8 Strategies For Increasing Landing Page Conversions
At the heart of any good sales funnel is a high-converting landing page. As the gateway into any funnel, the landing page (or squeeze page, as it’s often called) is your opportunity to hook your prospects in, enticing them to move forward. Well-designed landing pages often lead to epic conversions. When they’re not, they lead to frustration and defeat. So, the big question that most people have is, how do you increase landing page conversions?
How do you design landing pages that lure prospects in with sizzling headlines and irresistible offers? What are the primary strategies that lead to an inevitable increase in sales and conversions? And what are the potential pitfalls that you should avoid when designing and constructing, not only your landing pages, but your entire funnels as well? It’s obvious that it’s not as straightforward as some people think. But, by carefully navigating the choppy waters of this online marketing world, a windfall of profits could potentially be yours for the taking.
The truth? When you have the right offer directed to the right audience, constructed in the framework, not only will your landing pages convert, but so will your entire funnel. But getting there is often challenging. Not only is it a science, but it’s also an art. The question really boils down to this. How do you create an offer that’s not only sexy, but also so irresistible that the prospect would be absolutely out of their minds to pass it up?
This leads to higher average cart values and increased conversions in one-time offers and up-sells, and simply put, a funnel that will make you money instead of putting you deeper in debt. However, don’t expect to “get it” on the first try. It takes time. An analysis of data. But by testing and prodding and improving your copy and your offer, you’ll ultimately get there. So how do you go about doing that? What are the primary strategies and techniques that will get you there?
What’s A Landing Page?
A landing page is a page designed and constructed to solicit an email address. In fact, the term squeeze page is derived from the understanding that there’s an attempt to squeeze the email address out of the prospect. Landing pages do this in a number of ways. But the biggest and most adopted method is by dangling a free offer in front of them. Free offers can come in all shapes and sizes. They can be ebooks, free-plus-shipping offers, a checklist, cheatsheet, or some other so-called bribe.
When you build a landing page, you’re ultimately looking for the prospect to take a specific action when they land on that page. Unlike a website home page, where there are many paths for a visitor to take, landing pages want you to follow one specific path and take one action.
Often, that involves putting in your email address, at the very least. Sometimes, it involves a name and phone number. But, the goal is really to solicit contact details at first and then lead them into the rest of the sales funnel.
The landing page will highlight that one specific action that you want the prospect to take, making it less overwhelming or confusing. Also, that landing page will usually give the prospect specific instructions on what action he or she should take.
At the top of that landing page, you’ll have the headline that will hook them in. That headline, and the copy that proceeds it, needs to highlight the benefits that the prospect will get by taking action. Whether that’s to download some free PDF or ebook or even to buy a free-plus-shipping offer, the better the copy highlights those benefits, the more likely the prospect will move forward.
However, there’s also another big reason why landing pages are so effective as gateways into sales funnels. It boils down to something called micro-commitments. When you solicit a commitment from the prospect, in that you get them to take some small action, he or she is more likely to take the next action. There’s a rule in persuasion theory that goes something like this. If you get someone to agree to do three small actions, they’ll instantly agree to the fourth.
For example, if you can get a prospect to click on a link or fill out a form or take some other small action, and you string these together, on the fourth request you ask for a sale and it often leads to incredibly high conversions. You can use this knowledge in your sales funnels and email sequences by training the prospect to do small actions like clicking on links and watching videos or doing something else that doesn’t involve much effort. After that, you ask for the sale.
Landing Page Conversions Compared To Website Conversions
While landing pages are specifically designed for the prospect to take some finite action, homepages are quite the opposite. Usually, when you visit a company’s website, there’s no specific action to take. Because of that, the prospect is lost in a sea of choices. When it’s an e-commerce store, there’s hundreds, if not thousands of products, and the prospect usually doesn’t follow through.
When you compare that to how a prospect acts and is literally lead through a sales funnel, you’ll see why these convert so well. Clearly, when we talk about a landing page conversion, we’re talking about extracting contact details. We want those contact details so we offer a bribe. When we have a person’s email address, we can follow up with them and develop a relationship through an email sequence. That’s where it all begins.
However, getting people to give their email addresses won’t happen automatically. You have to bribe them with something. That’s why landing pages are so effective for extracting that information. They send a prospect down a specific path. Whereas, on a homepage, you have so many different options that the prospect often doesn’t know what to do. Plus, if that homepage is poorly designed or loads slowly, you’ll likely lose that person forever.
Since there are so many options to choose from, website conversions are often far lower than landing page conversions. And they’re very difficult to track. In a sales funnel, you can see the drop off from page to page. Not only do you know the conversions from the initial landing page, you’ll also know the conversions on how many of those people took a one-time offer, an up-sell, a down-sell, and so on and so forth.
