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7 ways to increase your landing page conversion rate

Come with us as we give you a peak behind the curtain and let you in on the seven best ways to achieve landing page conversion.

Even if you have zero interest in pulling bunnies from a hat, you’re probably aware of the magician’s golden rule: never reveal your secrets.

The audience sees a cute, fluffy animal appear from the top hat and the trick has worked – they don’t need to know about the sleight of hand that goes into pulling it off.

The same rule applies to landing pages.

Customers click on your landing page and if it’s a strong and successful landing page they’ll make the purchase.

But just like the appearance of a bunny, that doesn’t just happen. There’s a whole heap of strategy that goes into creating effective landing pages.

It’s strategy that comes from years of testing and analysing, which creates an understanding of what works and what doesn’t.

But unlike magicians there are some marketing professionals willing to share the secrets of increasing landing page conversion.

Come with us as we give you a peak behind the curtain and let you in on the seven best ways to achieve landing page conversion.

1. Define your conversion goal

This is the first step in any landing page strategy and answers the question, what is it that the landing page is being created to achieve?

Broadly, it’s probably to generate leads and convert them into sales but be as specific as you can.

Maybe you want to sell 250 product units; maybe it’s to sell 100 tickets to an event; or perhaps it’s to have your video viewed 2,000 times.

Once you’ve defined your conversion goal, every piece of marketing activity needs to support that goal.

2. Apply the magic six

There are six golden rules of successful landing pages: strong headlines, eye-catching pictures or other media, text that draws the reader in, copy that highlights your unique selling proposition (USP), testimonials, and a strong call to action.

Tick them off one by one and you’re already in an excellent position.

3. Establish a clear USP

Most businesses are up against a stack of competition, which is why a strong unique selling proposition (USP) is so critical.

Your USP explains what you offer and how your products and services stand out from the crowd.

4. Include an offer

Offering customers a special deal can be a really powerful conversion tool.

Your promotion might be 50 per cent off, two for the price of one, or free shipping. Early bird specials are a popular draw card for event promoters.

5. Create trust

It’s one of the biggest reasons why landing pages fail to convert: lack of trust.

People are a suspicious bunch, especially on the internet, and they are more inclined to go with a business they know and trust.

Many businesses are finding that including testimonials on their landing pages help mitigate nervousness and make customers feel more comfortable making a purchase. Remember, it’s all about creating trust in your marketing.

6. Strengthen your call to action

Potential customers will not read a landing page if they don’t know why they’re reading it – there are too many other interesting and enticing things to look at online.

That’s why you need to make the call to action (CTA) clear from the headline and very first lines, all the way through.

Tickets have gone on sale now, and you don’t want to miss out; this sale ends midnight, here’s how you can grab a bargain; watch this video before you start looking for a baby stroller.

Be as explicit and direct as possible.

7. Continuously test and refine

You’ve heard us say it a million times, but we cannot stress enough the importance of testing, analysing and refining.

It’s a process that should occur right through the lifespan of a marketing campaign. You can find out what’s working and what’s not in a variety of ways.

A/B testing (also known as split testing) is when you create more than one version of the landing page, changing details such as the headline or images, and seeing which gets the best results.

Retargeting involves using cookies to get information about what interested the visitor on your landing page and using that to serve them ads across the web.

Heatmapping is another popular mechanism, which highlights areas on the page where visitors are spending the most time.

These are just a few ways you can continuously test and refine your landing page to help it perform better and ultimately achieve what you set out for it to do.

Speak to the digital marketing experts

Of course, there’s much more that goes into a successful landing page than these seven tips, and that’s where an expert can help.

Assemblo is a full-service marketing agency based in Melbourne, with years of experience creating powerful landing pages and delivering tangible bottom line results as part of an integrated digital marketing campaign.

To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.

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