The Conversion Challenge

Competition for website traffic is fierce and the traffic your website captures is precious.

Improving your conversion rate, taking visitors to prospect level and ultimately customer is essential.

Here are the top twelve elements of a successful landing page:

1. Know your customer and what they want.

Make sure you know who you are trying to persuade. Begin with a list of your target markets and demographics. Develop customer personas – two or three user profiles who would use your service(example: Occasional User / Business User / Power User) What are their characteristics?

2. Know your customer’s language.

What key words do they use to search for companies like yours? Keyword research creates the language bridge from their need to your solution – your Value Proposition.

3. Know your competition.

Look at the top five or six competitors who show up in searches and ads. See how they present their value on-line, and what makes your offer is different.

4. Develop a compelling Value Proposition.

Let your text confirm to your visitor that you have the solution to their need. Make your selling points re-enforce to your prospective customer that their search is over.

5. Target your page headline.

Make it capture your Value Proposition and re-use it in on-line ads that link to your landing page.

6. Include a compelling picture.

The hero image on your landing page is likely the most important element – it conveys user satisfaction and sets the emotional tone of the page.

7. Make your copy emotionally and logically rich.

Answer the question “what’s in it for me?” with positive language that highlights the benefits of your solution.

8. Use white space.

Use a clean design that guides your prospect from initial impression through  the offer and related benefits to the Call To Action (CTA).

9. Make your CTA action oriented.

Regardless of whether your CTA is a button or a form,  include action verbs like “Get”, “Save”, “Contact”, “Download”.

10. Make your CTA stand out.

Choose a colour that strikes the balance of being different from the rest of the page elements, while still fitting in.

11. Place one CTA is above the fold.

On page load your CTA can be seen without having to scroll.

12. Test different versions of the page.

Let your website traffic objectively tell you what works and what doesn’t. Use A/B testing to determine what arrangement of visuals, content and CTAs deliver the highest conversion.  Use the best performing page as your new baseline and test and test again with other page variations.

The goal is continuous improvement in conversion.