5 Tips To Improve Your Landing Page Conversion Rate

Written by Laura Farkas

Updated April 29, 2020

No matter how good your website design is; you need to get conversions. Without having decent landing page conversions, you will not get customers. Without customers, you don’t have a business. Lets’ focus on landing page conversion rates!

If you are a business owner looking to finally crack the code of digital marketing, it is crucial that you understand how to measure and improve your website conversion rate and implement small changes that will deliver you massive shifts in your results. Our guide will help you do just that.


What Is Conversion Rate?

There is no official definition of conversion rates, however, it is a metric that will tell you how many visitors you can turn into customers. In short, it is a percentage that represents how effective your digital marketing campaign is. As an entrepreneur, you should not only be concerned about how many people visit your website or how many sign up for your newsletter. None of those activities translate into website profits. The number will tell you how many of your landing page visitors took a particular action.

You can measure the conversion rate based on different goals, such as:

  • Clicking to call your business
  • Making a booking online for a consultation
  • Signing up for a free trial
  • Downloading something for free
  • Making a purchase
  • Completing a questionnaire
  • Asking a question in your online chat

Of course, based on which goal you set up, you will have to determine what is a good conversion rate. Of course, your conversion for sales will be lower than for free products or newsletters.

What Is a Good Conversion Rate for Ecommerce?

What Is a Good Conversion Rate for Ecommerce

The higher the price you charge, the harder you will have to work on getting people’s attention and get their commitment to buy. Many eCommerce businesses use a sales funnel to create a series of micro-commitments. These will increase people’s engagement and create reciprocity; in simple language; make them connect with the brand emotionally.

As a general rule, you will need to start with a small commitment and high-value offer. As people go down your digital marketing sales funnel, you can increase the value and the level of commitment.

Here is a great example of an eCommerce conversion funnel:

  1. Social media follow
  2. Reading an article on the blog and subscribe to a newsletter
  3. Getting special offers or a discount code via email or social media retargeting ads (first order discounts work well)
  4. Adding items to the basket and registering
  5. Getting more information on the product (customer education) and completing the purchase
  6. Thank you email with the order confirmation and asking for recommendations/reviews/ratings

This simple funnel can maximise your landing page conversion rates and automate the follow-up process, too.

How to Increase Landing Page Conversion Rate?

Having a landing page that answers the questions your visitors have but don’t have a chance to ask is a great way of making sure you are set out for success. If you have a website that is getting loads of visitors but no sales, you might be asking how to increase conversion rate on your page.

  1. The first thing to do is to look at the information and analyse whether or not it is answering clients’ most important question:

“What is in it for me and why should I care?”

This is the one question everyone shopping online or looking for information/solutions is asking, still so many companies ignore their question.

  1. Once you have created a headline that appeals to your ideal client, you will have to make sure that you are giving your potential client enough information to make a buying decision.

  1. Finally, it is crucial that you have a clear call-to-action. We have worked with clients who had multiple products, offers, and even videos on their landing page. Don’t confuse your audience. Give them clear directions on what you want them to do next.

How To Improve Conversion Rate

Nobody has a magic wand, and that is why you need to measure your conversions on every stage of your sales funnel.

One thing is for certain, though. If you don’t track your conversions, you will not be able to improve them. That is why you have to learn how to measure it.

Below you will find five tips on creating a high converting digital marketing campaign. You can simply understand your audience better if you figure out where they drop off your site, so you can just adjust one page or element instead of starting your digital marketing campaign from scratch.

5 Ways to Improve Your Landing Page Conversion Rates

5 Ways to Improve Your Landing Page

1. Start with Lead Generation In Mind

If you are selling high ticket items, you can’t expect someone to land on your site and make  a decision straight away. Your landing page conversion rates will depend on the information you present, and – of course – the price of the product or service.

It is always better to get people to sign up for updates, especially if you are running paid lead generation marketing campaigns, as you will not have to pay again and again to get in touch with the same people. Your goal is to get the user’s permission to send them offers or just valuable information. You can do this using chatbots or through your landing pages.

