How to Increase Landing Page Conversion Rate

Leslie Tan     30 August 2017



Creating landing pages for your website is easy. Creating effective landing pages that get you conversions is another story all together. A landing page serves a different purpose compared to other pages on your website. A landing page is created with emphasis on a single topic or offer. The overall goals are to generate leads and get conversions. Therefore it is crucial that your landing page is optimised to convert website visitors. This blog post is focused on helping you create landing pages that convert users.

Understand your Target Audience

A landing page should be tailored for its target audience. Once you identify your buyer persona and understand their problems, you can create marketing messages aimed at helping them. You can also design your landing page to appeal to their tastes and preferences. For example, if appropriate, you can use specialised language for your target audience or use humour that is relative to your industry. Understanding your target audience and what their needs are can play a large role in converting users.

Focus your Offer

When designing your landing page, you want to avoid any unnecessary distractions. People have low attention spans and are easily distracted. Therefore, you want to focus up your landing page with only key information. You want to avoid navigation links to other areas of your website such as your home page or blog posts. Try and focus on one offer so that you can maximise your chances of a conversion.

If you have spent money on a PPC campaign, you want to ensure that you are doing everything you can to boost your chances of a conversion.  A good rule of thumb is to remove anything that isn’t directly related to your offer. For some great examples, check out our recent blog post for Seven Amazing Landing Pages you should imitate!

Create Clear Call to Actions

The call to action is one of the most important parts of creating a landing page that converts. With a call to action, you want to use a message that gets the website visitor to take immediate action. Call to actions should be clear and bold to see. You can implement a nice bold button that tells the person exactly what to do next. Whether your CTA is: “Download Now” or “Sign up now” or “Start free trial” you want to guide the website visitor to the next step in your funnel.

Download Landing Page Optimisation Guide

Assess your Website Forms

The website forms that you use play a large role in gaining conversions. We have seen many examples of landing pages with website forms that have too many unnecessary fields to fill. A piece of advice from Pure SEO is to create forms with only essential fields. You can start off by getting a bit of information from these leads and then as you go further into the funnel, you can ask more questions as people gain your trust. Sometimes a name, email address, and phone number is more than enough to get started.

Download the free Pure SEO guide below for more information about how to increase your landing page conversion rate!

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Author: Leslie Tan

Leslie is a Digital Content Strategist who specialises in SEO, Content and Social Media Marketing.

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