With the onset and rapid growth of digital channels, traditional marketing has taken a backseat to pave the way for inbound marketing - a technique for generating leads and nurture them to become customers by content marketing, social media marketing and search engine optimization. With content marketing, social media marketing, and search engine optimization, one can increase inbound traffic but the main challenge lies in converting the traffic to probable leads, in other words, increasing the conversion rate.
A few months back, we initiated a project to improve web content and optimize it for search engines with a hypothesis - with an increase in traffic, the number of contacts will also increase. Within two months, our inbound traffic has doubled, but the lead generation rate has remained almost same. After looking into the problem, we identified that even though the landing page traffic had increased, there wasn't any change in the people filling the forms, implying a very low conversion rate. Identifying the core of our problem, we optimized the landing pages, and soon after, noticed a growth of more than 150% in conversion rate in only 30 days.
Here are few steps we took to optimize our landing pages -
Step 1: No navigation headers on landing pages
A general practise which I have noticed in most of the websites is that not only do they use navigation headers for all the pages, but even for the landing pages. This would give the customer an option to move to other pages - a distraction. As part of the A/B test done by Hubspot, one of the leading inbounding marketing & sales software providers, there is a significant increase in the conversion rate of around 28% when used with no navigation page instead of pages with navigation. Similar tests were done by Yuppiechef, SparkPage and others who observed significant increase in conversion rate. Yuppiechef saw 100% increase (3% to 6%), whereas SparkPage observed almost 90% increase (9.2% to 17.6%) in over a month.
Step 2: Use clear and concise messaging
Many websites dump lot of information about the company, products and solutions. Because of this, the core message to be conveyed is lost in the infinite content pool. Customers who visit the commercial landing pages are past consideration stage and have done decent research about your company. So, the messaging should be very clear, concise and induce the buyer to make fill the form. Studies have shown that usage of action words like ‘get your free demo’ and ‘deliver great experience with a single click', have proven to be great impact on the conversion rate.
Step 3: Background is very important
The background color of the landing page is often neglected and usually deemed redundant. The background color is what a customer notices when he visits the landing page. The colors should make the content more consumable and should be easy on the easy. Various A/B studies resulted in drastic increase in the conversion rate for pages with color optimization.
Step 4: Keep the form simple with limited fields
It is quite imperative to limit the number of fields to as low as possible. People are very impatient and won’t like to fill additional information which might seem irrelevant to them. Fields like name and contact information are important, but one should give deep consideration into whether additional fields are delivering any additional value. One can also leverage the browser's ability to auto-populate the fields to make the customers’ life easy.
Step 5: Thank You page with CTAs
After a customer signs up, redirect the customer to a thank you page. A ‘Thank You’ instead of ‘You have successfully subscribed’ would create a happier customer memory. Also, a thank you page allows businesses to engage the customers with more articles or customer testimonials. The thank you page should retain the navigation menu, social media sharing icons, informational blog CTAs along with a Thank You note to keep the customer engaged - giving an option to learn more about your products.
By implementing the above changes we have improved our conversion rate by more than 150%. There are many other steps one can follow to optimize their landing pages even better. One can refer to conversion rate-related blogs such as Hubspot, Kissmetrics, and QuickSprout to have a deeper understanding on how to optimize landing pages.
Have you made simiar / different optimizations to your landing pages? Did your conversion rate improve? Please share your findings with us below.