Landing pages are a critical component of a business’s websites. Whether you are relying on your home page as the primary landing pages for your campaigns, or have dedicated landing pages for each campaign, there are a number of things you can do to improve conversion rates. These are our top recommendations to boost your landing page conversions. And no, you don’t need to rely on landing page software such as LeadPages or ClickFunnels. So long as you have a strong, stable website, then you should be able to optimise your existing landing pages, or create new ones, that boost your conversion rates.
Form Fields Selected on Load
Do you have a newsletter subscription form or pop up on your website? One of the most common oversights with these forms is when they appear that the user’s cursor isn’t automatically placed within the first field within the form. This may seem like a very subtle difference, but it can have a huge impact on your conversion rates. Firstly, the user is already in the form (without even realising when it first happens!) and can immediately start entering their details. In order to move onto other elements of the website they have to actively navigate the mouse/cursor away. The best example of such an experience is Google – did you ever actually notice that it does this? The importance of simplicity cannot be overrated when it comes to user experience and conversion. Interestingly, WishPond tested this methodology and the result was a massive increase in their product signup conversion rate by 45% with a 95% confidence level.
Exit Pop Ups
Exit intent software is very clever indeed. It basically detects when a user’s cursor moves to the top navigation area of your browser and serves a targeted popup designed to convert visitors. Yes, exit pop ups are annoying – but the plain and simple truth is that they work. Does that make it even more annoying? Of course, there are many different types of exit pop ups – from the complete screen overlay, to the smaller, less intrusive style. The critical thing is that they are triggered based on visitor behaviour with the goal being to convince people to convert. When this comes to online shopping, the most popular exit pop up says something along the lines of “You left something in your cart” or “Don’t go…. how does FREE SHIPPPING / 10% OFF sound?”. On a services page, it might be something like “Need help deciding which service is right for you?” or “Leaving so soon? Stay connected with us with our weekly tips”.
There are some great WordPress plugins for pop ups, however often they come with the need to upgrade. We like to use Bloom by Elegant Themes & Optin Monster as they provide a great deal of flexibility, lots of integrations and they typically display beautifully across desktop and mobile experience.
Remarketing is the ultimate tool to help take advantage of traffic to your website that did bounce – even with an exit intent pop up in place. Remarketing allows for you to display messaging to people who visited your site – and you can bolster this by displaying very targeted messaging based on the page/s or product/s they visited. To make the most of your remarketing spend, we recommend that you only activate your remarketing cookies after a user has been on your site for at least 30 seconds. This helps to remove the ‘uninterested’ visitors from your campaigns.
When utilising remarketing, you can then direct traffic to an entirely NEW landing page that has been tailored towards a returning visitor. This allows you to provide a dedicated offer to these customers – and even go so far as an offer specific to new customers or returning customers.
We are big fans of A/B testing for a number of reasons. Number one is that – given the right tools – they really are quite easy experiments to put in place. The second is they provide factual evidence as to what works and what doesn’t. You can test the landing page variations over 1 week or 1 month (often dependent on the volume of traffic) and use the data obtained to come up with a high-conversion landing page. Leveraging a heat maps can provide additional insights as to what elements of your landing page is really working.
A few final thoughts
The power of your landing pages should never be underestimated. They are the key to obtaining new leads, generating purchases, and retaining customer interest. Take the time to assess your Google Analytics to see top pages for entry and exit as this can help prioritise which pages to focus on.