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Tips on how to convert website visitors into customers

Tips on how to convert website visitors into customers

If you are here you probably know how to create promotions and enhance the traffic of the website. However, you still do not know how to turn visitors of the website into loyal customers. Be sure, you are not the only one who have this issue. Many sales teams, owners of online businesses, and vendors face similar problems. 

According to Google Analytics, consumers can be either curious or inpatient or demanding. 

In the first case, before buying any stuff, the customer will check additional information on the product. This way they protect themselves against any mistakes and losses. In the second case, with the internet and smart era, humankind has less and less time to go shopping or request certain services. These days saving time is crucial for successful people. In the third case, we have consumers who are used to a certain level of quality and personalization, thus they will not visit websites once again if they do not have such options. 

So, these three types drive all types of engagement with your business. On your side, you should decide which type of customers you would like to see, or you already have. Only then you can build a smooth and effective experience for customers within your website. 

Thus, start with these 10 easy tips to improve your website:

Contents

1. The faster the website, the better for your business

Nothing works better than fixing the performance of your website. These days customers need quick solutions and solid background of the product they purchase. Well, the main reason for such behavior is the hectic world we live in. 

Radware conducted a study that showed 51% of online customers in the United States are likely to leave purchase unfinished because the online shop was running slow. Moreover, if your website has a one-second delay it lowers the level of sales by 7%. 

If you wish to improve the performance, try working with a content delivery network (CDN). The tool has free and paid versions, however, the second option is not very expensive. Thus, if you want to use it to the fullest, try investing not only time but also money in it. 

There are several other reasons why you should make your website as fast as possible. Quick reaction improves ranking on Google, increments views, and improves customer experience and enhances conversions. 

The importance of website performance 

No matter how good your website’s content is, as long as the content doesn’t load quickly your visitors will stay as visitors and you can’t convert them into long-term customers. 

The amount of effort you put into developing your features and creating content can go unseen if your website loading time takes more than a few seconds. Statistics show that users expect websites to load in under 3 seconds, otherwise they move on to another website with familiar content. 

So if you own an online business or are considering e-commerce you should pay significant attention to website performance to succeed. 

Website performance should be a seamless experience for users. If your website performance goes badly it can result in your content being inaccessible. Even though website performance’s definition is subjective between developers, designers, and users, the final opinion that matters the most belongs to users. The best website performance experience that you can provide is in a way that your users don’t even notice. 

Your website performance is the first factor that your users are going to interact with when visiting your website. The page speed of your web page is significantly important since it’s going to determine whether a user is going to browse a website or not and has a direct impact on your website’s efficiency. 

Even Though website performance is one of the most emphasized factors when talking about website development, publishers tend to forget about its importance and impact on user experience.

Website performance and UX

As we mentioned earlier, website performance has a straight impact on the user experience. The first encounter about the website performance that might have an impact on your user experience is the simple attempt of users trying to reach your website’s content. 

Since it’s a competitive digital era, you need to have a competitive edge to succeed. You need to provide the website performance in a way that your users don’t find the need to hop on another website aka your competitors. 

Picture this, a visitor can try to visit your website, however, your loading time is taking too long or it doesn’t work fully. Therefore your possible client can even reach your product list let alone purchase anything. This lowers the chances of converting more users into clients which is contrary to the goal of this article. 

As mentioned earlier, users expect websites to load in under 3 seconds. This means that if a website, no matter what its content is, takes longer than that to load the traffic rates will decrease noticeably. 

You might have worked so hard on your content and made it interesting for users, or you might have an excellent website design. However, having poor website performance can ruin all your efforts since users tend to abandon the website if it loads slowly. Additionally, you should know that most of the traffic comes from smartphone browsers and slower connections and you need to optimize your website performance in a mobile-friendly aspect as well.

SEO and website performance 

Your website performance can have a direct impact on your search engine optimization rankings as well and it’s something that usually slips the publisher’s mind. 

Most search engines such as Google consider website performance and speed as an important part of their ranking algorithms, especially Google that makes sure to consider this factor in each algorithm update. 

The slower your website, the more your website won’t show up in the search results and in other words, slow website performance penalizes your website and if you provide good speed for your website you will be rewarded and seen. It’s a reasonable approach since the job of search engines is to bring up the best results for users. 

From a user’s perspective if you search something on a search engine and the results they bring up always take more than 5 seconds to load, the possibility of you getting frustrated and trying switching to another search engine will increase. 

Therefore, providing high-quality website performance is one of the important factors you need to maintain to succeed with search engines. 

Another point worth mentioning is the impact website performance has on the success of your e-commerce business. If the shopping experience of your users is slow and unpleasant they probably will not come back. So you need to optimize your website in a way that your visitors will be able to browse through your products, choose a product to purchase, and go through the paying process without any trouble.

How does website performance affect your brand?

Website performance has a direct impact on your brand awareness. As we mentioned earlier, your website loads must fast and the shopping process to be smooth. 

Your website needs to offer fast-loading images, content, and elements no matter the purpose, it can be a business website or personal blog. Either way, you need to offer fast performance to protect your brand. 

Your website loading time is the first interaction users get from you. If they sense that it’s slow and has poor performance they might decide that your website isn’t worth it and move on to their fastest option. 

In other words, we can say that your website’s performance reflects your brand. As we’ve said before your website’s performance is your first impression with users and first impression matters. A slow-performing website frustrates users and creates a sense of distrust and lack of professionalism. Therefore, your visitors’ perception of you becomes negative without even having a chance of proving yourself with your content and features since they don’t load! 

Website performance and conversion rates

To determine the connection between website performance and conversion rates, we need to know what conversion rate is in the first place. Conversion rate is the rate of users doing a specific action like reading content or making a purchase on a website. The action you measure depends on the nature of your business and what your goal is. 