2. Have a Marketing Sales Funnel In Place

In our opinion, there is no point starting a digital marketing campaign without having a conversion funnel in place. After all, you want to grab every opportunity to get in touch with people and market to them. It usually takes on the average  7-10 touch points – depending on your product or service of course – for people to become familiar with the value you offer and trust you enough.

Not to mention that you can also save a lot of time and money if you automate some of the processes in your web marketing. You don’t want to be calling every website visitor to ask them why they didn’t buy anything from your ecommerce site; that wouldn’t be the best use of your time. However, you could send them more information to warm them up as prospects.

3. Measure Every Stage of the Customer Journey

As it has been mentioned before, nobody will buy from you the first time they come across your site, unless you get lucky.

If your business doesn’t have their customer journey drawn up, and your sales process is not clear, this might be an area you should focus on before you start building a sales funnel.

Measure the following conversions:

Website visit   > subscription

Newsletter signup > clicking through email links

Clicking on item > adding to basket

Adding to basket > checking out

Of course, the above list will change, based on your business model and your sales process.

How To Measure Landing Page Conversion Rates

Simply put, your conversion rate is the number of visitors divided by the number of people who took action.

An easy way to work out your conversion rates is as follows:

Website conversion rate = (conversions(actions) / total visitors) * 100%

So if you have 100 visitors and 20 conversions, your conversions will be 20 percent, which is average for low ticket items.

Measuring long term conversions over weeks or months through a funnel can be a bit more complicated, as you have to measure conversions per every action.

4. Compare the Different Platform Conversion Rates for Lead Generation

One of the things many website owners forget about is that not all traffic is created equally. Likewise, the quality of leads you get from various sources will vary from platform to platform. As an example, we know for sure that if someone contacts us through the online chat on our Facebook page instead of the website itself, the average number of leads converting is predicted to be significantly lower.

You will be able to use a custom software, or simply log in to your Google Analytics account that will tell you more about the retention, bounce rates, and the conversions, provided that you have set a sales goal.

5.Calculate Your RPC (revenue per click)

You are in business because you are looking to make money and get a high return on investment for your marketing campaigns. EPC is usually used in affiliate marketing, and it is an indication of how compelling your offer is.

RPC is the website owner’s version of EPC. However, you can also work out how much money you earn per click, so you can figure out which traffic generation method is the most effective.

Measuring your revenue per click will help you determine whether or not it is worth investing in various forms of traffic. If you pay Google £2.90 for a click and you are only getting £3.10 back, you will have a pretty low traffic margin. To maximise your marketing return on investment, you will have to spend much less on traffic than what you get back.

What Is an RPC

In eCommerce, RPC is simply the revenue per every visitor who lands on one of your sales or landing pages. This includes people who are just browsing, window shopping, and those who are visiting your site with the intention of buying something. Therefore, if there are 200 visitors a day and you make £2,000 sale in a day, your RPC is £10. However, to be profitable, you will also need to ensure that you are making enough profits after you paid your digital agency and your web developer, as well as your staff.

Your Landing Page and How to Improve Your Sales Funnel

It is important that you create an AB test for a new landing page, so you know exactly what is working and what is not. You can set up variations for a headline, call-to-action, even the video you have.

At the end of the day, the best thing about digital marketing is that it is easy to measure and adjust, so you don’t have to shoot in the dark. With testing the different variations, you can pick the winners and lose the losers.

Final Thoughts On Website Conversions

Marketing should always be looked at as an investment and not a cost. If you spend £2 on a click, you will want to get as much as possible back. Preferably much more than £2.

There are various ways to measure the conversion rates and traffic, and – whichever method you choose – these have to be implemented in the sales funnel when you set it up, so you can find out what is your return on marketing investment. It is important that you choose the right marketing agency that will get you the best return on your campaign budget.

