Landing page is a widely used term in the world of marketing. Hubspot's research shows that companies that have increased the number of their landing pages from 10 to 15 have increased their conversion rate by 55%. Moreover, a research of Databox found that the average conversion rate for all landing pages is 26% whereas the average conversion rate for a website is just 2.35%. So you understand that for the ultimate success, you have to keep a close eye on making a landing page without any mistakes and its conversion rate. It seems you don't need to go anywhere else to know how to increase your landing page conversion rate because you are on the right place.
What is landing page
A landing page is a static page dedicated for presenting a specific offer without any distraction so that a desired action can be happened easily.
There are different types of landing pages. Actually every page of a website is a landing page because every page has a conversion point.
Suppose you wrote an informative article. Now you definitely don't want the traffic to just read the article and leave. Of course, your target is traffic either a comment or a click on a link or an ad.
Marketers mostly use 2 types of landing pages for increasing conversion rate.
Lead capturing landing pages
This is the kind of landing page where the user is offered a free gift in exchange for his email id. This type of landing page not only emails, but also takes various users information as needed. This type of landing page is used for building high targeted audiences.
Sales landing pages
This type of landing page only focuses on sales. For example, each product page of Amazon is a sales page. Various special discount sales pages are created to increase sales conversion. These are also sales landing pages.
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What is landing page conversion rate
Conversion rate is the rate between total number of visitors to a particular page and the specific desired goal you have achieved from that page.
Your visitor is 100 and your collected email is 25 then your conversion rate is (25/100) × 100 = 25%
So it means that conversion is another name for achieving goals so different companies can have different goals as well as different conversion points.
What are some examples of different conversion points?
Blogger / content creator
What is average conversion rate for a landing page
According to Databox information of 2021, the average conversion rate for all landing pages is 26%. About 35% of landing pages have an average conversion rate of 1% - 10%, while only 9% of landing pages have an average conversion rate of 70%+ and about 25% of landing pages have an average conversion rate of 21% - 30%.
Landing page conversion rates by industries
The conversion rates I mentioned above are a combination of the industry as a whole. The general conversion rate of the industry you are working in may be too high or too low.
From the information to Unbounce the top industry according to conversion rate is vocational studies and job training which has a conversion rate of 6.1%. On the other hand the lowest is higher education with a 2.6% of conversion rate.
B2B lead conversion rate by industry
There are several differences between the conversion ratings of b2b Business and b2c Business. As the price range of b2b Business is usually very high, they have usually a long term business goal.
According to Alexa, the top industry in terms of lead conversion for b2b business is professional and financial services with a conversion rate of 10%, while the average conversion rate of non-profit landing pages is only 2% which is lowest conversion rate.
What is a good landing page conversion rate
I have told above that the average conversion rate of a landing page is 26%. So from this point of view it can be said that any of the conversion rate above 26% is good.
On the other hand if you are on professional and financial service industry than above 10% is good conversion rate according to industry.
Datbox ran a survey among several marketers where 23% of marketers think 21% -50% is a good conversion rate while 20% think 3% -5% are good conversion rates, 14% think 11% -15% are good conversion rates. . 10% said 15% - 20% is good rate. The interesting thing is that about 10% more marketers get more than 50% conversion rate on their landing page.
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How to improve landing page conversion rate
Unless you can get your landing page conversion rate to a potential peak, you will not be able to reach the peak of your income. The conversion rate of landing pages is constantly being researched and marketers are constantly testing to find out what works best to increase conversion rates. Here are 8 exclusive tricks you must apply on your landing page.
- 1Head lines
- 2Create a mobile optimized landing page
- 3Use relevant video
- 4Do A/B test
- 5Promote a single offer in a single landing page
- 6Add some testimonials in your landing page
- 7Create multiple landing page for a single offer
- 8Keep relevancy between ad copy and landing page
Landing page is inextricably linked with email marketing because most of the landing pages aimed to collect email to do email marketing. So you should read about the cost of email marketing and how to best use the cost as well as increase the landing page conversion rate
Traffic will see the headline first after landing on your landing page. According to copyblogger 8 out of every 10 visitors read the headline of a landing page.
Make headline clear and to the point
First of all, your headline should be clear and to the point. What you want to offer to the user should be understood by reading the headline.
I will talk about 4 types of headlines that many marketers and companies have increased their conversion rate by applying. However, in order to bring maximum results, those headlines must be clear and to the point.
There are 4 types of headlines that work very well for marketers.
- 2Listicle headlines
- 3How to
- 4value proposition
You must know that word of mouth is a very powerful marketing way. 85% of users rely on personal recommendations.
