14 tips to increase conversions on your landing page
Inbound marketing is one of the most widely used strategies by digital marketing experts. To succeed in this web strategy, using a landing page is a well-known technique for converting leads.
If you want to add a landing page to your site, don't wait any longer and add your project on xpage.com.
In addition to the quality of the text and information, visuals play a major role when it comes to converting your visitor. Here are 15 visual techniques to try out on your landing page as soon as possible.
- Write a compelling headline
Taking care of the headline of your landing page is extremely important since it is always sought after by the visitor. You have the obligation to create a precise and concise title that informs about the subject of your landing page. Work on your title to spark curiosity in the visitor.
- Write a precise description
Your description should shed light on the subject your landing page addresses, covering key elements that will give the prospect a more or less oriented idea. It can address a product, a brand, a service...
- Show your product in a real object
A 2017 study by Venngage demonstrated that Facebook ads with the highest conversion rates were those where the text was aligned to the left and real object images were used. If this characteristic is true for Facebook Ads, it is also true for your landing page and is still relevant today.
You should give meaning to what your visitors will receive by allowing them to realistically visualize your product. For this, it is appropriate to insert it into a tangible object.
For example, you can represent your e-book on a computer screen or an iPad.
- Offer an interactive demonstration
One of the best ways to gain your visitor's trust is to allow them to interact with your site. Wouldn't you be more inclined to buy a product that you have been able to test?
Take the example of the Monotype landing page. Here visitors can modify the typography and get a real-time preview.
This interaction allows them to have a more precise idea of what they can expect from Monotype before engaging more with the brand.
- Tell a story with illustrations
To create a serious and objective landing page, you must necessarily focus on the page's design. An attractive design attracts visitors and pushes them towards subscribing or making a purchase on your website.
Many brands simply illustrate their landing page with visuals from image banks. Even if the result remains professional, there is no originality.
To stand out and capture your visitor's attention, try using illustrations. It's a good opportunity to implement storytelling and aid conversions.
If your industry or company culture allows it, you can even use illustrations to add a touch of humor to your landing page.
- Reinforce your text with icons
Icons are very useful for conveying an idea and can be used in two situations:
- To allow your audience to quickly understand the subject of your text without needing to read it
- To reinforce or complement your text
Look, for example, at the WordStream landing page: the trophy reinforces the idea that thanks to the whitepaper, visitors can be more efficient and beat their competitors on AdWords.
- Choose a contrasting color for your CTAY
our visitor already has a clearer idea about your subject, giving them the right to act or turn back. It is up to you to tilt the balance in your favor to retain your visitor!
This is precisely where you should implement your Call-To-Action (CTA). It is a simple button that approves or validates the expected action ("download your ebook", "add to cart", "contact us", etc.).
In terms of design, there is no perfect color considered for boosting conversions. However, for more efficiency, it is advisable to choose a color that contrasts with the rest of your page.
For example, the orange stands out from the blue background and thus attracts the visitors' eyes.
- Show testimonials or reviews
Most internet users check reviews about you or your offers before taking action. Your success depends on recommendations from other customers by about 80%.
So, consider integrating one or more customer reviews or testimonials into your landing page that will instill confidence in your visitor to take action.
- Differentiate the menu of your website
Many make the mistake of displaying the menu of their website on their landing page. However, this encourages the visitor to leave your perfectly optimized landing page for conversion!
If you absolutely must display a menu, consider simplifying it.
- Use video and its advantages
Texts are becoming less effective compared to images and videos in terms of conversion.
Make extensive use of visuals and videos on your landing page! They will highlight the advantages of your offer in a more playful way.
- Use trust elements
It is trust that drives your visitor to action! So, add elements of reassurance to your landing page, such as logos of your partners, clients, and suppliers.
For your technical products, display your certificates and approvals.
Publishing well-documented, accurate, and relevant content on your landing page is also a sign of trust.
- Add directional
cuesIf color directs an internet user's gaze, this technique is not enough. To improve your conversion rate and show your visitor where to click, you must place directional cues through images.
These can be explicit (an arrow on a CTA) or implicit (a person looking at your CTA).
Implicit cuesEye-tracking studies show that the face is the first thing we look at when we see someone we don't know. And this also applies in web design!
By inserting the image of a person, your visitor will definitely look at their face, and it is precisely this area that should show directional cues.
- Humanize your landing page
Images of real people (not "models") are very effective on a landing page.
For proof, MarketingExperiment conducted a study on this by comparing two landing pages:
- One with a smiling woman
- Another with a photo of the company's founder.
As a result, the photo of the founder generated 35% more conversions.
- Optimize your landing page
To naturally attract visitors to your landing page, don't forget to work on its SEO! For this, you will need to optimize:
- The Title tag: it takes into account the fundamental keywords of your subject to facilitate its understanding;
- The meta-description: it succinctly describes the subject of your landing page;
- Headlines: they structure your text with titles and subtitles;
- The page's code: choose HTML tags that favor the systematic identification of your content by search engines;
- Images optimized for the web (size, weight, format) and suitable for your landing page;
- Backlinks to and from other pages on your site, for better referencing.