If your website performance improves your conversion rates improve as well. As we mentioned, visitors expect websites to load in under 3 seconds, if not they might leave your website. The loading speed is one aspect of website performance, your website’s reaction to user’s interactions should be quick as well, otherwise, you might lose the trust of your users. 

You need to offer quality user experience and accessibility to users if you want to create a website that attracts good traffic. You need Javascript, HTML, and other programming languages that include files like videos and images. The way you choose to build your website can have a direct impact on your website performance which leads to conversion rates. 

Your website’s speed directly impacts your rates, sales, SEO rankings, and customer satisfaction. Statistics show that websites that offer high performance and speed are more likely to get traffic and engagement. The more users leave your website without returning the more your rates drop. Reduction of the data that exchanges between the two parties reduce the costs as well. Also considering reducing the size of Javascript, CSS, and HTML can be a good option.

Tips on website performance improvement

So in the above paragraphs, we talked about the significant importance of having a good website performance and how it can affect your brand’s reputation, your website’s SEO rankings, user experience, etc. many users have access to high-speed internet connection and wait for websites to load is senseless to them. This has significant importance for WordPress websites. 

The looks of your website are nothing without a fast performance. The bright side is that there are several ways of improving website performance and if you start implanting some of them on your website our website’s performance can boost. In the following, we’re going to take a look at some tips and tricks of website performance improvement. 

Stay away from landing pages redirects

Landing pages used to be recommended for creating a mobile-friendly WordPress website since being a mobile-friendly website adds to having a better user experience and can be beneficial for your search engine optimization rankings. You need to plant the landing pages to guide users into a mobile version of your website and convert them into a cacheable version for speed. 

These days, however, the use of mobile browsers is way more than desktop versions and it doesn’t make sense to create several versions of your website. But what do you need instead? You need to create a mobile-friendly website that covers various resolutions and is scalable. 

Avoiding redirects as much as you possibly can is a wise choice. Redirects work like hoops. Every time a user crosses a redirect it will slow them down. Therefore, it’s best to reduce them and reach them to the least amount possible. This will lead to faster loading time for your website and additionally boosts your website performance which has a direct impact on your conversion rates as we mentioned.

Control your browser caching

One of the most important factors to keep an eye on when trying to improve your website performance is browser caching. It’s critical for your website’s speed and doing it correctly can boost your loading time. 

So what does it mean to control your browser caching or enable it? When we talk about leveraging browser caching we mean to ask users to store some of your website’s static files for a temporary period. So how does this help with my website performance? This way users don’t have to reload your website from the beginning. They don’t have to fully wait for your website to load every time they return to the website which means your website will load faster for visitors that have already stored your website’s static files. 

There are various ways to leverage your website’s browser caching especially if you own a WordPress website, and it’s something that we recommend for better website performance.

Your hosting provider is important 

Your hosting provider has more impact on your website performance and loading speed than you think. The website performance and speed can vary with every hosting provider. 

It’s clear that if you use a web host that is being shared you will receive a slower quality for your website speed compared to advanced plans that offer specific features for their clients and have their own personal server. 

So if you want a good website performance you are going to need to choose the best hosting provider you can. You need to do your research and compare different providers’ features and prices, and alongside all of that, you should read lots of reviews about every provider that you are considering. 

Even if you choose a good provider you can suffer from the loss of quality along the way, therefore, it’s alright to change providers if you feel like it isn’t the right match for you. 

Image sizes optimization

High resolutions and heavy graphics can impact your website performance and slow down your speed so it’s best to compress your images. For instance, it’s common for websites to use images with 2× or 3× resolutions for better quality display on screens, however, if your users aren’t on a HiDP display this might increase the loading time for users since the bandwidth is wasted mostly for mobile users or slower connections. 

You should use responsive images and offer multiple image sizes so the browsers have options to choose from based on the user’s screen size and resolution. 

Once made sure about the resolution’s effectiveness for all types of devices you need you can go on and optimize your image sizes. Additionally, don’t forget about the file’s type as well, for simpler graphics go with PNG files and for images with colors JPEG works the best.

Domain name lookups

Your browser looks up the associated IP address using DNS every time you enter an URL. This usually happens quickly but if there’s any third party involved it might take longer to load. 

For instance, let’s consider that your website might use multiple Javascript libraries that are hosted within external websites. For this example, you need to include the libraries’ URL into your HTML. your users’ browsers must look for all the URLs in these libraries every time a user tries to visit your website.

Let’s take a look at some methods that can help you reduce the number of DNS lookups:

  • Activating DNS pre-lookups on your website
  • Use a CDN or Host third-party resources on your server
  • Delay loading of non-critical JavaScript files

If you offer a third-party host or resources on your website you can make sure about the fact that every file that your users load, is coming from a consistent URL or source. Most libraries provide a way that you are able to copy the files and be the host of them on your server. 

You can even run a speed test for your website to see how it’s going to be affected by third-party scripts. By using the right tool checking a URL only takes a couple of seconds to analyze. 

Content delivery network 

On the majority of hosting types, your website is on a single server with a determined location. When a visitor tries to reach your website they need to connect to that specific server and it might lead to bottlenecks. So how do content delivery servers help? Content delivery networks are a bunch of servers that keep copies of your website. Meaning that if your website is based in the US you can also use a server that is in Europe or around the world. If someone from Germany tries to reach your website they can visit your website through the Europe servers. These networks can reduce the loading time for international users and your server loads. 

Time to first byte

Try to minimize your time to the first byte. Time to the first byte is also known as TTFB and is referring to the time that the browser is taking to receive the first byte from the server. Time to the first byte can be impactful on your website’s performance but it’s often known as a server-side concern. As we mentioned it can play a huge role in our website performance, therefore, it’s best to take some steps for its improvement:

  • To have a better CPU and more memory it’s best to spend some money on upgrading your server hardware, this might not seem much but it goes a long way.
  • Another good step is to optimize your server’s application in a way that loads the pages faster. If you’re using a server framework it might have some information on how to do it. 
  • Another good optimization for better performance will be optimizing your server queries database or shifting to another one.

