Landing page is the most important part of every ad campaign approach, it has a huge impact on conversion.

If you’ve tried everything you know, and the results are still not making you happy, then this article is right for you – here, we have collected 7 useful tips that will help you optimize your landing pages and make them profitable.

Today, we will look at both the issue of low metrics and the elements of the landing page that have a greater impact on efficiency and results.

What landing page is considered good?

If you remove all the marketing tricks, you can see that the skeleton of your landing page consists of three parts: design, text, and anchors.

A survey by the Databox service shows that in practice, more than 30% of marketers have a CR of about 10%. About 25% of the total respondents indicated a CR of 21–30%. For 18% of respondents, landing pages generate a CR of 11-20%.

Moreover, if you ask directly what landing page CR is considered good, you will see completely different data:

–   23% of respondents called good CR is 21-50%;

–   20% of respondents stated that for them, this is 3-5%.

Naturally, everything depends on the industry, and if we consider the question of a good CR in affiliate marketing, here Databox offers the following conclusions:

1. You need to take the metrics in your specific vertical as a basis;

2. You should always take the average rate into account – according to the service, the average CR of a working landing page is 26%.

Now, let’s look at the parameters by which you can improve your landing page to increase conversions.

What to consider when creating an effective landing page?

A good landing page should make the right first impression on the visitor, so it must correspond to what they are looking for and expect to see when they click on the ad.

The first impression comes from seeing the home page of the landing page, which encourages the user and allows them to conveniently complete the target action. A competent call to action can convince the user to confirm the lead in just the first 10 seconds – it should be given special attention.

The title should be catchy and arouse interest and a desire to learn more about the offer. In addition, the heading must reflect the essence and uniqueness of the offer; it must be clear and solve the problem of the target audience.

Next, use text blocks to describe the features of the offer, show the result of its application and support it with visuals.

Your landing page must have a clear structure – the client’s path in the sales funnel (its main and final part) passes right through here, so it is important that they can always easily determine what is where.

The structure should clearly and consistently lead the visitor to the sale. To do this, the page, according to the funnel, must have a thought-out system of information blocks and their sequence.

Text, images, and CTA buttons should have their own place. It is always better to leave space between them to make it easier for the visitor to navigate and understand the information.

It’s important not to overdo it here: a large number of blocks overloads perception and can reduce conversion. In order to better build your site structure, use services that create heat maps, such as Crazyegg.

To hook an audience, you need to understand it. A converting landing page must clearly reflect the benefits of the product and demonstrate the results. You can see from your competitors what pain points they’re covering with their pages. It’s better if there are several of these pains.

When building a landing page, it’s always important to take into account the GEO, mentality, and cultural characteristics of those to whom you’ll be selling your offer.

For example, techniques that drive conversions in Tier-2 and Tier-3 countries will not work for Tier-1 countries. For example, even Europeans have long been tired of seeing time countdowns, pop-ups, and ubiquitous gamification.

A great way to increase your conversion rate is to have an online chat built into your landing page. It often happens that visitors do not take the target action and leave the site due to doubts or when they cannot find the necessary information on the page.

A chat widget with an auto-invite feature will automatically send messages to visitors encouraging them to start a conversation. During the communication process, you will be able to answer the client’s questions and lead them to take the target action.

In addition, using support chat it is easy and convenient to collect contact information.

If you want people to trust you and your product, add reviews. People are almost always online; they are used to communicating and reading each other’s opinions about different things.

Moreover, intuitively, the user will trust the review of another ordinary user more than complex descriptions or, even worse, stock photos of people with the same emotions.

Branded content is less effective, more difficult to perceive and is simply not paid the necessary attention.

Reviews must be realistic and catered to the style of your target audience, so that they can believe that the review is real. Alternatively, you can disguise reviews as actual screenshots from social networks.

To increase the effectiveness of reviews, consider native comments that can answer questions or address doubts.

Another important point is technical optimization of the page. Nobody likes dull, buggy websites that freeze, don’t respond to clicks, and load slowly when opened.

Landing page layout for different devices is the most important element of high conversions. The mobile version should work as correctly as the desktop version, since most users today surf the Web from smartphones.

You can check your landing page using PageSpeed Insights – the service checks both versions of the site and can give advice on improving performance.

The surest way to put together a good landing page is testing and proper evaluation of the results. There’s no need to collect dozens of sites: 3-4 options with different accents and 20 targeted views are enough to understand which one converts better.

To correctly analyze performance indicators and understand that visitors have no problems with interaction, you need to install some kind of performance checker on your site.

For Facebook, for example, you need to install their Pixel Helper on your landing page. The pixel analyzes audiences: duration of visit, bounce rates, and scrolling depth. And based on this, it learns to select similar audiences, which significantly increases the conversion rate.

Checklist: tips for increasing landing conversion

Now that we have outlined all the recommendations, let’s put them all in a list:

1. Evaluate the first impression the page makes;

2. Your landing page must have a clear structure;

3. Make sure you understand your audience;

4. Integrate an online chat into your website, which will help bring the client to the sale;

5. Add trusted reviews to increase the credibility of the offer;

6. Make sure that the landing page is well optimized technically;

7. Test several options with different approaches to get the best results.

Conclusion

Increasing landing page conversion is one of the pressing problems of affiliate marketers. To accomplish this task, you need a systematic approach and an understanding of exactly what you need to pay attention to in order for your indicators to grow.

These 7 tips will help not only improve those landing pages that did not produce good results after launch, but also immediately build a page that will bring more leads, and, consequently, drive profit to its affiliate.