Five Elements of Sales Funnels that Will Improve Your Conversion Rates

Bonus: Five Elements of Sales Funnels that Will Improve Your Conversion Rates

1. Awareness

The first thing you need to do is make sure that your brand is visible on the internet. I have had several customers contacting me saying that their site is not getting them any money. If it is just hidden among billions of other sites, chances are that it will never get discovered by the people you are targeting through your digital marketing. It is important that you focus on positioning your brand right and find out as much as possible about the behaviour of your potential customers.

2. The “Like Me” Moment

I am often surprised how many business owners I speak to don’t have a unique selling proposition. It is not your job to please everyone; you simply need to attract your ideal customer. You have to align your mission and vision, as well as values with your target market’s. so people find an emotional connection and have a “like me” moment. Nothing sells better than being relatable.

3. Engagement

Once your audience has decided that you have loads of values and goals in common, maybe you have communicated your brand story they can relate to, it is time to create real engagement. Marketing communication is not a one-way street. The more you interact with your audience the higher you will rank in search engines and the more chance you will have to get your marketing messages across.

4. Reciprocity

There’s no such thing as a “free lunch”, as people say, but it is a good start. Think with your customers’ head on, and find out what they value the most. If you are in the coaching business, you can give away a free consultation, a roadmap, or a blueprint. If you are a blogger or would like to provide value to your gardening customers, find out about their most urgent problems and help them out before you would ask for their money.

5. Call-to-Actions

All the above elements will be useless and result in zero conversion rate, unless you have strong, well-designed call-to-action. With every content you create, you should include the next steps and explain to your website visitors or social media followers how they can get more information on what you do.

If you would like to find out more about how we design custom marketing funnels you can book a free marketing overview below..

Content marketing used to have a bad rep, and many business owners believe that it takes too long to see results and investing in creating blogs and videos is a waste of time. While trends change faster than ever, you can still build an empire and attract your ideal clients using a content marketing agency for branding, reputation management, and lead generation. This post will cover everything you need to know to make content work for you and your business long term. 

What Is Content Marketing

Content marketing is the creation, distribution, and promotion of branded content with a clearly defined audience in mind. That said, everything you do online can be classed as content, such as your comments on blog posts or social media posts, your professional profiles, and your vendor accounts. However, without a strategy and a clear understanding of the target market, you can be wasting a lot of time and energy on messages that will never reach the right people. 

Content marketing is not limited to the online sphere, either. You can publish content in printed magazines, as well as on radio or TV. After all, some traditional ways of marketing are still working for some businesses. If you are unsure which channel to use to build your brand messages, you might want to get in touch with a branding content marketing agency that can advise you on the potential results of each method of distribution. 

The Types of Content Marketing 

Depending on your business, your target audience, your budget, and your brand visibility, you can choose to engage in one or more content distribution strategies. Generally speaking, social media requires the lowest startup cost, and it is one of the most competitive channels. You can create content yourself using advanced tools such as Canva, or employ a Virtual Assistant to get the job done for you. If, however, you are interested in going deeper instead of wider, you will need to create engaging and educational content that your target audience will resonate with. 

Using guides, books, case studies, and white papers will strengthen your brand and your status in the industry. Here are some of the most common types of content you can implement in your marketing strategy.



One of the most popular and most well-known types of content is a blog. It usually sits on your website and allows you to update your current and potential customers about what is going on with you and educate them on your products or services. Blogs have existed almost since the birth of the internet, and WordPress, the most popular website builder of today also started off as a blogging platform. 

Blogs need to be informative, useful for the reader, relevant, and easy to share. As the attention span of people has shrunk significantly in recent years, you need to pay attention to the readability of your text. A good content marketing agency will make sure that the blog post is not only easy to find and share, but also easy to read. 

Social Media Posts

As mentioned, starting off with a free social media account will give you a basic level of visibility in your market. You can create a company page on all platforms before your website is ready to attract visitors. However, social media posts need to be crafted in a way that they stop people scrolling. And that’s a challenge. Visuals are great, but eventually you want people to take action; like your page, share your content, or check out your site. 

A good social media marketing package will include suggestions, detailed reports, and audience analysis, so you know what’s working and what’s not. Social media is the most competitive and fastest changing content channel of all. 

