A landing page is a critical part of marketing campaigns that are specifically targeted to increase conversion rates. A consumer can land on your landing page, only to find themselves scrolling and exiting the page. 

A research study from Data Box showed that a large majority of landing pages conversion rates were one to 10 percent. The second majority was 12 to 30 percent, with the average in that data range being 26 percent. 

While 26 percent is better than the majority, it is still considerably low. 

Why aren’t consumers converting? 

Is there a lack of understanding of the page’s Unique Value Proposition (UVP)? What is the main goal of this page? Will consumers fill out a form to sign up for an email blast? Will they get 20 percent off their next purchase?

No matter the end goal, it is important to understand the value of this page and what it brings to the consumer. Getting your target customers to convert requires data-driven and strategic skills. 

What would the next steps on how to improve landing page conversion rates?

1. Reduce navigation links on your landing page

It is undeniable that navigability is one of the most important elements of improving the user experience and interactivity of a website.  

The navigation on a website provides a seamless experience for consumers moving from one page to the next, and this also includes navigation links, but for landing page purposes, there isn’t a need for these navigation links. 

This is because a landing page is a final destination. 

There should be no unnecessary links or exit points that a prospect can exit after you have worked so hard to get them there. If your landing page is about selling a product or service, get the consumer to focus on that. 

2. Set clear and concise CTAs 

A Call to Action (CTA) is what will drive consumers to click the final button or take the final action. A CTA should be unambiguous, succinct, and visible. 

A great example of getting a consumer to convert on a landing page is putting the most important information above the fold. This means a consumer doesn’t need to scroll through a page or to the bottom to get the information they are searching for. 

3. Provide visual elements 

What are some examples of landing pages that can spark design and content ideas on how to improve landing page conversion rates? 

Here are a couple of examples from Unbounce. This is their landing page for the free trial run of their products.

The page is very point-blank with the needed information, has a strong headline, the monthly pricing, the ability to see the yearly prices, and what else this plan would include! 

The design is easy on the eyes, the bright blue buttons grab attention with strong CTAs, and it has an overall modern design with simple elements. 

Overall, improving the landing page of campaigns can help to bring in more conversions, but don’t completely redesign or change a landing page solely on “it not working.” It is important to run reporting and view analytics to see what could be improved. 

Check out a heat map to see where consumers click the most, switch buttons or images around to those hot spots, it is important to test before switching. 

These are our top three ways on how to improve landing page conversion rates for a number of industries. Start with the basics and move from there. For help with digital marketing campaigns or website design and development projects, contact us today.