The page that a user lands on from Google (or another search engine) holds a high level of valuable and you should be doing all you can to make small changes to ensure that your landing page is the best it can be. Even making little tweaks can have a direct impact on your conversion rate, so it is important you make the necessary landing page changes.
It is very difficult to give a standardised rate for what constitutes a good conversion rate. Different industries have varying standards and averages when it comes to conversions, so you should conduct research and ask your chosen SEO company in Sydney about the industry your business operates in.
No matter the conversion rate you are aiming for, making optimised changes to your landing page is a must and conversion rate optimisation should be a consideration every month. At the end of the day your website is there to try to convert a user into a customer, so without a proper strategy you could be losing out on a heap of potential clients.
Have a look below at some of the ideal changes you could make to your landing pages in order to improve your conversion rate:
If people are going to purchase something from you it is important that you include as much information as possible. This is especially the case for e-commerce sites where there isn’t an option to view the physical product.
In particular you should be looking to add more information in the “basket” section of the website and in the call to action (i.e. “add to basket”). This allows for a more streamlined process as a user can add the product to their basket in one step and still feel happy with the information they have received about the product – they don’t need to go to the individual product page.
Be sure to keep the information factual and to the point. Provide details that are necessary and helps the user overcome the barriers of purchasing. With this tactic in place, it is hoped it will help to support sales, ensure the user acts sooner as well as improve the average value of an order.
Testing is one of the most important things you can do want making changes to your website. It is a good idea to make a few changes, track how those changes make an impact, then make different changes and track again. See which changes had the more positive impact on conversions and move forward with those.
This is essentially called A/B testing and it can certainly help to ensure you have the most effective changes implemented on your landing pages. One of the most important aspects of your landing page that you should be looking to A/B test includes your call to action button.
Things you should be looking at in relation to your call to action button would be how many you are looking to include on the page, what colours would attract the most clicks, what words you could use as well as the actual placing of the different call to actions on your page.
This is something fairly new but it is certainly worth taking a serious look at. Live chat can help a user get the information they are looking for in real time which can result in them making a purchase decision even faster.
These days chatbots have a much higher level of effectiveness and can answer more user questions in the correct language. Most importantly, a potential customer can talk to these chatbots 24/7. If a user has more serious or complicated questions, they would have to talk to an actual person who can help.
You need to make every page feel like it is individually appealing to each user. When you are creating content you need to ensure it is produced with the user in mind. Also think about usability, is it easy for a user to find what they are looking for?
Headings are an important part of your landing page because they tend to be the first thing a user will read. This is another area of your landing page in which you can try A/B testing. It is important that you don’t let your headings become overused or stale, which is why it is important to change it up on a regular basis.
Sometimes a user will be in contact with your business but not ready to purchase straight away. You should therefore always be looking to keep a track of all your leads and take some time to get back in contact with people to see if they are still interested in purchasing something from you.
There has also been research conducted by MarketingSherpa that suggests a 45% increase in return on investment when a business spends time taking care of their leads. You leads are truly valuable and you should have a strategy in place to turn them into customers.