Testimonial headlines will greatly reduce your risk of not converting.
LKR did an experiment. One of their email subscribers gave a testimonial about a product. Authorities later used that subscriber's testimonial instead of their headline on their landing page. This increased their conversion rate by 24.31%.
Listing headline is a headline where several lists are being talked about e.g. “25 high protein meal recipe”.
According to Moz, 36% of people like item numbers in the headlines. This type of headline sometimes works like an incentive
This type of headline directly indicates something to be taught. This not only increases conversion rates but also makes traffic more laser targeted and makes traffic more enthusiastic about learning.
Cityclick have seen from a research that a “how to” headline can increase conversion rate by 90%. So you should use this to increase your conversion rate.
This type of headline talks about the benefits of the offer. It tells what is the benefit of taking the offer to the user s. Business2community has found in a research that such value proposition headlines can increase conversion rates by 26%.
Create a mobile optimized landing page
According to adobe, mobile optimization doubles the chances of increasing a landing page conversion rate to 5% where just 50% of the total landing pages are mobile optimized on the other hand 86% of the top landing pages are mobile optimized.
How many mobile users in the world
According to GSMA Intelligence 2021 data, the total number of mobile users in the world is 5.22 billion, which is about 93 million more than last year, and the number of unique mobile users is growing at a rate of 1.6 percent per year. Even millions of people are being upgraded from featured phones to smart phones every year.
Ericsson's latest data says mobile phone subscriptions now exceed 6 billion.
Use relevant video
Did you know that 60% of marketers prefer to use video on their landing page because 84% of people watch a related video before purchasing a product and 86% of consumer want to watch more brand videos.
One study of aberdeen group found that using incorporate video on a landing page increased its conversion rate by up to 34%. So whether it's your competitor in b2b business or b2c business, he must be using video as a marketing tool.Moreover, there are many users who find it annoying to read. I have about 100 friends who are tired of reading. Of course, there are many more. A video on a landing page is very necessary to inspire them. Even you will be doing marketing such a product or service which will be demanding video
Some video ideas which you can add into a landing page
- 1Educational videos
- 2Testimonial videos
- 3Explainer videos
- 4Product demo
It may sound like a very boring video but you have to make it interesting so that your viewers can learn a certain thing with pleasure. This type of video is very useful for building trust.
As I said before, 85% of people rely on personal recommendations or testimonials. So I think you can definitely add a testimonial video to your landing page.
You must know about social proof. You see, if add social proof to a product or service, then your interest in buying it will definitely increase.
Explainer video usually describes the product or service, such as what are the features of the product, what will be the benefit to the user if he buys it.
This type of video usually targets the user's weak points or specific issues.
This type of video is very useful and desirable for the user. I personally try to see a demonstration before purchasing a service or product and most people would prefer that. So you should give the convenience to the users.
Ideas to make the video more conversional
- 1Give such thumbnails to arouse interest
- 2Keep it short
- 3Try auto play
- 4Call to action button
- 5Compatibility with landing page content
Give thumbnails to arouse interest
A thumbnail represents your entire video. So it has to be designed in such a way that the user has an idea about the video as well as the interest in playing the video.
Keep it short
A 1 hour video should not be given on a landing page. According to Vidyard’s research, 8% of people watch videos with less than 1 minute duration whereas only 25% of people watch a video with more than 20 minutes duration.
Try auto play
Although auto play lowers the conversion rate in most cases but I got about 7% more conversions using auto play in a landing page video. So I would say you should test it once.
Call to action button
Cincopa found from an analysis of 15,000 videos that has a call to action between first 10-15% of a video has the highest conversion rate and a call to action into a video increase the click rate by 380%. With cincopa you can add cta into a video.
Compatibility with landing page content
Your video must match the text of the landing page otherwise user will lost trust on you.
Do a/b test
A/B test is the most effective optimization tool but according to hubspot only 17% of marketers using a/b test for boosting their conversion rate. I think this is a loop hole of marketing world which you should use.
According to Venturebeat, companies that use A /B testing tools to boost their conversion rates have seen their revenue increase by 223%.
- 2Opt-in form
- 5Text copy
I have said before that out of 10 people 8 people read your head lines. So there is a very chance to get a great conversion rate by making a great headline. You have to test which headline is working better.
Most of the time a large opt-in form decrease the conversion rate but sometimes for some offers a large opt-in form increase conversion rate. You have find it which will work better by doing a/b test.
CTA is the most important part of a landing page because CTA creates an actionable moment. You should test which CTA is working best for you.
It is clear that every offer will not work same. You can test various lead magnets to see which works better.
