The average landing page converts at a rate of 2.35%, with the top 25% of landing pages converting at 5.31% or higher.
How do you get your website to rank at the top end of this range? By ensuring your landing page is fully optimised. Your landing page is solely responsible for converting the website visitors that you have generated through marketing campaigns into leads. In order to do this, you need to look at all of the elements on your page and how they work together to move visitors through the buying funnel.
Many businesses do this through A/B testing the specific elements of their page, with 44% of companies currently using A/B or split testing software. This allows marketers to pinpoint the specific elements of the page that lead to conversions. But, which elements should you be looking at?
The following are some of the main considerations that directly influence the conversion rate of the landing page.
1. Start Above the Fold
You only have 8 seconds to get the visitor’s attention, so focus most of your effort above the fold on the landing page. This means giving careful consideration to your Heading, Subheading, CTA, and Imagery. These elements should all work together to tell the visitor exactly what your business can do for them, and why you can do it better than your competitors. Ensure you are drawing the visitor’s attention to the key parts of your page by using directional cues such as arrows, imagery, bold sections and buttons.
2. Don’t Confuse the Visitor
46% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%. What does this mean? The more choice you give the visitor, the less likely they are to convert. Don’t overwhelm visitors by offering them too many things. Consider the main thing that you are trying to achieve from your landing page and ensure everything on the page is directed to achieving this goal. This means that your landing page will be clear, and visitors are more likely to convert.
3. Ensure it is Mobile Friendly
As smartphones continue to innovate and consumers get more mobile-savvy, more and more B2B decision makers are going mobile. According to Google, more than 50% of B2B search queries are made on smartphones. However, only 50% of landing pages are optimised for mobile. Being mobile-friendly is not optional; it is vital for today’s businesses to succeed online. Make sure you are not missing out on conversion opportunities from mobile users by ensuring your landing pages are easy to navigate and use on a mobile device.
4. Include a Relevant Testimonial
72% of consumers say positive testimonials and reviews increase their trust in a business. For B2B businesses, testimonials may be even more important, as a staggering 97% of B2B customers cite testimonials and peer recommendations as the most reliable type of content. As such, a testimonial is a worthwhile addition to your site. By including a short, relevant quote from a client, visitors can see that your business delivers on its promises. This builds trust and credibility, which makes visitors more likely to convert.
5. Improve Your Load Time
47% of consumers expect a web page to load in 2 seconds or less, with 40% of people abandoning a website that takes more than 3 seconds to load. This means that your site has to load fast; otherwise you’ll lose out on a number of potential leads. Regularly test your landing page and make necessary tweaks to ensure your site loads instantaneously.
6. Choose Images Wisely
Visuals increase desire to read content by 80%, so the images that you choose are vital to the success of your landing page. Our minds are stimulated by what we can see, so a landing page without images is likely to appear boring and unexciting. These are not the connotations that you want visitors to associate with your brand. We recall over 65% of what we see and only 10% of what we hear. So, try to ensure you include images on your landing page that show something interesting that surprises the mind in some way. Make sure your imagery matches the colours and identity of your brand, and combine it with interesting copy to significantly increase your chance of converting visitors on your site.
If you want to optimise your landing page performance, The Lead Agency can help. Get in touch with our Digital Marketing experts today, and we can help you with your Content Marketing, Lead Generation, and Google Ads campaigns.