Conversion rate optimization is a fancy word for improving your landing pages to a point where you increase your conversion rates. It’s a process that involves testing and retesting until you get the right mix of elements. The parts of your landing page that are most important include:
- Call To Action
- Benefit Statements
- Lead Paragraph
Your headline is important for a couple of reasons. Mainly, it’s because that is what gets your readers’ attention. If it fails then your other elements don’t stand a chance.
Another reason your headline is important is because if you optimize it with your keyword then you’ll increase your landing page’s optimization and that can go along way to increasing conversions.
Call To Action
The call to action is that part of your landing page that tells your reader what to do – download the e-book, buy the product, join the mailing list, whatever. You want the reader to do something. Tell them what to do and they’ll do it.
All selling is about the benefits. Sure, features are nice, but people want to know what your product will do for them. Tell them. And make it clear. But list your most important benefits first. And test the placement of your benefit statements to find the right place for the highest conversions.
Do you have a strong lead paragraph? If not then you need to rewrite it. After the headline, this is the place where readers are most likely to bail. Don’t catch their interest and they’re gone. Make it good.
Images are complimentary. They don’t close sales on their own. But the wrong image can driver readers away, or cause them to back out of a sale. Make sure your images go well with your text.
A poorly designed landing page says “unprofessional”. If you want readers to stick around then give them an attractive look with well written and optimized content with a strong call to action. Don’t hit them with a crappy design.
Conclusion – Improving Your Conversion Rates
Conversion rate optimization is rarely about one thing. It’s about a combination of things. And they all work together. Test, retest, and test again. When you find the winning combination, you’ll know.