Is your landing page not converting — or perhaps, not converting as much as you hoped? Well, lucky for you, that topic is exactly what this blog post is about.
Every visitor comes into your landing page with different pain points. Some are barely getting to know your product or service, while others are ready to make a purchase or call.
Your landing page is there to nudge them in the right direction. This, in turn, should help increase your conversion rates, turning cold traffic into hot leads.
Aaron Orendorff states,
“At their core, landing pages that convert speak directly to real people with real problems in search of real solutions.”
But what happens if your landing page isn’t performing as well as it should?
You’ve pulled out all the stops and tried every possible way to achieve a higher conversion rate only to fall short in the end. At this rate, you might be asking yourself…
Glad you asked.
As Thomas Jefferson once quoted,
“If you want something you’ve never had, you have to do something you’ve never done.”
Let’s take a look at some of the go-to landing page tests that we found have the best conversion rate lift, tested with over 120 clients (and counting) by us at KlientBoost. I promise most of these are not difficult to implement and are worth the shot.
1) Keep It Minimal
Ever heard of the 18-man band that headlined Coachella? Me neither. In fact, they don’t exist—and probably for good reasons.
Too much of a good thing is simply not good. When it comes to your landing pages, the idea that “less is more” can’t be stressed enough.
As marketers, we’re sometimes tempted to oversell by cramming every bit of “useful” and “enticing” information as we possibly can. Sure, that might have been the right approach in 1997, but it might just do more harm than good now.
Sure, we might think including more imagery and copy helps landing page performance, but is that always the case?
A good practice to keep in mind when carrying out your initial rounds of testing is to make a short variant.
Take a look at the body content of this KlientBoost client landing page, for example:
Although all the imagery and content may seem necessary, data prove otherwise.
By eliminating a row of benefits and a couple of screenshots, and also condensing some of the information, conversion rate went up by 54%. A necessary question to ask from this is “what portion of my page can I eliminate without sacrificing quality content?”
Here are a few more best practices to follow, if you experience your landing page not converting, to keep your page minimal:
- Break heavy copy with numbers and icons.
- Be selective of how many images and fields you include on your page.
- Emphasize only what matters.
- Use white space effectively.
- Break up your landing page into sections.
- For form fields, use dropdowns in place of text field as it eliminates the need to type.
- If possible, use radio buttons in place of dropdowns as it avoids an extra click.
2) Put an End to Fluffy Headlines
Want higher conversion rates? Try simplifying your headline.
Contrary to popular belief, the best marketing isn’t always the most creative.
Keep in mind that you only have about 5 seconds to pull your audience in upon entering your landing page. With that said, clearly communicate what’s being offered and promise a clear, specific benefit to the audience.
Your headline and subheader together should clearly convey your Unique Value Proposition (UVP) or what makes you unique as a business.
Square provides a perfect example of this:
In 5 seconds, this page is able to clearly communicate what Square is all about, hitting the reader’s pain point.
The headline is simple and succinct, backed up by a subheader that explains further about the product being sold.
“Start Selling Today” is extremely straightforward and provides an insight as to what you can expect when you hit that “Get Started” button.
Headline changes have the power to provide a significant lift, while taking a small amount of time and effort to execute. Check to see if your headline contains unnecessary fluff, and consider testing a simplified variant.
3) Honor the Golden 1:1 Attention Ratio
Imagine you were given the option to choose from a selection of diamonds. You’d probably analyze the different options you have in front of you, weighing out your decision.
Now imagine you were only given the option to choose one single diamond on the table. More likely than not, you’d probably take that diamond.
The same principle applies to landing page optimization.
When multiple links are provided in your landing page, your audience is given the opportunity to opt out of the goal you’ve intended for your campaign.
But something incredible happens when the only clickable action to take is your main call-to-action…conversion rate goes way up (#blessed).
If you see your landing page not converting, consider this KlientBoost client example of what an added navigational menu can do to your page:
To optimize for conversions, your landing page must have only one goal.
This is possibly one of the most effective rules to follow—honor the golden 1:1 attention ratio (the number of things you can do on a given page to the number of things you should do).
Eliminate all distractions by removing all links except your one call-to-action button. It’s simply good practice.
Remember: as attention ratio goes down, conversion rates go up.
4) Stay Consistent With Your CTA
Remember when you were learning about college writing in English 1A? One of the most important rules to follow was to have everything in your essay back up your thesis statement.
