7 Landing Page Optimisation Hacks That Will Double Your Sales
Homepages, depending on how crafted they are, can add or break value to your sales. While affiliate marketers put more emphasis on driving traffic to company website landing pages, successfully converting that into actual sales is a different thing completely. For email marketers, for instance, growing your email list isn’t a guarantee of success. However, success from this strategy is defined by the overall subscriber list and, consequently, how well such subscribers convert into actual sales.
Landing page optimization using the best landing page practices can significantly boost conversion rates for any marketing campaign. From call-to-action buttons, short videos and GIFs, sign-up form fields, requirements, blog posts to meta descriptions, the single most important aspect to bear in mind when optimizing landing pages is to provide value to your prospective buyers. Haphazardly crafted homepages can result in wasted traffic, lost leads, sales, as well as costly advertising.
When sales prospects search up your company, they are 95% more likely to land on your homepage. That’s why it is the most vital part for any marketers and entrepreneurs to pay attention to. Furthermore, it is the stage within the conversion process that is more vulnerable to abandonment by prospects. Therefore, the smoother and seamless it is to your site visitors, the easier it is for them to see value in your offer.
Additionally, the upsurge in internet use today has resulted in intense competition. Site loading speeds, as well as websites’ user interfaces, play an important role in capturing user attention. This means that when a user lands on your page, you don’t have the luxury of time on your side. At best, you will have one to a few seconds to capture their attention. However, if your homepage is confusing or bears no relationship to what they are looking for, then expect them to leave your website.
But why are landing pages so important? You probably know how expensive advertising can be. It is foolhardy to create great ads only to end up with an ineffective sales page. A well-crafted landing page should grab the attention of your sales prospects and make them want to read more. And by doing so, you should persuade them to purchase your product, subscribe to newsletters, and even feel compelled to sign up to your mailing list. Overall, a great landing page should close a deal once a prospect clicks your ad. But how can affiliate marketers and entrepreneurs optimize their landing pages to boost sales? For this and more, read on to find out.
Landing page optimisation hacks
First things first, for a landing page to convert, it should respond to the particular objectives of your target audience. And why is that so? Different brands and niches cater to different product ranges and services. A skincare brand, for instance, may need to use different landing page optimization techniques to, say, a short-term loan servicing company. Regardless, the following are general tweaks to improve your landing page conversion rates:
- Remove all options in the scrolling navigation bar except for the “Apply” or “Buy” buttons. That’s because the presence of too many options may lead to your sales prospects clicking the wrong choice. And because as a marketer, all you want is to increase conversions, it is important to put the most objective buttons on your navigation bar.
- Make text in all the sections easy to read on both desktop computers and mobile devices.
- Reduce footer navigation options on your landing page (don’t remove the frequently asked questions tab at the bottom of your homepage).
- Add a call to action button to all sections as necessary.
As already mentioned, affiliate marketers and entrepreneurs should not have a reason to complain because of a lack of leads. That’s because data from tracking companies indicate that analytic software tracks over 3 billion site visits on a monthly basis. This implies that marketers should put more emphasis on optimizing their landing pages to convert these numerous leads into actual sales. That said, lead affiliate marketers have tested over time and proved that the following landing page hacks could boost your conversions to the tune of 108%.
- Engage your visitors first
Why is prospect engagement important?
Take, for example, if a random person walked towards you while relaxing in a park and popped the question, “Will you marry me?” What do you suppose will be your answer? Will you say Yes or No? That’s the same context for sales pages and site visitors.
Customer engagement has been shown to increase lead collection by at least 108%. And how that works is that users have to understand what your product or service is all about. In the example above, if a random person asks you to marry them, you are likely to say no to them. And that’s not because you hate or dislike them, but because you know nothing about them. But if you befriend them and go out with them on several dates, who knows? You may eventually move in together or even get married.
Applying the same context to landing pages, if you choose to engage site visitors with personalized questions as opposed to directly making a purchase proposal, chances are they will find your offer more relevant and proceed to subscribe. Let’s take the example of a weight loss landing page. So, instead of diving right in for the name and email and collecting leads right away, you can make most of the engagement by asking them the following personalized questions:
- What are your weight loss goals?
- How old are you?
- Do you suffer from any chronic health conditions?
From there, you can proceed to tell them what they need to do to achieve their desired goals. And with this strategy, there is no doubt your site visitors will feel more obligated to subscribe to your product or service.
