Are you suffering from a dwindling or straight-up reduced conversion rate? Then, this blog might be a big help for you!

In general, landing pages should be redesigned at least once a year. If you didn’t do that, do it before you think of anything else. If you did, and are still seeing those numbers reduce and don’t want to see them anymore, we are here to help!

So, let’s see how you can improve your landing page conversion!

Content and Design Improvements

1. Create a Compelling Headline

There is a reason this sits above all other points and in a separate point of its own. The main and target headlines are really the focus points of your landing page.

If the landing page heading isn’t eye-catching, or sensational, no matter how many visitors you get, you will never get a significant conversion rate.

Hire a professional copywriter if you think you will need help from them, but your headline will have to be the best of the best, and it is absolutely non-negotiable.

2. Use Clear and Concise Copy

Most of the landing page guides will tell you to tell a story.

Well, because it works. But, don’t start writing sob stories that will try to melt their heart. It only works roughly 2% of the time. Write a good story that goes with the product, and showcases a benefit.

If you can, go for more established storylines like Mentor and Mentee, or Rags to Riches. It could be your own story or it could be a users’, or it can even be about the fictional buyer persona. Whatever you do, if the story goes with the narrative, you’re good!

3. Use Strong Visuals

By this point, we do mean high-quality images or videos, but that is not all we mean by it.

Strong visuals mean that the visuals you are using sends a clear message, and really differentiates between you and your competitors.

Firstly, your visuals should align with the core message of your landing page. For example, if your landing page is promoting a new product, using images that showcase the product in action can be far more impactful than generic stock photos. 

Secondly, strong visuals are those that differentiate your brand from others. By investing in custom visuals—such as unique illustrations, branded photography, or tailored videos—you can create a distinct identity that sets your brand apart.

And finally, the visuals on your landing page should be designed to guide the visitor's eye to important elements, such as your call-to-action (CTA). For instance, an image of a person looking toward your CTA button (click it to see an example) can subtly encourage visitors to do the same.

4. Use Only One CTA

This does not mean you have to only use one CTA button.

This means, that however many buttons you use, only use one destination for the buttons.

If there are 5 buttons on the landing page and 5 links, make sure all links end up on the same page, your payment processor.

Do not add external links, do not send them to your website, and don’t make them go anywhere else with your CTAs and buttons.

5. Use Social Proof

Social proof is a powerful psychological tool that can influence visitor behaviour.

There are several ways to effectively incorporate social proof into your landing page. Testimonials, for instance, are direct quotes from satisfied customers, and they can be more relatable to the customer than the business or the marketers themselves.

Reviews and ratings are another form of social proof that can be highly influential. Specially, these sites are considered more trustworthy than Testimonials, since there are usually both positive and negative reviews.

Case studies provide a more in-depth form of social proof by telling the story of how your product or service has helped a particular customer achieve specific results. These are particularly effective in B2B contexts, where potential buyers may need more detailed information to make an informed decision. 

6. Display Clear Pricing

Transparency is an absolute must have for building trust with potential customers. Clearly display your pricing on your landing page to avoid confusion and make their decision making easier.

If your pricing is complex or varies based on factors like usage or quantity, you can use a pricing calculator or explainer. This will help visitors understand the costs involved and make an informed decision.

7. Target Your Audience

Tailor your landing page content to your target audience. Research your ideal customer's demographics, interests, pain points, and goals.

Then, create content that directly addresses your target audience's needs and desires. If you have access to high quality data from your customers, you can even personalise landing page contents as well.

8. Use Relevant Keywords

To improve your landing page conversion and search engine visibility, it's essential to have relevant keywords. Conduct thorough keyword research to identify keywords that your target audience is searching for. Carefully place these keywords in your landing page's title, headings, and body content.

Also, consider using keywords in other on-page elements such as image alt text, meta descriptions, and URL structures. Meta descriptions don’t matter a lot in terms of ranking, but they can seriously impact click-through rates by encouraging users to click on your link.

To maximise the effectiveness of your keyword strategy, continually monitor your page's performance using tools like Google Analytics and Search Console. it's so important for SEO and skyrocket your landing page conversion.

9. Address Common Objections

Think of potential objections or concerns your visitors may have and answer them before they ask. You can do that with a FAQ section at the bottom of the landing page, or you can simply answer the confusion or questions within the landing page copy.

