When it comes to your digital marketing campaigns, taking a “set it and forget it” approach is almost guaranteed to hurt your bottom line. No matter how your landing pages are currently performing, they constantly need to be optimized if you want to maximize your ROI and grow a successful business.
The good news is that you don’t need to make dramatic changes to your landing pages to win big. With just a few minor tweaks, you can begin generating better leads and driving more sales.
Ready to breathe new life into your landing pages? Here are 10 simple ways to answer the question, "how can I fresh up my landing pages?":
Narrow Down the Focus of Your Message
Don’t consumers want more options? Most of us might think so initially, but research has shown that the opposite is true.
A famous 2000 study conducted by professor Sheena Iyengar from Columbia University was the first to alert marketers to the negative effect of too much choice. Iyengar and her fellow researchers found that offering consumers a greater selection attracted more onlookers, but resulted in less sales than when they offered fewer options.
This same phenomenon can also occur on your landing pages. If your conversion rates are suffering, consider reducing the number of options and narrowing the focus of your message. Stick to a single, strong call-to-action so that visitors remain on the right path.
Improve Mobile Landing Page Speed
The single best thing you can do for mobile users is to improve your landing page speed. According to research from Google, mobile site visitors will leave a page that takes longer than three seconds to load.
With the majority of internet searches now conducted on mobile, your eCommerce site can’t afford to have slow loading web pages. The good news is that there are a few simple changes that you can make to create a faster web experience.
One of the easiest ways to improve page speed is by compressing images and text (you can use a tool like Gzip for this). If you’re driving traffic from AdWords campaigns, implementing Accelerated Mobile Pages (AMP) can also increase landing page speed and boost your conversions.
Add Social Proof
Want to increase the impact of your landing pages? Add a short testimonial from an industry expert or an exceptional product review from one of your customers. This is social proof in action and research shows that it is highly effective at driving conversions.
Consumers need to trust your business before they make a purchase from you. According to a BrightLocal survey, 88 percent of consumers trust online as much as personal recommendations. By adding some social proof to your landing pages, you can inspire consumer confidence in your products and service.
Use High-Quality Videos
If you haven’t heard, video marketing is hot right now. This isn’t surprising, considering how video content has been known to reduce bounce rates, inspire brand trust, and increase conversions rates by as much as 71 percent.
Using high-quality videos, you can keep users on your page for longer, allowing your message to sink in. This is particularly helpful if you are explaining a concept or demonstrating how to use a product properly.
At Storylift, for example, we use video to explain how our platform works. Why? Because explaining how our platform uses advanced attitudinal targeting is much easier with video than a single block of text. Of course, not every user prefers video, which is why we explain it in a blog post as well.
Add Urgency to Your Offer
Your call-to-action needs to be persuasive enough to convert visitors. To make your CTAs on your landing pages more compelling, try creating a sense of urgency.
Creating a sense of urgency to your offer is one of many proven psychological techniques that marketers use to encourage consumers to act quickly. Simply adding certain keywords such as “act now” or “limited time offer” can spur your visitors into action.
Tap into your target audience’s fear of missing out (aka FOMO) and consider adding a countdown timer to your landing pages. This signifies when the offer ends and heightens the consumer’s sense of urgency.
Create Personalized Content
Smart marketers know that personalizing the user experience is essential to growing their bottom line. By creating customized landing pages that are tailored to specific users, you can increase the relevancy of your offers and subsequently drive more conversions.
You don’t need to create a unique page from scratch to personalize the experience. Start by creating a fill-in-the-blank landing page template and adjust it depending on your visitor’s geolocation.
For example, you could simply swap the headlines to include their city’s name or insert a background image that is appealing to their region. If you aren’t an IT whiz or design expert, you can use a tool such as Instapage to create and launch personalized campaigns.
Offer Live Chat
Does your eCommerce site sell a product or service that is somewhat complicated? Try offering live chat on your landing pages. Live chat can help your site’s visitors get the answers they need before they move forward.
For better results, split test your chat bot’s color, the message that pops up, and your chat box picture. Live chat may not work for every business, but it may be able to increase engagement and conversions on your landing pages.
Give Away Something for Free
Who doesn’t love freebies? Just by mentioning the word “free” in your landing page copy, you can significantly increase your conversion rates.
To make your landing page a little more enticing to visitors, offer them a valuable freebie. This technique is particularly effective if your goal is to gain more email subscribers.
People are choosy when it comes to giving out their email addresses these days, but they might be more easily persuaded if they are offered something valuable in exchange. Whether it’s an exclusive first look at a new product or a free how-to guide, make sure that your freebie is something that users can’t easily find anywhere else.
Design for the Seasons
Seasonal landing pages are an excellent way to capitalize on holiday shopping excitement. Don’t be afraid to play around with your landing page’s images and themes for different seasons!
It’s a small change to your page that may have a big impact. Holiday-specific designs can get visitors excited about your promotions and help get them in the holiday shopping spirit. Just be careful not to over-decorate your page so that visitors aren’t distracted.
Spy on Your Competitor’s Landing Pages
You can save yourself tons of time and energy on your landing pages by taking a closer look at your competition. Even a surface-level analysis of their top landing pages can give you a better sense of what works and what doesn’t.
For example, your more established competitors will have landing pages that they have tested extensively. It stands to reason that these pages have the best performing page designs and CTAs. Take note of what your larger competitors are doing and consider implementing some of their best ideas into your own marketing campaigns.
With the simple tips above, you can easily freshen up your landing pages and achieve higher conversion rates. As with any changes you make to your eCommerce site, remember to always perform A/B tests to get a sense of what works best. By doing so, you will maximize the potential of your landing pages and make the most out of your marketing budget.