If your advertising efforts are mainly based on social media platforms such as Facebook, then there is more that you can do. Facebook, for instance, enables geotargeting. This means that you can generate more geo-specific audience information, have the opportunity to ask more questions, collect more leads, and as well drive more relevant traffic to your offers or other peoples’ offers through landing pages.
Overall, the role of engaging your site visitors is to get them to your most important content, and by so doing, increasing your conversion rates. And while getting new sales isn’t a walk in the park, engagement has shown to increase sign-ups by 52%. With such information, you can make more personalized ads and later on engage them with more remarketing efforts.
Don’t forget to include an exit popup
The subject of exit popups has been quite controversial. But when used strategically on your landing pages, they can be quite effective. So, how can websites use exit popups to make offers more persuasive?
First and foremost, affiliate marketers have this notion that when three out of 100 people buy straight away, then you are lucky. However, that doesn’t mean that the other 97 wouldn’t buy eventually. The reality is that people don’t buy in most cases, but what a better sidekick than to add an exit popup to your landing page? That is, an exit popup can sweeten the pot, especially for users who are looking to abandon your page. And to that effect, this trusty sidekick has been shown to increase lead collections by 42%.
Moreover, companies use it to successfully capture more conversions. Therefore, do not shy away from using exit popups, as long as you couple them strategically with your landing page to make your offers more persuasive.
Additionally, exit popups can be used to escalate urgency in decision-making for users who are ready to abandon your page. Usually, a heightened level of urgency can make your landing page offers more compelling to users. That, coupled with site clarity as to what users are being asked to do, can boost lead collections.
Another handy tweak to exit popup is to run GIFs or sign-up form fields to prompt interested visitors to their names and email addresses. The biggest mistake most affiliate marketers make is they simply want people to dive in and make purchases right away. Therefore, you can take advantage of sign-up popups and GIFs to collect names and email information from those who are leaving your site and use that to generate more sales in the future through your remarketing efforts.
And for affiliate marketers who use sticking navigation, comments, reviews, etc., on their landing pages, use the following tips to optimize lead conversion:
- The sticking navigation needs to have a benefit or, in one way or another, answer an objective.
- Remove the “articles you may like” section for those who use blog posts on their homepages.
- Highlight comments that directly answer objectives.
- For landing pages with blog posts, embed CTAs within the blog content. Call to action buttons shouldn’t only appear on your landing page sidebars. Instead, have them put in the content because that’s where the site visitor’s eyes are. And from tests done on several landing pages, this hack has been shown to generate three to four times more clicks.
- Use geo-location data
Most companies use location-adaptive software to boost sales. Today, geotargeting has been used as one of the most effective hacks to identify companies’ targeted audiences to boost conversions. Expedia, for instance, uses this technology on their homepage to identify travellers in, say, Los Angeles and shows them available flights to, say, New York. Moreover, this hack, after several tests on multiple landing pages, increased sales by an additional 12 to 27%. Therefore, geotarget your audience by doing the following:
- Offer products and services based on one’s geographical location.
- Use your audience’s language in your copy.
Being able to identify the location of your sales prospects can help brands design or customize a targeted campaign for your prospects. Additionally, the data collected from geotargeting can help companies contextualize customer behaviour with regard to buying habits and patterns. By doing so, affiliate marketers and entrepreneurs can use geo-marketing to drive traffic to offers, create leads and generate sales.
There are two aspects involved in geotargeting, namely:
Geofencing – this strategy involves the use of GPS information to target customers within a specific location.
Geotargeting – this includes carrying out marketing campaigns that involve demonstrating content to your prospects based on their country of origin, region, area, state, zip code, etc.
And unlike in the past, most businesses today have access to unlimited local and international data, regardless of their size and area of operation. Technological advancements have enabled most small- and large-scale businesses to accrue benefits of marketing by use of geotargeting. With the right strategies, businesses can have access to a large database of clients through social media networks, smartphone users, the internet, and retail customers. And with geo-marketing, you can collect a wide range of information that includes but is not limited to; customer behaviour, sales, purchases, and interactions. Moreover, you can identify the following:
- The zip code with the dense competition.
- Locations with less turnover on investment.
- Customers who drive traffic only periodically.
- The exact locations of your prospective customers.
- The feedback from customers to your marketing efforts at the local level.
- Add a checkout bump
A checkout bump does increases not only your conversion rates but also boosts your customers’ average order value (upsells). With it, you have the opportunity to increase upsells and create custom/bundle deals that can transition something small into a huge franchise.
