To improve your website’s conversion rate, you need to A/B test different elements on your website. This includes things like your website’s headline, call-to-action button, and even the color scheme of your website. One of the biggest problems website owners face is converting website visitors into leads or sales. While it may seem like a simple task, it can be quite difficult to achieve. A/B testing different elements on your website, such as the headline, call-to-action button, and color scheme, can help improve your website’s conversion rate.

We will show you how to increase landing page conversions by improving essential elements on your page.

21 tips to increase landing page conversions

1. Make sure you target the right audience

It’s important to take the time to ensure you are marketing your landing page to the right target audience before making any changes.

Ask yourself:

• Who will read this page?
• What do I want them to read?
• How do I want them to feel?
• What do I want them to do?

Be sure that the content of your page is relevant to the headline and that the questions in the body are answered by the testimonials and call-to-action buttons.

If your landing page isn’t attracting the right people, your conversion rates will be lower than they could be.

2. Write headlines that connect emotionally

Your headline is important because it is one of the first things that users will see when they visit your page. You want to make sure that it is something that will grab their attention and make them want to stay on your page.

Headlines that are great should make a promise to the reader and encourage them to read further down the page.

3. Ensure your copy understands the problem

Copy that doesn’t connect with the audience is often a result of the brand not understanding what their audience needs. Brands need to be able to relate to users and assure them that their problems are understood.

If you have difficulty explaining how your product or service can solve a problem, try a copywriting framework to make sure your message is effective.

When you tell a story using the following framework, visitors typically convert at a higher rate:

• The story with a character like them
• who has a similar problem
• and meets a guide like you
• who offers a plan to solve that problem
• and invites them to take action
• which helps them avoid failing
• ending in success.

This framework provides a guide to understanding your audience’s needs and crafting a message that directly addresses their problem.

4. Offer something users value (Above the fold)

Introducing your business on your landing page takes up valuable space that could be better used elsewhere. People don’t care about this information.

Tell your potential customers how your product or service benefits their lives and solves their problems as soon as they land on your page. If they want to learn more about you, they can keep scrolling.

5. Keep the messaging between ads and landing pages consistent

If your ad and landing page are not consistent, it is as if your ad has a broken link.

6. Radically change the sign-up flow of your landing pages

Larry often says that making small improvements only has a small impact and he is right. Making changes to button colors or font spacing may seem like it’s making a difference, but it’s actually a waste of time and misses out on chances for large improvements.

In order to achieve significant results, you need to implement sweeping changes, and one of the most impactful changes you can make is altering the sign-up process for your landing pages.

7. Make your landing page forms mobile-friendly

If you have never completed a web form on your mobile phone, you can expect your customers to be just as crazy.

Mobile ads are effective because they exploit consumers’ desire for immediate gratification by making it easy for them to convert while they are on the go.

8. Craft a killer call to action

If you’re still using “Submit” as your call to action, you might want to rethink your strategy.

The following text is about the importance of calls to action. Calls to action are important because they can lead to conversions. Many advertisers do not consider calls to action very important, but they are essential for a strong landing page.

9. Use the voice of the customer in your copy

Designing a landing page that takes the customer’s perspective into account is key to its success. Thecopy on the page is just as important as the design, if not more so. One way to create a landing page that packs a punch is to use “the voice of the customer.”

Marketing materials that are full of jargon and difficult to understand are common, especially among businesses that think using complex language will make them appear more credible. However, using language that your customers will understand will actually be more effective and result in more conversions.

One way to appeal to potential customers is to use language that emphasizes what they want and need. This can be done by conducting research to identify these desires and structuring your offering in a way that directly addresses them.

The language on FreshBooks’ landing page has been designed with prospects’ needs and wants in mind. Every selling point is presented from the perspective of how it will benefit the customer, rather than focusing on technical details or the number of clients the software has.

10. Use power words in your landing page copy

Including the voice of the customer in your landing page copy can be powerful. Using persuasive words can make your pages very effective.

Although choosing the right words is important, it is not the only thing that matters when trying to appeal to your audience’s emotions. The way you structure your copy is also important.

11. Include video on your landing pages

Adding a video to your landing page can make it more effective, especially if you want to convey a complicated idea without making your visitors read a lot of text. Video is also a good way to support your overall messaging and branding.

12. Use the right images

It’s important to have a compelling message, and images can help bring out the emotions that will make users take action. Make sure that every image on your landing page is consistent with your content, so that your message will be clear.

For example, Codecademy’s website has images that help visitors see what they can achieve by using the platform.

Breather creates powerful visual images that tell a compelling story.

