7 techniques for putting magnetic attraction on your landing page

Marketers from all around the world invest their time and money in striving to drive potential customers to their websites. SEO happens to be one of the great concepts that help them achieve their ultimate objective of heavy traffic. But the question is: How do you convert leads into sales? How do you gain the trust of your landing page visitors? 

Since the recent significant decrease in the average landing page conversion rate from 5.86% to 3.62%, you’re not alone in your search for answers to these questions. Thousands like you are looking to convert their leads into sales. 

In case you’re wondering, it doesn’t just happen by waving a magic wand and mumbling abracadabra. That’s right! You’ll have to make an effort and play it smart to get the desired results. But you can’t do that without proper guidance, right? 

Don’t worry. That’s where we swoop in to save the day.

What exactly does "optimizing a landing page" mean?

To make the blurry vision a little clearer, let's start by explaining what landing page optimization refers to. It's a process that enhances every element of your landing page to increase conversions. Rather than redesigning the whole page solely on a hunch, you rely on the data and anecdotal evidence that's available. 

You're probably wondering what the best part of optimizing a landing page is and how it helps. Well, it would enable you to collect information before your landing page goes live. How? By surveying your audience to discover their likes and expectations. AB testing can be really helpful. 

Show half your visitors one version of your landing page and the other half a different version. Calculate the conversions you get from both and determine which one works best for your audience.

You may not be able to create the perfect landing page on day one, but if you make an effort and tweak it according to the analyzed data, you should get there soon enough.

Top tips and techniques to boost your conversions

Crafting a high-quality converting landing page is a tough and arduous job, even for the pro marketers out there. It requires patience and skill, and you'll need to conduct a series of tests to get things right from the start. 

Your primary aim is to grab your audience's attention, build their anticipation with your words and offers, and then hit them with a killer call to action.  

Thankfully, we've come up with some of the best tried-and-tested optimization techniques that you can put to good use when perfecting your landing page. 

So, without further ado, let’s jump right in!

Hook your audience and pull them in with attention-grabbing headlines

Image source: Venuesphere

The quality of the headline determines the pulling power of your landing page. 

A headline that doesn't meet or beat the quality standard  won't stand out from the rest and could easily be a conversion killer, bouncing the audience off the page as soon as they catch sight of it. 

On the flip side, a brilliant, out-of-this-world headline will keep the audience engaged. And that’s what we all want, isn’t it?

So, here are a few pointers to keep in mind when creating your impeccable headline.

  • It clearly spells out the benefits of your offer. 
  • It hooks your readers, making them eager to know what’s next.
  • It caters to the needs of readers interested in how they might benefit from your products or services. 
  • It refrains from making wild, unrealistic claims that you can't fulfil.
Steve Jobs

Design ist nicht nur, wie es aussieht und wie es sich anfühlt. Design ist, wie es funktioniert.

Steve Jobs
früherer CEO of Apple Inc.

Do you pay close attention to the design?

Image source: Martech Zone

No one wants to engage with a dull, user-unfriendly design, right? We all know that looks matter. So, pay close attention to the look of your landing page because it makes a huge difference. 

Your design must be clear, understandable, and, above all, impactful. And if you don't know how to do that, here are a few tips to help out:

  • Create a clear difference between your titles and your paragraphs.
  • Harmonize the colours and create a contrasty theme.
  • Experiment and show your creativity with shapes and symmetry. 
  • Your text should breathe, making it easy to read. 

If you’re offering a number of services, another design tip is to highlight any item you want your audience to focus on.

How can you craft a compelling CTA that woos the audience to click?

An example of a good CTA Image (source: Wishpond Blog)

Remember that the primary purpose of a landing page is to get visitors to respond to your call to action. So you must make your CTA as compelling as possible.

Keep in mind that having a CTA above the fold is really beneficial because individuals who don't scroll the whole length of the page may still be tempted to convert before they click away. 

A simple way to ensure this is to tell your audience exactly what you want them to do. Here are three of the most commonly used CTAs:

  • Watch a product demo.
  • Book an appointment.
  • Join us for a free trial.

If you like to stand out from the crowd and create your own unique CTAs, here are some elements to incorporate in your CTA to entice your readers to click:

  • Make it clear, not clever. 
  • Short, not long.
  • Prefer active to passive voice.
  • Make your message direct, not indirect.

Add powerful testimonials to sway readers via social proof

Trust is a biggie in online business as fraudsters lurk around almost every corner. It is well established that nobody will want to do business with you unless they feel comfortable with the reputation of your business. 

As the mantra goes, individuals prefer to do business with those they know, like, and trust. And we're all aware that authentic testimonials can boost the trust-building process. 

Effective, authentic testimonials resonate with an audience, especially if they

  • Come from a customer who fits perfectly with the buyer persona of your audience so they can instantly identify with it.
  • Include a picture of the customer to prove that it's authentic. This may also increase the visual appeal of your page. 
  • Cater to the struggles of your ideal reader and overcome any objections that they have.
  • Come from an influencer in that specific niche. 

According to the survey results, people tend to trust customer reviews 12-times more than manufacturers' descriptions. 

All in all, building credibility via authentic testimonials on your landing page is likely to boost your conversion rate by a significant percentage.

How to spice up your landing page with stellar images and videos

You must be familiar with the famous saying  “An image is worth a thousand words.” Well, just in case you don’t know, perfect landing page copy is not composed of words alone. It has visuals as well. 

Images and videos hold significant power in marketing as the human brain can process an image 60,000 times faster than text. In short, images will be the first thing visitors notice when they come across your website. 


Now, if you're thinking about adding images of the product or service to make your landing page more sticky. That’s great! But you know what’s even better? Add images of real people along with those products. This little technique will bump up your conversions. 

Besides images, videos also tend to work pretty well on landing pages. Research shows that marketers who use videos in their landing pages experience increases of around 80% in their conversion rates

Here are some useful tips for adding videos to your landing page. 

  • Using video testimonials rather than written ones. 
  • Try to include an active CTA on or near the video so video watchers don't miss it. 
  • Optimize the video to load fast and eliminate the risk of users ignoring it. 
  • Choose an appropriate length for the video. It shouldn’t be too short or too long.

Fazit

Summary

As you've no doubt realized by now, landing page optimization is not for the fainthearted. It's a demanding exercise. And for success, you must get up your game while also having loads of patience. 

However, remember that if you follow the tips correctly and continue to improve, you will surely notice a boost in your conversions. And that’s the ultimate goal now, isn’t it?

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