Look at your main call-to-action as your thesis statement.
If your call-to-action is to get a free e-book, everything in your landing page — from copy to imagery — should support that e-book.
Don’t babble on about your brand… save that for a separate campaign. Instead, discuss what will be covered in the e-book and how people can benefit from it.
Take a look at this KlientBoost client e-book landing page:
5) Polish Your CTA Button
I’m sure you’ve read many best practices on how to properly treat your main call-to-action button. After countless A/B testings, I’ve arrived at the two sound advice to increase overall performance:
- Make it personal.
- Make it stand out.
Understand that what you’re selling is beyond a service or a product. You don’t sell mortgage loans – you sell security. You don’t sell attorney services – you sell a peace of mind.
So, instead of having your CTA button say “Get Rates”, try rephrasing to “See How Much I Can Save.” And rather than saying “Get in Touch”, be more specific and personal by saying “Get My Free Consultation.”
Another great KlientBoost client example is replacing the all-too-common “Get Demo” to “Show Me How It Works.” The pattern you’re seeing here is including words like “I”, “me”, and “my.”
Additionally, making your CTA button stand out is equally as important. You can achieve this by experimenting with different colors.
As a designer, I know how cringe-worthy it is to go off-brand in any design layout. However, choosing an entirely different color for your CTA button might just be your saving grace.
For instance, if your page calls for purple and teal throughout the layout, might I suggest making only your CTA button orange?
Like most of these practices, a simple color change demands only a minute of your time. Test it out.
6) Quell Fears With Disclaimers
Including a brief disclaimer near your CTA helps to neutralize anxiety.
If your CTA button says “Get Free Trial”, place a disclaimer directly below that says “no credit card needed.”
If what you’re offering is a monthly subscription, include a mention that lets visitors know that they can “unsubscribe anytime.”
A disclaimer might be the deciding factor for a potential lead to convert.
7) Display a Progress Bar
In a runner’s marathon, a worn-out athlete often finds a “second wind” once they see the finish line ahead.
If we were to translate this concept into landing page terms, it would in the form of a progress bar.
As the name implies, a progress bar is used to convey a progression through a series of steps, allowing your audience to visualize the end goal.
If your landing page contains a multi-step form that exceeds a two-step, consider using a progress bar to indicate the length of that form. This will encourage visitors to complete their action all the way through.
A progress bar is an especially effective element to incorporate when an assessment or questionnaire is involved.
See an example of a progress bar on this KlientBoost client landing page.
8) Put a Face On It
In a classic example of a heatmap study, a baby was used to see what effect it would have on a visitor’s attention.
As illustrated, putting a face on a page creates a strong connection between the viewer and the subject matter, thus drawing more focus on the landing page.
When it comes to the types of effective human images to use, babies and attractive people are well known to have an impact.
So, we put this notion to the test by replacing an existing hero image of hands typing on a laptop with that of a female user. The result for this KlientBoost client landing page was a 47% increase in conversion rate.
Note that the same idea can also be applied to testimonials to increase trust and relatability.
If you read our 41 Hero Shot Secrets From High Converting Landing Pages, you’d also learn that using a real person associated with your product instead of a stock photo increases conversion by 35%.
9) Add Social Proof
Remember when Interstellar came out in theaters and you were curious to see if it was worth the watch so you check IMDB and Rotten Tomatoes for ratings and reviews?
You had no idea what that movie was really going to be about by simply watching the trailer–but you knew you had to watch it, because Christopher Nolan directed it.
Social proof in a landing page is kind of like that.
Whatever product or service you’re selling can always get a boost from added social proof.
Social proof in marketing is “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.”
In landing page terms, this is talking about added trust signals like testimonials/reviews and trust seals. Think of it as your cherry on top.
View your testimonials as the IMDB section of your landing page like this one we created.
By adding a testimonials section, you’re giving your visitors a chance to relate to your product or service. If they know others have experienced what you’re offering and are happy doing so, they’re most likely going to convert.
Including star ratings on your testimonials is always a positive, but can also put a damper on your authenticity and ultimately hurt your conversion rate if not done properly.
In fact, selecting only five-star reviews to put up as testimonials in a given landing page can make a product or service seem “too good to be true.”
A quick fix? Simply select one 4.5 star rating to include among the other perfect reviews.
