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Improve Landing Page Conversion Rates

Improving landing page conversion rates is one of the best ways to grow your marketing results – here are five ways to do it!

Improving landing page conversion rates will help you make the most of the resources you’re pouring into generating traffic. Whether through SEO, advertising, email or social media make sure you convert as many of those website visitors as possible with these five simple tips.

1. First up, know your baseline conversion rate (and benchmarks)

Before you start making improvements, you need to know your current landing page conversion rate. This will enable you to compare yourself to industry benchmarks to see where you need to get to, as well as help you measure improvements on your way there. You can find your conversion rate by checking your website analytics, or if you’re using a landing page tool, the native performance stats.

Depending on your industry, sub-vertical, location, seasonality, and other factors, conversion rates will vary. But benchmarks are a useful way to get an idea of where to aim for when it comes to improving landing page conversion rates. In 2018, the average e-commerce conversion rate globally sat at 2.86%, yet during peak 2018 we saw conversion rates ranging between 5 and 10% depending on device. That’s a big difference, but if you’re looking at your data regularly you can start to build a picture of what to expect, and your areas for improvement.

2. Highlight customer reviews on your landing page

According to an industry study, “97% of consumers read reviews before they make a purchase.” Why not make it easy for customers to get access to testimonials by featuring them directing on your landing page?

You need to reassure prospects that they are making a good decision to join your email list or buy when they land on your site. By quoting the ratings and comments of real customers, you establish trust and authenticity, and prospective new customers can more easily imagine buying your product.

In the e-commerce industry, Simply Cook‘s home page features customer reviews reliably and independently sourced via Trustpilot. This is a good example of how customer reviews from other websites can factor into your marketing.

Improve landing page conversion rates with customer reviews
Simply Cook uses reviews on its homepage

It’s important to think about how you display customer reviews at each stage of the customer journey, and test what works depending on acquisition channel. For example, will showing the number of 5 star ratings be more effective than showing the overall rating, or should you focus on UGC. Unfortunately there is no right answer, but you can read more about how you can collect, test and learn from customer reviews in this blog post.

3. Show why your offer is unique

Emphasizing customer reviews is powerful. However, they are not your only tool, and they are not always relevant. What if you are promoting a brand-new product? You may not have any reviews yet. In that case, you will need to come up with a different approach. One idea is to build your content to emphasize what’s special about you. Afterall, you only have a few seconds once a visitor lands on a page to capture their attention, so make it count.

Here are a few suggestions to help you tease out the unique aspects of your offering:

  • Guarantees: whether you offer this based on price, satisfaction or something else, think about how you can stand out from the crowd. Saddleback Leather do a great (and pretty humorous) job of this with their ‘They’ll fight over it when you’re dead’ 100 Year Warranty.
  • Options and add-ons: do you offer a special service or optional add-on? Make sure your visitors know about it! Luxury goods retailer Montblanc chose to highlight services visitors wouldn’t get elsewhere to drive conversions to exiting visitors, but this could equally be incorporated into a landing page:
Improve landing page conversion rates by highlighting your USPs
Source: Montblanc case study

4. Emphasize social proof in other ways

In addition to customer reviews, there are other ways to demonstrate the concept of social proof on your landing page. Here are two ideas to get you started:

  • Expert Endorsements: Are there famous people who have used your product? If so, feature them on your landing page. For example, if you get your products reviewed in one of Wire Cutter’s guides (e.g., The Best Digital Photo Frame), you are more likely to be perceived as trustworthy.
  • Customer Number: If 10,000 people have already bought the product, mention that fact! For example, BlackSocks.com, an e-commerce company that sells black socks and other clothing, uses the copy “Over 60,000 happy customers” on their homepage. They could use this accomplishment to generate leads on a landing page.

5. Minimize the number of links on the landing page

The whole point of a landing page is to focus the prospect on converting. But if the landing page is filled with links to other parts of your website, prospects are likely to get distracted from their goal. It’s not a good idea to remove all navigation links because this practice tends to be discouraged by Google.

Instead, we recommend using a minimal number of navigation links and relegating them to the bottom of your landing page. For instance, a study of 5,000 landing pages by Crayon found that the most common links on landing pages are: your company logo, your privacy and contact information, and your About page. Anything more than that is too much.

If you have a navigation bar in place, consider removing it. Yuppiechef, an e-commerce store selling kitchen and home products, “removed the navigation bar from a registration page and increased landing page conversion rate from 3% to 6%,” according to a study by ConversionXL. Assuming 10,000 monthly visitors, that would be 3,000 additional conversions per year.

Your Next Step To Improve Landing Page Conversion Rates

We’ve seen that it’s sometimes doable to double landing page conversion rates. But depending on how much work you need to do, that may be putting the cart before the horse.

Before you even cross that bridge, your first step is to make sure customers aren’t just bouncing from your website — and if they are, you need to find out why and fix it. For help solving that problem, check out our guide on How to Reduce Your Bounce Rate.