35 Ways To Increase Your Landing Page Conversions

Landing page conversions for PPC and email campaigns
It is not one thing, but many things you must do well to increase conversions.

In the landing page design universe, conversions are the name of the game. Conversions are how you increase your blog subscriber list, ebook and white paper downloads, webinar registrations, free trial users … The list goes on.

But to achieve those coveted conversions, it’s imperative you set yourself up for success.

You could have the greatest product or service known to humanity. Without implementing landing page design best practices, your conversion rate will suffer, and all that work you did to craft your landing page will feel incomplete.

Here are 35 questions to ask yourself when creating and optimizing your PPC, Email or Social Media landing page that can triple your conversions.

Page Design

  • Is your landing page device responsive?
    • Your visitors may find your page using a desktop, tablet, or mobile — therefore, it must be responsive to all devices.
    • You don’t want visitors to have to “pinch-and-zoom” on mobile or scroll left and right just to read and engage with your page.
    • If your landing page is not device responsive, everything else on this list becomes irrelevant.
    • Are you using AMP pages to speed up mobile download speed?
  • Does the page load in under 10 seconds?
    • Users have less and less patience. If your page loads slow, they leave, and your conversion rate will suffer.
  • Does the landing page include your company logo?
    • You want the brand recognition so that visitors know who you are.
  • Did you remove the site navigation links?
    • Fewer “exit options” for users help create higher conversion rates.
  • Does your page clearly explain your unique value proposition (UVP)?
    • If not, refine the copy and page elements to make it explain the UVP
  • Does your landing page have one single goal?
    • Having multiple goals confuses your visitor.
  • Does your page include only 1 font type (maximum 2)?
    • You want the page to look as professional as possible.
    • Choose fonts that match your brand and landing page’s goal.
  • Is the landing page’s length appropriate for the goal?
    • For example: A free ebook page is typically shorter than buying a complicated product like cars or home loans.
  • Does the landing page have equal margins?
    • Add some white space because you don’t want any of your elements too close to one another.
  • Does your landing page include an image of your offer?
    • If they’re downloading an ebook or white paper, use the cover page as an image on the landing page.
    • If they’re getting access to a slide deck or presentation, show the title slide and presenter’s headshot.
    • Show users what they get if they provide their contact information.
    • Don’t have the image be “heavy” causing slow page loads.

Headlines

  • Is your headline clear & concise?
    • Unless you have a picture at the top of your page, the headline is the first thing that will catch your visitor’s eye.
    • Make the headline snappy, evoke the visitor’s emotions, use benefits to achieve your landing page objective.
  • Does the headline match your ad’s message that brought them to the page?
    • Consistent messaging helps users flow through the conversion path easier with no friction points.
  • Does the headline answer the question, “what is this page about?”
    • If not, refine the copy to make it answer this question.
  • If you have a subhead line, does it confirm or support your main headline?
    • If not, refine the copy to make it support the main headline.

Landing Page Copy

  • Does the page include personalized copy?
    • Use “you” and “your” as opposed to “I” or “we”
  • Does your page include bulleted copy with minimal paragraph copy? 
    • This makes your page easy to read and less friction for the user to convert on the form.
    • If you insist on having long-form copy, put long detailed information at the bottom of the page.
    • Separate the information using subheadings or bullets.
  • Does the copy focus on benefits as opposed to features?
    • Benefits are educational; features are promotional.
  • Have you exaggerated any copy?
    • Use only the most accurate numbers and percentages.

Page Forms

  • Do you have directional cues pointing visitors to the form?
    • Arrows or pointing (even a character’s eye path) can be used as a directional cue.
    • These help assist the user to do what you want them to do… convert on the form!
  • Is your form encapsulated with a box, shadow, or highlighted?
    • These help draw attention to it as the most important part of the page.
  • Appropriate form length / Does the form ask intruding questions?
    • Depending on your landing page goal, forms should vary in length.
    • If you just want to encourage blog signups, then first name and email are sufficient.
    • If you want to qualify people in their “seriousness to buy,” then have many fields for them to complete (job title, revenue per year, biggest challenge, which software do they currently use, etc.)

Call To Action

  • Is your CTA above the fold (short pages)?
    • The less friction you have on your landing page, the better.
    • If people see your CTA without having to scroll down the page, there’s a much higher chance of them converting.
    • If visitors can’t see it, they can’t convert.
  • Do you have another CTA at the bottom of the page (long pages)?
    • If users scroll to the bottom, this gives you another chance to convert them.
  • Is the CTA a contrasting color?
    • For the best page-CTA color combinations, reference this chart.
  • Does the CTA include action-oriented language and create a sense of urgency?
    • Direct the user what you want them to do.
    • Personalize the button’s copy (use “me” or “my”).
    • Use words like “Get, Download Now, Subscribe Me, Buy, Watch Now, Listen”.
    • Don’t use “Submit”.

Endorsements

  • Do you include testimonials and trust indicators?
    • Use a picture and title of the endorsee.
    • Word of Mouth — people trust other people and reputable companies more than the advertiser themselves.
    • If you have multiple testimonials, highlight different aspects in each quote (price, customer service, ease of use, how it saved or earned them money).
  • Does your page feature certifications and logos of partners or affiliates?
    • Display the most recognizable names or logos you have permission to show.
  • Do you include any social proof on the page?
    • These act as testimonials.
    • Use a screenshot of tweets of people speaking well of you (and hyperlink them, too).

Miscellaneous

  • Do you explain the value or size of the lead generation giveaway?
    • How big is the giveaway or how long will it take for the visitor to consume the con-tent?
    • Examples: 1-page checklist, 10-page ebook, 30-minute webinar, etc.
  • Is your landing page part of a multi-step process?
    • If you have more than one step to convert, do you make it clear to the user how many steps are remaining?
    • If your offer is time-sensitive, do you have a countdown timer notifying how much time they have left to complete the process?
  • Have you set up Google Analytics for the page?
    • This will help you understand your visitors better.
  • Have you A/B tested all of the elements on your landing page?
    • You won’t know which variation converts best until you test!
  • Does the page include a privacy policy?
    • You don’t want visitors to think twice about submitting their information.
    • Have this near the email field on the form or the bottom of the page.
    • Another step in building trust with your prospects is to ensure their privacy will not be compromised.
    • If people are concerned about their information being shared, they can easily click the Privacy Policy link and read your terms.
  • Does your “thank you” page have further instructions?
    • Read these blogs, download this ebook, register for this webinar.
  • Have you created a landing page with Digital Voice Consulting?
    • Fully customizable, designer-friendly interface.
    • Unlimited pages, traffic, and domain publishing.
    • Integrations.
    • Mobile templates.

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