Your Landing Pages Can Maximize Conversion Rates

This article will discuss the rising importance of personality and trust in brand communication, particularly in landing page optimization. I’ll give you five strategies for presenting a user-friendly landing page and a personable business that you can apply to improve your conversion rates. We’ll go through techniques that can give your website that certain “something” which gets a visitor to convert.

Landing page optimization is a continuous exercise of testing. It is pitting control against variation until you’re satisfied (which you never should be).

Add Personality and Trust to your Landing Page

When we meet someone new, we unconsciously process minor, inexplicable cues. For no specific reason that we are aware of, we either like the person or we don’t.

An example of this unconscious decision making is the fact that we tend to trust someone who is confidently poised, has an open air, and speaks calmly, slowly, and directly. We are less trusting of people who appear weak, closed off, and (here’s where it gets a bit crazy) not very good looking.

Landing pages are no different.

When someone lands on your landing page, the decision to stay takes between three and eight seconds. This decision is made half consciously and half unconsciously. Half of it is based on the value that is communicated quickly and clearly, and half of it is based on those indefinable factors that just “connect” with your landing page traffic (or don’t).

Conversion Page Optimization

These are some of the best ways to ensure your landing page gets as many conversions as possible:

    1. Optimize your layout for mobile devices. According to SimilarWeb, more than half of all traffic now comes from mobile devices, which means your landing page should be optimized for a mobile audience. Make sure your design elements are responsive, make your text easily readable without zooming, and make your features easy to interact with, even with bulky fingers doing the work.
    2. Eliminate distractions. The main goal of your landing page is to get conversions. Any other functions, information, or interactive elements you include will only serve to dilute the number of people you convert. Obviously, you’ll need some peripheral information to inform your visitors, but your call-to-action should be big, bold, obvious, and shouldn’t have to compete with other elements.
    3. Make a more compelling offer. According to Neil Patel, one of the best ways to secure conversionsis to give something valuable to your users in exchange. If you’re looking for incoming leads, give them dense, valuable content as a reward. If you’re selling a product, consider throwing in additional benefits or free gifts with a purchase.
    4. Speak to the benefits of your product. When writing about your offer, make sure you emphasize the benefits of it, rather than just describing it blankly. As a simple example, you might say that your vehicle “helps users get to their destinations” rather than saying it’s “capable of traveling great distances.” This simple change in perspective helps users understand how the product fits into their lives and personalizes your messaging.
    5. Reduce the amount of information you collect. According to ConversionXL, the more information you ask your users to submit, the less likely they’re going to be to fully convert. You need to make the conversion process easy to understand and simple to execute, or you’ll end up alienating the bulk of your target audience. Reduce your form fields as much as possible – for example, requiring just a name and email address.