If your time to the first byte is below 200ms it’s in good shape, 200 to 500ms is a normal range but if you have over 600ms you need to check that out. 

Plugins 

One of the things you can do to have better website performance is to reduce the number of plugins. So what are plugins? We can say that they are reusable functions that their common use is in content management systems and pre-built platforms. It provides owners with extra features, for instance, they can leave comments on blog posts. 

Every plugin might load its additional CSS or Javascript files. Also, some of the plugins might impact the time to the first byte of the website which will directly affect the website performance and its loading time. We recommend that you only use the plugins that are a necessity.

2. Highly Engaging Content Matters

There is a difference between creating some content and creating highly engaging content. If you build it only for the sole reason to better the ranking of your website in search engines, it is not a bad decision. However, search engines do not buy your products or services. Who does it? Of course, the customers. Thus, try to change tactics from creating posts and other media for the high ranks to creating content for the target audience. 

However, how to make it more engaging and targeted to your customers? There is a simple list of questions that can help in this matter. Among these questions are: 

  • Is the tone of voice and content in general engaging?
  • Is the content readable?
  • What about its structure and layout?
  • Do you personally enjoy reading your content?
  • Is it informative?
  • Do you include call-to-action (CTA) buttons after the content, so that customer will share or click? 

Imagine you create this content for someone important in your life, thus, high quality should be always part of your strategy. Create content for people and not because you have to. Try to create content that would feel like you speak to a single person, ask customers to comment or respond in any other way possible, and add real data, images, infographics, videos, etc. 

Popular types of engaging content

Another way to boost your conversion rates is by creating engaging content. Here we’re going to go through some ideas for you to create content for your website and engage your users which leads to higher conversion rates. 

But when it comes to creating regular content, we tend to run out of ideas and have some doubts about which type of content to create.  

The content we need to create needs to be outstanding and the format of the content is an important factor as well. Creating outstanding content from your competitors is the thing that’s going to provide your website with higher conversion rates. 

Your content needs to attract users, so don’t stick to creating blog content only and create types of content that engage your visitors and make them stay on your website.

In the following, we are going to talk about the most popular types of content creation for websites:

Videos

Since the rise of youtube, one of the most effective types of creating engaging content is creating video content. Video content still has a significant place for users even in 2021. It’s safe to say that video content creation is the most popular type of content between users. 

You can see that popularity by looking at the most popular platforms these days such as Instagram, TikTok, and of course youtube.

Video content creation comes with its benefits, in the following let’s take a look at some popular reasons for creating videos for your website:

  • Users can share videos by uploading them to other platforms and if you show some cross-platform online presence your videos can bring more users to your website
  • You can call it multimedia, videos can create a balance between visual content creation and audio content as well 
  • It can support your other content as well, for instance, it can help you support your written content or other types of content
  • If you also offer a transcript for every video it can be a supporting factor for your SEO plan as well.
  • And finally, it attracts users through engagement and the shares your videos get.

Personal research 

Another type of creating website content is by offering deeply researched and well-thought content to your audience. What does this mean? Creating content that is backed up by facts and original research is one part of it, but offering the research in your own words and making it fun to read is another part of the bargain. 

You need to create your content in a way that no other competitor offers and when we say personal and original research it’s because your content needs to be unique for your website and nowhere to be found. 

If this type of content creation is done correctly it can bring engagement, backlinks, shares, and leads to your website. Therefore, you need to make sure that you do your research right and your website is the only place that users can receive this information. 

Personal research can appear in many forms such as interviews, whitepapers, case studies, experiments, etc.

Authority content in a brief

So, what’s authority content and why do we use it? Authority content is a type of content that focuses on your brand and how to build credit for it. The credit that we’re talking about here is also known as topical authority. 

Authority content makes it possible for your website to stand out, increase traffic, have backlinks, and well-designed authority content.  Authority content is something that Google looks for and improves your SERPs.

So what type of content is considered authority content? Let’s take a look at them in the following: 

  • Offering type of content that users can’t find on other websites and providing knowledge that is focused on a specific topic
  • You can cover a topic in a detailed way and don’t forget linking throughout the article
  • Linking extremely credible sources and studies is important as well 

Personal takes

Everyone has their personal opinion and takes on different matters. Your opinion might be more valuable than you think. 

Some platforms allow people with open minds and business ideas to share their opinions, for instance, Huffington Post and Medium are the platforms you can count on. Posting on these platforms can also bring your domain’s credibility and put your opinion in the limelight of a large audience. Posting on these platforms can also be a good backlink for your website. 

Writing an opinion piece and having an unusual take on something can help you create a reputation for yourself.

Ebooks

In the past year, around 20% of book sales came from Ebook sales. However, we don’t usually consider Ebooks when we are considering content creation ideas and it doesn’t get the attention it deserves. Ebook creation is much easier than creating printed books and if you think ahead and have a marketing strategy for it you can reach more audience than you estimate. 

Tutorial content

Instructional content and how-to content are still the typical type of content among users. Creating tutorial content is a great way to engage your audience with your content and create a special bond with your brand for your audience. 

How-to content builds trust between users and your brand, how do you ask? Creating tutorial content not only familiarizes users with your brand but also solves a problem that they might be experiencing which is a satisfying user experience.

You aren’t bound to one format of content creation when it comes to instructional content and you are free to use videos, written content to help with your SEO, infographics, etc.

Don’t forget trends

Every content marketer enjoys the clout. The thought of going viral is a dream for every content creator, however, the way of going viral is important as well. Statistics show that the possibility of your video going viral is 1%. 

