You could have the best product in the world, but if no one converts on your landing page, your business will never grow.
Conversion Rate Optimisation (CRO) is the process of optimising your landing page for conversions. The result? More visitors turning into customers.
There are no quick hacks or secret tricks that you can use to turn a bad landing page into a good one. But, there are tried and tested strategies that you can incorporate that should help. Remember, your business is unique, and you should always take tips with a grain of salt. Implement them in a way that makes sense for your business. Measure the impact your changes have. Iterate accordingly.
In this article, I’m going to show you three landing page conversion rate optimisation tips that you can test on your site today that will help you boost conversions and get more customers.
Let’s jump in.
3 Landing Page CRO Strategies to Increase Your Sign Ups
Talk Like Your Customers Do
If your landing page isn’t converting, one of the first things you should look at is your copy.
- Is it compelling?
- Does it convey the benefits of your solution?
- Would your customers talk about your solution in the same words you do?
If you answered no to any of those, it’s time to review your landing page copy.
One of the best ways to make copy improvements is to start running customer interviews. Find out the key benefits they get from your product or service, and learn the words they use to describe your solution. Once you’ve conducted several customer interviews, you’ll understand the best words, phrases, and benefits to convey in your landing page copy.
It’s more time-consuming than simply coming up with new ideas yourself, but there’s no one better to learn from than the people who are paying you to use your product or service.
Incorporate Social Proof
Social proof is extremely powerful. Customers spend 31% more on purchases with businesses that have good reviews. You shouldn’t just be adding customer logos underneath your header section. That’s a minimum requirement. All of your competitors are displaying their customer logos too, so to stand out, you’ll need to take it up a notch. One easy way to add social proof is to showcase customer success stories.
88% of consumers trust user reviews as much as personal recommendations. If you can get permission from customers to add their stories to your site, your website visitors will immediately trust your brand more.
It can be daunting, but it’s easy to collect testimonials.
You can offer an Amazon gift card or product credits in exchange for customers leaving public reviews on directories like Capterra or G2, or there are even companies like Case Study Buddy that can help you build detailed customer case studies to display on your site.
You can also automate social proof with tools like Fomo.
Live social proof is ideal for low cost, high transaction volume sites, and some of Fomo’s customers have seen conversion increases of up to 27% simply by displaying the social proof on their landing page and not making any other changes.
Social proof is rooted in psychology – so whether you’re a new startup or an established company, there’s no reason that social proof shouldn’t work to help boost your landing page conversion rate.
Identify Conversion Barriers and Remove Them
If you’ve made landing page updates but still can’t move the needle, it’s time to take a closer look at what’s going on.
Use a tool like Hotjar to see detailed reports including:
- Heatmaps of where visitors interact
- How far users scroll down your landing page
- What buttons visitors click
You’ll be able to see where users fall off your page, and what prompts them to leave.
From there, you can start to make improvements such as copy updates, adding new images or videos, increasing button visibility, and anything else that helps your users get to their end goal faster, and become a paying customer.
Tools like Hotjar aren’t a silver bullet. But, they’ll help you identify barriers on your page that stop people converting. You can test new ideas, and see how things improve.
Landing page CRO is hard. No two websites are the same, and a tactic that works on one site won’t necessarily work on another.
The key is to let your customers guide you.
Update your copy by learning from customer interviews, and incorporating the words they use to talk about your solution and the benefits they get from it.
Add customer testimonials and stories to increase trust in your brand.
Use tools to identify barriers to conversions and make updates to remove the blockers.
Remember, it can take time to optimise your landing page. It’ll be an iterative process as your business changes, your ideal customer changes, and your industry changes.
But, by always learning from your customers, you can stay on top of trends and ensure you’re always showcasing how people can get value from your solution.