15 min read
It’s not enough to simply create a landing page.
You want to do it well, AND you want it to perform at the highest level possible.
As content creators and entrepreneurs, we can often find ourselves conversion-hungry because we want to do everything we can in pursuit of landing page optimization.
The key to increasing your landing page conversion rates is to start from a strategic foundation as you create each element. Only after launching your landing page and testing your results can you determine if it will accomplish your goals.
But first, you need to know what an effective landing page conversion rate looks like.
According to WordStream, the average landing page conversion rate across all industries is around 2.35%. However, the top 25% of landing pages (in terms of performance) convert at almost twice the rate around 5.31% or higher. The top 10% of landing pages are converting at an astonishing 11%!
So what does this mean for us as content creators? It helps us set measurable and attainable goals when we go into landing page optimization. If you define a 50% landing page conversion rate as success… you might be waiting a while to get there. A LONG while.
It’s okay if it takes time to increase your landing page conversion rates. There are so many factors to measure—like your CTA button color, copy, and placement—so it will likely take you a few tests before you can optimize your landing page.
If your landing page conversion rates improve month to month, it means you are effectively testing each element and figuring out how to better sell your offer. You will also see success if you are able to consistently drive traffic to your landing page and convert at a high level.
Unbounce recommends keeping your average industry-specific conversion rates in mind when setting your landing page goals. Some industries have an easier time converting visitors than others, so you can use this graph as a guide when goal setting.
It’s actually quite simple to calculate your landing page conversion rates. Some landing page builder tools will automatically calculate this for you to skip a few steps, but if you need to calculate it on your own, here’s how to do it.
You need to know two things in order to calculate your landing page conversion rate:
The conversion can look like signing up for your email list, opting in for a lead magnet, buying a digital product, contacting you for more information about your services, or any number of things. You get to set what conversion looks like based on the goals of your landing page.
Once you have those two numbers, you can divide the number of people who converted by the number of total landing page visitors. Then you’ll multiply the result by 100 to get your landing page conversion rate.
We’ll give you an example to show you how this works:
If you had 1,000 people visit your landing page last month and converted 50 of them, you would divide 50 by 1,000 to get .05. Now multiply .05 by 100 to get 5%. Your conversion rate would fit the mid-level range for conversion rates which gives you an amazing start!
That 5% conversion rate sounds really great, but what happens when your landing page is performing well below that number? That’s what we’re going to talk about next.
As you dig into landing page optimization, you might be wondering why some landing pages convert better than others.
Why does one headline increase email sign-ups more than another?
Why does one visual layout lead people to the CTA button more often than another?
Sometimes there is strategic reasoning behind why certain elements on a landing page perform better. Other times, the winning difference defies logic and comes down to whatever the split test results say.
But before you start creating and testing your landing pages, let’s go over the most common mistakes content creators make when crafting their first landing page.
It’s been said that 80% of people who visit your landing page will read your headline but only 20% will continue reading the rest of your copy.
Since your headline is one of the first things people see on your landing page, it must make a memorable impression.
As you write your landing page headlines, make sure you:
If you are struggling to come up with some headlines, these five landing page headline formulas from Joanna Wiebe might help:
When you’ve created a few different headlines for your landing page, you can A/B test them. This means that you can create two variations of your landing page with the only difference being your headline. That’s the best way to test how well your headlines are performing.
When you are presented with multiple offers at one time, it’s easy to feel overwhelmed because you don’t know where to start. It may seem like offering multiple options is the best way to convert more of your audience, but it’s actually the opposite.
When you review your landing page, make sure that there is only one direct action you are asking your audience to take. If you decide to create a longer landing page, you can add multiple CTA buttons as long as they all point to the same call-to-action.
It’s also a good idea to avoid using outbound links on your landing page. Since outbound links are intended to take you elsewhere, you’ll risk the chance of distracting your visitor or having them leave your landing page.
One of the best ways to make sure this doesn’t happen is to remove your website navigation links, announcement banners, and any other outbound links that don’t relate to the call-to-action. It could help you increase your landing page conversion rate by as much as 100%.
If your offer isn’t strong, it doesn’t matter how great your landing page design or copy is. It won’t be something your audience wants to buy or opt-in for. Before you create your landing page, be sure to survey your target audience and gauge their interest in what you are providing.
If you are offering a lead magnet, is it created in a format they enjoy consuming? Does it provide enough value or teach them about a topic they care about? If you are selling a digital product on your landing page, are you taking their interest and skill level into account? Are you using the right words that will make a more personal connection, leading to the sale?
All of these questions are worth asking as you craft your landing page pitch. Only then can you ensure your pitch connects with your target audience so you don’t have to go back and redo work you’ve already done to your landing page.
