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Landing Page Conversion Rate : 13 keys to improving it

In digital marketing, landing page conversion rate optimization plays a crucial role in the success of your campaigns. Once you’ve succeeded in attracting traffic to your landing page, it’s important to turn these visitors into loyal customers.

The landing page is a stand-alone landing page where each visitor arrives after clicking on a link from a banner ad. Landing pages have an average conversion rate of 26%. And using a dedicated landing page can increase your conversion rates tenfold.

To achieve these results, the design of your landing page must respect certain best practices in order to fully exploit its conversion potential.

Here are 13 essential tips for maximizing landing page conversions

1. Understand your market and your users for your landing page conversion rate

Mastering your market and knowing your users inside out… This is the secret to designing a landing page that meets their expectations and behaviors. To do this, user research is essential, enabling you to find out about their needs, motivations and preferences.

Dive into this wealth of information to shape an experience that will transcend your visitors.

2. Optimize page loading speed

According to statistics, 50% of users leave a page if it takes more than 3 seconds to load. What’s more, up to 49% of users experiencing loading problems during a transaction abandon the site, potentially to move on to a competitor*.

In terms of traffic, a landing page that takes 5 seconds to load has twice the bounce rate of one that takes only 1 second. So it goes without saying that a fast site is a guarantee of visitor retention.

3. Integrate visual elements

The brain processes visual information 60,000 times faster than text*. It underlines the importance of integrating a variety of visual elements into your landing pages.

  • The featured image and directional visuals, such as arrows and the like, are crucial elements to give your landing page strong conversion potential.
  • Video content, for example, can increase your landing page conversion rate by around 86%*.

Well-chosen visual elements will enhance the overall appeal and effectiveness of your page. It will make it easier for your visitors to engage and convert.

4. Match your ad to your landing page

If you’re using online ads to drive traffic to your landing page, make sure that the ad perfectly matches the content of the page.

  • Avoid misleading information in your ad in order to get more clicks. This will result in a high bounce rate.
  • Instead, opt for ads that are consistent with the content of your landing page. Even though they may seem less attractive.
Example of an ad that maximizes your landing page conversion rate
Advertising example
Example of a landing page with a very good conversion rate
As well as its conversion-optimized landing page

5. Use emotions to incite action

Emotions play a powerful role in user choices.

  • On your landing page, use emotional triggers by using colors, images and text that arouse feelings of joy, exclusivity or urgency. For example, integrate messages such as “Flash Sale” or “Last Minute” to arouse the fear of missing out on a good deal.
  • Appeal to emotions to engage your visitors. Encourage them to move from being mere spectators to actors by taking action.
Maximize landing page conversion rate
Flash Sale Example

6. Give importance to the title

The title is of paramount importance: on average, users spend five times more time on it than on the rest of the text. That’s why it’s crucial that the user immediately understands the value of reading and discovering the page’s content. To achieve this, the title must be engaging and capable of attracting visitors’ attention, while remaining concise (no more than a dozen words).

Opting for a question as a title is an excellent strategy in this respect.

As a Lead Generation Agency, we recommend a cleverly designed headline to capture attention and inform about the nature of your product or service in a convincing, clear and concise way.

7. Put forward a clear & attractive value proposition

At a glance at your landing page, your value proposition should stand out.

  • Be explicit about what you offer, the results it brings and for whom. A clear value proposition reassures your visitors and enables them to determine whether your offer meets their needs. If your value proposition is ambiguous, your visitors will turn to other options.
  • So be sure to present a compelling value proposition that will capture your prospects’ attention and entice them to choose your offer without hesitation.

8. Argue with your USP (Unique Selling Points)

The USP (Unique Selling Proposition) is based on a single argument, easily understood by everyone and simple for the reader to remember. To emphasize it, break down your offer to its most basic level, describing the specific benefits your customers will derive from your product or service.

A successful landing page should allow the visitor to browse the page out of curiosity, wanting to learn more about your offer, not because they’re confused about your proposition.

By highlighting a clear and convincing USP, you’ll grab your visitors’ attention, encouraging them to take a closer look at what you have to offer, and thus increasing the chances of conversion.

9. Pay attention to your copywriting

When a landing page contains more than 50 words above the waterline, bounce rates can increase by 42%. That’s why it’s essential to keep your message short, clear and capable of evoking emotion to make a significant impact. By structuring your content in this way, you’ll improve your page’s readability and accessibility, while increasing its chances of appearing in search results, thus boosting its conversion potential.

Flawless copywriting to improve your landing page's conversion rates

10. Leverage social proof and authority

Reinforce your visitors’ trust by highlighting testimonials, customer reviews and partnerships with recognized brands. Social proof and authority are powerful elements that encourage conversion – see our case studies here.

By showcasing the positive experiences of other customers, you encourage your prospects to take action, convinced that your products or services have already benefited others. These validating elements play a crucial role in your visitors’ decision-making process, and go a long way to consolidating your credibility on the landing page.

Social proof for landing page conversion rate

11. Place a clear, attractive CTA

The call to action (CTA) is the essential element that stimulates your visitors to take action.

  • Make sure your CTA stands out for its visibility, comprehensibility and appeal.
  • Opt for contrasting colors, an obvious button shape and explicit text to clearly communicate the benefits the user will obtain by clicking on the CTA.
  • Place the CTA judiciously on your landing page, after your visitors have received enough information to make an informed decision.

By following this sound advice, you’ll maximize the effectiveness of your CTA, encouraging more visitors to take decisive action on your landing page:

  • Make your CTA highly visible, easy to understand and irresistible. Use contrasting colors, a clear button shape and explicit text to clearly communicate what the user will get by clicking on the CTA.
  • Position the CTA above the waterline for better visibility, especially if it’s an essential button like “Add to cart”.
  • Opt for evocative shapes that make your CTA quickly identifiable, such as an accordion for a menu, a heart or thumb for a “like”, or a shopping cart for an “add to cart”.
  • Make sure the design and color of your CTA are consistent with the page’s graphic charter or color palette.
  • Take care with the CTA text, using clear, precise terms that clearly describe the button’s function, e.g. “Order”, “Confirm” or “Delete”.

12. Optimize your form

Only ask for the information you need. There’s no point in creating too many fields to fill in, which will be demotivating for your users. It’s best to have 3 form fields on your landing page. It’s important that the form has an easy response mechanism and is above the waterline.

13. Perform A/B tests

Integrating A/B testing campaigns is a crucial step in continuously optimizing your landing page.

Graphics, texts, colors, videos and many other aspects can be subjected to A/B testing.

This approach enables you to make informed decisions based on real data, rather than relying solely on intuition. Thanks to this rigorous method, you can constantly improve maximize your landing page conversion rate.

L'Auteur
Anne Charles-François

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