In the age of inbound marketing, conversion rate optimization is vital. But what sounds like a great concept, in general, can seem difficult to achieve in practice. Sure, you want as many of your web visitors to convert to leads. But how do you actually make sure that happens?
Fortunately, the answer is simpler than it might appear. While website conversion optimization is undoubtedly complex, it’s achievable if you approach it the right way.
If you already engage in inbound marketing, you know about the importance of gated content. That, in turn, requires a landing page on which you outline exactly why your visitors should hand over their contact information in order to get the content they want and need.
Stated differently, your landing page is a vital part of your conversion optimization efforts. To increase its chances of success, consider these 7 quick content and layout fixes.
1) Shorten Your Form Fields
The less you ask for, the more likely your audience will be to give it up. A natural instinct on sign up forms is to ask for as much information as possible.
But in reality, shortening your form fields to only the most essential information can have a major impact on your conversion rates. Research shows that first-time leads tend to be willing only to fill in about four fields on a sign-up form.
As they begin to learn more about your brand and move further into the sales funnel, that ideal number begins to grow. But as a general tip, reducing your form fields to around 4 form fields is a great first step.
2) Add Some Visuals
Would you be shocked to learn that the human brain processes visuals better than text? It seems like an obvious statement, but one that is supported by a mountain of studies and scientific research.
For your landing page, that leads to one natural recommendation: adding more visuals. Images, graphics, and even videos can do an excellent job in conveying the core value proposition of your content.
Consider as an example the Beginner’s Guide to Online Marketing by Neil Patel, one of our favorite experts in conversion optimization. The guidebook is almost entirely visual while acting as a natural jumping off point (and landing page) for more in-depth gated content like ebooks and webinars.
3) Consider the Layout
The layout can make or break your landing page. If your audience sees your sign up form before any of the content that’s supposed to convince them to sign up, chances are they leave without a conversion.
Fortunately, you can move your content blocks around. Consider starting with your most compelling argument for signing up or downloading the content on the top left of the page, while the form should live on the right of the page.
When considering your layout, it makes sense to follow the natural F-shaped pattern we use to read web content. The most compelling argument comes first, followed by the sign-up form to its right, and supporting information (such as social proof) below.
4) Incorporate Social Proof
Speaking of social proof: if you want your content to drive lead generation, you better incorporate some of it. That might sound harsh, but it’s undeniably true: social proof can drive your conversion optimization. It comes in a variety of forms:
•testimonials, both text, and video
•expert reviews of your content or product/service
•social shares of your page
•user satisfaction rate
•and much more
Adding the voices of independent endorsers to your landing page instantly increases the believability of your message. There is no doubt that it works, both to build your credibility and to increase your conversions as a result.
5) Up the Urgency
When we think something is limited, we become more likely to take action. Deadlines, limited quantities, and other indicators of scarcity are foolproof messaging tactics to increase lead conversion rates on your landing page.
Depending on your content, heightening the sense of urgency can be as simple as increasing the font of the date at which the content (such as a webinar) expires. Another option is to proclaim a piece of content-free (with sign up) until a specific day.
The key, whichever individual tactic you choose, is to adhere to the scarcity principle. As long as you can make a good case for why your content is limited, your audience will become more likely to take action.
6) Embrace the Attention Ratio
The conversion experts at Unbounce were the first to formulate the concept of Attention Ratio, a number of action opportunities compared to your individual conversion goals. On the ideal landing page, the attention ratio should be 1:1.
In other words, make sure that the only opportunity for your audience to move forward is to become a lead. Avoid linking to other pages or sections on your website, or offering any other type of easy way out.
Some brands even go so far as to remove the navigation on the landing pages they’re optimizing for conversions. No matter your exact strategy, minimize the opportunities your audience has to take any action that doesn’t include signing up.
7) A/B Test Your CTA
Finally, pay special attention to the call to action you use at the end of the form. It’s the final step your audience takes to actually become a lead, and needs to be optimized just as much (if not more) than the other pages on your landing page.
Suppress the temptation to go with the standard submit, which actually negatively impacts your conversion rates. Instead, choose more action-oriented text that outlines exactly what your audience gets when clicking (such as download the ebook).
One way to make sure your CTA is doing its best to attract conversion is to engage in A/B testing. Choose two text variations, and test them against each other to see which generates more conversions. Then, run the winner against a new variation in a continuous loop of improvement and conversion rate optimization.
Your landing pages are at the core of your lead generation efforts. As a result, they absolutely need to be optimized to generate the most possible conversions from your visitors. Fortunately, a number of fixes like the above are easy to implement and can generate lasting and sustainable results that drive marketing and business success.