When first approaching this topic, most people don’t really have a clue as to what a landing page conversion is, or even just a landing page. To start off this blog, I want to first dig deeper into the definition of a landing page and then the definition of a conversion. A landing page is when someone clicks on a website link and a page pops up as a websites “home page”. For example, it’s like when you search up “Google.com” and the home page of Google pops up with the search engine and categories under it. A conversion is basically defined as the goal of a website, whether it can be sales or clicks, just depends on the company/website itself. Now that we have covered the basics of a landing page conversion, it’s time to move onto 5 ways to increase landing page conversions.
- The first step of a successful landing page conversion is to Never Build A Landing Page Without a Campaign or also known as NBALPWACG. To define this even further, it basically means that without a solid goal/campaign, building a successful landing page will not prosper as well as one would like it to.
- The second step of a successful landing page conversion is to test out what works best for your website. How would someone ever know what works or doesn’t work if they don’t try and test things out. As Burt Rutan once said, “Testing leads to failure, and failure leads to understanding”. From this quote, one can take in that Testing is a step that is needed for success and it can show what else needs to be done. In this scenario, a way to do this would be to possibly try out one ad and throw it onto 4-5 different landing pages and see which one works out best.
- The third step is to follow the seven principles of conversion-centered design. The first principle is Attention and it is to grab the attention of your viewer. It can be with a funny quote or punny first line. The second principle is Context and that basically means to make sure your content matches with your page with the link on it. Without following this step, people would immediately question why they are even on this page in the first page if nothing makes sense. The third principle is Clarity and it is making sure that your consumer understands how to complete the conversion. This step is extremely important because it closes out the transaction. The fourth principle is Congruence and it is to make sure that the buyer knows how to directly access the conversion. The third and fourth step are very similar and both are trying to close out the transaction. The fifth principle is Credibility and this is a very important one because you need your customers/consumers to trust your landing page and product. This essentially happens with positive product reviews. The sixth principle is Closing and that talks about having a low attention ratio so people keep coming back for more. Having a successful month of conversions is great but what keeps the business afloat is having a consistent amount of conversions yearly. The last principle is Continuance and it is pretty similar to closing in the sense that you are trying to retain the customers that you just sold to. Ways to do this include offering good deals in the future, or even just making sure they are satisfied with what they received.
- The fourth step in a successful landing page conversion is to make sure your media channels are proficient. Social media is the biggest trend in today’s society and it is quite possibly the easiest way to reach a lot of viewers with just a couple of ads. Make sure your company has social media accounts in Facebook, Twitter, Instagram, and even Snapchat or Youtube. All of these platforms have advertisement options and it would be a great idea to invest more into it if you haven’t already.
- The fifth step in a successful landing page conversion is to make sure your landing page is mobile-friendly. Just about everyone is browsing the internet with their phones nowadays just because it is a lot easier and you can do it wherever you want. Just because your desktop version looks good your computer does not mean it will look good on a smartphone. Make sure that you have a mobile page so smartphone users are able to buy your product from there too.
Sources:
https://sproutsocial.com/insights/social-media-conversion/
https://blog.hootsuite.com/drive-conversions-social-media/
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