Even with a well-designed landing page, there are still a handful of areas where you could be losing potential conversions. In this article, Internet marketing expert David Hurley discusses four things you can do to improve your landing page conversions.
Generating landing page conversions is a two part process. The first part is all about getting traffic, but with so many different ways to generate traffic, many Internet marketers would say the primary focus should be on the second part - improving the conversion rate of a landing page.
It doesn't matter if your traffic comes from PPC ads, e-mail marketing, or even a click-through from your website, the landing page will make or break the conversion process. Even with a well-designed landing page, there are still a handful of areas where you could be losing potential conversions.
1. Keep Your Headline Consistent With Your Initial Copy
The easiest place to lose conversions is the headline. Your headline is what most people will look at first when they hit your landing page. This makes it one of the most important elements of the page. It is important that it stays consistent with the copy that brought the person to the landing page in the first place. At the same time, it needs to provide enough additional value to make it worth the visitors while to stay on the page.
One of the easiest ways to sharpen up your headline is by inserting a keyword or two that the visitor recognizes from the copy that brought them there. Not only does it show them that the page is relevant to their needs, but it is also an easy way to keep their interest.
2. Don't Ask For Too Much, Too Soon
Another common place to lose conversions is the opt-in form. There is no arguing that opt in forms are the single biggest barrier to conversions because they force the visitor to take multiple actions and share personal information.
The easiest way to overcome this is by reducing the number of fields they have to fill in. If your landing page is for an offer or promotion that takes place after they have subscribed to your e-mail list, then you can take advantage of smart fields or progressive profiling to reduce friction and make it easier for your subscribers to opt in to your new list.
3. Take Advantage Of Landing Page Conversion Opportunities
A common mistake which hurts conversions is to focus exclusively on the initial landing page. Once someone opts in to your list or downloads some content, you have a unique opportunity to capture a second conversion. While secondary conversion opportunities convert at a much lower rate, the leads they generate are extremely high quality.
Common secondary conversion opportunities include the thank-you page and confirmation e-mail. One point to keep in mind is that if you use an opt-in form on the thank-you page, make it clear to subscribers that it is a different offer from the one they have just acted upon.
4. Make Your Follow-Up Landing Pages More Personal
If someone is already on your list, then it is important to reduce or remove forms from future landing pages and provide a more personalized follow-up sequence. Not only does this make people feel that you value their time, but it also boosts credibility and increases the conversion rate of future landing pages. That is because they are better aligned with your e-mail sequence and more accurately reflect the progress that has been made in developing a positvie relationship with your subscribers.
Making sure that the four points discussed in this article are in place in your lead generation campaigns will definitely help to improve your conversion rates, not just on your landing page, but through the whole length of your campaign.
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