Email Marketing

Creating email marketing campaigns is essential to creating a winning content strategy. You might know by now that only a very small proportion of website visitors will buy the first time they come across your messages. You will have to follow up. That’s exactly what email marketing automation does for you. Instead of having to pay to contact the same people again, you will be able to message them any time, provided that you asked for and gained their permission. Want to find out more about email marketing automation? Check out our detailed blog post or see our related services.

Video Marketing 

Nothing builds stronger relationships than videos when you are talking directly to your potential clients. You need a video distribution channel and strategy, and make sure that you measure engagement, so you know which topics are the most popular among your audience. 

You can do video marketing on your own site, distribute it on one of the video hosting sites, such as Vimeo or YouTube, or create IGTV or Facebook videos. The choice is yours, and an expert content marketing agency can help you choose the platform that best suits your industry, message, and audience. 

White Papers and Case Studies

For businesses that would like to focus more on reputation and becoming the go-to company when it comes to a specific problem, white papers and case studies should be implemented in the overall content marketing strategy. Here’s the lowdown on the benefits of each type of publication. 

White papers can be based on your internal market research, your insights, or the solutions you have developed to help your customers. They are great for educating the decision-maker and building a strong referral network. If you would like to attract referral partners, white paper distribution will certainly help. 

Case studies can win business that you would otherwise not even dream of getting. They help you zoom in on the expert solutions you create, and generate something we call the “Like Me Moment” ©. It is the point when potential clients realise that they like you, and you have solved the problems of businesses like them. No salesman can convince a prospect sitting on the fence better than a case study. 

If getting a case study or white paper written sounds good, but you don’t know where to start, check out our content marketing packages for more information. 

Press Releases and Media Publications 

Instead of just engaging in inbound marketing and taking care of your own “online real estate”, you can also reach out to potential clients and find them where they look for information. Press releases can be great for SEO purposes, as well as for brand visibility. Make sure that you have something newsworthy, relevant, and timely to share, and get publishing. 

On the other hand, media features and publications can put you on the map as an expert immediately. You can establish yourself as the company with the know-how. No matter if you are featured in an online magazine, a blog, or a printed feature, you might benefit from support from a professional content marketing agency that can find and communicate your superpower. 


The Power of Interactive Content 

In 2022, there’s no such thing as static content. Your main goal should be to engage with your audience, survey the market, and get people to take action. In 2021, we have introduced quiz funnels and other interactive marketing tools that help clients from different industries gain traction and have a real conversation with their audience. We are Typeform partners, which means we can not only create interactive quizzes, but also video engagement funnels on your website. 


Benefits of Using a Content Strategy

Without planning your content, you will not be able to scale your marketing or your business. As the old saying goes: “fail to plan and you plan to fail”. For example, here at LMNts Marketing, we have a social media content calendar that is ready to go before the new year, and we revise every quarter’s results. You can download a blank copy of the social media content calendar if you wish to do the same. 

We also plan the blog posts, guest posts, media publications around campaigns and different events. This helps us measure interest and understand how the market reacts to each message. 

Search Engine Optimisation: Should You Write for the Reader or Google?

There’s an old debate going on in the industry, and the content marketing agency industry is divided. Some say that you should focus on keywords, others are recommending delivering value. The truth is right in the middle. You have to talk to your audience and educate them, provide value with every piece of content, but you also want to be found. A good piece of content will have the right keywords, related keywords, a good structure, great message, actionable tips, and a strong call-to-action. 

How To Talk to Your Ideal Clients Online

There are many marketing agencies that can take care of the keyword research and allocation, but they don ‘t take their time to truly understand your target market. If your messages don’t resonate with your audience, you are wasting a lot of time and effort, and you will never get a positive return on your investment. That’s why it might be a good idea to engage with an expert content marketing agency. 

