Minor tweaks, like removing navigation from your landing page, can double your conversion rates.
With results like these, all enterprise organisations should have a serious conversion-rate optimisation (CRO) strategy. With a larger customer base and higher levels of website traffic, even a small uplift in your conversion rates can drive serious revenue.
Common places to run conversion optimisation include:
But no matter which page you’re optimising, the right design is crucial for boosting your conversion rate.
The decision to add (or takeaway) certain features has a dramatic effect on your results, for example:
Addressing buyers’ fears can increase conversions by 80%
Asking for more than three pieces of information during sign up can reduce conversions.
Adding embedded video content can increase conversions by 86%
Today, we’ll focus on a prime opportunity for CRO—landing pages.
Calculating Your CRO Metrics
Before you start optimising your landing page, you’ll need to know its current CRO metrics. There’s a wide variety of metrics that you can measure, but the following are good places to start:
Your conversion rate shows you how many visitors complete the desired action. This action could be signing up for a newsletter, buying a product or something else.
How to calculate your conversion rate:
Desired Action / Page Traffic x 100 = CR%
A landing page’s bounce rate is a vital metric. The purpose of a landing page is to drive some kind of action, if prospects are leaving a page without taking action, the landing page has not done its job.
How to calculate your bounce rate:
CTA clicks / Landing page sessions x 100 = Page Bounce Rate
A high abandonment rate could mean that your contact form is too difficult to fill out. Keep it as short as possible by asking for the essential information.
How to calculate your form abandonment rate:
Forms Completed / Forms Started x 100 = Form Abandonment Rate.
While a high conversion rate is important, it won’t help your business if only 11 people view your landing page.
How to calculate your pageviews:
Your analytics platform (e.g. Google Analytics) will have a pageviews tab.
Top CRO Strategies
Before we dive into the examples, below is a practical summary of some of the top CRO strategies for improving your landing pages:
Text-based CTAs: Prospects are bombarded with colourful ads every single day. So sometimes, the best way to improve conversions is to do the opposite. Across ten blog posts, HubSpot found that basic, text-based CTAs were responsible for 93% of conversions.
Test your landing pages: What works in one industry may not work in another. So skip the guessing game and run tests on your target customers to see what resonates. Make minor tweaks to your pages, stick with the best performing page and continue iterating.
Optimise pages for buying intent: It’s often better to focus on lead quality over quantity. For example, HubSpot found that their highest converting customers booked product demos rather than free trials.
So they pivoted their messaging to focus on booking demos.
Automatic follow ups and retargeting: Some prospects need many touchpoints before committing to a purchase. They’ve already shown interest in your offer, so it’s worth reaching out again. Plus, these strategies also see higher engagement than focusing on cold customers.
Add live chat to your landing page: Live chat provides a human element to your landing page, and it allows prospects to share last-minute concerns.
Tactics for Designing the Ultimate Landing Page
Now that you know some of the high-level strategies you can use, here are some of them in action:
Shopify takes the simple approach to social proof.
They share logos of well-known companies that use their platform and a text-based testimonial to drive it home. While they could feature hundreds of businesses and testimonials, sometimes keeping it simple is just as powerful.