When a user visits your website, there are typically a handful of ideal options that you hope they click on. The ratio between users that complete those preferred actions and those who don’t are what make up your website’s conversion rate.
Why does this matter? Well, by optimising the parts of your website that users are using, you can reduce the costs of marketing your business and focus on those areas (as well as the users that turn into long-standing customers).
We’re sure that you have a few questions about the subject. We’ve done our best to outline the different areas of landing page optimisation and landing page conversion to help boost your business in the best way. Simply find the relevant section header to read about the area that most interests you.
Landing page optimisation and you
Landing page optimisation might sound complicated, but we can promise you that it’s quite the opposite. This term references the process that a business or a marketer goes through when attempting to improve a landing page.
Landing pages go through numerous attempts of trial and error during their active time on the web. All of these changes are usually made for just one reason, and that is to gain more conversions from users visiting a business’ website.
Testing your page
Experts agree that there’s no point working on an outstanding landing page if you aren’t going to test it before it goes live. But it goes further than that. It’s not just about giving your landing page the once over and making sure it works, but also trying out different layouts and techniques to push your conversation rate up.
For example, making a change like adjusting the positioning of a form on your landing page can hugely increase your conversion rate. In digital marketer Aaron Levy’s experience, you could increase your conversion numbers by almost half! Test out different layouts and reap the benefits.
Mobile-friendly is the way forward
We cannot stress this enough: Optimise your landing page for mobile use. We are a society that is constantly on the go, and we love having access to information in the palm of our hands.
Many business people and consumers use their smartphones while travelling to work. Over five billion people use mobile phones across the world, with more than half of these users having access to a smartphone. Without having mobile-friendly websites, you could potentially lose out on thousands of people visiting your page.
Don’t let your Call to Action be ignored
Call to actions are used everywhere. A call to action pushes a web user to complete a certain action. These can be “Add to cart” buttons, “Submit” for forms, and a wealth of other examples.
Being predictable and using the same call to action element as everyone else might feel safe, but it’s repetitive and boring. Without an attention-grabbing call to action, you may as well be asking users to ignore your page.
Rid yourself of the overused call to action statements like “Submit” and start thinking about what your brand represents. You’re friendly, you’re empowering – why not use “Let’s go!” or “Let’s do it!”. The latter of these is used by company Less Accounting when signing up to their free trial. Wording and expression are everything.
How to figure out where your users are going
Like we’ve mentioned above, a lot of this is trial and error. If you keep a close eye on your conversion rates compared to the number of visitors that your website is achieving, you’ll easily notice a discrepancy.
However, there are some tools and techniques that you can implement to cut down the time these tests will take.
One such tool is called a Heat map. Heat map analysis allows marketers and business owners to see exactly which areas of their landing page are being engaged with the most. It is a visual way to look at all the data about your landing page, which can make the numbers seem clearer and less confusing.
Heat maps can show where webpage visitors have engaged with clickable buttons, how far down a page they’ve scrolled, and even where a user has moved their cursor on your site.
They’re an amazing marketing tool to have in your arsenal.
Why your landing page isn’t getting results
Unfortunately, there are a few reasons that you may not be seeing any conversions from your landing page, even if you’ve put a lot of work into it.
A few of the ones that are easier to fix include: Too much text, too many images, demanding tones of voice in your text, and boring call to actions.
Some that are more difficult to quickly fix are things like bad/boring offers, and mixed messages. Stick to your guns throughout the entirety of your website and have several people check over the text you’ve written. It’s much harder to catch your own errors than someone else’s.
Landing page conversion rates
Depending on the industry that you work in, your conversion rate might be vastly different to another company’s. Conversion rates are quite low, so it’s simple to figure out whether or not your business is hitting its targets.
For the standard retail or an ecommerce website, a conversion rate of around 2.58% is the global average. This rate has fluctuated over the years and differs from country to country. For example, the second quarter of 2019 saw the UK at a conversion rate of 3.81%, while the US was at 2.57%.
The latest research shows that 2020 has caused a bit of a surge in online buying and conversion rates, with the average conversion rate of ecommerce moving up to 2.86%. Globally, this rate skyrockets a bit further, capping out at approximately 4.31%.
To summarise, if your conversation rates have reached anywhere around 2.86%, you’re right where you need to be.
Joe Dawson has a passion for creating meaningful experiences. Through design he creates authentic and innovative digital products. Read Joe’s blog, https://www.creative.onl/posts/. Follow Joe on Twitter.