The question of how to increase the conversion rate of the landing page concerns many entrepreneurs, because this indicator affects the number of inquiries and calls, and this is the income of the company. This is a crucial factor in the use of advertising channels. In the article we will analyze the most effective and quick approaches to increase the number of inquiries and calls and clarify things.
What is landing page conversion rate
Landing page conversion rate refers to the percentage of visitors who take a desired action on a landing page, such as making a purchase, filling out a form, or signing up for a service. Essentially, it is a measure of how effectively a landing page converts visitors into customers or prospects.
For example, if 100 people visit a landing page and 10 of them make a purchase, the conversion rate is 10%. The conversion rate of a landing page can vary widely and depends on a variety of factors, such as the quality of the landing page design, the relevance of the page content to the visitor’s needs, the clarity of the call-to-action, and the traffic sources that drive visitors to the page.
The formula for calculating CR (conversion rate of landing page)
It is not difficult to calculate how important it is to work with a landing page in the first place. The formula for the conversion rate of a landing page is very simple to calculate. The formula for calculating the conversion rate of a landing page is:
Conversion rate = (Number of conversions / Number of visitors) x 100%
For example, if 1000 visitors land on a landing page and 50 of them make a purchase, the conversion rate would be:
Conversion rate = (50 / 1000) x 100% = 5%
So, the conversion rate of the landing page in this case is 5%.
Note that the “number of conversions” refers to the number of visitors who completed the desired action on the landing page, such as making a purchase or filling out a form. The “number of visitors” refers to the total number of people who visited the landing page during the same period.
How to track landing page conversion rate
To track landing page conversion rate, you need to set up a tracking system that captures visitor behavior on your landing page. Here are the steps you can follow:
Define your conversion goals. Determine what you want visitors to do on your landing page. This could be filling out a form, making a purchase, subscribing to a service, or any other desired action.
Set up a tracking tool. Use a web analytics tool like Google Analytics or Adobe Analytics to track visitor behaviour on your landing page. With these tools, you can set up conversion tracking to measure specific actions visitors take on your page.
Install the tracking code. Install the tracking code provided by your web analytics tool on your landing page. This will allow the tool to track visitor behaviour and conversion events.
Define conversion funnels. define the steps the visitor goes through before taking the desired action on your landing page. For example, if the desired action is to make a purchase, the conversion funnel could include steps such as adding a product to the cart, entering shipping and payment information, and completing the purchase.
Monitor and analyze the data. Monitor the data collected by your tracking tool to see how your landing page is performing. Analyze conversion rate data to identify areas where you can make improvements to increase conversion rates.
By following these steps, you can track your landing page conversion rate and make data-driven decisions to improve your landing page performance.
15 Tips of increasing landing page conversion rate
We have collected the most effective techniques that have proven themselves in our projects and have brought many applications to our clients. We reveal the secrets of which elements work best in Uwindi Agency projects.
TIP 1. Add a video to the first screen.
What is it for? A video is a source of visual and audio information. Many visitors find it more convenient to press the “play” button and see what is offered than to read the text on the website. Also, a video boosts visitors’ confidence in a company if it is shot at a good level. Try to highlight the benefits in the video, and close the objections, answer questions from potential customers. Next to the video, include a button or a sign-up form so that the person can contact you after watching the video.
TIP 2. Show the product in action.
Try to add a photo and show the result you can achieve with the product. For example, if you are selling a chainsaw, show a mountain of logs. A person visually perceives the information on the website and immediately learns what the product/service is about.
TIP 3. Add a downloadable brochure.
A simple and effective way to offer downloadable material. Works for those site visitors who need more information to make a decision. Form to download the bouquet / catalog / price list works well and when the manager gathers information about the market to submit to the administration for consideration. Often such tasks are entrusted to a secretary.
TIP 4. Reduce the amount of information.
It happens that the website or landing page is too overloaded with information. This happens because we try to tell the visitor everything without analyzing what is really important for him. Remove everything unnecessary from the website so that nothing distracts attention. This technique also increases the conversion rate of the website.
TIP 5: Show the price.
This tip works in the low and medium price range, when products and services are compared by price. The absence of a price can irritate the visitor. Include an attractive price with as few options as possible. If necessary, you can sell more already on the phone.
TIP 6. Add a deadline on the CTA form.
A deadline always works if it’s true and reasonable. Don’t try to manipulate it, the visitor will feel it immediately. One important tip — use the deadline when the value of the product is disclosed. It won’t work if people aren’t ready to buy yet.
TIP 7. Add ultra bonuses.
Have you often noticed that couch potato businesses cleverly offer a bunch of bonuses? That’s the “but that’s not all, you get a knife set and tablecloth as a gift along with the vegetable slicer” trick. Believe me, even if it seems silly to you: to sweet offers with a lot of bonuses visitors fly like bees to honey.
TIP 8. Offer a free demo of product.
Offer a market analysis, product sampler or something else of value for free. People love this. That way, you’ve already built a relationship with the person and get a chance to negotiate further. Just don’t offer free advice unless you’re a lawyer.
TIP 9. Add a “Ask a Question” form.
If the visitor didn’t find what they were looking for, they still have questions – give them a quick and convenient way to contact you for an answer. To do this, add a detailed form on the landing page with the option to leave contacts and send a text message.
TIP 10. Use “Get” instead of “Buy”.
Use psychologically pleasant words for the buying process. Why is “get” better than “buy”? Every act of buying causes microstress because the buyer is parting with money. Try not to emphasize the buying process. Instead, phrases like “get for free,” “start a trial,” “get started,” and so on are suitable.
TIP 11. Hide the menu on the home screen.
Menus can distract from the main offer (the unique selling proposition) on the first screen of your landing page. The visitor has the option to click and “escape” to the first screen with the main offer. We remember that nothing should distract the visitor from the main action of leaving an application and its contacts.
TIP 12. Add guarantees.
Buying is always a difficult psychological step for a person. Add substantial guarantees when asking the person to leave contacts or make a purchase. This way you will reduce the threat and fear of the visitor.
TIP 13. Answer questions. (FAQ)
Create a list of the most common questions and include answers to them directly on the website. A section with answers to questions is created to eliminate possible objections and fears of your customers about the product or service.
TIP 14. Reduce the benefits.
Here is a simple rule of thumb — no more than 3-4 benefits for a potential customer. If you use more benefits, you dilute the “weight” of the more important aspects and benefits. Try to remove the excess.
TIP 15. Give the company a face.
People trust people. Give the company a real face. We like to see the people we do business with. We feel that this is the person who will be responsible for the product or service.
In summary, the conversion rate of a landing page can be increased by using various techniques. Some of the most effective techniques are described above and have been tested by our agency in real projects. Remember to implement these techniques while testing and analyzing the results to determine the most effective approach for your specific landing page. We always recommend A/B change testing to select a profitable conversion option based on the data. If you need assistance with landing page development or conversion rates, just drop us a line.