However, in this digital era, any type of content can get viral. You should take your steps carefully when trying to go create content towards trends, and there are some steps that you can take to do so:

  • Try to engage users feelings 
  • Make the content interesting and always add a twist
  • People expect viral content to be quick so watch your length
  • Be updated about your industry and don’t forget social media presence

Tips for creating engaging content

Your website’s content is the factor that is going to help you stand out among other websites and it’s important to keep your content engaging. In addition to having engaging content, it’s also important to post regularly. But when you start creating content you also need to keep it fresh and interactive. Another important factor is to make your content in a way that visitors come back to your website.  In the following, we’re going to talk about some tips and tricks for creating better content that engages your users to reach a better conversion rate:

Get familiar with your audience 

In this online world business owners have the ability to get to know their audience better. It has significant importance for your business to have an online presence on social media such as Instagram, Twitter, Facebook, etc. since it can provide the opportunity to be seen as an interrupter or blogger and have a closer relationship with your audience’s interests and interact with them more often. 

You have the chance to answer their comments through comments or direct messages and post engaging content on your social media as well as your website, the relevance of your posts is a matter of importance.

For instance, you can post something a little like the picture of your pet, this will help your audience to relate to you and engage with the person behind their online shopping or experience better.

Be a storyteller

Be real and tell stories that are real as well. One of the best ways to interact with a certain type of customer is by telling stories and sharing content that matches their expectations. Most customers want to know about how your content or product created a change for actual people. 

You can start creating content and tell the story of your brand and what led you to start your line of business or your blog. This way you can engage your audience emotionally since you are showing them a personal touch. 

You can also share your stories on your social media since social media has a direct impact on users’ liking of you and it’s more engaging these days. 

Most people interact more when businesses share stories about their customers, interesting people, or even the founder of the business. To make your social media more engaging this is a useful and proven tip. 

Valuable content

If your brand is considering raising its engagement, you should put your focus on creating content that matters to your visitors and is related to your website. This is significantly important because there’s a good chance that your casual visitors become your customers.

But to reach more engagement from your visitors you need to maintain and create your content in a way that raises the value of your offers. Now you can use any type of content creation method that we’ve mentioned earlier, such as video content creation, graphics of your website, interactive images, etc. 

You need to make your content valuable for users when a visitor goes through your website they’re estimating whether your content is worth their time or not. And you also need to make sure that your content doesn’t focus on general subjects only and focus on the interests of your target audience. If the content you’re offering isn’t helpful for them they’re likely to don’t come back.

However, if you create more targeted content and keep on adding to their knowledge, your target audience is more likely to come back to gain more insight and use your brand as a reference. 

This is a great opportunity to turn visitors into leads since you’re offering free and precise information to visitors and you can turn them into leads and maybe even customers.

Emotional connection

If you want to reach out to your audience you can do that by relating to their emotions. You can share your emotions as a brand to show them they can overcome their difficulties. Showing emotions can take your business a long way since it builds trust in your users. 

Your content might check all the boxes from great grammar, being smoothly written, and talking about a great topic; however, if your audience doesn’t relate to it emotionally the boxes won’t matter much. Therefore, your content needs to be emotionally engaging, and this way your users will be attached to your brand and what it has to offer. 

Let’s take a look at some ways that you can emotionally engage your users:

  • Support your research with facts and be analyzing, there are two possible outcomes from this type of content, engaging users that are on the same page with you and engaging users that have a different view. In both ways, this will be a debating content which users with different views will be putting their insight on and therefore, your engagement rates will rise. 
  • Talk about issues that might have affected your audience in a painful manner or even yourself and employees. You can share stories with their consent and people will sympathetically react to them. 
  • Discuss a certain problem that a target audience might be facing. If you offer solutions to the common problem of a certain group of people this will attract users who are facing the issue. 

Plan your content 

You need to have purposeful content to raise more engagement. Your content needs to be influential and attractive, and have the ability to turn leads into customers. You need to make sure where your content is headed before creating it and specify your intentions of the created content for your brand. You also need to know who your content is targeted to. After recognizing these two factors you need to go on to work on your visual elements since you know what you need to look more appealing for your audience. This way your design is also targeted and visually pleasing for your users and supports your content. 

This will send your message to your audience and thoughtful content is more impactful on your audience. You also need to make sure that you’re creating content for the right audience. The content and audience need to work with each other. With that being said your strategy matters.

Highlight your strengths 

It’s best to focus on your strengths when it comes to creating content for your website and social media such as Facebook and Instagram. If you have a strong point make sure you will use it while creating content to attract your audience. You need maximum attention on every platform you’re creating content for so it’s best to focus on the things you know best. For instance, making video content and live streaming isn’t the best type of content creation for people who are camera shy. You can try written content if you feel like you can connect with your audience that way and make them emotional. But if you feel like your writing abilities aren’t going to cut it just use video content instead. Infographics alongside memes have gained a lot of popularity these days and have a good impact on increasing engagement between the audience and the brand. 

Alongside any method of content creation that you choose and are good at, you need to show consistency. Therefore, when planning your content creation strategy make sure you put your hands on something that you can go on with long-term. Regularity of content helps users to gain trust in your brand.

3. Think about marketing offers

If you hear it for the first time, we are going to explain this notion for you. So, a marketing offer is a piece of content that you provide to your prospects. This content will be free if they give some information about themselves in return. 

This feature is not only about creating new loyal customers but also supporting the old ones who were with you for some time. So, these offers can be guides, e-books, webinars, white papers, videos, templates, coupons, case studies, free tools, etc. 

However, before making such offers, remember one thing. Always be convinced that the offer will be concerned with the products or services that you provide for your customers. 

What are marketing offers?

In a general description, a marketing offer is when a business or brand gives a valuable service or item in exchange for users completing their form that is linked through a call to action button. Based on the side that is offering it can be anything from an Ebook, free subscription, coupons, podcasts, an application, or anything without having a cost.

