Splash pages are useful tools to help you generate new leads, but only if you know how to optimize for conversions.
Most people with splash pages or landing pages think about success in terms of traffic—the more people that visit the page, the more success you’ll eventually see. But there’s another step to the equation that can make or break the entire deal. Say you have 10,000 people visiting your page, but only 10 of them end up converting. In another scenario, you have 1,000 people visiting your page, but 50 end up converting. Assuming the value of a conversion is constant (as it should be), which strategy is more valuable?
The answer is the strategy that nets you more conversions. But optimizing for conversions isn’t always straightforward or easy. Try using these five tricks to increase conversions on your landing page:
- Make it easier for people to convert. First, make your form shorter. The easier it is for your visitors to convert, the more likely it is they’ll do so. Also make sure your page is functioning quickly and properly.
- Use more commanding language. Make tweaks to your copy to include more verbs, action words, and urgent language.
- Include visual cues. Help direct people to that all important “submit” button. Use arrow, different coloration, or other visual cues to get them there.
- Describe the value of a conversion. People won’t convert unless there’s something in it for them. Explain the value of submitting their information or buying the product.
- Showcase your trustworthiness. Highlight your brand and include any credentials that prove you’re a trustworthy partner.
Like with any marketing strategy, conversion optimization is most successful when iteratively and gradually improved over time. Get to know your users, experiment to see which adjustments are most successful, and use a “survival of the fittest” approach to retain the traits most likely to help your users convert.
