10 Aug 11 tips to grow your landing page conversion rate as easily as possible (from our experience)
Creating a high-converting landing page for a SaaS startup can be difficult. But an amazing landing page can drive revenue growth almost instantly. So, here are 11 tips to increase the conversion rate and make the landing page more efficient.
1. Design the landing page as clear sections, with specific goals for each of them
When we start creating the structure of a landing page, the first thing we do is to break it down into five different sections. Obviously, this is more like a guideline and we are not afraid to break the rules if it means that we can get better results.
Those sections determine our goal, but they also try to create a framework in which any prospect, regardless of the way they consume media, finds answers to the questions they might have, in the right way and order.
Our sections can be something like these:
- Explain why they should scroll through the page – The reason why section;
- Why they should trust us area – Logos, Testimonials, Clients, Media appearances section;
- Inform prospects about what we do and how we can help them – Services, Case studies, Use cases section;
- Address the lack of knowledge – The education section;
- Call to action – The earn the sale section.
2. Collect relevant data to optimize the experience of the landing pages
One of the best ways to optimize our landing pages is to collect the relevant data that helps us personalize as many touchpoints as possible.
We do that by using different tools that track the interactions of our visitors with the page, and then we use those insights to change what is not working, augment what is working, and to further improve the user experience.
We also use tools to A/B test different versions of the copy, structure, call to action, or design, to see which one performs better, and then we make the necessary changes to improve our results. Things like quizzes and questionnaires help us figure out what to sell, how to sell it, and why to sell it.
Things like quizzes and questionnaires give us insights on how to sell the SaaS products and services of our clients, and why-how-when customers buy.
3. Design a “Spotlight” experience for the landing page visitors
The customer is the actor, the celebrity, and the most important person. All the spotlights are on them. The visitor’s experience should be all about them and how our product or service will help them.
We design the landing pages in such a way to make the customer feel like they are the only person that matters. That we have created this amazing thing just for them. That we are here to help make their life better in some way.
The design, the copy, the images, the structure, and the overall experience should make them feel special, as they are. They should feel like they have found something amazing and that they are about to have a great experience. Our job is to make sure that the customer can find what they need as easily as possible. This means organizing the items in an easy-to-digest manner.
We’re their sidekick. And we are there to make them the heroes.
4. Leverage both Push & Pull tactics
When it comes to push marketing, our approach is rather simple: we are actively trying to get our (or yours, as a client) value proposition in front of the landing page visitors, as visible and clear as possible. Simply put, we must show them why they should give us their time & attention.
On the other hand, pull marketing is when we provide value up front that attracts visitors to our landing page and compels them to stay awhile and to give us their contact details. You could also say this part is the Call-to-Action.
So, a landing page that converts well will have a clear and visible value proposition (push), as well as an attractive offer or something of value that the visitor gets in exchange for their contact details (pull).
The best landing pages are those that use both push and pull tactics, obviously. We test them, alternate them and try to find out what works best.
5. Alternate between 100 feet view and 10.000 feet view
This one is rather simple:
- 100 feet view = What’s in it for them immediately
- 10.000 feet view = What’s in it for them in the long run
Some people are more interested in instant gratification, while others can delay their gratification for a greater reward later on.
6. Test titles via organic posts & ads
Most times we test our titles by running ads with different headlines and then see which one performs better. Similarly, we post organic content with different headlines and track which one gets more engagement.
This is important because the title is what catches people’s attention and makes them want to click on your content; long live that tiny online attention span!
The most important metric here is the Click Through Rate. The highest CTR wins and gets to be used as the title of the landing page. And obviously, we do this monthly. This way we make sure that our landing pages always have the best headlines.
7. Use videos on the landing page
People love videos. Like it or not, this is the reality of the world we live in, after so many stories, reels, TikToks, and other perishable, short-lived content formats. They are easy to consume, they can be entertaining and they can get the message across much faster than text can. And since the prospects already consume a lot of video content, why not give them the information in a format that is easy for them to digest?
On our landing pages, we use videos in two different ways:
- The first one is a short introductory video that quickly explains what the landing page is all about. This is the attention grabber.
- The second one is a longer explainer video that goes more in-depth about the value proposition and the problem-impact-solution trio.
Both types of videos have their benefits and we test to see which one works better for each ideal customer profile.
8. Use social proof
Social proof is one of the most important landing page conversion rate optimization tactics because as we all know (or so we like to believe), this game is about building trust and credibility with the visitor, soon-to-become-client.
One way we do this is by using social proof and showing that other people have already used our services landing page and they were uber-happy with the gazillion of results we delivered.
The most common type of social proof is customer testimonials. But social proof can also come in the form of reviews, awards, recognitions, logos carousels, and, in the age of nano-micro-regular-mega-giga-hyper influencers, why not, even celebrity endorsements. Surely you’ve noticed all the cross-promo collaborations between complementary service providers.
The landing pages that use social proof have a higher conversion rate, and that’s a fact. The only critical factor is to make sure the social proof is not scripted, fake, or lame. Because the visitors can spot a fake review or testimonial from miles away.
9. Design the landing page for mobile first
This one is a no-brainer and we know it shouldn’t have to be on this list, but believe it or not, this is still a subject of debate in meetings.
With more than 60% of web traffic coming from mobile devices, you really-really-really have to design your landing pages for mobile first. Please, mobile-first.
And if you don’t believe us, next time you click on an ad that takes you to a sales landing page that is not mobile optimized, think about how that fact helps you make a decision or not and what kind of decision you are leaning toward.
10. A/B test landing pages
If you’re not A/B testing your landing pages, you’re not doing it right. In fact, you should test everything in a campaign:
- Call to actions
The idea is to use data and analytics to drive decisions. Not personal preferences or assumptions. No matter how strong these might be.
11. Keep landing pages short and sweet
The landing page should be short. As short as possible (yes, scammy people, we are looking at you with your word vomit, extra long landing pages that only show you the price at the end of the landing page, in very, very small font). No one wants to scroll through an infinite amount of text, especially on a sales landing page they see for the first time.
What’s the ideal landing page length? We don’t really have a fixed recipe and it depends on a lot of factors. The best way to find out is to test it and see what works best. Yeah, we know we’ve already said “test” 11 more times in this article, but hey, we really think that we can deliver the promised results to our clients only by testing everything we can attach a performance indicator to.
We hope these landing page optimization tips will help you boost your conversion rates and get more leads. If you have any questions or want to learn more about landing page optimization, feel free to contact us.
We’re always happy to help!
Happy landing page optimizations and here are some Cookies for you for reading all way to the end! 🙂