You can put marketing offer CTA buttons for different aspects of your website, this way you can target other audiences as well. If you guide them through the process and navigate them to CTAs they’re more likely to trust you with their information. Coupons can be a tempting offer for someone with less interest. The amount of marketing offers you can put out there is countless, but ensure the quality of each offer. 

Even if you don’t have direct advertising for your website, there should be something that covers the offer and business relationship and adds subtle value. If you’re going to attract your users it’s best to get done in a way that it’s related to your business. Your business model and offer should be specific to you and not a competing one. You should focus on the highlights of your business model and point it towards the target audience. 

A good marketing offer must be low pressure on users, helpful, and general. If your offer contains these aspects your sales are likely to get promoted. 

Why do you need marketing offers?

Now that we have an insight into the nature of marketing offers, let’s take a look at some reasons you might need marketing offers for:

  • With marketing offers, you can take a look at your potential customers’ profiles together, and you can estimate the popularity of certain types of content and whether you should switch.
  • The value of the offer you’re making can make a direct impact on the amount of information your visitor is going to give out. A visitor isn’t simply filling out a form because they want to and they can play it very safe.
  • Make sure you keep your end of the bargain. If you do as promised and give your visitors the offer you’ve promised they’re more likely to take another visit to your website so that they can learn more about your brand and it can highly affect the trust of your users in your brand. 

Visitors that participate in your call to action are vital for you. A simple analysis isn’t going to give you information about the requirements of the people that are searching for your website. Your marketing offers are very important when it comes to converting visitors into leads.

4. Design an impression with an effective landing page

A landing page has become an important part of successful interaction with customers. So, if you want to make a good and productive first impression, think about the landing page. Let alone, It is the first thing the customer sees. Thus, the landing page should exist only for one reason and not for some random information, you also would like to see on your page. 

A landing page has a certain list of solutions that will help you create effective and engaging interaction with a new customer. Among them are: 

  • creating a headline that will be detailed and engaging;
  • hiding all links and menu;
  • giving a clear explanation on offer with great visuals;
  • giving more place for advantages rather than features;
  • adding real or related to the topic image, video and animation;
  • making a length of form related to the value of your offer;
  • adding social media buttons.

All in all put as an aim at least 20% of the conversion rate for your landing page.  Remember that you can always contact us and we will provide you with high-quality web design.

Tips on creating better landing pages

Landing pages are crucial elements for converting your website visitors into leads and eventually adding to your conversion rates. Without landing pages, the lead process becomes much more complex for developers. 

These pages provide the opportunity to lead the audience into targeted pages that are meant for getting leads on visitors at a higher rate. By using landing pages you can get your visitors to focus on a specific section or feature of your website. 

So as we go further we’re going to take a look at some tips to create effective landing pages for your website and get your visitors to leads

Use elements to gain trust 

It’s not easy for all users to share their personal information, especially with the rise of spam that we see these days. Therefore, users tend to resist a little bit when it comes to filling out forms that contain questions about personal information. 

Okay, but what’s the solution? How can you help your users to trust you? Well, the short answer to this question is by adding some features, but what kind of features? So let’s take a look at some features that are going to help your users to share information and give them a sense of trust:

  • Share your other customers’ stories. You can add your customer testimonials as a feature. This will help you scale the social proof and people can hear from other people in the same situations that your business or blog worked for them. And you can be specific about it, meaning that you can focus on particular content or product and put customer testimonials about it.
  • You can also add a privacy message, in this message you can link your customers to your privacy policy and assure them that their email addresses aren’t going to be sold or shared by anyone. 
  • The final point is that if your form includes sensitive information make sure you will add BBB rating, certifications, and ensure security. This way your users will know that their information is safe with you.

Landing page heading and CTA

You need consistent and regular messaging when it comes to the headlines of your landing pages and call-to-action buttons. Users are likely to lose trust when they see that the CTA that they’ve clicked on based on a free offer leads to a landing page that doesn’t match their expectations. 

Another scenario that might lead to users losing trust is that the headline of your landing page doesn’t match the CTA button that they’ve come for. This will confuse users and make them wonder that the linking might be wrong. 

So what you need to do is to make sure there’s no room for users to get confused and always, and we insist on always, matching your landing page headlines to your CTA button in a way that users get what they’ve promised. 

Core elements of a landing page

As we mentioned, landing pages are also known as lead capture pages. Their job is to help with the process of converting visitors into leads, but how? This process happens with receiving and collecting contact information from the said visitors or by completing certain transactions. 

Now for this process to happen you’re going to need to stick to some basic but vital steps of creating a landing page, in the following we’re going to take a look at the said elements: 

  • So the first component that a landing page needs is a headline, you can add a sub-headline if you feel the need but it’s optional.
  • Make sure you will provide a brief description of the offer you are giving and ensure that the description highlight’s the value of the offer
  • Another important element for any landing page is images. Make sure you upload at least one supporting image on the landing page. 
  • This element can be optional but we strongly recommend it, providing supporting components such as security badges or testimonials.
  • Last but not least is a form. This form has significant importance since you’re going to use it to capture your users’ information.

Keep it simple

You’re probably on board with this sentence: less is more. So when you get to the point of designing your landing page and placing your elements, make sure you stick to this sentence and keep the page minimal. 

But what is the reason for insisting on keeping a simple approach? Well, when a page contains too many elements and in other words is cluttered, users can easily get confused and distracted from the certain element that you’re trying to capture their eye to and it might get overwhelming for your users. So instead of doing too much, you can use your white spaces and keep your written content and visual content aka the supporting image that we mentioned above, simple as well.

Handle the main navigation

It’s a necessity to keep your visitors on your landing page. This means that you need to minimize the number of pages that enable users to move about your landing page which leads to much less distraction for your users. 