When we start working with a client, the first thing we do is fill out the ideal client profile together. This helps us understand the audience, no matter if we build a website, create a social media campaign, or write a case study. You can download our ideal client persona sheet and have a go yourself to see if you are hitting the right tone when you are creating content. Apart from completing this exercise with dozens of clients, I have also used the same tool to support mentees taking part in the Help to Grow programme at Lancaster University. 


Planning Your Content Strategy

We often recommend carrying out market research before engaging with a content marketing agency and creating a long term strategy. If you are starting a new business, service, or product line, or changing your niche, it is crucial that you know all about your competition, your market size, the trends, the hot topics, and the unwritten rules. That’s why we often start our brand collaborations with a marketing SWOT. 

A marketing SWOT analysis is a great tool to highlight the strengths and weaknesses of your current positioning, marketing, and targeting. It can also reveal the opportunities and threats, and help you with strategic planning. Simply put, a marketing SWOT is a 360 of your current marketing activities, highlighting the best course of action long term. 


Interested in our marketing SWOT services? Book one of our experts and get a full report on your positioning to support your content strategy.

Once you have a full picture of your current marketing, you will need to create goals for each campaign. Some businesses prefer running themes (we do quarterly campaigns around specific services), others simply focus on the core business when creating content. No matter what method you choose, it is important that you create a strategy, a timeline, and measurable goals. It is a good practice to run the same theme across every channel to stay consistent and focus on your marketing goals.

How To Measure the Results from Your Content

Content creation and distribution results are not as easy to measure as paid campaigns, for example. However, if you have an advanced tracking and conversion strategy, you can measure the results of your content campaigns. Tracking links and finding out how long people spend reading your posts on your site is simple, using some marketing automation and tracking tools. 

Measuring your email marketing campaign effectiveness is one of the easiest things to do, thanks to the advanced tracking features companies offer. As ActiveCampaign partners, we can install tracking links, provide detailed analysis and reports on the performance of your campaigns. 

Tracking social media engagement and conversions manually would be a challenge, but -thanks to the advanced tools available in the marketplace – it is very simple. Our social media marketing packages include advanced reports, including audience growth, hashtag popularity, and information on which type of content does the best in the marketplace, or on each platform. 

Measuring the results of outreach publications is also simple if you have Google Analytics set up on the site. You will know where your visitors are coming from, how long they spend on the site, and even where they are located or what technology they use. 

The Main Benefits of Working with a Content Marketing Agency

Now that you know the basics of creating a plan to reach your ideal clients, you might be thinking that it’s easy as pie. You don’t see the point working with a content marketing agency on your strategy, and you are confident enough that your admin staff or VA can do the job. Here are a few facts that might change your mind. 

Industry Knowledge

An expert content marketing agency will know your industry, the main publications, players, and forms of writing that do well. You don’t have to reinvent the wheel. 

Playing By the Rules

Content creation is a game that is played by strict rules. If you over-optimise the text or spam search engines, you will not only get zero results, but might also get your accounts banned or shadow-banned. 

Advanced Technology and Tools 

Content marketing agencies have access to the latest tools that can ensure that your brand is as visible as possible. From video creation to writing and social media scheduling, they take care of everything that you would normally spend days or weeks on. 

Strategic Planning

Without a content plan, you are not likely to build up to the momentum that helps you get inbound leads every day. With the right strategy, taking into consideration where you are now and where you want to be, you can measure progress month-by-month. 

Specialist Dedicated Team

You might think that it’s cheaper to employ a VA or part time staff to take care of your brand instead of working with a content marketing agency, but this is not always the case. First, an agency has a lot of experience and are much faster at creating content than virtual assistants. Secondly, you will have more control over the costs. You pay a fixed monthly fee, no matter if it takes the agency five hours or one to complete a project. The same is not true when it comes to employees, freelancers, or virtual assistants. 

Measurable Results and Advanced Reporting 

An expert content marketing agency is able to deliver timely reports, make suggestions on how to improve your conversions and results, giving you more value than an internal team or a freelancer. 

Want to know more? Schedule a free content marketing overview and find out more about the benefits of content marketing. 

Would you like to master content marketing? Read my latest book on BookBoon.



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