13. Include reviews and testimonials

The next time you are considering making a purchase, take a moment to check for reviews first. The next time you want to buy something, take a second to look for reviews first. It’ll help you make the best decision.

Especially when there are so many options out there, it’s important to be able to narrow things down. We think it is the second option. Most customers will look for reviews and testimonials before making a choice. With so many options, it is necessary to be able to reduce the number of choices.

If potential customers see that other people are happy with your product or service, they’re more likely to trust your product and take action by buying it.

You can increase the effectiveness of your reviews or testimonials by placing them near important elements on your landing page. For example, a carousel of testimonials near your call-to-action button can help to generate leads and conversions.

14. Add trust badges to reassure visitors

Trust badges are icons that show that your page is reliable and that the customer’s information is secure.

If someone has never visited your landing page before, it can be difficult for that person to decide if you are a brand they can trust.

With a trust badge from a trustworthy brand, you show that you are credible and trustworthy.

Popular trust badges include:

• SSL badges
• Money-back guarantees
• Free shipping badges
• Secure payment icons
• Accepted payment logos
• Industry award badges
• Client or customer logos
• And more.

Because of these trust signals, it is easier to convince visitors that you are a legitimate business, which in turn increases conversion rates.

15. Remove your navigation menu

If you’re considering adding a navigation menu to your landing page, think about how it might affect your conversion rates. More links could mean more distractions, which could lead to fewer conversions.

If you have too many links or a confusing navigation bar, it will distract your visitors and make it hard for them to do what you want them to do, whether that’s buying your product or visiting your blog posts.

The most important thing for a landing page is to have one clear goal. Any element that does not help you achieve that goal should be removed so that people are not distracted.

You can increase your chances of conversion by removing your navigation menu so that users cannot escape your page.

16. Limit the number of form fields

If a brand is requesting too much information from a prospect, the prospect is likely to not convert.

Think about where your landing page falls in your sales funnel, how much information you really need, and what value you’re offering in return.

Most landing pages include a few form fields, such as the visitor’s name and email address. You can always ask for more details later on in the customer journey.

If you want to establish trust with users and reduce the chance of them abandoning your form, ask for as little information as possible.

17. Answer questions before they’re asked

If you can anticipate and answer people’s objections before they even ask them, it will make them more likely to take the action you want.

One way to increase conversions is to include a frequently asked questions section with your most popular customer queries. This will clear up any confusion and increase the chances that customers will convert.

18. Use a live chat tool

You can also address your audience’s objections directly by using a live chat tool.

If you want people to respond to you, it’s a good idea to show that you care about their concerns by using a live chat plugin on your landing page.

This provides an opportunity for you to make a good impression while also getting their questions answered immediately.

19. Add visual cues to important content

Directional cues are like signposts that show people where to look on your page.

There are two types of directional cues you can use to guide people’s attention on your website: explicit cues like arrows, and more subtle implicit cues.

20. Use new ad formats and get rid of your landing pages altogether

For our final two landing page tips, we suggest getting rid of landing pages altogether. This might seem counterintuitive (or downright crazy), but today, there’s actually no real need to force prospects to a landing page at all.

There are new ad formats available that do not require a landing page, which can actually be more effective than the traditional funnel approach. One example is Twitter’s Lead Generation cards, which allows prospects to take advantage of offers without having to leave the ad. This saves time for the prospect and minimizes the steps needed to convert.

21. Use call-only campaigns

The best way to optimize your conversion rates is to remove the need for landing pages altogether. This will have a much greater impact than any of the other tips.

On average, users are nine times more likely to convert from a mobile SERP to a desktop SERP. When you combine this with the fact that calls to businesses are worth at least three times as much as clicks, there is a powerful case for abandoning the traditional landing page and using Call-Only campaigns.

Call-Only campaigns on AdWords let you have a clickable phone number as part of your ad. This replaces the URL entirely, so your ad allows visitors to call your business directly from the ad. There are no clicks, web forms, or landing pages required. This way, you can get straight to the point and help prospects pick up the phone and call you.

Bonus Tip: A/B Test Everything

Make sure that every landing page on your website has a clear and concise call to action. A call to action is a short statement that tells the visitor what you want them to do, such as “Buy Now” or “Sign Up.” including a call to action on your landing page will increase conversions by telling the visitor what you want them to do next.

A/B test every page element.

A/B testing is the best way to see which page elements are working best in order to achieve your conversion goals. It’s also the best way to see what isn’t working the way you intended.

When you are testing design elements, it is best to only test two versions at a time. This way you can accurately measure the difference between the two elements.