We call this distracting process the lead generation friction. With the lead generation friction, people are more likely to leave your web page before converting to leads. Therefore, the step you need to take to reduce the amount of your lead generation friction is to remove these mentioned links and the main navigation of the website. It’s the easiest solution for this problem.

Be descriptive about the offer value

As we mentioned, having a description on your landing page is important. It’s also important to highlight the golden points of your offer in a paragraph or bullet points and don’t settle for listed descriptions only. You need to show your visitors what’s compromising your offer from others. You also need to make sure your description’s wording is convincing enough for your visitors to download. 

Another point worth mentioning is emphasizing how your offer can help with a specific problem that users might be facing and make it attractive enough for your target audience to convert into leads.

Increase of landing pages

Statistics show more than 50% increase in leads when the number of landing pages increases. Therefore, it’s best to create more content, landing pages, and make more offers to increase your chances of converting visitors into leads. 

Creating more landing pages means that you need to create more targeted content as well, so that helps you to approach a variety of target audiences which is going to convert more visitors to leads. You can use simple landing page tools to create more landing pages, create more offers and maintain your current offers in a more targeted way. We will talk about landing page builder tools later in the article. 

Social media shares

When building your pages, don’t forget to add social media sharing buttons so that your visitors can share your content and offer it to others. Share preferences change with every user, so make sure you cover every surface for instant, make sure that you add an Email sharing feature as well as other social media. Also, to avoid overcrowding on the page, add buttons for social media that your target audience use instead of links. Maybe your target audience won’t become a customer of yours, but there’s always the possibility that their inner circle will. 

Necessary information only

In summary, the fewer fields you have on your form the more converting you’re going to get. This doesn’t mean that you shouldn’t get enough from your audience. You should receive enough information from your users that you can use to convert them into leads. More fields mean more time you will take from the visitors which might cause them to leave. 

Even though more fields give you more information for getting specific leads, you should test your ground for yourself. If a visitor completes a form for your offer this means it’s valuable for them. 

Rich media

You can make your landing page eye-catching by using rich media. But what does using rich media mean? Using interactive images, GIFS, videos can be considered as using rich media for a landing page. Even though the page’s design isn’t really considered an important element of a landing page, you can definitely use a good web design for standing out. Design can be helpful to attract your visitors for downloading your offered content. 

Clickable submit buttons

Another effective and simple way to increase your conversion rates is not using the direct word of submitting as your form button. Using the exact word of submit seems too compelling. So what can you use instead of submitting? You can use buttons that remind visitors of the benefits that your offer’s gonna bring to them. Make sure your buttons are bold, big, and colorful and represent a button in a clickable way.

Make it short

People are likely to don’t fill out a form because it looks like it’s going to take a while and it’s long. Adjusting the form’s style helps you to make the forms with a lot of fields shorter. One way of doing it is by reducing the spaces. Another way is to move the titles to the left instead of the middle. So if your form appears shorter it might look like you don’t need that much information. Make sure you add smart fields as well, this will help the visitors who’ve already been on the page to fill the form faster.

Landing page builder tools

Considering how important building a page is, at times we may face some difficulties in designing and creating the outcome we have in mind, especially when we’re hand-coding our landing page or using a CMS such as WordPress. This is where page builder tools come in handy. From making tasks quite easy for us to options that we never even thought of are what builder tools can help us with. Here we introduce 5 of the top builders available on the web-based on the type of landing page you may be looking for:

  • If you’re focused on making free landing pages, Carrd will be your first choice. 
  • If you’re a small business owner with a budget, Unbounce is a great option.
  • If you lead a driving email newsletter signups, then ConvertKit is an amazing solution.
  • If you’re looking to sell products on a landing page then Leadpages will help you sail along.
  • If you love campaigns, competitions, and giveaways, then KickoffLabs will be your pal.

Carrd

Let’s start by taking a look at how free it actually is. Carrd lets you make up to 3 free websites with basic features with a .carrd.codomain; after those, their first plan starts at $3/year for Pro Lite, which unlocks more templates. To access Google Analytics, custom domain embeds, and forms you will have a $13/year starting point. 

Now that price tags are cleared out, let’s dive into what Carrd presents. Most of its features are really easy to use and quite simple. Many of its themes allow users to move their items in a restricted up and down pattern to reorder them, which may be a bit confusing to some, but

you can easily start designing what you want without paying anything with its core features and only sign up when you’re done and ready to publish. 

Unbounce

Having Artificial Intelligence as help isn’t something that can be found everywhere, Unbounce helps you to promote your business online with marketing powered by AI. Their Intelligence™ platform allows you to quickly optimize campaigns that get more of your visitors to take action. 

You can effortlessly build what you want from pre-optimized landing pages or use your knowledge with the AI to create a campaign that gets you results. Smart Builder allows you to create high-converting, mobile-optimized campaigns in a snap by asking you what you intend to use the page for, and their Smart Copy protocol helps you to never start from a blank page again. You can immediately write, remix, and expand on-brand content. 

You can also improve your conversions automatically, meaning that without all the difficulties and complexities that you are familiar with, visitors can be sent to their best-fit landing page and will get you up to a 30% lift in your conversion rates. 

Unbounce provides a range of solutions based on your needs and categorized by use, they provide services in eCommerce, SaaS, Agencies, Professional Services in their ‘Industry’ section and PPC, Social Ads, Email Marketing and Lead Generation in their ‘By Use Case’ section.

Their planning offers a wide range of features, but all of them include Smart Builder and Classic Builder, Unlimited Landing Pages, Unlimited Pop-Ups, and Unlimited Sticky Bars. 

They have 3 plans: Launch, Optimize, Accelerate.

