after clicking your online ads) of your website is not properly optimized, the bounce rates will remain high and the conversions, low. In the end. You’ll be using lots of money to acquire clicks that don’t actually go anywhere! Here are some easy ways to optimize your landing page and get those much deserved conversions.
What is the ultimate aim of an online paid advertisement campaign? To increase the amount of traffic for your website and improve the latter’s conversion rates, right? But if the landing page (where visitors are directed to after clicking your online ads) of your website is not properly optimized, the bounce rates will remain high and the conversions, low. In the end. You’ll be using lots of money to acquire clicks that don’t actually go anywhere! Here are some easy ways to optimize your landing page and get those much deserved conversions.
Headline
The headline is the first line that your visitors will read. It is your first impression and the biggest opportunity to increase conversions. Headlines that clearly state the benefit(s) that your visitors will get from your products or services are proven to get higher conversions than headlines that are plain or welcoming. Tell your visitors right out of the gate what they are going to gain after getting from buying your product, filling out your form. The headline should be clear and concise.
Single Focus Navigation
A landing page should be designed in such a way that it offers few distractions if any. That’s because distractions increase the bounce rate. To ensure your visitors remain on your page, you should not have side or top navigation bars on that page. Unnecessary navigation buttons might catch the attention of your visitors and distract them from completing the landing page’s goal. Provide your visitors with a seamless way to retrieve the offer you are providing.
The Lead Paragraph
A proper first paragraph or “lead” helps improve your conversion rates significantly. Consider having a subheader to expound on the benefits of your offer. The lead must be written with strong descriptors that will capture your visitors attention and make them continue reading. Describe briefly why the offer is valuable to your visitor, once again, clearly and concisely.
Lists
Use bullets to list benefits of your products in the order starting with the greatest benefit first and ending with the weakest benefit. You should make this as clear as possible to your target audience. Break up large blocks of text, demonstrate concrete takeaways, and keep your copy short and to-the-point. Try and answer the question: what will a person take away from my offer?
Images
The best practice is to use images that clearly show the benefits associated with your product or service in a visual medium to further break up the text. These are better than generic ones like unknown clip arts and logos. If, for instance, you are offering an ebook, show a cover of the e-book. Marketing studies show product images work best when they are placed to the left of the product descriptions or lead paragraph because of natural tendencies to read left to right.
Lead-capture Form
Avoid complex registration procedures. Having a large number of fields could reduce the conversion rate. Only ask for the information you truly need to initiate them into the sales funnel, like name or email address.
Testimonials
Include an actual testimonial from a person and include the image of the person to add authenticity to the offer. You can include who they are, where they work, and the benefits they received from your product or service.
A clear call-to-action
A person arriving at your landing page is most likely being driven their through advertising, so bes ure you employ specific action words as a continuation of your ad copy. Avoid vagueness and be creative; words like ‘submit’ and ‘send’ are too general. Use words like ‘download’, ‘sign up’, and ‘free trial’ are much more appealing.
