I am most likely preaching to the choir when I say this, but companies depend on their websites to increase clientele traffic either through physical foot-traffic or by means of online purchases. Regardless of how you view your website, you need your online residence to convert browsers into revenue in order to make your time online worthwhile. So, to maximize your return of investment through your website, let’s take a look at three techniques that can be implemented on your main landing pages.
- Simple But Beneficial – I will assume that we have all heard the acronym KISS (Keep It Simple, Stupid). I cannot emphasize this enough on your landing pages. The general idea behind your copy is to avoid lengthy or technically wordy paragraphs. Instead, utilize bullet points or concise paragraphs that emphasize the benefits of your products and services. Remember that your website visitors have a pre-conceived interest in what your industry, and (by visiting your website) you are now afforded the opportunity to sell them on the benefit of using you and not your competition.
- Not Lengthy Lead Forms — If you have a history in mortgages or sales (in general), you have most likely come to know that consumers do not want to divulge their entire situation all at once. If you cannot relate to that, think about the common car-buying tactic in which you maintain your trade-in for final negotiations. Keep this in mind as you create your lead forms for your landing page. Make sure that your forms are not lengthy and only contain the most pertinent information so that you can establish a valid lead. To further verify your lead, you can also enable an e-mail verification or a Captcha program as well.
- Listen To Your Analytics — As your website ages and your traffic grows, it will become increasingly important to monitor and review your website statistics. Make sure that you track bounce rates, hot points of the landing pages, where the traffic clicks to from your page, and pretty much everything else that adds to the story of our users’ experiences. With that said, make no blind alterations to your website. Instead, base all of your changes, additions, or movements on the information attained from your research. Think about this technique as a way to sharpen your online business tool; by fine-tuning a marketing device your return of investment will consequently increase.
In summary, your landing page is the key to your conversion rates and (further) your return of investment with regard to your website. To enhance your conversions, there are three specific techniques that you can implement today to help your conversion ratio: (1) Simplify your copy and emphasize your benefits, (2) Limit your lead form to pertinent information, and (3) Alter or add to your landing page based on the research you collect. Now that you have an idea of where to start, feel free to get started and let us know if you need any assistance with improving your conversions!
If website design is something that you are interested in but don’t know how to get started, contact us today to schedule your free marketing analysis.
“The Essential Step-by-Step Guide to Internet Marketing”-E-Book
Image Source: HubSpot, “The 2011 State of Inbound Marketing”, E-Marketer.com