Launch; which starts at $81, supports up to 500 conversations and 20,000 unique visitors but is limited to 1 domain and 2 users. Optimize; starts at $122 and supports up to 1,000 conversations and 30,000 unique visitors and supports 5 domains and an unlimited number of users. Accelerate; starts at $203 and supports up to 2,500 conversations, 50,000 unique visitors, and supports 10 domains with an unlimited number of users. 

ConvertKit

Convertkit mainly focuses on launching an email newsletter, which makes it the best option out there. Its main users are musicians, YouTubers, authors, bloggers, and basically people who want to monetize their work. That being said, it works just fine for anyone else who aims to build an email list.

There are over 50 templates to start your work with, in which you can add your desired media to customize it to your needs. Adding a product people can buy, countdown timers, feed of your past newsletters, etc., are all the things you can add to shape things the way you like. The published page will have a .ck.page domain which you can customize that as well if you’re willing to pay for it. 

ConvertKit’s plans include a free plan which supports up to 1,000 users; $29 for the Creator plan which allows more than 1,000 contacts and automation features will be added as well. 

There are of course more newsletter services such as Mailchimp and GetResponse, but ConvertKit’s well-designed and updated app completely knocks them out of the park. 

Leadpages

Leadpages has all the tools anyone possibly needs for people to learn and buy your goods all in one place. It has everything you need to stay focused on what you’re designing and working on for your page. 

Leadpages help small businesses connect with an audience, collect leads, and close sales. Easily build websites, pop-ups, landing pages, alert bars, and beyond.’ is what they say on their landing page. Leadpages has a 14 day free trial period after which you will be charged for. There are two available plans; Standard costs $120/year (billed annually) or $37/month, which supports up to 1 site, gives you access to Landing Pages, pop-ups, alert bards, unlimited traffic and leads, mobile-responsive site templates, lead notifications, tech support (only via email) and 40+ standard integration. 

For the Pro plan, on the other hand, you will have to pay $240/year (billed annually) or $79/month, which gives you access to all the benefits of the standard with more freedom. With the Pro plan, you will have the ability to work on 3 websites, Priority tech support (phone, chat, email), Online Sales and Payments, Unlimited A/B split testing (which frankly is an amazing feature that not a lot of tools provide).

To have a custom domain, you will have to choose the annual plan to access Free Custom Domains. 

KickoffLabs

KickoffLabs and its main features are designed for audience growth, by giving them incentives. It has been known that giving incentives to people is one of the best ways to get them to take action. KickoffLabs helps you do exactly that. Unlike the other tools on this list, which allowed you to directly start designing what you want, on KickoffLabs you will start by selecting the type and kind of campaign that perfectly matches your aim, and then you get to pick how to gather leads (pop-up or forms for existing websites or to make your landing page here). Now you’ll be able to pick a template and start designing what you want. 

‘Quickly and easily set up viral giveaways, sweepstakes, and product launches where fans earn points and rewards for referring friends and promoting your brand!’ written on their landing page explains their main focus perfectly. 

KickoffLabs plans are a bit more diverse than the others. Starting with Hobby at $19/month, to Enterprise at $199/month. All contain custom domains, unlimited entries, referral tracking, autoresponder emails, and standard integration, and so on. 

5. Effective elements for converting 

These elements are good supporters in converting random visitors into loyal customers. Among these elements are the logos of companies who cooperate with your business or trust you, case studies, social media shares, testimonials, a seal of guarantee and other related things. 

These elements might seem unimportant, however, in the long run, they can improve the performance of website and conversion rates. These days users do not wish to risk their money. 

6. Opt for forms

A landing page has become an important part of successful interaction with customers. So, if you want to make a good and productive first impression, think about the landing page. Let alone It is the first thing the customer sees. Thus, the landing page should exist only for one reason and not for something else you also would like to see on your page. 

A landing page has a certain list of solutions that will help you create effective and engaging interaction with a new customer. Among them are: 

  • creating a headline that will be detailed and motivating;
  • hiding all links and menu;
  • giving a clear explanation on offer with great visuals;
  • giving more place for advantages rather than features;
  • adding real or related to the topic image, video or animation;
  • making a length of form related to the value of your offer;
  • adding social media buttons.

All in all put as an aim at least 20% of the conversion rate for your landing page.  

5. Effective elements for converting 

These elements are good supporters in converting random visitors into loyal customers. Among these elements are the logos of companies who cooperate with your business or trust you, case studies, social media shares, testimonials, a seal of guarantee and other things. 

These elements might seem unimportant, however, in the long run, they can improve the performance of website and conversion rates. These days users do not wish to risk their money. 

6. Opt for forms

Forms are very useful options on the landing page to get to know your customers and make connections with them. How does this happen? You let visitors or customers fill in a certain form where they add information about themselves. You can use this information to offer them something in return. It can be anything. From newsletters to a trial period. 

The path of converting from visitor to customer should be as easy as possible for both sides. There is a certain balance where it is not enough or too much information. Sometimes if you ask a few questions through forms you will not have quality information to connect with possible customers. Thus, always test various forms and find the one that will work the best for your business and generating leads. 

If your company has B2B model, you should include at very least these three options:

  • Name
  • E-Mail Address
  • Job title (optional)

7. Create a page where you express gratitude for your customers.

Another great option to connect with visitors is a thank-you page. Your possible customers go there only if they already know that they come back for sure. This page can appear after they buy something on your website. As a result, they can subscribe to your newsletters or to some other actions that you will offer. 

These pages are useful for supporting a certain level of engagement with your customers. Moreover, if they are already your loyal customers, you can offer them some other opportunities. Everything depends upon what aims you have and what path you have planned to develop relationships with customers. 

8. Create CTAs that have a high level of conversion

Forms are very useful options on the landing page to get to know your customers and make connections with them. How does this happen? You let visitors or customers fill in a certain form where they add information about themselves. In return, you can use this information to offers them something instead. It can be anything. From newsletters to a trial period. 

