The average landing page conversion rate across all industries — the number of individuals who would sign up, purchase, or convert on your offer — is a meager 2.35 percent, according to email marketing company Campaign Monitor. So, the harsh reality is that in order to increase revenue, you'll need to generate more and more traffic, and qualified traffic is expensive.
With ad prices rising and SEO getting more competitive, it's smart to start with the easiest target: current landing pages with existing visitors.
Here are five copywriting strategies to help you achieve just that, while also increasing your landing page conversion rate to 10% or higher - five times more conversions without having to buy extra ads.
1. Address a single audience.
The most effective landing pages are narrowly focused and target a single segment of an audience or market. They express their actual desires and desires directly.
By contrast, broad landing pages speak to everyone, and "everyone" isn't a good target market unless you're selling water. It's considerably preferable to establish separate landing pages for different types of audiences and market categories.
Let's say you sell insurance to small businesses. Small businesses include a wide range of industries and might range from a neighborhood bakery to a hair salon to an online digital marketing agency. It's hard to design a single landing page that addresses the pain points of all of these companies. The copywriting that results is too generic and wide, and the reader is unable to connect with the content.
So, develop unique landing pages for each segment and craft copy aimed at its specific needs.
2. Maintain a consistent pace and flow.
Each piece of material on a website serves two purposes: to keep visitors' attention and to encourage them to do a specific action (such as buying, filling in contact information or downloading a guide). Cadence and flow are effective strategies for achieving those objectives.
When producing content for your landing page, use a variety of sentence lengths and styles, as well as different levels of depth when expanding on themes. The "hero" portion of a landing page (the main headline and image above the fold) is a fantastic example of a section that should be eye-catching and have a compelling value proposition. It's simple, short, and to the point. ("Get your money back if groceries aren't delivered in 10 minutes.")
As you progress down the landing page, you can begin to incorporate more detail, such as an explanation of how your service works in plain English. Take them through your business's process so they know what to expect when they convert and sign up with you. The idea is to combine captivating language with as many possible client inquiries as possible.
3. Include social proof right away.
On a landing page, social proof is important, but it doesn't have to be confined to generic customer quotations. There are a lot of different ways to include valuable and subtle social proof signals that drive conversions, and they're essential for establishing trust and confidence.
Consider placing social proof in the hero part of your landing page, where it will be one of the first things visitors see when they arrive. Here are a few more points to consider:
•Is your landing page a software company? If yes, reveal how many companies signed up to use your product this week under your call-to-action (CTA) button. This causes FOMO right away.
• Logos of firms and brands that use your product or service should be included.
• Include third-party ratings and reviews from sites such as G2, Capterra, Google, and Yelp.
• Indicate the number of consumers you've served and assisted this year, or over the course of the company's existence.
4. Minimize the risk of CTA.
A CTA ("sign up now") moment can be daunting since it implies that the consumer will have to perform further work rather than receive immediate value. It comes with hazards, not the least of which being the chance of signing up but not using the service. If you're aiming to acquire direct sales from a landing page, there's also a financial risk. These factors contribute to hesitancy, which lowers conversion rates and sales: People begin to question whether they really need, desire, or could benefit from what you have to offer – and in this day and age of distraction and short attention spans, a few seconds of indecision can lead to a wasted opportunity.
To solve these issues, use positive reinforcement statements around your CTA button, such as:
• "There is no need for a credit card."
• "XX days of free trial."
• "Money-back guarantee for 30 days."
• "It's free for as long as you don't upgrade."
All of these reassure users that they'll be taken care of even if things don't go as planned.
5. When it comes to copywriting, be specific.
The most common error I notice on landing pages is the overuse of general assertions rather than specific results backed up by data from customers. Which statement, for example, are you more likely to believe?
A) "Guaranteed to get a better night's sleep!"
B) "In just seven days, 9 out of 10 consumers increased their sleep quality by 65 percent."
Broad promises are far less intriguing and meaningful than specific data. So, whenever possible, replace broad statements with data-driven assertions that sell your product or service for you. Speak with your customers to acquire such information - poll them in exchange for free products and use the feedback to improve the perceived worth of your landing page.
