Lots of website visitors but few sales? Here’s a solution.

It goes without saying that attracting visitors to your website is essential to your online marketing success. But just because you’ve got the visitors doesn’t mean you can afford to rest on your laurels. What do we mean by that?

We’re talking about your customer conversion rate – the percentage of visitors who leave your website having made a purchase/downloaded a report/signed up for a newsletter –done something that furthered your business relationship with them.

There are so many different ways to increase your customer conversion rate that people have written books on the subject. One of the most basic, and most effective, tools for increasing the rate are landing pages.

If you have a button on your homepage that says “click here to sign up for a free report”, then the page that link sends your visitors to is the landing page. It’s on landing pages that customers go from being interested to being engaged.

No doubt there are landing pages on your site right now. We’d encourage you to create more! Always be on the lookout for opportunities to add content that will engage your customers.

Here are a few tips on how to make sure your pages get results:

• Don’t hide your adverts and links halfway down the page. They should one of the first things your visitors see.
• Keep copy simple. Dense copy doesn’t get read, it’s as straightforward as that. Break up big paragraphs into smaller ones. Use direct, efficient language.
• Match the colour palettes and other visual elements on your landing pages with the rest of your website. You want people to know right away that they’ve been redirected to the right place.
• Make your forms easy to complete. No one will bother going through five different windows to sign up to an email service. Use an “auto-populate field” function if possible.
• Make sure the pages load quickly. This means no unnecessary graphics or other visual frills. 

 

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