The path of converting from visitor to customer should be as easy as possible for both sides. There is a certain balance where it is not enough or too much. sometimes if you ask a few questions through forms you will not have quality information to connect with possible customers. Thus, always test various forms and find the one that will work the best for your business and generating leads. 

If your company is B2B, you should include at very least these three options:

  • Name
  • E-Mail Address
  • Job title (optional)

7. Create a page where you express gratitude for your customers

Another great option to connect with visitors is a thank-you page. Your possible customers go there only they already know that they will come back for sure. This page can appear after they buy something on your website. As a result, they can subscribe to your newsletters or to some other actions that you will offer. 

These pages are useful for supporting a certain level of engagement with your customers. Moreover, if they are already your loyal customers, you can offer them some other opportunities. Everything depends upon what aims you have and what path you have planned to develop relationships with customers. 

8. Create CTAs that have a high level of conversion

If you want to guide your customers for certain actions there are such CTAs buttons.  For instance, you want clients to communicate with the support team, put button “call now” and other many options. Your CTA buttons can be any in any form and in any place your marketing team thinks it makes sense to put. 

If you want to guide your customers for certain actions, there are such CTA buttons. For instance, you want clients to communicate with the support team, put button “call now.” Your CTA buttons can be anything in any form and in any place your marketing team thinks it makes sense to put. 

With such buttons, you can easily establish contact with your future leads. 

CTAs are important in starting the communication that will convert your visitors into possible leads. We can give a great example. When a visitor clicks on the call-to-action button, he or she will be brought to the main landing page where you also have a call-to-action button. The button could ask this person to study marketing offer or acquire coupon code for a discount, etc. At this exact stage, it is very important to make visitors trust you and your product. 

If you do not know where to start with CTA buttons, you can begin by asking yourself a question “why?”. Why should the user be interested in buying your product? If you find the answer, one of the most popular CTAs is “Buy 2, Get 3 For Free” or “Get 5/20/30 Discount At Once”. 

9. Execute processes connected with sales

These tips mostly relate to a sales team that main prerogative to convert leads into real customers. Sure thing, previous tips are enough to increase the number of customers. However, some businesses that work with inbound marketing, need to consider this option. Before you get your customers, you need to educate on your offer. Remember to put into life complex processes or workflows connected with sales only after a random user has turned into lead. 

This process goes like this: 

  • A user has found one of your blog posts. Now, this user is your visitor;
  • So, he or she has read this post, has found free e-book with the help of the CTA button, and decided to click on it because it might help to resolve his or her issue;
  • Your visitor is redirected to a landing page and fills in the needed information to receive this book;
  • He or she at last downloads this e-book and visits your thank-you page. Now the visitor turns into a lead;
  • From this moment you can interact with your lead and possibly turn him or her into your loyal customer who might promote your business to friends, family members, and others. 

We offer you several strategies, that can improve the situation on this matter: 

  • classic strategies in sales (follow-up emails or cold calls)
  • automatic mail answers that do not have annoying sequence 

In the long run, please, remember one important thing. Having problems with selling products to your target audience is quite a widespread thing. You need to study all aspects of your selling process, otherwise, you will not gain any new customers, lose the existing ones and will not be able to sell your products or services. 

10. Think about proper remarketing

Many cases of remarketing have proved that this solution is quite effective if you do not have any positive changes in a long time. Remarketing improves the relationship with customers who still doubt if they need to purchase anything from your website. 

This process includes developing ads that targeted to a certain audience that has already engaged with your website but left. These ads motivate people to continue their actions. For instance, some people have read one of your posts but then left. You use remarketing so that they continue reading and downloading or buying stuff from your website. 

eMarketer has gathered statistics that have shown that three out of five online customers in the United States notice ads that are connected with their previous searches. Specialists from eMarketer also have learned that 30% of customers are happy to see such ads because they simplify the process of search. 11% of customers perceive such ads negatively and finally, 59% think neutrally about such help. 

If you want to use this tip, opt for marketing services from Facebook. This social media has great set of tools for remarketing. It is very popular, functional and adjusts according to your needs. 

Summary

We sincerely hope that the tips above can help you turning many visitors into customers who will stay with you for a long time. Marketing experts know many more tips that can improve this situation, however, for starters, these 10 tips are enough for anyone who struggles with the issue.

References:

  1. Oganes Barsegyan. Council Post: Four Web Design Tips To Convert Visitors Into Customers.- Forbes. – Link – https://www.forbes.com/sites/forbesagencycouncil/2020/02/14/four-web-design-tips-to-convert-visitors-into-customers/#4bf55db7610b
  2. Steve Olenski. 6 Reasons Your Website Visitors Are Not Turning Into Customers, Forbes. –  Link – https://www.forbes.com/sites/steveolenski/2017/02/20/6-reasons-your-website-visitors-are-not-turning-into-customers/#1949cbf82f33

FAQs

How do we increase the conversion ratio of visitors to buyers?

The first thing you’re going to need to do is to develop a mobile-friendly website, the chances of your visitors becoming customers is low but never zero. By this reasoning you should come up with a strategy that helps out with the conversion process, in the following let’s take a look at some ways to help you with the conversion ratio:

Make sure you carry out sales funnels 
Incentives matter, they can be a compelling factor for visitors 
Make sure you highlight the value of your website constantly
Build trust between you and your visitors
Remarketing can also be an effective step
Your design must be conversion-focused

How do I get customers to pay?

Anyone with a small business or not has been worried at least once about whether their customer is going to pay. It can be a matter of delayed payment or a customer might not pay for the finished job and it can be a frustrating process. In addition, it can cut off your cash flow that can be bad for business. Let’s take a look at some ways to ensure payment:

Be careful about extended credits and don’t offer them to new clients
Make sure you talk about the payment methods clearly
Take a part of your money at the beginning 
Follow-up with customers that have missed payments
Reward good paying customers

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