Whenever possible, also include trust seals to gain credibility. Trust seals are symbols that help reassure your audience that their sensitive information is secure with the company they’re giving it to.
Remember that Interstellar analogy I brought up? Think of Christopher Nolan as your trust seal. Because Nolan is widely recognized in the film industry, any movies with his stamp on it gives you a reason to trust the project.
In the same manner, you can increase credibility on your landing page by adding trust seals like KlientBoost did on the landing page above.
The Better Business Bureau logo is a common one I’ve seen and is a great addition to any landing page (if applicable, of course). Heck, add them directly on your hero image, so it’s among the first few things people sees when they land on your page. This is a surefire way to increase conversion rate.
Another best practice is featuring logos of other companies that your brand has been associated with. For instance, if your page is promoting a SaaS company, display logos of some of their top clients. If your service is a treatment center to combat addictions, include outlets in which your brand has been featured in.
As an added bonus, if your product or service has been broadcasted or endorsed by a public figure, be sure to add that as social proof as well.
In a real life example, conversion rate tripled when we included a video of our client featured on Dr. Phil.
10) Include a Pricing Plan When Necessary
You might’ve been told to never disclose pricing on a landing page in fear of low conversion rates. I’m here to tell you that the opposite can be true.
Contrary to popular belief, SaaS businesses and companies following the subscription models tend to do better with a pricing plan included as part of their landing page.
The following client got a 24% lift in conversions when a pricing plan was implemented by KlientBoost on their landing page.
This shows that people typically likes to know exactly what they’re getting into, along with the options presented to them.
Not convinced? Test it for yourself and let us know the results.
11) Create a Sense of Urgency
Hurry! If you scroll down and look at the photo below now, you’ll quickly learn the concept of creating urgency.
Ok, maybe that wasn’t the best example to throw in, but creating a sense of urgency within your landing page can contribute to growth in conversion rate.
Situated in its psychological origins, urgency puts the brain on high alert. To put into conversion context, urgency makes the customer want to buy now. Groupon does this well with their countdown timer that begins with “Sale Ends In…”
If you’re mindful about conversion rate optimization, you can adjust almost every element in your landing page — from the copy you use to the visuals and colors you choose — to create a sense of urgency.
The exit intent technology is an excellent way to create a sense of urgency and hold back visitors when they’re about to abandon the site. The entire idea of the technology is to display a pop-up when it detects the precise moment when a visitor is about to leave the page.
In fact, by utilizing Wisepops, we managed to bring in a 51% conversion volume to our blog posts.
At 40% scroll rate, the exit intent technology pops up asking the visitor whether they’d like to subscribe to our blog. This will show only three times for any one visitor as to avoid disrupting the lifetime value of that customer.
A few strategic ways to use the exit intent pop-up are by providing an exciting offer, signing up for newsletter, or simply reminding them one last time of the benefit you’re offering in your call-to-action.
12) Try the Infamous “Breadcrumb Technique”
We swear by the Breadcrumb Technique for one simple reason—it works. We love it so much, we’ve talked about it here, here, and here. And if you’re not familiar, let me reiterate for you.
As our founder would illustrate, you simply don’t jump the gun in the world of dating.
Imagine meeting an attractive stranger at the bar for the first time. One does not simply ask for a phone number.
No, you work your way up to that. The initial approach might be coming in with a pick-up line, followed by a light conversation, and eventually leading up to scoring some personal information.
In regards to landing pages, the Breadcrumb Technique suggests starting out with smaller requests before asking for personal information, such as name, e-mail or phone number.
To do this, we implement a two-step strategy that begins with asking non-threatening qualifying questions such as “How many employees do you have?” or “What’s your required loan amount?”
Take a look at this KlientBoost client landing page for example:
The psychology behind the two-step strategy is that people who have already started on something are more likely to finish it. People who have completed Step 1 are more inclined to finish what they started.
Going straight for the kill by immediately asking for their phone number and email might make them skittish, giving them a reason to opt out.
We even applied this principle on our own 3-step proposal (forget two-step…we like to raise the bar).
13) Optimize for Mobile
More often than not, we spend a bulk of our time making our landing page look pretty for desktop. But have we stopped to consider optimizing for mobile?
Especially if the product we’re selling caters more towards a younger audience, always think mobile optimization.
Utilize tracking tools like Hotjar to track how many visitors are actually viewing your page on mobile vs desktop.