How To Increase Conversions
If you’ve ever attempted to design and build a landing page in the past, you know that it needs to speak directly to the prospect or it won’t convert at all. But what makes the key differences here? What moves the proverbial needle? While there might be hundreds of small tweaks you can do to increase your landing page’s conversions, the following 8 strategies will have a big impact on your overall numbers.
However, keep in mind that you have to split-test everything. If one particular headline doesn’t work, test it with another headline. If the landing page isn’t converting, try to tweak other parts of it. Give each round a thorough test. Send at least a $1000 of traffic to it to figure out what’s breaking. This isn’t just for your landing page conversions, but also for your entire funnel’s conversions as well.
The truth is that you need to have the right offer directed to the right person. The proverbial blue ocean as opposed to the red ocean. If you’re swimming in a sea of competitors and lack the proper hook, you’ll have a hard time converting at the end of the day. While people might download your free offer, that might not always translate into real dollars if things aren’t organized the right way.
1. Create an irresistible offer
Here’s something important to note. You could have the best landing pages and the best funnel designed in the world. Without an irresistible offer, you’ve completely wasted your time. It’s far better to have an irresistible offer and an okay funnel than an incredible funnel and an okay offer. So you have to build your business with the end in mind. That end is the offer. Spend as much time as necessary on the offer and you’ll see incredible results.
Not only will this increase your landing page conversions, but it’ll increase your bottom line. So put some time into structuring an offer that is literally too good to pass up. Because, you often only have one shot with the prospect there. If they’re attracted to your offer, they’ll follow through and won’t be able to pass it up. But if they’re repelled by the offer, or they think it’s too expensive (in that it doesn’t add enough value for the price), then you’ve just completely wasted your time on getting that traffic into your funnels in the first place.
2. Create a hook and a headline that reels them in
You need a unique hook and a sexy headline that’s going to draw the prospects in. Your goal is to figure out what that hook and headline is going to be. Spend a good deal of time here. Really think about it. What’s the biggest benefit that you’re offering? What’s the pain point that they’re going to avoid while doing this? Think about the primary benefit that they’ll get and what pain they’ll avoid by doing this, and craft your headline around that.
If you spent a good deal of time on the offer, and it truly is irresistible, then you’ve thought through this enough. So construct a hook and a headline that’s worthy of your irresistible offer. That’s how you get prospects to take action and ascend through your funnel. That’s how you increase your conversions, not just on your landing pages, but through every step and stage of that sales funnel through to the end.
3. Write great copy that addresses what they’ll discover
Copy is the glue that holds your landing pages together. The better the copy, the more likely you’ll convert those prospects into leads. Now, this isn’t necessarily on your landing pages. But when you have an offer page directly after your landing page, you’ll want great copy that sells. It all depends on the type of offer. If it’s a webinar, you’ll have to use the webinar to do the selling and focus less on the copy.
However, copy is always crucial. The better your copy is in every aspect of your funnel and sequences, the more likely you’ll convert and sell. If you don’t spend time on your copy, then you’ll find a hard time selling. That’s simply how it is. So write great copy that addresses and drives the points home of your offer, and carries forward your hook and headline to the end.
4. Use bulleted lists
Bulleted lists are a great way to highlight key points on your landing pages. Use bullets to drill through certain things like the different benefits that they’ll get when signing up, or the three secrets that you’ll be conveying in your offer, and so on. Bullets make your overall copy and landing pages easier to read. It’s much easier to read than traditional long-form copy. So break up that copy with bulleted lists to improve the flow and ultimately increase your conversions.
5. Give the prospect specific instructions
Sometimes, you have to instruct your prospects on what they have to do next. This is key. If you want them to click a button, tell them to do it. If you want them to signup to a Facebook group afterwards, tell them to do it. Get specific about this. The more you instruct them on what actions you want them to take, the more likely you’ll convert browsers into buyers. That’s just the plain and simple truth.
6. Leverage urgency and scarcity
Urgency and scarcity are two of the cornerstones in effective landing pages and funnels. But not fake urgency and scarcity. Real urgency and scarcity. How well you interweave these into your landing pages will make all the difference. Whether that means using countdown timers or real offer closing dates and times, you have to find a way to interlace this. It’ll get people to take action so that they don’t have a fear of missing out on whatever it is that you’re offering.
7. Solicit micro-commitments
Micro-commitments are huge. How well you institute this into your funnels and landing pages and email sequences is going to help train the prospect to take the larger action. That’s why free offers work so well. Getting that first commitment should have virtually no barrier or friction to it. After that, you steadily ask for more and get them to do small micro-commitments. You effectively train your prospects to take action.
8. Use “weird” eye-catchy visuals
Don’t go for polished images. Go for “weird” images. You want people to stop and look at it and pause for a moment. You want to catch their attention. Otherwise, if it looks too polished or professional, they’ll just scroll or click past it. It doesn’t work. Look for something that just looks weird. Yes, weird. That’s how you’ll grab the prospects attention and keep it there.