Typical conversion rates vary dramatically from industry to industry.
On the one hand, home improvement businesses generally see relatively low conversion rates, with the average in 2021 being 7.2%. On the other hand, there’s the impressive 18.2% average CR scored by catering and restaurant businesses that seems like the stuff of dreams to all business leaders.
Where your company falls within this scope mainly depends on your field of expertise, the type of products/services you offer, and the level of competition in your niche.
However, it’s safe to say that no matter your industry or niche, there’s a lot you can do to boost your conversions. And it just turns out that the following landing page tweaks have the potential to help you reach your conversion goals.
Let’s get into them.
When optimizing your landing pages for higher conversion rates, the best place to start is the page design.
Admittedly, most drastic web design changes are hard to implement. After all, great design is achieved in the planning phase and while choosing your site theme.
Nonetheless, by taking the time to identify and tweak the elements that can potentially boost your conversion rates, you can ensure that your landing pages have the highest chance of driving your business’ success.
When trying to boost landing page conversion rates by making web design changes, one of the easiest ways to achieve your goals is to know precisely where to position your high-value content.
Research from the NN Group reveals that, despite being ready to scroll to access valuable information, internet users still spend most of their page-viewing time above the fold.
So, it’s only logical that the conversion-inspiring elements on your landing pages must be visible within the first screenful.
For an excellent example of this hack in action, check out the UnscramleX Scrabble Word Finder landing page.
Knowing that people coming to the website want access to the free tool, this brand’s design team decided to place it in the topmost section of the page, where it’s guaranteed to be noticed and used by all web visitors.
The second web design hack you can implement to drive landing page conversions is to optimize the placement of your calls to action.
Typically, the main landing page CTA will be positioned in the lower-left section of the website header. However, if you want to inspire web visitors to convert, consider how your content is structured, then add a CTA at the end of each section that might compel your audience to action.
For an example of excellent CTA placement, check out the CoSchedule homepage.
As you can see, this SaaS brand includes a call-to-action button below each one of its product categories, making it easier for potential clients to learn about the software solutions and, hopefully, convert into a user.
So, it’s only logical that you should explore ways of adding it to the landing pages where you wish to boost conversions.
A great way to implement this hack is to create a short but informative explainer that you’ll place on your landing pages.
Zendesk chose this approach on its Customer Service landing page, where it guides potential customers through its software product, addressing their common pain points and presenting the solutions it offers.
According to data from Oberlo, more than 58% of all internet traffic comes from mobile devices. So, to boost landing page conversions, make sure your web pages look good on small screens.
The great thing about optimizing your pages for mobile is that choosing a well-made WordPress theme will ensure you don’t have to do any work.
Nonetheless, if you’re taking the DIY approach to mobile optimization, follow the tips from this article. Moreover, be sure to thoroughly test your site’s performance to guarantee a stellar user experience.
The buyer’s journey isn’t a linear process. And not just that, but research suggests that it takes, on average, six to eight touches between grabbing your audience’s attention and making a sale. With this in mind, you must take every opportunity to encourage conversions.
And, it just so happens that allowing your target audience to get in touch with your sales team could help you do that.
So, as you explore hacks that will help you boost conversions on your landing pages, do your best to add a few contact options to these online assets.
You can go the traditional route and include a live chat button in the bottom right corner of your site. Or, for a more user-oriented approach, add an interactive contact CTA to your webpage, like the one used on this Medical Alert Buyers Guide landing page.
Finally, don’t forget to create product previews that will help your target audience see and experience the benefits of using your solutions.
This doesn’t have to be a complicated process.
Sure, you can create interactive demos, like the one below by Oakley, which will guide your potential buyers through the process of using your products.
But keep in mind that a simple block of text supplemented by product photos or in-app screenshots can do just as much to convince web visitors to convert.
Just check out how Preset Love achieves the effect with nothing more than a Before/After image for each one of its autumn-themed Lightroom presets.
Once you’ve optimized your landing page design to drive conversions, it’s time to explore ways to enhance your website copy.
Even though it may not seem that way, web copy plays a significant part in helping you convert web visitors.
Firstly, it allows you to position your brand (and your products) in a way that appeals to your audience. But even more importantly, it can help you connect with your potential customers on a level that will drive sales and loyalty.
To help you pinpoint landing page tweaks that will boost conversion rates, let’s look at the best ways to optimize your web copy and content for better results.
According to research from Adobe, 76% of consumers say it is essential for brands to demonstrate they understand their customers’ needs and frustrations.
So, if you want to position your brand as reliable, the best thing you can do is to use your landing page copy to address customer pain points.
This doesn’t have to be rocket science. In fact, if you look at Sunrise’s Invoicing landing page, you’ll see that the brand expertly hits the nail on the head simply by promising its audience a product that “helps [them] get paid on time, every time.”
Another easy yet high-impact tweak you can make on your landing pages is to edit your web copy in a way that will help you achieve a higher readability score.
In its latest Conversion Benchmark Report, Unbounce proved that word count and reading ease impacted conversions. More precisely, this organization found that shorter and simpler text on e-commerce pages leads to considerably higher CRs.
With this in mind, one easy thing you can do to boost landing page conversions is to run your web copy through a readability checker like Hemingway.
Ideally, aim for a Grade 5 or Grade 6 readability score. And even if you’re targetting industry experts and professional users, take every opportunity to make your copy easier to understand and remember.
Finally, don’t forget that how your content is written and promoted directly influences how readily your audience will trust you (and consequently convert into customers).
So, do your best to employ plenty of trust signals and social proof on your web pages.
The easy way to do this is to include reviews or ratings on your landing pages. Evernote, for example, quotes earned media mentions from authoritative publications on its Professional Plan landing page to convince expert users to start their free trial.
But, of course, this is not the only way to encourage trust with your website copy.
Sometimes, something as uncomplicated as adding an author’s bio to your landing pages, as shown in the Sleep Junkie Best Mattresses of 2022 post below, will do more than enough to help you persuade your audience to trust your brand and choose its products/services.
As you can see, boosting conversions on landing pages doesn’t have to be challenging. In fact, most of the tweaks mentioned in this guide are things you can do on your own.
Of course, if you want to be 100% sure that your website is built to achieve next-level conversion rates, it’s not a bad idea to consult a professional web developer and copywriter. That way, you’ll have the highest chances of success without having to stumble around in the dark.