To optimize your landing page for mobile view, consider the following best practices:
- Replace form fields with a “click-to-call” button.
- Eliminate the need for typing as much as you can.
- Cut back on copy without sacrificing the quality of your content.
- Legibility is key.
14) Utilize Tracking Tools
Are you utilizing heatmap or eye-tracking tool to help with A/B testing? If not, you’re missing out on a highly effective mean to give you the conversion boost you need.
For instance, the following KlientBoost client landing page featured a headline and subheader that puts their unique value proposition up front.
But when we ran this page through Hotjar’s heatmap, we noticed that one of the benefits picked up more activity than its surrounding.
From our findings, we quickly rephrased the headline and subheader to match that specific benefit. The result was a whopping 108% increase in conversion rate at 100% confidence.
If you want a major lift in your performance, stop testing meaningless changes just for the sake of testing. By utilizing tracking tools, you’ll be able to detect what really works about your page in order to bring in more effective ideas for future tests.
As previously mentioned, Hotjar is a great tracking tool to study your individual pages. To compare the performance of multiple pages at once, we’ve found VWO to be an effective platform.
15) Use The Decoy Effect
If you haven’t read up on Olivia Taylor’s The Conversion Funnel: How To Keep The Pipeline Flowing, you’re missing out on greatness. In it, she discusses how incorporating “a fake, more expensive product into your lineup, you make the one you actually want people to buy not seem so bad anymore.”
In a subscription based model, the Decoy Effect can effectively increase conversion rate as it adds a sense of ease for buying the standard package. Take a look at this pricing plan taken from a KlientBoost client landing page that offers curated streetwear package through a monthly subscription:
By including the $250 Baller Plan, the popular $85 option somehow doesn’t seem too bad anymore. And let’s be real, who’s actually buying $250 worth of clothes on a monthly basis when your target audience are mainly broke high school and college students?
16) Create a Competitiors’ Page
From 1995 to 2001, professional wrestling made its way to mainstream media and into pop culture. The World Wrestling Federation (now WWE) competed with World Championship Wrestling (WCW) for TV ratings in a battle deemed as The Monday Night Wars.
If you were a kid growing up in that era, you might argue that it was the peak of sports entertainment, idolizing the likes of Stone Cold Steve Austin and “Hollywood” Hulk Hogan.
This is all to say that the one thing that spurred both global brands to be at the prime state of their industry was solely competition.
If you know your business clearly offers a competitive edge over other businesses in your respective industry, create a competitors’ page (e.g. the one below that KlientBoost did for a client) that clearly lays out all your winning features.
People tend to lean towards a better solution. Allow them to visualize that by using a comparison chart.
A couple of best practices to follow includes using checkmarks and x’s, colors that indicate clear differences (typically green for what is offered and gray for what’s lacking), and difference in scale for the logos.
17) Change Up Your Offer
If none of the above gives you the lift you need on your landing page conversion rate (highly unlikely), you should really consider changing up your offer.
Going back to the Breadcrumb Technique, one of the most critical mistakes we can make in conversion rate optimization is forcing your visitors to jump straight into making a purchase or a sign-up commitment.
If your call-to-action to “purchase now” (higher threat offer) is giving you a low conversion rate, consider going for a gated content (lower threat) to educate your audience about your product first. Offer a white paper or infographic on how your product is used, along with its benefits.
Keep in mind that your audience are on a buyer’s journey to ultimately making a purchase or signing up. Guide them along that journey by taking the necessary steps from start to finish.
Here’s an illustration on the different offers you can present your potential buyers as you bring them from cold traffic to hot leads:
Note that you always want to match your offer with your request.
It’s never a good idea to ask for a phone number when your offer is simply an e-book. A good rule-of-thumb for a lower threat offer is to stick with a one-step landing page that simply asks for name and e-mail.
With lots of patience and persistence, you’ll slowly convert traffic into leads and become a CRO master in your own rights.
Wrap Up on Your Landing Page Not Converting
Improving the performance on your landing page is not the easiest thing to do. But with enough testing and experimenting, you’ll begin to see a lift in your conversion rate. There are truly a number of ongoing experiments and testing methods you can use to continue to increase it.
But what I am curious about is what did you think of these 17 pro tips for higher conversion rate? Did you find them useful? Were there any that peaked your interest? We would love to hear your thoughts as you approach your next landing page with a new set of ideas.