Given the very low usual landing page conversion rate, increasing traffic to your site is crucial, and there are tried-and-true methods for doing so.
According to the email marketing platform Campaign Monitor, the average landing page conversion rate across all industries is a measly 2.35 percent — the number of people who will sign up, purchase, or convert on your offer. So, the unpleasant truth is that you need to generate more and more traffic to increase revenue, and quality traffic is expensive.
With ad rates rising and SEO getting more competitive, it’s better to start with the easiest to harvest: current landing sites with existing visitors.
Here are five copywriting ideas to help you achieve just that, while also increasing your landing page conversion rate to 10% or higher — five times as many conversions without spending more money on advertisements.
#1. Speak to a single person.
The most effective landing pages are extremely targeted and focus on a particular segment of an audience or market. They talk straight to their deepest wishes and ambitions.
In contrast, wide landing pages communicate to everyone, and “everyone” isn’t a viable target market unless you’re selling water. It is considered preferable to appeal to numerous audience kinds and market groups by creating distinct landing pages for each.
As an example, suppose you sell small business insurance. Small companies include a wide range of industries and might range from a small bakery to a hair salon to an online digital marketing agency. It is hard to design a single landing page that speaks directly to the pain concerns of all of these businesses. The resultant copywriting is too generic and wide, and the reader is unable to connect with the content.
As a result, create distinct landing pages for each section and tailor text to its individual requirements.
#2. Cadence and flow must be controlled.
Each piece of material on a website has two purposes: to maintain attention and to promote the desired action (such as buying, filling in contact information, or downloading a guide). Cadence and flow are effective strategies for achieving such objectives.
When creating material for your landing page, use a variety of sentence lengths and patterns, as well as vary the depth with which you expound on themes. The “hero” part of a landing page (the primary headline and picture above the fold) is an excellent example, as it should be snappy and convey a compelling value proposition. It’s brief, to-the-point, and to the point. (“Or your money back if you don’t have your items delivered in 10 minutes.”)
As you progress down the landing page, you may begin to provide more content, such as detailing how your service works in a language that anybody can understand. Walk them through your business’s process so they know what to anticipate when they convert and sign up with you. The idea here is to combine captivating language with as many potential consumer queries as feasible.
#3. Include instant social proof.
Social proof is important on a landing page, but it doesn’t have to be confined to generic customer quotations. There are several methods to incorporate essential and subtle social proof signals that fuel conversions, and they are required to develop trust and confidence.
Consider including social proof immediately in the hero part of your landing page, so it’s one of the first things visitors see when they arrive. Here are a few more thoughts:
- Is your landing page for a software firm? If yes, reveal how many firms signed up to utilize your product this week under your call-to-action (CTA) button. This immediately causes FOMO.
• Include company and brand logos that employ your product or service.
• Include third-party ratings/reviews from sites such as G2, Capterra, Google, and Yelp.
• Describe how many customers you’ve served and assisted this year or over the course of the company’s existence.
#4. Reduce the risk of CTA.
A call to action (“sign up now”) moment is daunting since it indicates further work for the client rather than instant value. It comes with hazards, not the least of which is the chance of signing up but not using the service. There is also a financial risk if you try to generate direct sales from a landing page. These factors contribute to hesitation, which lowers conversion rates and sales: People begin to question whether they truly need, desire, or might benefit from what you have to offer – and in an age of distraction and short attention spans, a few seconds of indecision frequently results in a wasted opportunity.
To overcome these issues, surround your CTA button with positive reinforcement comments such as:
• “There is no need for a credit card.”
• “XX days of the free trial.”
• “Money-back guarantee for 30 days.”
• “It’s free forever unless you upgrade.”
#5. Make your copywriting more targeted.
The most common error I find on landing pages is the overuse of general assertions rather than concrete results supported by customer data. Which statement, for example, are you more inclined to believe?
A) “Guaranteed to get a better night’s sleep!”
B) “In just seven days, nine out of ten clients increased their sleep quality by 65 percent.”
Broad promises are significantly less intriguing and meaningful than specific data. So, wherever possible, replace broad assertions with data-driven claims that sell your product or service for you. Speak with them — poll them in return for free items — and use the input to increase the perceived value on your landing page.
