5 Tips to improve your landing page conversion rate

Written by Laura Farkas

Updated April 29, 2020
5 Tips to improve your landing page conversion rate - image

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.

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. 

Summary:

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 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 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.. 

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