First and foremost, a checkout bump is a tool that makes it easy for customers to make extra purchases once they land on your sales page. It is as simple as going to E-bay to buy one product, but you end up buying three. As an entrepreneur, it is an opportunity to entice your customers to spend more money every time they visit your sales page and decide to buy from you.
Generally, affiliate marketers have crafted the notion that it is much easier to get upsells than it is to generate new sales. And for the most part, that’s true. This is why the addition of a checkout bump on your landing page is an effective conversion tool to take advantage of.
Allowing your customers to spend more can lead to your sales exploding overnight and even turn your venture into something big. And it doesn’t only apply to affiliate marketers. You can as well tell the people or companies you are driving traffic to add a checkout bump on their landing pages. This tool has been tested over time on several landing pages and has been shown to increase sales by 15%. And that can be something as simple as asking your customers whether or not they want to complete their order.
With a checkout bump overall, you will be guaranteed to boost sales. That covers your offers, other peoples’ offers, and those of affiliate companies. And if these categories of businesses you are affiliated with make more money, then you, as an affiliate marketer, will also increase your earnings. That said, let’s highlight some important tips to bear in mind with regards to checkout bumps:
- Speed and automation on sales pages have shown to convert more – with checkout bumps; the objective is to increase upsells. That’s why you have to take advantage of the ‘one-click upsell rule.’ That is, visitors who buy from you should be able to purchase other products, goods, or services without necessarily having to remove their cards from the machine to re-enter the requisite information. Instead, the system should enable them to get through the process with a single click of the mouse.
- Your checkout bump should be priced at 50%, or less of the main product people are buying – an order bump is often displayed right before the customer makes a purchase. First of all, the customer would be required to enter their personal and card information, but right before they proceed to place their order, a bump with simple checkboxes that allow customers to put additional items is displayed. But with checkout bumps being classed as impulse purchases, it only makes sense if they are made cheaper to the customer.
- Order/checkout bumps should be largely discounted – as already mentioned; checkout bumps can only work best if they aren’t as expensive as other main products. That’s because they are categorized as impulse purchases. Therefore, any product you put up as an order bump should be super cheap to qualify as an impulse buys to the customer. That implies that expensive pricing is out of the equation. Furthermore, the products you offer should be no-brainers to your customers. And what makes the difference is how you set your pricing. For instance, if you sell a product that’s worth $40, you shouldn’t have a checkout bump at $200. On the contrary, set your checkout bump at a maximum of $20 to have a shot at maximizing your conversions. And while this might appear ineffective on the face of it, this strategy has been shown to boost conversions to the tune of 40%.
- Explain the benefit of a checkout bump as briefly as possible – to achieve the desired effect; checkout bumps should be kept short. You don’t have enough room to demonstrate your pitch. As a standard practice, make it at most three sentences.
- Make it hard for people to buy
Should you be sending people directly to buy your products? This is a conundrum that most marketers face because this strategy is still arguable. But tests on multiple landing pages have positively proved this proposition. The secret to boosting conversions is to make your prospective sales go through several hoops on your sales page and even have them wait for a few minutes, not too much but enough to make them see a compelling case for making the purchase. And whether you are popping personal questions to them along the conversion paths or having them input their reasons for purchasing your product in the form fields, making it hard to make a purchase is likely to improve conversions.
Let’s take skincare products, for instance. As a marketer, you can have your sales prospects answer such questions as:
- What are your skincare goals?
- How old are you?
- Have you had any form of skin cancers such as basal cell carcinoma (BCC), melanoma, or squamous cell carcinoma (SCC)?
- What climatic region do you live in? Is it hot, cold, or humid?
After such a short quiz, avail a popup to them indicating that they qualify for your skincare products. And there should be no limitations as to what responses they offer to your questions. Whatever they say should work. This idea has been tested extensively on multiple landing pages and has been shown to improve sales to the tune of somewhere between 34 to 58%.
Copy tweaks have the biggest impact on conversions
Whether you are retailing e-books, selling software, or plugins, having a good and persuasive copy can make all the difference when it comes to conversion. But what does that boil down to? The most important aspect in copywriting is the understanding you have as a marketer to trigger the right emotions that will prompt a potential customer to feel obligated to buy from you.
Moreover, when customers evaluate search results before deciding which one to click on, they are often inclined to choose the page that helps them achieve whatever they are looking to accomplish at that moment in time. As such, the key tip in copywriting is to write content that entices them to click on your call to actions buttons. The bottom line is to always remember that no one clicks on a CTA because they are impressed by its alignment or colour. But that’s often because the content in your copy makes an impression that warrants your offer as compelling.
