The landing page is usually the first step in an attempt to establish a long-term relationship with your audience. It acts as a bridge that forms a connection between the two of you, and starts them down the path you want them to go.
In order to make sure your landing page is doing the best it can for your business, there needs to be close monitoring and consistent tweaks throughout the process. If you just build it and forget about it, your “lead bucket” is going to have holes.
Think about this..
Leads will literally be leaking out of your business funnel, like water from a faucet that wasn’t shut off properly.
All those holes are going to result in loss of sales over time.
So why not start by making some small tweaks that won’t take any time at all?
Here’s the deal: most people are SO excited to get their landing page up and running, that they breeze through the setup, and just use vague copy to fill the page.
Why? Because too many people rely on the visual aspect of the landing page alone, and don’t put enough time into crafting copy that entices the reader and connects with them.
Of course, this doesn’t work. While your landing page does need to look nice, solid copywriting still holds the key when it comes to conversions. That means making sure that your copy nails your audience’s biggest pain points, desires, and the benefits of what you are offering.
One quick way to boost conversions is to implement statistics and proof that show the results someone is going to get from buying your product or service. By doing this, you are giving real data on how other people – who are just like your audience – have benefitted from the service or product.
Here’s an example of how Danny Margulies of Freelance To Win uses stats and copy together to show the effectiveness of his course:
Your landing page gets a lot stronger when you have some stats to show that what you are offering WILL work.
Have Your Opt-In Fields Automatically Selected
One of the simplest ways to increase conversions on your landing page is to reduce the amount of steps your audience needs to take to get your content.
And sometimes, even the tiniest changes can produce huge improvements in conversion. One of those tiny changes you can make is to have the opt-in fields automatically selected, so that the user doesn’t have to click on the field to enter their personal information.
Sounds too simple, right? Well this little hack works so well because it acts as a micro commitment. By having the field already selected, the user is automatically more likely to go ahead and type his or her information in since they already have the cursor there.
Double Up Your CTA To Get Them Excited
Most call to actions feature only one benefit. And while these do work, why not add some spice to help optimize the CTA?
If you want to make the reader feel like they are getting even more value from you, a simple trick is to add two actions in one CTA.
Example: Instead of having your CTA saying “get certified,” double the benefit and make it “sign up now & get certified.”
This works because people feel they are getting a 2-for-1 deal when it comes to your content. They feel like they are getting more value than usual, and feel appreciated. This helps you to establish a better relationship with your audience in the long run, and equates to more sales over time.
Make Your CTA Juicy
Look, your CTA is the arguably the most important part of your whole landing page.
If millions of people are visiting your landing page but aren’t clicking on your CTA, then your landing page is worthless.
Weak copy will kill the performance of your landing page, especially when it comes to your CTA. Most people will try to look for other reasons and tinker with other fixes, when instead they should be focusing on this fundamental flaw.
If you want your CTA to get the job done, then you need to be careful about your verbiage, and what approach you are using. For example, take the common CTA “Subscribe.”
Wow, that’s REALLY enticing. I’m definitely interested in what you have to say!
How about changing it up? Let’s say you are offering some type of guide as a lead magnet. Instead of saying “Click here to download,” go for “Get My Guide!”
Check out this example from Netflix:
Why does this work? Because it perceives value. If your button says to just download, then they do get a feeling of excitement, or feel like there is massive benefit behind that button. Make them understand that if they click that button, they are going to get something that is valuable.
Build High-Quality Testimonials
Having someone that fits within your ideal audience backing what you have to offer is an excellent way to get more customers.
Without testimonials to show on your landing page, you are missing out on a great way to build trust with your audience. If they don’t see anyone else who has used what you are selling and have gotten results, then why would they believe you?
If you want to really boost the amount of trust your landing page will create (and sales), then implementing high-quality testimonials is a fantastic landing page hack.
High-quality testimonials are more than just a face and a short quote. They should display what problem or pain they had, and how your product or service solved that pain. Bonus points if your testimonials come from highly recognizable people or brands, and double bonus points if you use video testimonials.
Streamline The Reader Process By Cutting Out The Unnecessary
The best landing pages act as a guide for the reader, sending them on a journey to exactly where you want them to go.
This landing page hack is a surefire sign that you have everything optimized, and can watch the leads start pouring in.
But if you are like most people, then your landing page isn’t there yet. So the question becomes: what’s a quick way to get closer to a streamlined opt-in page?
Start by cutting out the unnecessary. That means eliminating opt-in fields to single or double-input, removing any filler copy, and keeping a watchful eye over anything that doesn’t contribute to the goal of the page.
This is simple and can be done in minutes. Cut out the fluff, and watch your conversion rate grow.
Use The Exit Popup
Some people are afraid to use exit popups as a landing page hack because they fear it will just come across as an annoyance.
But regardless of the controversy surrounding these, there is one thing that is certain: when used correctly, these babies work like a charm.
If you want these to be effective, then the offer you are presenting has to be AMAZING. Remember, these people showed strong indications that they are not interested anymore, so it is going to be difficult to give them a reason to stay on board.
Once you have a offer that you feel is valuable enough to convert on an exit popup, the next step is to make sure that the user has to do as little as possible. That means that you either need a single-field opt-in form, or make sure that all they have to do is click a button.
It shows that they need to provide absolutely minimal effort in order to receive your valuable offer. If done right, this makes it much harder to say no to you.
And then you can begin to nurture them over time, and make them regret the moment they thought about never hearing from you again.
Derek Halpern of Social Trigger nails this. Check out how enticing the offer is, and how easy it is to get the content:
Add Some Scarcity
Something we have repeatedly talked about in this post is making things as simple as possible for your viewers.
The truth is that the best landing pages know how to manipulate time. And time is our most important resource. If you are giving the viewers the idea that what you have to offer is worth their time, then your landing page will skyrocket in conversions.
Another way to manipulate time is to reduce the amount of time they have before they make a decision. Instead of giving them all the time in the world to choose whether or not they want to commit to your offer, let them know that the deal won’t last forever.
This has a powerful effect on the psychology of whoever is on your landing page. They will take the time to skim through it, and begin to weigh the pros and cons in their head. And if you have used some of the landing page hacks above, then they are undoubtedly swaying more towards buying in.
But the more time you give people to make a decision, the more likely they are to talk themselves out of it.
Using scarcity to your advantage is a powerful way to influence their decision. They will realize that your incredible offer won’t be available for long, and they will begin to think more about how buying in could benefit their lives.
As the clock continues to tick down, they will begin to experience FOMO (fear of missing out), and pressure to make a decision. And if your offer is truly going to help them, then they should opt-in!
Time is something that is precious to everyone. When you can make it work in your favor, then good things will begin to happen.
Here’s an example from Bedros Keuilian’s Fitness Business Ignition of how you’d want to increase conversions by putting scarcity and the CTA together:
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