A proper SEO strategy backed by a perfectly optimized PPC campaign is necessary to drive targeted traffic to your website. After all, that’s what everyone is trying to do. While it sounds simple in theory, we all know that getting traffic to our site alone is not enough. You need to convert visitors into leads and sales if you want to boost revenue and profits. Herein lies the challenge for present day digital marketers.
It is difficult for many businesses to attract a good amount of traffic, let alone converting them into sales. Again, there are plenty of websites getting a regular flow of traffic none of that turns into leads. A B2B benchmarking study indicates that it takes 84 days on an average “to convert a lead to an opportunity and 18 days to convert an opportunity to a deal.”
One of the main culprits responsible for these agonizing stats is a below-par landing page. Unless you have targeted and effective landing pages, it is going to be difficult to boost your conversion rates. In other words, you are simply throwing away your traffic down the drain if your landing page is not properly designed and optimized for conversions.
Here are three design tweaks for your website that will help you deliver your marketing message.
1. Optimize Your Form Fields
One of the most common mistakes made by many businesses is asking too many questions; as a result, visitors often pass on the offers, no matter how lucrative they were. You need to understand that people have short attention span over the Internet. A lead capture form which is too lengthy and looks like a chore is less appealing for your visitors. Besides, people are too skeptical when it comes to sharing sensitive information online with the increasing number of incidents related to data and security breaches.
The more questions you ask, the lower your conversions are likely to be. Multiple form fields usually turn off most visitors. Even if some of them start to fill the form out, chances are they are going to leave without completing it.
Your aim therefore should be to ask the least amount of information while ensuring that you will have enough information to create a valuable lead. For example, when building a newsletter list all you need is the name and email address of the visitor and stay away from asking unnecessary questions such as their first name, last name, postal address, phone number and so on. Start with the basic information. Focus on what your visitors won’t be too hesitant to share and you can ask additional qualifying questions as they move through your sales funnel. Bizness Apps has one of the most clear and concise forms:
The goal is to create a visually appealing form which is also easy to fill up and piques the interest of your visitors without asking too much personal information in the beginning. You need to take one thing at a time as your visitors move through the process. This way, you are less likely to overwhelm a potential lead.
2. Create a Helpful Video
A study conducted by Eyeviewdigital.com indicates that you can increase conversion rate by 80 percent simply by using video on landing pages. Video presentation makes your landing page more interesting for your target audience(s). Doodle video, for example, is a good option to convey your marketing message to your visitors and enticing them at the same time. In fact, you can use any video format to attract people’s interest so that they subscribe to your list. Dollar Shave Club is a shining example:
There are various reasons why an explainer video can boost the conversion rate of your landing page, such as:
- People are lazy; they prefer watching a video over reading text.
- Videos increase the time-spend of a visitor on your page; thus, giving your brand message enough time and opportunity to sink in.
- Video testimonials, be it from your customers or employees, can significantly raise the trust factor.
However, make sure the video is short and does not hamper the loading time of your page, which will only frustrate your visitors and they will simply leave the page. Finally, don’t forget to add a CTA to your video.
3. Use Relevant and Striking Images
Almost 90 percent of information transmitted to our brain is visual. In fact, statistics suggest that our brain can process visuals 60,000 times faster than text. A relevant and striking image on your landing page therefore can help you boost conversions. The emphasis over here lies more on “relevant,” i.e. the image must match your offer, although it must be appealing at the same time. This will give a tangible idea to your visitors about what to expect. Starbucks does this to perfection:
If you are already using an image in your landing page, it is time to consider a few things that will affect your leads. The following are a few questions to mull over right now:
- Is your image engaging?
- Is your image distracting people?
- How relevant is it to your offer or is it too confusing for your visitors to understand?
- What can you do to clarify the image? Will a caption help?
Another thing you need to consider is the quality of the image. Using low quality public domain images will surely have an adverse effect on your visitors. What you need is professional or premium graphics to draw your visitors toward your conversion.
Although many recommend using your own images that are unique, it is not always possible for businesses with limited resources. No problem! There are tons of resources on the web that offer royalty-free images to use in your website or content. IM Free and Picjumbo are a couple of good resources that make website building and landing page optimization a simple and seamless process with striking images that you can use freely under CC license.
While these design tweaks can help you boost the conversion rate of your landing page, it is important to test each change you made. Make one change at a time and test it thoroughly before proceeding to the next. This way, you can easily pinpoint what is working and what isn’t.
Finally, don’t expect anything to change overnight. Tangible results will always take time. However, you can be sure that these design tweaks are worth your effort as they have the potential to significantly improve your conversion rate.