Last modified August 16, 2021
The landing page is not a place where a visitor arrives by chance. After browsing your site, your blog and navigating everywhere, finally click on the long-awaited CTA. However, there is a problem, you don’t understand why your conversion rate is so low.
Indeed, it is not easy to convert a visitor into a prospect. However, your landing page is the first contact established with him. To avoid missing out, it must inspire confidence in order to convey a clear message and create a feeling of desire so that your future customer leaves their contact information.
What is a landing page?
A landing page is a seemingly simple element. It generally consists of a teaser with a description inviting the user to leave their data in exchange for a reward such as downloadable content (a white paper, a guide, a product comparison, etc.), a free demonstration or a coupon reduction. The objective is to encourage you to fill in a few basic fields including name, email address, possibly company and telephone number.
Why is my landing page not converting?
Simplicity is paradoxically the greatest difficulty in optimizing your conversion rate because each element, each word, each visual counts to comply with the requirements of each prospect you are targeting. Let me tell you, the perfect landing page does not exist and will never exist.
But over time, and having carried out numerous A/B tests, you notice that by making a few modifications, you will have quite noticeable changes in your conversions. The ideal for you is to arrive at a percentage close to 8% if you are in BtoB and 3% in BtoC (everything will obviously depend on the sector but these are averages).
In any case, if you are not satisfied with the conversion rate obtained, it is because your landing page is not sufficiently optimized. Here are the factors that can affect your conversion rate.
A relevant and targeted page
Your landing page should be oriented towards a single goal. With this in mind, resist the urge to send all visitors who may not have an interest to come to your page. Target more precisely even if it means making several landing pages (one per target). A single goal, a single message, a single action must be your motto.
A clear and concise title
The title of your landing page must be catchy. It is your readers’ starting point which should arouse the desire to stay on your page. It must therefore clearly announce the offer to the visitor who is looking for an answer or a solution and that they are in the right place
Content is KING (again)
Create a hook that makes the user want to go further. If you have a cold tone with few arguments, you will have little chance of convincing and the visitor will quickly go elsewhere. This also applies to content you offer in exchange for user contact details. Offer high-level content if you want to be at least credible.
Take care of the formatting
The visual appearance is one of the key elements for the success of a landing page with the call to action. It must have an attractive design. The same goes for the content that you offer and which must provoke desire. Make the page easier to read with airy texts and a minimalist design. Get inspiration from examples of landing pages and if you can, call on a web designer.
Don’t ask for too much
This is something that can be annoying for the user and can be a real obstacle. Make a short form that is easy and quick to fill out, and only asks for the strictly necessary information. Ideally only ask for 4 types of information maximum during a first contact. If you want to better qualify your prospect, there are intelligent forms to fill out progressively following the user’s journey.
Video is in fashion
It is no longer in doubt that video greatly contributes to improving conversion rates. However, it is still rare to find them on landing pages today. With a video, you can explain the advantages of a product or service very well in order to reinforce the message of your page in a fun way. It is also a very effective way to reassure the visitor by adding a human side.
Remove the navigation menu so as not to leave the possibility of leaving the landing page. Links to other pages could dilute your visitors’ attention and negatively impact your conversion rate. If you use WordPress, there are many plugins to remove the menu or to create landing pages.
Provide additional value on your thank you page
When your visitors have indicated their personal data on your landing page, they generally land on what is called a thank you page or thank you page. Don’t hesitate to go further in the user experience by offering a bonus or a related link on your site that could be related to the content you had previously offered. Surprising your visitors will have a positive impact on their minds regarding your image.
Add testimonials
Testimonials are real allies for your conversion rate because they will reassure your visitors. This allows them to project themselves (if this product worked for him then maybe it can work for me) and to add even more confidence. Resist the urge to use false testimonials with photos found in image banks and be as authentic as possible.
Perform tests
Once you have enough traffic on your landing page. It’s easy to measure results using tools like Google Analytics. By studying the behavior of your visitors, you will be able to notice and analyze what works and what does not work in order to adapt your message. Solutions like AB Tasty or Optimizely allow you to carry out A/B tests to optimize your landing pages.
Finally, the solution you use will greatly influence the way you create your landing. So, I have also made a comparison of the best tools which will surely be useful to you.
Passionate about the web and entrepreneurship, I founded Digitiz in 2016. My goal is to pass on my experience to you and to be able to save you time in choosing your tools.
Similar articles