This post is all about deciding what landing page conversions are and how you can calculate the same.
Depending on what you’re selling and how big your business is, you may have one or a dozen different landing pages. These are all opportunities.
If you drive traffic from social media pages, the landing page conversion rate determines your percentage of visitors who are visiting the page and taking the action desired.
Landing pages that need conversions require an incentive.
‘Your call to action, other elements all build toward that conversion goal.
The average conversion rate for landing pages
The average conversion rate for a landing page is around 2.35%.
However, the top 25% of landing pages convert at more than double.
Search intent plays a big role in determining how well a landing page can convert.
By optimizing landing pages you’re going to be able to improve those conversions. Here’s what to know: the top 10% of landing pages exceed 11% conversion rates.
Only slight changes can improve landing page conversion rates from bad to good.
The average landing page conversions vary by niche. Believe it or not, the niche you’re in plays a big role in determining landing page conversions.
Travel niche sites for instance convert at 11%. Job training sites report a low 4% conversion rate.
How to calculate the landing page conversion rate
It’s now when we arrived at the meat and potatoes. Landing page conversion rates depend on two factors: the total number of people who arrived at your site.
This is followed by the number of people who converted for your offer.
If 2000 people visited your landing page in a month and 100 of them converted. That means 100/2000 that is .02 is your conversion rate If you multiply by 100 you get 2% as the conversion rate.
If your audience doesn’t prefer a lot of text that can lower the conversion rates if you;’re using a lot of visuals.
Increase Landing Page Conversion Rate with These Tips
As a business, only 25% or fewer are happy with the conversion rates they have on their websites.
You’d ideally like to convert 100% of visitors who come to you. You want to attract millions to your landing pages and get as many people as leads as you humanly can.
But that’s not how things work. The satisfaction levels you experience with the landing page should be close to industry standards.
If you’re converting visitors at a 2 percent rate and are unhappy, you can start by making a few changes and go from 2 to 10% conversions in a few day’s time.
Start with data analysis
The landing page conversion rate is a piece of data but that alone doesn’t help you piece together the entire story.
You need to know about several different things like the time people spend on a page, the scroll depth, the different elements they engage with.
With tools, you can readily develop user access and behavior reports on landing pages. Screen recording tools gives you an exact idea of the mouse movements someone on the page makes.
When visitors start filling forms some close the tab before converting. These exits need to be studied because they may reveal tons of leaks.
There are a bunch of noncritical form fields.
- Unclear instructions on form field formats.
- The form asks questions that the visitor feels are way too personal
Once you see these problems you can fix them and raise the conversion rates higher. The same holds true for problems a recording can show.
Improve the sales funnel
In addition to the above, timing and audience are important factors.
When you create a landing page and send the wrong visitors down the rabbit hole you’re going to have a very hard time convincing these guys to take the action you want them to. They won’t convert.
Think of a sales funnel. It looks like a funnel and goes on narrowing as you move to the bottom. The interest is low at the top and high as the funnel narrows and reaches the end. They get closer and closer to buying the product.
As the desire changes, they might need less educational content.
At the start of the funnel, you want to breed familiarity. You want them to bond with your brand and associate it with something positive.
But if the ad however tries to convert through a discount code good luck making that happen. They are not ready to buy and you picked the wrong audience.
Determine how your visitors navigate your site
How well your site visitors navigate your site can make a huge impact on conversion rates. You want to see how people access and use individual pages to understand how they find the content to be useful.
Site recordings can help you understand a target visitor in a better manner but so can other kinds of reports. If you can get data off from other parts of the site you can apply those pickings to your landing pages.
Heatmaps are one example and they show with great clarity how people are navigating the site. A heatmap is a simple illustration of the area of your site where users click and spend time with. You can see if the navigation menu items are popular or not.
You can use the heatmaps to improve how you deliver information and add more to your landing page’s conversion rate.
You can also remove navigation elements altogether. These minor CTAs that you provide can help. You might want to remove the sidebar.
Distractions are more than capable of spoiling attention on a landing page. If and when people get excited by everything that surrounds a call to action rather than the CTA itself, the clicks are going to go in every direction possible.
If people don’t know what to click they aren’t not going to click on anything useful.
Too many links and too many choices can overwhelm a visitor that he finds the easiest thing to do to not click at all.
That’s the last thing you want when it comes to landing pages.
You need a headline, copy, and a call to action. When you have these it’s easy to direct a person’s attention to these elements and get them to click on the call to action.
Devote a side of the page to the problems faced by users and what they can do to solve the same.
On the right end, you got more details with a CTA that tells what people should do on the page.
Keep the landing page longer by offering more CTAs and content for people who didn’t convert at the first chance more choice.
A/B test the copy, CTA button, and design
Once we have some more data we need to a/b test the elements on the page to see what works best for us. Ideally, we want to be collecting more information that will help us see what we are doing in a practical scenario.
A/b testing helps you craft a page to your audience’s desires.
You have two variants of a landing page. They’re practically the same but for one simple change in design. It could be a tweak in the headline or the CTA. Or the image was changed. Whatever it is, the change would allow one page to perform better than the other one.
What You Should Test
A/b testing is an important part of improving landing page conversions.
Testing the headline, the body, and the copy is important but you can always do more to improve conversions.
Distractions are the number 1 conversion killers for landing pages.
However, don’t add more clickable elements than necessary. If you want to clarify users about their pain points you need a ton of additions to the landing page. These should be relevant to the audience.
Add great images and videos
Images and videos are generally captivating. People are drawn by visual content and that means video, infographics, and GIFs all draw attention.
When you sell a complex product that means it’s going to take longer for people to understand what’s going on. However, it is not possible to do that simply. Use an explainer video. It should show the viewer what the product does, how it works and why is it different from the competition.
By adding all those visuals and videos and images you’re making the case for your product stronger by the day. You are giving them a real-life experience.
Use social proof or reviews
When people bought your product more often it’s because they felt confident about the purchase.
This confidence was brought to them by seeing the reviews and postings of other people who bought and used the product to their liking.
Mention that on your landing pages. Social proof helps customers become attuned to what you’re selling.
Perhaps you have five-star reviews. You can add the logos of brands that used the service.
Measuring and improving landing page conversion rate is no big deal. You can do it if you set your mind to it.