10. Use a Strong Value Proposition

Clearly communicate the unique benefits your product or service offers. Your value proposition should be compelling, concise, and aligned with your target audience's needs. Highlight the problem your product or service solves and the value it provides.

11. Use a Clear and Consistent Hierarchy

Structure your content in a logical and easy-to-follow manner. Use headings, subheadings, and bullet points to improve readability. Prioritise the most important information at the top of the page. Create a clear visual hierarchy to guide visitors through your landing page.

12. Use a Readable Font

Choose a font that is easy to read and visually appealing. Avoid using overly decorative or difficult-to-read fonts. Consider using a sans-serif font for better readability on screens. Ensure the font size is large enough to be easily read on various devices.

13. Use a Strong Contrast

Ensure the text is easily readable against the background. Use a high contrast between text and background colours. Test your landing page on different devices and screen sizes to ensure readability.

14. Use a Clear and Concise Form

Keep your forms short and only ask for essential information. Use progressive forms to collect information gradually. Break up long forms into multiple steps to reduce form abandonment. Consider using conditional logic to show or hide form fields based on user input.

Technical Improvements

15. Use Exit-Intent Popups

Capture visitors who are about to leave your website with exit-intent popups. Offer a personalised discount, freebie, or additional information based on their behaviour on your site. Test different offers and messaging to determine what works best.

16. Optimise for Mobile

Make sure that your landing page is fully responsive, which means it looks great on all devices. Work to make your landing page has simplified navigation, large tappable elements, minimal text, fast loading times, and are tested on various devices.

17. Optimise for Speed

Slow loading times can make people leave before they even see the amazing content you have. Don’t make them leave before they see your offer.

To improve your landing page's speed, optimise image sizes, reduce HTTP requests, leverage browser caching, minify CSS and JavaScript, use a CDN, optimise your server, and test your page speed. 

Overall Marketing Improvements

18. Use a Chatbot

Provide instant customer support and answer common questions. Use a chatbot to collect visitor information and qualify leads. Offer personalised recommendations and assistance. Integrate your chatbot with your CRM to track interactions and improve customer service.

19. Create a Sense of Urgency

Have elements of urgency on your landing page. Limited-time offers, such as flash sales or time-sensitive discounts, can urge visitors to buy quickly.

You can add a countdown timer to show the limited availability of your offer. You can also highlight the benefits of acting now, such as early-bird discounts or exclusive access to limited-edition products. This method really works and helps increase landing page conversion.

20. Use A/B Testing

A/B testing is a powerful tool for identifying the most effective elements of your landing page. With A/B testing, you can collect data to make data-driven improvements. Experiment with headlines, images, CTAs, form fields, layout, copy, and other elements to optimise your landing page conversions.

21. Create a Sense of Community

Building a sense of community around your brand can encourage people to be a part of the community, and it is often an active selling point of a lot of solo brands. Share positive reviews and testimonials from satisfied customers, actively participate in online discussions, and respond to comments and questions.

22. Use a Clear and Consistent Brand Message

A strong brand identity is necessary for building trust and recognition. Ensure your landing page's design, messaging, and overall tone align with your brand. Use consistent colours, fonts, and imagery throughout your landing page and see how it changes your landing page conversion.

23. Offer a Free Trial or Demo

Providing a free trial or demo allows visitors to experience your product or service by themselves before paying for it, or signing a deal. This reduces risk and helps potential customers make informed decisions. Make it easy for visitors to sign up for a free trial and set clear expectations about what they can expect.

24. Analyse Competitors

Regularly analyse your competitors' landing pages to identify areas for improvement for landing page conversion. Benchmark your performance against industry standards and look for opportunities to improve your landing page, content, and if needed, product. Pay attention to their messaging, design, and call to action.

25. Leverage Retargeting

Use retargeting ads to reach visitors who have left your website without converting. Create personalised ads based on their browsing behaviour. Retarget visitors at the right time and with the right message. Test different retargeting strategies to determine what works best for landing page conversion.

What Now?

If you read through all of the points for improving your landing page conversion, you are surely one step ahead of your competition!

Now, take the points from this blog and audit your existing landing pages.