You’ve designed a good looking website and invested in different advertising campaigns like email marketing and pay-per-click (PPC) ads. However, your conversion rate is still low. A bit frustrating, right? You scratch your head, wondering what you should do next to achieve a successful advertising campaign finally and reach your goals. Well, look no further because we’re about to discuss different ways to increase your landing page conversion.
Understand your audience
One of the principles stated in Sun Tzu’s “Art of War” about winning is to know your enemy. In business, this “enemy” is your target audience. Marketing experts advise that the best strategy to reach a high conversion rate is to understand your target audience fully and precisely – after all, they are the ones keeping your business alive. You can do this by conducting split A/B testing and data analysis, among others. When you genuinely understand your target audience, their behavior, and the questions they tend to ask before deciding on buying or not, then you know what kind of CTA will appeal to them, what type of text can touch their emotions, etc.
Understand your target’s buying journey
How does your target audience behave before they finally decide to buy something? No matter which marketing channels you’re using — social media, PPC ads, or paid advertising and marketing platforms, such as Click2sell.co, Outbrain, etc. – your target audience has its own unique buyer’s journey. In other words, personalization is a must in today’s digital marketing world. When you’re able to do this and understand what their journey is, you’ll gain their attention and trust, and converting them will be easier.
Always deliver value
Businesses become industry leaders because they have earned consumers trust. That did not happen overnight. If you look at the websites of industry leaders, in various niches, you’ll notice a common element – they always deliver real value. They do not churn out stuff, but what they present came from in-depth studies and research. Whatever content they put out there educates both their customers and visitors alike. Once people trust you and appreciate the value you provide them, it won’t be hard to convince them to buy. They will gradually become your loyal consumers, and in the future, maybe even become your business or brand promoters.
Address the need immediately
Aside from value, every high-converting landing page always go straight to the point and address the target audience’s need. First, they point out the problem, the reason why the problem usually occurs, and offer their solution to that problem. This kind of flow sends out three essential messages to the audience:
- We are listening to you
- We understand your frustration
- We are here to help
These messages position you not as a seller but as a friend who’s willing to share their expertise to solve the problem they’re facing. And experience has shown us that it’s tough to say no to a friend.
Creating a landing page that truly converts is very challenging. However, the strategies above have been proven by experts to yield higher conversion rates. Use them as guidelines and apply the principles on your landing page. You’ll be surprised at how a few simple tweaks can increase your conversion rate.