Landing page optimization is all about convincing your reader to pay attention to you and understanding what they really want. What you present to them and how you present it is critical. Here are 18 sub-conscious triggers that will increase landing page conversions and turn website visitors into loyal fans of your business.
- Choose one action
Have you ever seen a website that doesn’t give you any call-to-action? You land on their website, see a few products or services, and that’s about it? You’re usually inclined to leave, aren’t you? Likewise, websites with too many call-to-actions can confuse you. You become so overwhelmed with all the options that you click off the website entirely. To avoid confusion for your website visitor, choose one action and one action only. When a potential customer comes to your site, what do you want them to do? Focus on that one call-to-action on every page of your website.
- Cut the jargon
The moment your customer sees a page of complex sentences with complicated words and company jargon, they’ll tune out before you get them past your first paragraph. Take a look at your website and see what you’re really saying to your website user. Evaluate every paragraph you’ve written. You know what you’re explaining, but would someone who has never heard of you or your business know what you’re talking about? Make every sentence simple and easy to understand.
- Adding in the stats and studies
Your potential consumer will be enticed by your offer because of the benefits you show them. However, features help bolster the benefits and encourage them to give their email address over or hand over their hard-earned cash. Adding in case studies and statistics gives your potential customer more reasons to come to you.
- Bullet points with bite
People read differently on the Internet. Study after study shows that website visitors barely read at all now. They skim the webpage and leave in a matter of seconds if they can’t understand how the website applies to them or if it’s too cluttered to figure out if it’s even relevant to them. That’s why it’s good to list bullet points that get straight to the point. List one-line bullet points and highlight the important words.
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- A button that speaks to you
When it comes to great call-to-actions, you must have a great button to go with it. People are more willing to click buttons that make them act quickly. Simply displaying the word, “Submit” will get less conversions than, “Get the secrets!” or “Get free e-book!”. Taking this to the next level have the button speak to what they really want. “Yes, I want to grow my business” or “I want beautiful teeth now!”.
- Testimonials that convince your reader
People trust other people. You can list a hundred ways your company is great at what they do, and it won’t be enough to convince most consumers. Marketing well to your potential customer means taking people who are most like them and showing them how your product or service solved their problem.
- Multiple call-to-action boxes
The more chances you give your potential customer to come in contact with your company the better. Say your website visitor is seeing your page for the first time. They see an opt-in box on the right side, but they’re not ready to hand over their beloved email address yet. They read your About Page, skim some of your blog posts and view a few of your testimonials. They’re slowly becoming convinced that maybe you could help them. That’s why it’s important to put in multiple call-to-action boxes as many places as you can without it looking too cluttered. If each call-to-action is different you are more likely to come across the right phrase that persuades them to take the next step.
- Ask for email only
There’s a lot on the Internet to pull your website visitor away. After all, you are a new website and there are others they’re more familiar with. When creating a call-to-action, insert one field: an email address field. Leave out the name and last name fields. The less they have to fill out, the less risk they have, more likely they are to sign up for your email list. Later you can ask for more information.
- Standout colors
According to studies that have tracked where a viewer’s eyes go when they’re presented with new information, going with a different color from the rest of your page can help with customer conversions. This is called the Vonrestorff effect and its benefits can align with great marketing tactics. To use this psychological trigger to your advantage, make your call-to-action box a different color that stands out from your marketing copy. Choose colors opposite each other on the color wheel.
Improving your conversion rate optimization is pivotal to your business if you want to gain more customers and clients. Implement these call-to-action optimization tactics into your web design and copy and get ready to take your business to the next level.
Frequently Asked Questions
Why is it important to choose only one action for my landing page?
By focusing on one call-to-action, you avoid confusing your website visitors and increase the likelihood of them taking the desired action. Too many options can overwhelm visitors and lead them to leave your website without engaging.
How can I make my website content more understandable?
To make your content more understandable, avoid using complex sentences, company jargon, and complicated words. Evaluate each paragraph and ensure that someone who is unfamiliar with your business can easily comprehend the information.
Why should I include stats and studies on my landing page?
Adding case studies and statistics provides credibility to your offer and gives potential customers more reasons to choose your product or service. It helps them see the tangible benefits and results associated with your offering.
Why are bullet points effective for landing pages?
Website visitors tend to skim content rather than read it in detail. By using bullet points, you can present information in a concise and easily scannable format. Highlighting important words within the bullet points helps visitors quickly grasp the relevance to their needs.
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