Research has shown that if you do Copywrite with your landing pages, eight out of 10 people will read your headlines, but only two out of 10 will go further and read the contents on the rest of your landing page. And what does that tell you? The answer is simple: It all starts with a striking headline that captures the attention of your readers. And because site visitors are more likely to spend less time on your landing page than otherwise, use the following tips with copywriting:
- Understand your customers and align your copy message with what they are looking to accomplish.
- Make a compelling case as to why customers should go ahead and click on your call-to-action buttons.
- Be precise. That is, do not waste precious time and space writing about what your customers already know.
- Have your copy optimized for both desktop computers and mobile devices.
Important headline tips for copywriting
As already mentioned, capturing the attention of your customers starts with a captivating content headline. That’s not to say the copy itself isn’t important. More emphasis goes to the headline. The rest of the copy is important, too, but if you have an inappropriate headline, then you are primed to lose leads. With that in mind, let’s take a look at some handy tips to remember when coming up with a headline for your landing page copy:
- Numbers and negative words have been shown to increase click-through rates (CTR).
- Remember to keep your headline length under 65 characters, as this performs better for search optimization.
- Ensure your headline matches the content.
- Research has shown that the use of odd numbers in headlines enhances performance as opposed to even numbers.
- Keep your headline word length at six words (recommended for search optimization).
- Steer clear of words that have multiple meanings.
- Make use of powerful words and adjectives such as strange, effortless, essential, unique, important, incredible, etc.
General copywriting tweaks to generate more sales
- Use language that evokes curiosity as that is a sure way to generate more clicks that could eventually lead to conversions.
- Your copy headline should match your content. That is, avoid any form of deception as sales prospects could abandon your landing page as soon as they find it.
- Use a conversational tone in your copy.
- Use semi-professional language to avoid making your copy appear sales focused or promotional, as this might hurt sales.
- Make your copy clean, dark, and easy to read. Have an excellent use of typography as well as a creative mix of colours on your landing page.
- Ensure your copy answers all the objectives. This hack has been tested on multiple landing pages and showed to boost conversions to the tune of 14%.
Landing pages: Key takeaways
When it comes to crafting your landing page for more sales conversions, the aforementioned six hacks have been tested extensively on several landing pages and shown to either improve lead collections, sales conversions, or both to the tune of double percentages. But in order to make conversions practically guaranteed, your landing page sign-up forms, form fields, exit popups, etc., should be well designed and technically crafted to optimize lead conversions. In this section, let’s look at other key aspects of the landing page that should be considered.
Landing pages and sales conversion
What is a sales conversion? This refers to any action taken by a sales prospect or client that leads them to come closer to being a paying customer. That implies that regardless of the amount of traffic you manage to drive on your landing page, the key thing at the end of the day is how much of that traffic you manage to convert into actual sales. That said, this section shall highlight key tips you can tap into if you are looking to optimize your landing page for effective sales conversions. Read on to find out.
Embed contacts for clients to easily reach out to you
If you want to maintain a functional and responsive landing page that can convert, then what a better way to make your contact information visible to your sales prospects? Make the contact information to your business easy, visible, and straightforward. Moreover, site visitors can’t stay longer on your landing page. This implies that they aren’t ready to dig through endless pages of promotional content to find your phone number. Therefore, make it easier for them by having your business’s direct contact information visible on your landing page.
Have the benefits of your products clearly stated
One thing for sure is that site visitors go to the web with a clear idea in mind. Therefore, you can only make their adventure simpler by clearly listing the features of your products and services right on your landing page. If it is a loan servicing company, for instance, list the qualification requirements on the landing page. That way, your customers would be able to tell exactly if your offer is what they are looking for without spending much time. Can help them or solve their problems.
Enhance your landing page clarity by use of colours and images
It goes without saying that images create a bigger impression than text would. Images have a much better and significant visual consideration than text information. Besides, research has shown that landing pages reinforced with appropriate colours and images are 80% more likely to be recognized. That’s the power of image and colour.
Offer free samples to get recommendations
Offering free samples simply means that you are using your existing customers to drive more traffic to your landing page with the promise of extra benefits. This strategy has no doubt been taken up by many companies to successfully boost conversions. Simply put, the idea is to have your customers earn rewards as a result of driving more traffic to your landing page. And the free samples or rewards don’t have to be something big. It could range from offering them discounts to having them access certain products or services at your more premium stores or outlets.