In order to increase your landing page conversion rates, you may want to tweak your designs over time. Sometimes what’s hurting your conversions isn’t your copy but rather the visual layout of your landing page.
Some designs are simply outdated while others need to be adjusted because of their confusing layout, misplaced imagery, or any number of visual faux pas.
Doing a split test with your landing page designs will help you discover elements that need to change, but when you see what variation performs best, it doesn’t always mean there was a design error. Sometimes you’ll find that your target audience has certain graphics, imagery, illustrations, and layout preferences.
When you create your first landing page, you can build it using a premade template (we offer several in our platform!) and customize it to fit your visual branding guidelines. It can take as little as 10 minutes to get up and running with your landing page!
From there, you can split test different variations of your landing page design to ensure every design choice you make is intentional. There’s no end to what you can optimize!
Now that we’ve talked about what NOT to do when designing your landing page, we can discuss tactics you can use to improve your landing page conversion rates. Some of these recommendations may look familiar, but they are important to review before you start creating.
Have you considered where your audience is coming from? How someone finds your landing page is just as important as the content you put within the landing page. If your landing page isn’t optimized for the source of traffic, you risk turning people off when they land on your page.
Common traffic referral sources can include:
Think of the traffic referral source as the vehicle that brings your target audience to your landing page, your desired destination. When you know what vehicle is bringing your audience to the landing page, you can adjust the funnel that follows after your call-to-action to fit their needs.
People want to opt-in for offers that are simple. A straight-forward form will do the trick.
If you have more than two or three form fields, your landing page conversion rates will start to decrease. That’s because the more form fields you have, the less likely your audience will be to fill them out and click your CTA button.
You don’t want your form to feel like a survey. Simple is better!
Before you choose what form fields you want to include, make sure you ask yourself how many details you actually need in order to send your audience the next steps. Do you really need to know their location, phone number, or other details in this stage? The answer is probably not.
When in doubt, simply ask for your audience member’s first name and email address so you can get in contact with them about the next steps after opting in for your email list. All of our landing page templates come with simple form field option so it is easy to start growing your email list.
The great thing about creating a landing page is that you can focus all of your copy and design on the one call-to-action you are optimizing the page for. You don’t have to worry about other distractions getting in the way because the landing page is dedicated to your CTA.
If you include external links, website navigation, footers, or distracting design elements, you’ll take your visitor’s eyes away from your CTA button. To avoid making this mistake, make sure that every element on your landing page leads to your call-to-action in some way.
Also, simplify your landing page design by using white space to draw the eye. Minimal layouts typically perform best because they add breathing room to the landing page design. If it’s too busy, you may find that visitors are too distracted to find the CTA button or even think about what the CTA is!
After reading your headline and CTA button copy, your audience member should be able to clearly understand exactly what you are offering.
Most visitors will be skimming over your copy to make a quick decision on whether or not they should sign up or buy your offering. Landing page copy that is written with clarity is the bridge between their struggles and the solutions you’re offering.
People are more likely to sign up for something if they know it’s only available for a short time. Using FOMO (fear of missing out) tactics can work well in landing page optimization, but we want to use these tactics wisely and ethically.
You can include limited time offers, closed enrollment dates, closed carts, live event dates, and other tactics that give your audience a sense of urgency. That way, your audience knows that they must take fast action in order to sign up or buy your offering.
Try to avoid fake urgency. It can really hurt your trust with audience members. If you are offering an evergreen product or service, don’t pretend like it’s only available for a limited time when it’s open all year round. You can use urgency in other ways, like adding bonus products and deals for people who sign up through your landing page.
Do you know what’s even better than saying you have the best resource or product on the market? Having other people back up that claim. If you have strong customer or email subscriber testimonials, consider adding them to your landing page.
When you add a testimonial, your resource or product can speak for itself through the stories of other users. When someone is willing to put their name and likeness behind a testimonial for your offering, that is huge for building trust. It’s even better when you can add a photo to accompany the testimonial.
We talked above about how you can analyze landing page elements like your headline copy, but that’s just one example of dozens that are available.
When you analyze your landing page data, try to determine which elements make the most difference in increasing your landing page conversion rates. You don’t want to spend your time analyzing and testing elements that don’t really matter to your overall conversion rate.
We recommend starting with your headlines, landing page visual layout and formatting, CTA button color, and CTA button copy. All of these elements have been proven to affect your landing page conversion rates, so make sure your data analysis starts here.
Ready to analyze some data? You can start by creating your own landing page and keeping an eye on your conversion rate, opt-in rate, and total views. You can view all of these stats inside your ConvertKit dashboard.
Want to see how ConvertKit landing pages can help you increase your conversion rates? Set up an account today for a two week trial by clicking the button below.