7 Landing Page Elements To Increase Conversion Rate
June 12, 2020
Due to increasing demand, Google ads and Facebook ads costs are rising. But despite the increase, digital marketers still embrace this method to reach their desired audiences and consumers instantly.
Experts in the industry are predicting exponential growth on the global marketer's allocated expense for digital marketing ad campaigns by 2021 - (eMarketer.com).
It is no secret that there's gold on the Internet. The industry is growing, and we can say that the trend with modern-day digital marketing is far from its peak.
Everyone is welcome to grab their slice of the pie from this billion-dollar industry, but not all can bare the challenges, especially lost marketing budget.
On average, small businesses get a 50% ROI from their digital marketing expenses using Google Ads - (Powertraffic.com). But not all are fortunate to meet this result, and most people stop too soon.
If you find yourself stuck with zero return of investment after your tremendous marketing expense and effort, you may need to dive deeper into the common elements of your landing page.
Get the most out of your PPC efforts by implementing landing page elements that contribute to increasing conversion rates.
If you are a marketer who uses their website's homepage as a landing page, do yourself a favor now, create a dedicated landing page.
Without further ado, let's get into the summary of those elements, as follows:
- Clear Direction
One of the disadvantages we are suffering in the digital era is the decrease in attention span.
When online, we have a shorter attention span than a goldfish, whom attention span is at 9 seconds on average - (Time.com). That may even be generous, with many users making decisions within a split second.
Why is that?
The key to success relies on how well you captivate someone's attention online.
Notifications are endless for your target consumers. That's because it's not just you who seek to win their attention.
You only have a few seconds to let them stick to your landing page's message, so be clear to your prospect of "What's In It For Me" (WIIFM) on the onset of your landing page using captivating headlines.
That way, no matter what kind of distraction they might encounter, their curiosity will cause them to return to your message.
Will a few seconds be enough to hold your visitor's attention on your home page? They will more than likely bounce from menu to menu or page to page in an attempt to figure out what's going on, and in a few seconds will soon leave.
That's a cold hard fact that you need to accept if you still wish to use your website's homepage as a landing page. The only time a homepage is beneficial to drive paid traffic to is when remarketing, or if your homepage is modeled after a proven landing page.
Moving on to the next element;
Visitors are skimmers. Only 10-20% of online readers make it to the bottom of your page - (coschedule.com) and that hurts, but we can do something about it.
Videos are a great way to quickly showcase how your product or services will affect their lives upon availing it, and users consistently spend more time on a page that contains a video.
Having a short video will save your landing page from these skimmers who often ruin your day after seeing an analytics report about your pages' bounce rate.
Videos will also help you emphasize the benefits of your products and services, and will make visitors curious to see more proof and evidence of your offer's effectiveness.
If a picture is worth a thousand words, videos probably speak much more. So, better apply it now if you haven't done so yet.
Most of the time your products and services are probably not part of your target audience’s to-do list.
After you snatch their attention and bring them to your landing page, they are not going to wait 5-10 seconds for your landing page to load.
Most users are now browsing using their mobile devices. More than half of web traffic comes from mobile, and this trend is expected to grow in years to come - (statistica.com)
Who can resist the portability of information? Surfing the Internet is best done when your legs are up in the sky while you're lying lazily on your couch, right?
So make sure that your landing pages are mobile-optimized, responsive and accurately displaying every piece of your landing page design on time.
As a rule of thumb, your mobile page should load within 3 seconds, and desktop within 2 seconds.
We at SparrowBoost are consistently able to build custom landing pages that load in 2 seconds on Desktop and 1 second on Mobile. The faster the better.
4. Clear Direction
We all want a higher response rate from our landing page's call to action (CTA), but most marketers offer up too much information and distractions on the landing page, which often confuses landing page visitors.
Here's another truth that is a little hard to swallow. People care about themselves. Visitors are not interested in what you do, but rather they are more interested in the transformation they'll get from your offer.
Focus on the benefits, drive your prospects' thoughts towards one direction, and lay down a clear call to action (CTA).
You may consider a copywriter's service to help you compose a compelling yet persuasive message on your landing page.
A copywriter's job is to find the pain points of your audience, captivate their emotions through words, guide their attention, and carefully plant priming tactics along with the message that influences visitors' decisions later on.
If you are a DIY person, feel free to hone your copywriting skills but this skill goes the same as organic SEO reach - it takes time.
If there's one tactic that works for marketers in all ages, it’s scarcity tactics.
Scarcity tactics trigger fear of missing out (FOMO), which results in a part of our brain (amygdala) generating stress hormones. That's according to Anita Sanz, a clinical psychologist.
Who wants stress?
That's the reason why we immediately respond when we are in this situation.
When something we want is limited, we can either eliminate the fear of missing out or walk away feeling unsatisfied.
Marketers exploit these effective tactics frequently. Since we're in an era where information is abundant, our target audience may have seen these already.
So play around with different urgency variations and try to make it realistic as possible.
This one is big, so let's say we already convinced our target audience about the value of our offer and we are just a few steps away to convert them.
What's holding them back?
According to the book "Pre-Suasion" by Psychology Professor Robert Cialdini, one of the reasons why people say yes is through social proof.
Professor Robert emphasizes that it is part of our decision making to rely upon others' experiences when we are unsure.
A quick analogy, if you are in an unfamiliar place and you want to experience the best dish in town, you most likely wouldn't try restaurants that have an empty seats.
Instead, you'll go to crowded restaurants and be willing to wait no matter how long it takes until you experience their food.
To apply this persuasion element, you can collect your previous clients' or consumers' testimonials and display them on your landing page.
You can also add logos of brands who have previously used your products and/or services.
These will help boost your credibility and will raise your prospects' trust, which is vital for their decision making.
Finally, the last element which we consider as vital aspects of your landing page - relevancy.
From the same book mentioned in the previous element, Professor Robert Cialdini pointed out that people prefer dealing with someone they like.
Offering relevant content to your target audience is an effective way for your visitors to like you in the process.
According to Professor Robert, we tend to like people who demonstrate similarities to us, and people usually evaluate that through a deeper connection.
Again, don't just sell. Make sure to allow your audience to feel that you are not only after their credit cards. Establish a deeper connection with them through your message by demonstrating that you understand their emotions, and you have the solution.
You can have all the attention in the world, but it is worthless if you can't get them to convert.
We consider a landing page as art. It starts with an empty canvas, and it should be completed as a stunning piece which provides value.
Great things in life usually take time. If you’re not getting your desired results at the moment, you may consider starting a new canvas and use these elements on a new landing page.
Remember - advertising is all about data. Just as you would use data to optimize your campaigns, use data to optimize and build new variations of your landing page to test.
About THE AUTHOR
After working for multiple digital advertising agencies and managing hundreds of client accounts, spending millions of dollars via Google Ads, Facebook Ads, Native Ads and Direct Media Buying, I took things out on my own and started SparrowBoost. Now, my tight-knit team and I continue to get smarter and more efficient at running our own campaigns and we share our knowledge with you.Learn more about SparrowBoost