A word can be said in different ways. You have to test in different ways which people are accepting the most.
Promote a single offer in a single landing page
I have seen many of my friend marketers promoting multiple offers together in one landing page. Their idea is to convert at least for one or the other offer but this is not true and more sadly about 48% of landing pages contain more than one offer.
I would suggest you to create a dedicated landing page for each offer as having more than one offer on a landing page would rather reduce the conversion rate by 266%.
Add some testimonials in your landing page
Most of the landing pages in front of my eyes I did not see any kind of testimonial or customer recommendation on their landing page which is sad for both marketers and customers because customer spends 31% more if any testimonial about that brand is in their eyes.
Only 36% of top converting landing pages feature testimonials on their pages, according to research by StartupBonsai. I think marketers should collect more testimonials and feature them on the page because 88% of people believe in online testimonials and reviews.
Create multiple landing pages for a single offer
One research of hubspot found that companies which increase their number of landing page from 10 to 15 also increase their conversion rate 55%.
You create a main landing page and create 2, 3 or more landing pages for it’s a/b test. You will get conversion on every landing page. In this way, by testing many pages, you can find the best 10 pages in which you are getting the highest conversion rate.
I hope you understand that this way you can double your conversion rate
Keep relevancy between ad copy and landing page
This is very important. Many marketers’ especially new marketers often cannot create perfect relevancy between their ads and landing page.
None of the marketers are stupid. But there are some subtle mistakes that go unnoticed. For example, if you create an ad, "25 bodybuilding recipes". People will click on your ad to get 25 bodybuilding recipes but on your landing page you have offered the recipe but you have not mentioned the words “25”.
It is a kind of irrelevance which is enough to bring your conversion rate to 0. So try to have exactly what is said in your ad on the landing page and make no exceptions.
Make above the fold actionable (not the list)
Above the fold means the part that appears at the beginning of landing on a static page, which means that once you scroll down, the bellow the fold will come out.
Many now disagree on whether it increases conversion rates. Even if you do a Google search by typing “above the fold is” google will first suggest “a myth”.
That's somewhat true. It does not directly increase the conversion rate but it helps the traffic to better understand your offer which helps to increase the chance to convert that traffic later but it does not guarantee conversion.
Best practice to make above the actionable
Although above the fold doesn’t directly covert users but if you create a perfect above the fold it will help you to increase conversion rate moreover above the fold will increase people to go to bellow the fold. So it is important. I am giving you 5 thoughts which will help you to create a conversion focused above the fold.
- 1Define your goal
- 2Create an eye-catchy design
- 4Don’t use a large picture
- 5Use an impactful CTA
Define your goal
First of all you have to think about your goal and finalize a certain goal and present it in the first half of your page in such a way that there is an option to take an action of traffic after seeing the first half.
Create an eye-catchy design
It usually takes 50 milliseconds for someone to come to your page and think a form for your website. In such a short time no traffic will get time to read any text or video of your website completely. That means he will look at the design of your page and format it.
Of course you have to have a headline that will tell the traffic what he is going to get from here and what he is getting out of it.
Don’t use a large picture
A larger image will increase the loading speed of your site. Moreover, images larger than necessary will ruin the look of your page
Use an impactful CTA
By impactful CTA I mean a CTA that will make people want to click. Such as if you use click here, go here, get started. These CTA’s are very boring to people and honestly they just suck it. (Sorry)
Create CTA as simple as possible
Include word “free”
You can use the word “Now” to create urgency
Make it personalize by using the word “you” “I”
Landing page UX best practices for increasing conversion rate
UX stands for user experience and user experience means that the felling of users after landing on your page. Most of the articles are existing for optimizing landing page conversion rate didn’t talk about how to make better user experience whereas this so important because great UX means great conversion rate.
3 best practice to improve landing page UX
- 1Understand user’s pain and struggling point
- 2Create an irresistible offer
- 3Increase landing page speed
Understand user’s pain and struggling point
Pain point is a problem that your users or customers are facing right now. The problem can be various. I am telling most common 3 pain points.
- 1Financial pain point
- 2Productivity pain point
- 3Support pain point
Financial pain point
Your customers want to solve a problem but for a financial inefficiency prevent him to solve this. You come out in front of him with such a solution that has lass his financial inefficiency. In this way you can use his financial pain.
Productivity pain point
This is such a kind of pain where your customers are wasting their time using a product or solution to produce more outcome but they can’t. Suppose he is trying to create content for his website but he cannot produce content as much as he wants or required.
