Is there anything you can do to increase landing page conversions that doesn’t cost a ton in design fees or require crazy computer skills?
Of course there is!
It’s always optimal to hire professional help to create great landing pages. Copywriters know *just* the right way to phrase things so that people can’t resist signing up for your offer. Designers provide the extra oomph that makes pages appear enticing and professional.
But for anyone needing to create and design a landing page on their own, here are three super simple tips that are proven to increase conversion rates.
Easy Tip #1: Make sure the landing page submission form appears above the fold.
The “fold” is a term leftover from newspaper days. Wait, plenty of newspapers are still around. Take a look at one. Notice how the best front-page story is easily the first one seen? That’s because it appears above the part of the paper that is folded over.
In the digital world, “above the fold” refers to everything that’s viewed on the screen before scrolling down. You want your landing page’s submission form easily available to folks who are already convinced and want to simply fill in the form and roll.
Other visitors may need a little more convincing before they submit their information. But when they are ready to sign up for your offer, they’ll also want to easily locate the submission form.
It’s already difficult to get people to hand over their precious private information. You don’t want to complicate matters by requiring visitors to scroll around searching for your form.
You can achieve this by adding your submission form on the right side of the page. Easy peasy. Super simple, like I said.
Easy Tip #2: Break up landing page copy and make it scannable.
Sometimes people toss huge paragraphs of text on a page and expect that visitors will read it all.
People don’t take the time to fully read online. They skim. They scan. They look for the most important information and expect to find it easily.
Because none of it stands out, there are about zero chances that visitors will read any part of a long paragraph of text. Your odds improve significantly when you break up your paragraphs using:
- Bullet points
Your headings and subheadings should include the most important parts of your landing page’s message. Typically, those are the benefits people receive by converting. You may also use headings and subheadings to highlight other information such as showing that the offer is free or available only for a limited time.
As I said in an article Strategies to Write Effectively About Complex Topics, people almost can’t resist reading bullet points. I also said:
When readers see a bulleted list, they are primed to believe they will receive:
- Information that is succinct.
- Information that is specific and important.
- Information that clearly supports the topic.
But be careful.
- Don’t just throw random sentences into bulleted lists.
- When there’s no apparent reason at all to do so.
- It breaks a reader’s trust.
(Gosh, was I always so clever?)
Look at the first two sentences of your way-too-long paragraphs. Can a few of them be used as headings and/or subheadings instead? I often find my headings and subheadings are already buried in my paragraphs. They just need to be pulled out, dusted off, enlarged, bolded, and wah-la! It’s scannable information.
Also, any time you list three or more items in a row, see if you can split them up into bullet points. People are more likely to read about the benefits your offer provides if they are presented in succinct, bulleted lists.People are more likely to read about the benefits your offer provides if they are presented in succinct, bulleted lists. Click To Tweet
Easy Tip #3: Make your call-to-action button contrast and compel.
This is a two-parter:
(1) Color your call-to-action button so that it contrasts with the rest of the page.
(2) Use positive action verbs to make your button’s copy compels people to take an action.
Your call-to-action button needs to be the most noticeable spot on your landing page. And it will be when it appears in a color that starkly contrasts with the rest of your page. Bright orange, neon blue, flashing red – whatever it takes to make it stand out and get noticed.
Once you’ve caught people’s attention, don’t waste the brief moment by showing a button that says “submit” or “download.”
It’s basic. It’s common. I know you can do better.
Every word you use on your landing page should work for you, including the button copy. Use action verbs that portray what happens after they click the button in a positive light.
Anyone who is already interested in your offer wants to easily locate the “submit” button. Perhaps they’ll be swayed completely when your actionable copy makes them envision a better life after they click.
Transform the overall major benefit of your offer into actionable language people can’t resist.
Think of how people are going to benefit from your offer. Does it help them become more organized? Your button can say “Get organized!” Does it increase sales? Your button can say “Create more leads now!” If they are signing up for a consultation, say “Book the perfect time slot.”
Who’s going to pass up a bright, colorful button practically screaming HIT ME NOW?
Increase Landing Page Conversions
These three super simple tips are easy for just about anyone to follow. At the very least, they make your landing pages appear professional and easy to read. And when all three are done correctly, they work together to help increase landing page conversions.