9 Tips for Increasing Landing Page Conversion Rates

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“More and more people are opening online stores and online retail businesses. This market is expanding very, very quickly.”  — Tobias Lutke

There’s lots of buzz about blogging, viral marketing, social networking, and also newer methods of generating online traffic like podcasts and brand collaboration, among others. But all that traffic won’t make you any money unless you can convert those unique visitors to leads or customers.

Depending on whether your goal is to sell a product directly from a client’s landing page, ask visitors to download a free white paper, or promote a webinar or demonstration, conversion rates can range from as low as one percent or less to as much as 50 percent or more.

Here are nine keys that should help you pull in those higher numbers:

1) Build credibility right from the start — Let’s face it: People have always been skeptical of advertising. And the internet hasn’t exactly helped that, what with phishing emails, malware, and less-than-reputable online businesses. People are more skeptical than ever. Because of that, your landing page copy must immediately overcome that skepticism.

One way to do that is to clearly display one or more “credibility builders” early on the page. Use your logo and company name if you are well-known. If your client is a university, association, and institution, you can place their official seal in the upper left of the screen.

Open your copy with a strong testimonial or two.

Consider adding a pre‐head or subhead which summarizes the company’s mission statement or credentials.

If your client has won awards or otherwise been recognized, mention that.

If the product you’re writing about has been endorsed or recognized by a reputable organization, say so.

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

2 Comments

  • Hi John, I understand totally about the importance of an engaging headline that makes the reader want to continue. But what about the importance of adding keywords to the title? It can be v hard to add the keyword phrase you want the page to rank for in a title that arouses curiosity. Any ideas?
    Thanks, Carole

  • Hi Carole,
    I think you hit upon the challenge: Incorporating a key word or phrase in a headline while making it compelling and arousing curiosity. Let’s look at an example I cited in the article under heading #5. The headline reads: “Become a Property Locator Today — and Make $100,000 a Year in the Greatest Real Estate Career That Only a Few Insiders Know About.” If someone was entering the key phrase “property locator” in Google, there’s a fair chance he or she would happen upon that landing page. But the problem with this example is it’s a rather generic match. However, if you were targeting people in, say, New York, that were interested in learning how to become a property locator, and you changed the title to “Become a Property Locator in New York Today — and Make $100,000 a Year in the Greatest Real Estate Career That Only a Few Insiders Know About.” Then “property locator in New York” becomes your key phrase and it’s a very strong and targeted one, too. And to take it one step further, if I were to make that change and target people in New York that wanted to become property locators, I would make one additional change so the headline read like this: “Become a Property Locator in New York Today — and Make $100,000 a Year in the Greatest Real Estate Career That Only a Few New Yorkers Know About.” Now what we’ve done is made it a compelling offer to become a property locator in New York, and turned it into somewhat of an “exclusive offer” because of the inference that “…only a few New Yorkers know about.” So to answer your question, yes, it is definitely important to add keywords to the title, but you always have to keep in mind who your target audience is, what they’re specifically looking for, and craft your headline in such a manner that you’re speaking directly to them. Sometimes it takes arranging and rearranging dozens of headlines before you hit upon the one that works best, but trust me—once you find it, you’ll know it right away; it’ll almost jump off the page! I hope that helps answer your question. Stay well! … John

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