Support pain point
Support pain point is like he is trying to solve a problem but no one with him to tell what the best approach to solve this problem is. Such as someone is trying to loss his weight. For this he has started to do diet as an amateur way. After someday he notice this is not working. Now he will fell if someone is with him to support that what is good diet for him.
How to understand customer’s pain point
You have known the customers pain points but how to know what the specific pain point of your customer has. I am giving you 4 tips
- 1Read the review
- 2Research social media
- 3Live chat
- 4User insights
Read the review
You will get an idea of what people are saying about the product you want to marketing from product review. If you go to Amazon you can see what people are saying about the product, you can find a pain and hit on it.
Research social media
Research on social media to find out what people are talking about your product. You can find out what pain point is associated in users mind with your product.
This is a good medium to find out the pain point of the customer. This will allow you to instantly get an idea of your customer's pain points.
It seemed to me the most effective for understanding the pain point. With a user insight survey, you will not only know the pain points of the customer, but you will also know if there is any lack of your site.
Example of hit on pain point
I am showing you a landing page example of Buffer
Do you think that this headline is solving the users pain. I don’t think so. Must be they have great conversion because they are a good brand that’s why people get to start with them.
See this headline. This not buffer’s original landing page's head line but I have edited it to show you. You can see here is a pain point to users is they are struggling to managing multiple social accounts. This head line is directly hitting to the pain point.
This is another example of head line which is targeting to users pain point.
Create an irresistible offer
Most marketers pay more attention to the design of the landing page or the headline or text. I'm not saying these aren't important, these are definitely very important. But what I mean to say the gift is more important. Try to give something which cannot be refused.
Suppose you work with bodybuilding niche. Now, you have found such a premium ebook about bodybuilding in 3 months. You purchase it and offer it to your users for free.
Now, this is premium book, you are giving it for just exchanging an email id. Do you understand that when people see that it is not possible to get this book without money and you are giving it to them for free. It will be hard enough to ignore.
I hope you understand what I mean.
Increase landing page speed
Page speed is the first experience to user ever you make. According to Akamai, if the loading time of your page is more than 2 seconds, there is a great possibility of increasing the bounce rate by 103%. Moreover, most of the top converting landing pages usually load within 0-2 seconds.
You should know if it takes more than 3 seconds for your page to load, then at least 47% of visitors leave your site permanently and 85% of Internet users expect a mobile page to load faster than a desktop page.
How to increase page speed
Hope you understand how much important to increasing page speed. But you have to know how to increase page speed. I giving 6 important tips to increase page speed
- 1Use small size images
- 2Lazyload images
- 3Use a cache plugin (For wordpress site/page)
- 4Minify file with cache plugin
- 5Decrease server response time
- 6Use a CDN
Use small size images
If you want to keep the speed of the page high, you have to keep its size small. One of the reasons why a webpage is getting bigger is because of the images it contains.
So before using the image on your page, compress it with a compressor. If you search by typing image compressor in Google, you will find many image compressors
Lazy Load Images is a feature that when used, the images on your site will be loaded after the content, that is, the content will be loaded first and then the images will be loaded. As a result, visitors do not have to wait to read your content. Optimole is an images optimization plugin which will enable lazy load in your site after you install it.
Use a cache plugin (For wordpress site/page)
If you are with wordpress then I think you should use a cache plugin. It will install a cache file of your site in visitor’s browser so that your site loads very fast. I can suggest w3 total cache. This is free.
Minify file with cache plugin
With cache plugin you can minify your js file, html file, css file which will increase your page speed.
Decrease server response time
If you use a bad hosting server then you will never get a good response time. If the server response time is more, the loading time of your site will be more automatically. So you need to use a good hosting server.
Use a CDN
CDN stand for content delivery network. Suppose your server is in Newyork but someone is requesting from India. So it is normal to take some time to open the data from the server located in Newyork. If anyone request from Newyork or from its vicinity then it will not take so much time to open.
What CDN does in this case is that a cdn company has their servers all over the world. When you submit your site to cdn, a copy of your site goes to each server. The next time someone requests your site, your site will open from the cdn closest to the request location. So you understand that how the speed of your site will increase. Cloudflare is a free CDN.
In this article it can not be possible to describe completely about website speed. I have dedicated a completely article about increasing website loading speed. You will get every single information related to website speed.
Hopefully you've got a full idea of increasing conversion rate of landing pages and surely you've realized it's not magic. Moreover, to do magic, you have to do a lot of tricks behind it. If you want to call increasing the conversion rate of landing page is a magic then you have to do the same tricks behind it too as I said. So, let’s start converting your prospects.
If you have any question you can use comment box without any hesitation or you can contact me.