February 28, 2013

sand flowerYou’ve spent a lot of time and money directing traffic to your website. Unless you can then convert that traffic to sales, all that time and money is lost. These five tips can help you to optimise your landing pages to increase your conversion rate and make sales from your traffic.

1. Eliminate confusion

People may have come to your website from many different places. If they clicked on a link in a Facebook ad, Google text ad, Twitter tweet, or other limited character advertisement, they may not be entirely certain where the link will take them. By reiterating the question posed in the ad at the top of the landing page, you’re reaffirming that they’ve arrived at someplace that will answer that question for them.

2. Clearly answer the question

People don’t want a long, convoluted explanation. They want a short, concise answer to their question. Give them that answer as quickly as possible. If the answer is complex or has multiple parts, use a bullet list to keep it brief. Most importantly, make sure that the answer focuses on the value of your product or service for the person. You can then elaborate on the elements of the answer, if they’re not convinced to click on your first call to action.

3. Streamline your page

If you want to give your landing page the same look and feel as the rest of your website, you can do so with colour, font, images, and other elements of branding. Don’t use the same navigation as the rest of your website, since it allows people to leave the landing page and explore the rest of your company website rather than focusing their progress to a converting sale. Limit the number of things that require the newest browsing platform, distracting special effects, or, even worse, things that play automatically without giving the user a way to stop them.

4. Track calls to action

Give every call to action on your page a specific link so that you can track visitor progress. Are visitors clicking at the top of the page, somewhere in the middle, or after reading the entire page? Does that behaviour change based on where the visitor came from? This also allows you to spotlight where people are abandoning your sales funnel and test the results of changes to your wording or layout more precisely.

5. Limit registration fields

Once you’ve finally convinced the prospects to buy, they can still change their minds if the registration form requires them to supply what they feel is intrusive data. It’s generally accepted that each additional field on a registration form beyond the email address loses you about a third of your prospects. Therefore, only include those fields you absolutely need to qualify the sale.

Before I sign off, here are some more articles on optimising conversion that you might be interested in:



Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: MorgueFile)


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