Three tips to improve landing page effectiveness

Have you optimised for conversion, but still not seeing conversion rates improve? Landing page copy can often see landing page effectiveness skyrocket if done right.

You’ve A/B tested your images, shortened your form down to it’s bare essentials and removed anything that could be considered a distracting link away from the page, but you’re still not seeing your conversion rate improve.

It’s not always the solution, but landing page copy can often be that last missing piece that will see landing pages conversion rate skyrocket. But copy is often the thing that I find is overlooked – although perhaps it’s just me.

For me getting a professional copywriter who understands the market and can write compelling content to suit is an essential part of landing page design. Deciding what copy to include often helps shape the granularity of landing pages, and can really help improve landing page effectiveness if done properly.

Here are three tips on how to make sure your copy is most ticking the box.

1)    Your headline is your pickup line

The headline is perhaps the only part of a landing page that will actually be read before a visitor chooses weather to press the back button or not, so it’s important to keep the visitors attention. However sometimes (much like with more traditional pickup lines) you can be tempted to throw too much at it.

“The event you can’t afford to miss!!!” will turn people off, as Hubspot puts it, and won’t keep visitors on the page for long. Convincing visitors to stick around doesn’t need to be so forceful – simply presenting your offer should be enough, providing you’re offering the right thing (If you aren’t, why are they hitting that page?).

2)    Honest is the best policy

Being honest about your proposition is always going to be the best policy – If you lie and get a conversion it’s unlikely it’s going to go further. If you tell your visitors what’s honestly on offer and they convert then there’s a higher chance of moving them through the sales funnel.

There are three critical things that you need to answer honestly for your visitors;

  • Where are they / Are they in the right place?
  • What can they do on that page?
  • Why should they care about what’s on offer?

Similarly to the headline, being overly enthusiastic about the proposition will probably make the visitor suspicious. Focusing on the value to the visitor is a much more productive way of getting that all-important conversion.

3)    Keep it on topic

Being specific about your offer is really important – Ultimately someone has clicked on an ad, search result, email or link because they’ve got some sort of interest. If the connection between what they clicked and the proposition on offer don’t match then it’s game over.

If that means producing two landing pages that have the same proposition but the copy promotes different features and benefits (specific to the link the visitor clicked) then so be it. Much like with designing a good PPC campaign, taking a quite granular approach is often the best way forward.

Finally, quantifying your proposition with a select few numbers and stats will do wonders for your conversion rate. Saying you have a whitepaper on increasing conversion rate is good, but saying you have a whitepaper that helped an existing customer increase conversions by 33% is even better!

John Alexander Rowley

An enthusiastic digital marketing professional passionately dedicated to increasing the online presence of businesses and individuals in order to improve engagement and ROI.

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