Embed your lead magnet on the landing page
Are you looking to boost your landing page’s conversion rate? What better way to achieve that than to harness the magic of your lead magnet? How this works is that you can subdivide your landing page into segments that your site visitors can find easily. That said, you can promote your products and services on the landing page by following these handy hacks:
- Have your lead magnet embedded on the sidebar of the landing page.
- Have it highlighted as a call to action button somewhere on the landing page.
Use consistent typography on your landing page
More often than not, most people would conquer that use of neutral landing page backgrounds and simpler website designs enhance user experience. That applies to your writing style. With great use of typography, which includes the fonts, typefaces, and font sizes, it is much simpler to engage your sales prospects and bring them closer to your marketing content as opposed to, say, haphazard use of typography.
For the case of new clicks, you can create a great impression and even retain them by virtue of good landing page typography. As such, you can boost your lead collection as well as sales conversion by having a clean, crisp, and easily navigable landing page. The fonts you use shouldn’t be too small as that will be a turnoff. Similarly, too big a font use could inadvertently hurt the credibility of your landing page. Overall, the more navigable or accessible your landing page is, the easier it is for your prospects to access your marketing content, and the more the chance of a conversion.
The landing page CTAs should have clear labels
To get the most effect out of your landing page call-to-action buttons, make every action and link as clear as possible. Whether it is text or icons, every CTA button should have a clear description. Avoid ambiguities. Besides, users would find it hard to determine the functionality of your buttons if you don’t make an effort to put labels.
For better landing page optimization, better-performing sites opt to use both text and icons on buttons, especially those meant for e-commerce. Customers hate confusing landing pages. Therefore, a simple click should perform what the button directs and in quick seconds. Failure to achieve that may actually work against you, as most clients would simply bounce off. But to create the most effective CTA buttons, use the following label tweaks:
- Use actionable verbs such as sign up, log in, create an account, buy, order, etc.
- Ensure the button text address the users directly.
- Induce the sense of heightened urgency by the use of words like now or today.
- Be particular.
- Your CTAs should have a clear contract
CTA buttons should always be crafted differently. A proper landing page can have multiple links that clients can click on, but only one of those clickable links should matter most to customers. And to achieve that effect, the power of contrast must come in. For your most important CTA button, especially the one that leads to the process of a sales closure, have it crafted in a clearer view, either by image, colour, or its location on the landing page. The net effect should be to capture the attention of your sales prospects.
To make the CTAs more noticeable, have colour contrast to the landing page background as well as the other text. That’s because the colour is the perfect tool to help you achieve contrast.
The way a company’s landing page is designed or crafted can make the difference between its profitability and failure. Companies pay a substantial amount of dollars in marketing and advertising efforts to drive qualified leads to their landing pages. And while most of these advertising premiums go to affiliate marketers, what matters to these companies is the lead that converts into an actual sale. That’s why it is called Call Per Action (CPA) marketing.
After all, is said and done in terms of marketing, leads traffic that’s on your site needs to convert in order to close a deal and generate profits for the company. That’s where landing page optimization comes in. Landing page optimization should use the best landing page practices in order to significantly boost conversion rates for all your marketing campaigns. From call-to-action buttons, short videos and GIFs, sign-up forms, requirements list, blog posts to meta descriptions, the single most important aspect to bear in mind when optimizing landing pages is to provide value to your prospective buyers. They can only take action if they deem your offer as something that can help them accomplish their goals. On the contrary, a haphazardly crafted homepage can result in wasted traffic, lost leads, sales, as well as costly advertising.
Furthermore, when sales prospects search up your company, they are 95% more likely to land on your homepage. That’s why it is the most important part for any marketers and entrepreneurs to pay attention to. The landing page is also the stage within the conversion process that is more vulnerable to abandonment by prospects if best optimization practices are not followed. This means that the smoother and seamless it is to your site visitors, the easier it is for them to see value in your offer.
And when it comes to crafting your landing page for more sales conversions, the seven optimization hacks mentioned in this post have been tested extensively on several landing pages and shown to either improve lead collections, sales conversions, or both and to the tune of double percentages. But in order to make conversions practically guaranteed, your landing page sign-up forms, form fields, exit popups, GIFs, etc., should be well designed and technically crafted to optimize lead conversions. And you don’t have to get a complete overhaul of your landing page. It could be something as simple as making your landing page call-to-action buttons as clear as possible. That could be either the button text or icons, but every CTA button should be clear and descriptive to boost sales.