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February 18, 2019

Data-driven Guide to Increasing Landing Page Conversion



Landing pages play a critical role when it comes to converting traffic into buying clients. In fact, it can be safe to say that no other web page has the same impact as the landing page when it comes to successful conversions. However, for it to live up to this expectation, it is crucial that you keep its design user-friendly and fresh – and keep re-designing it from time to time to keep up with industry developments and customer needs. To help you get started, here is a data-driven guide to creating converting landing pages:



Videos can increase landing page conversions

Integrating visual data and design plays a significant role in attracting visitors and convincing them to stay on your site. Adding videos to your landing page is a great way to achieve this. According to a 2015 survey by Animoto, 4 times as many customers prefer to watch a video about a solution than the read about it, and 1 in 4 lose interest in a company if it does not have a video. But not to mean that you should use just about any video – ensure that the video you use is relevant, and serves the intended purpose. A good idea would be videos of product descriptions or customer testimonials.

The average attention span of humans dropped from 12 seconds in 2000 to 8 seconds in 2015

Today, people’s attention span is short and is reducing by the year. A Statistic Brain research revealed that the attention span dropped from 12 seconds in 2000 to 8 seconds in 2015. Today, humans know nothing about delayed gratification – instead, they want a quick fix to everything –whether its food, watching a movie, or buying a new product. If your landing page takes forever to load or if it has too much clutter that prospects can’t seem to find what they are looking for within a few seconds, they will quickly bounce off to your competitor. Be sure to include compelling headlines, sub-headings, images, and bullet points that are easy to scan.

The more the landing pages, the better your chances of success

Having multiple landing pages may enhance your chances of getting more leads. According to HubSpot, companies with 40+ landing pages, secure 12X more leads than those with 5 or less. More landing pages mean more pages being indexed in search, which improves the likelihood of traffic being directed to your landing page. But despite these findings, only 48% of marketers create a new landing page for every campaign, imagining that separate pages would be an overkill. The reality is separate landing pages are good for you, for your SEO and your prospects.

It’s not a good idea o have multiple offers in a single landing page

This is more of an extension of the point above – it is not recommended to flood your landing page with several offers as it confuses your visitors. Ideally, you want to have a single main action on the page at a time, so you don’t pull the attention of your prospects in different directions. If you have to incorporate a secondary action, ensure that it doesn’t outshine the primary one.



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