How can landing pages increase conversion rates, and why should we optimise landing pages? Marketers and business owners alike who have reaped the benefits understand that optimising landing pages has the potential to turn casual visitors into loyal customers.
This article explores how to transform casual clicks into meaningful conversions by optimising landing pages.
What is Landing Page Optimisation?
Landing page optimisation involves refining and improving elements on a webpage to boost its performance in converting visitors into leads or customers. It’s a strategic process encompassing various stages to guide users seamlessly from initial attention to final action.
What’s a Good Landing Page Conversion Rate?
Determining a good conversion rate for a landing page can be subjective. According to our survey, opinions vary. About 23% of respondents believe a good conversion rate falls between 21-50%, while 20% think it’s between 3-5%. Web and landing page conversion rates fluctuate across industries, so benchmarking should be industry-specific.
How to Increase Your Landing Page Conversion Rate
Let’s explore the process of landing page optimisation using the AIDA marketing model. AIDA is simply an acronym that describes the four sequential stages of the decision-making process a user undergoes within the conversion funnel.
- Attention
It’s extremely important to capture the attention of your visitors. Make sure you craft a compelling headline that sparks intrigue without sacrificing clarity, but remember, less is often more. Draw inspiration from sensationalist headlines that grab attention while aligning with your product or service.
- Interest
Incorporating multimedia elements, such as videos, significantly increases interest. Videos can boost dwell time and trust, as most people prefer to watch a video over reading written content. Adding a video on landing pages has been shown to increase conversion rate by 64 – 85%. The use of videos in the ‘interest’ stage of the AIDA method can be a game-changer, making your landing page more engaging and persuasive.
- Desire
This is the stage where we emphasise how your product or service fulfils the needs of your visitors. It’s a good idea to highlight the features or benefits of your product or service in some cleverly crafted copy that entices visitors. You’ll need to clearly state how taking the desired action will enrich their lives.
- Action
We may start to notice significant buy-in from your visitors, and can now guide them towards the final action, using a well-constructed call to action (CTA). Use trigger words that indicate the action, without hurrying the user into commitment, and highlight the benefits one last time to once again communicate the value they will gain.
Landing pages that convert
From capturing attention to inspiring desire and facilitating action, each stage of landing page optimisation plays a pivotal role in increasing conversion rates. By understanding the dynamics of the AIDA model and implementing effective strategies, businesses can transform their landing pages into powerful conversion engines.
At Yellowball, we understand the importance of a well-optimised landing page! We’re a web design and development agency based in London, UK. Contact us today and find out what we can do for your online presence.
