If you have been struggling to improve the conversion rate of your landing pages for your lead generation strategies, you may be wondering how to get more from these pages. Often, landing pages are treated as regular website pages, with little thought to the differences that make them able to attract customers from the moment the customer arrives on the page. Once you begin to think like a customer and plan your landing pages, you will soon start to see an impact on your conversion.
Whether you’re aiming to bring in new leads to a once-off campaign, grow your mailing list or plan a full-scaled lead nurturing strategy, this guide will share some tips on how to improve the conversion rates of your landing pages.
Increase The Conversion Rate Of Your Landing Pages
In order to get leads into your lead funnel in the first place, you first need to get them to submit their data. This is where landing pages come in – they help you attract customers and grow your reach. When your pages are treated as an after-thought or planned in a way that is geared more towards flashy design than converting leads, you will battle to see any impact on your conversion rates. If, on the other hand, your pages are carefully structured and planned, you will see just how much difference optimising your landing pages can make to your lead generation results. Here are some of the most important things to keep in mind to improve the conversion rate of your landing pages for lead generation.
Know your audience’s pain points
First things first, you need to know your audience and what they want. In order to reach your target customer, you first need to start thinking like one. What are the things that your audience wants or needs the most? What challenges do they face? Why have they arrived on this page? In order to reach your audience, it helps to know their pain points. Once you are able to recognise their challenges, you will have a far better chance of addressing these challenges with a page designed to meet these challenges.
Make sure that your page is relevant and targeted in every way, from design to calls to action and lead generation content. Aim to become the expert to customers who are looking for solutions to their problems and you will soon notice an impact on your conversion rates.
Focus on building trust
Next, you need to look at how you can build trust. Today’s consumers have plenty to worry about when sharing information online, from identity theft to data breaches. While the ecommerce market continues to grow and online transactions have certainly come a long way, trust remains a hugely critical part of the process. Without trust, it will be far harder for your audience to leave their details.
There are a few ways that you can help to build trust. You can ensure that your landing pages are designed in a way that is responsive, clean, and user-friendly. You can also build credibility by being open about your company – the people, the processes, and (most importantly) your terms and conditions. This helps to build a connection, in turn growing trust and credibility as well.
Keep your pages targeted and specific
Lead generation is all about targeting. That means having pages that are highly specific and targeted rather than generic or confusing. Offering too many options, too many details, too much information or anything else that can add confusion will lead to lost leads. Having clear calls to action and a simple opt-in form, on the other hand, will give you a far better chance of converting leads.
Focusing your page on a single purpose is also important. If your page has been created to sell a specific course, for example, then keep the page focused on that course only rather than trying to bring in additional menus, courses or products. Think about whether your audience can clearly identify your purpose. Make sure that your template focuses on a single goal (increase email subscribers, for example, or sell a course). Keep calls to action down to a minimum (and place them carefully for maximum exposure). Keep the design clean and simple, too.
Split test on a continual basis
How do you know whether your landing pages are converting? You split test as often as possible. Split testing is an excellent way to make sure that you are hitting the right spot. You will soon start to see how certain headers work compared to others. You can test any number of elements, from headers, all the way to content, calls to action text and position or even messaging. This helps you to make decisions based on data rather than assumptions, which is essential for effective landing pages.
Testing also helps you continually improve your pages – another vital thing for conversion. If you notice that you are getting more leads from certain content or fewer leads from certain headers, you will be able to make adjustments. You can also test across specific groups and audiences for deeper insight into what is working in your pages.
Use lead magnets to share free content
Lead magnets are a great way to entice leads, creating content that is given away for free (or at least at the cost of signing up for emails). Free content of any kind is a valuable way to encourage clicks and other conversion metrics, increasing the chance of potential leads clicking on your call to action buttons, and enhancing your overall strategies.
To get the most from lead magnets, always make sure that what you are offering has genuine value. It is also vital that the content is relevant. Examples of lead content could be anything from free guides to demos, videos, webinars, tip sheets, and anything else that adds value to your audience. Lead magnets help to move leads along the funnel, which, in turn, helps to increase the conversion rate more quickly. You also have the chance to drive referral traffic to your landing page when happy customers share the free content they have downloaded across their social pages.
Keep your pages aligned with your USP
Finally, it is also worth noting that generating leads with your landing pages is often impossible when you have not kept the pages aligned with your USP. As we mentioned earlier, successful pages have a single, clear focus. When this focus is on your unique selling point, you have a far better chance of keeping your page on track. You also have a better chance of attracting the right leads, who are more likely to become customers than those that are not suited to your product or your goals.
Take the time to review and analyse your content and landing page – check the messaging to be sure that your USP is clear throughout the content. Make sure that you have clearly outlined the key advantages you offer compared to competitors. Show potential leads why your product or service is better than your competitor’s product and service. Once again, split testing can help you fine-tune your messaging to see what resonates with leads and what might need to be more clearly outlined.
Take time to invest in your landing pages
Like any other lead generation campaign, optimising your landing pages to improve your conversion rate is not a quick fix. Treating it as something that can be set up quickly to see results overnight is a sure way to fail. When you take the time to invest in your landing pages, however, you will have a far better chance of seeing the best results.
