Your bids are sharp, your ads hit the mark, and your landing page is optimized for peak conversion. You’re on top of the world, riding a wave of success with sales and leads pouring in. You’re a marketing rockstar, no doubt about it.

But then reality hits. Your landing page, stuck in a time warp since the days of dial-up, hasn’t aged quite as gracefully. It’s become a drain on your profits, slowly but surely. While you’re still in the black (for now), your competitors are building trust and snagging the customers who should be yours, all because they’ve mastered that crucial first impression.

Don’t worry, there’s still time to turn things around. Let’s cut through the noise and get to the heart of the matter.

FACT: Your biggest conversion wins come from testing your landing page, not just creating new ads. FICTION: Landing page testing is a costly, time-consuming headache.

The goal here is to equip you with proven strategies to boost your landing page conversions and slash your cost per acquisition. Let’s dive in!

1. Fine-tune Your Headline and Value Proposition

Your headline is a visitor’s first impression, and a whopping 2 out of 10 people continue to read what’s after the headline? It’s make-or-break time! Your headline should hook your visitors and leave them eager to read more.

Here are some pointers for crafting a winning headline:

• Keep it crystal clear: Clarity trumps persuasion. Think: “We Guarantee to Boost Your Conversion Rates.”
• Offer a solution to a specific problem your audience faces.
• Ensure consistency: Does your headline echo your ad’s message?
• Use “Title Case” for headlines and “Sentence case” for subheads.
• Start with a question: Example: “Want More Conversions on a Budget?”
• Experiment with bold headlines: “Amazing New Fruit Torches Fat. Moms Everywhere Going Wild!” But keep it real.
• Incorporate power words: Think Free, Discover, Secret, Results, Quick, Guaranteed.
• Embrace humor if it suits your brand.
• Use the “How To…..” format. These are just a starting point. Get creative and test different approaches to see what resonates.

Whether it’s a PPC landing page or a blog post, aim for a headline that’s compelling, honest, and leaves them wanting more.

Here’s a handy tool: The Emotional Marketing Value Headline Analyzer is a free resource that analyzes your headline variations, providing a score based on its intellectual, empathetic, or spiritual impact. The higher the score, the stronger its emotional pull.

For instance, here are some headlines tested with the EMVHA:

1. 12 Landing Page Changes That Will Shock Your Conversion Rates (10%)
2. Higher Conversion Rates With Lower Costs, The Fast Way (11.11%)
3. Improve Your Conversion Rates With These Easy Tips (37.5%)
4. 12 Quick & Fast Ways To Get More Sales, Leads, and Sign Ups (18.18%)
5. 12 Easy Landing Page Tweaks That Will Shock Your Conversions, Starting Today (38.46%)
6. Woah! 12 Ideas To Increase Your Conversion Rates (37.50%)
7. Do Your Conversion Rates Need A Little Lift? (25%)
8. These 12 Easy Tricks Will Increase Your Conversion Rates, Starting Today. (45.45%)
9. WARNING: Increasing Your Conversion Rate Is Easier Than You Thought (30%) (Always run A/B tests, as “emotion” is subjective, and your audience might not appreciate emotional manipulation.)

Similar to your headline, your value proposition should be unique to your business, like your USP. It should address the specific pain points and fears of your target customer.

2. Incorporate Testimonials and Reviews

Positive endorsements, when done right, build credibility and trust. Client testimonials, reviews, and endorsements are powerful forms of social proof. Many companies make the mistake of using generic and unconvincing testimonials. Avoid phrases like: “Great work!” – John A. “Wow!” – Vicky H. “We’re making so much more money now!” – Frank Q. And the classic… “Thanks.” – Ricky B.

These lack detail and feel insincere. Who are these people, and why should we care?

Opt for testimonials that highlight the tangible benefits clients have experienced. The more detailed and human, the more believable they become. Here’s a more effective example (hypothetical): “Nexus-security not only helped me conquer my fear of marketing, but they showed me exactly where my ad budget was being wasted and identified more profitable avenues. My business now enjoys a 72% higher ROI.” – James Van Der Beek, CEO of DawsonsCreekDVDs.com This testimonial includes a full name, business, and specific results, making it both convincing and a potential reference point for hesitant prospects.

Still doubt the power of testimonials? Check out this CrazyEgg heat map from KlientBoost:

The red-hot clicks on our testimonial slider speak volumes. People pay attention!

Showcase testimonials from well-known clients to boost your credibility. These are the success stories your target audience aspires to. Avoid the temptation to fabricate testimonials or hire someone to write them for you. Authenticity is key.

Requesting LinkedIn profile pictures from clients for their testimonials can increase the likelihood of them agreeing to be featured.

3. Streamline Your Lead Capture Form

Your lead capture form is a prime target for quick and easy conversion rate improvements.

Studies consistently show that asking for excessive information drastically reduces conversion rates.

Even if visitors don’t fill out the form, a lengthy list of required fields can be intimidating and lead to abandonment. Do you really need both first and last names? How about the company name? These can be gathered later! And let’s not forget the multitude of phone number fields.

Here’s a test we conducted for Cash4UsedCars.com, an online car buying service.

Their original form looked like this:

We streamlined it to this:

The outcome? A remarkable 77% increase in conversions and a 42% decrease in cost per lead.

While this was a significant redesign, we’re continuously testing elements to further enhance conversions.

Here’s another example from Second Wave Recycling, a cell phone donation charity. This one’s more visually driven. The original form:

And the improved version:

This simple redesign resulted in a 53% surge in donations without any changes to the ad budget, creatives, or bids.

We simplified the visual layout, highlighted the two options (printing a prepaid label or requesting an envelope), made the copy more concise, added directional cues, and updated the button color.

What if your form requires a significant amount of information?

Enter the progress bar.

By dividing your form into manageable steps, a progress bar prevents users from feeling overwhelmed. See a simple example in action right here.

4. Create an Isolation Tank Experience

Effective PPC landing pages often employ a technique we call “isolation.” The Cash4UsedCars landing page is a prime example. It has a singular focus and minimizes distractions by eliminating unnecessary links, aside from those tucked away in the footer. This approach combats the Zeigarnik Effect, which describes our brain’s tendency to remember unfinished tasks more vividly.

With only one clear task, visitors are more likely to focus and convert. Keep this principle in mind when designing your landing pages.

5. Experiment with Button Color, Shape, and Size

There’s a reason why giants like Amazon, Apple, and Target favor rounded buttons. The color, shape, and size of your button play a crucial role in conversion psychology.

Here’s what to consider: COLOR: Choose a button color that contrasts sharply with your site’s design to make it pop.

Take LegalZoom, for instance.

Remember the color wheel: Orange is the opposite of blue, red contrasts with green, and purple complements yellow. Use this to identify contrasting colors for your button tests.

Orange is widely regarded as an effective “click color” because it evokes a sense of buying or selling and conveys energy. Both Unbounce and SiteTuners, leaders in conversion rate optimization, utilize it. Red, on the other hand, instills urgency and can be equally or even more effective. The key is to test and see what works best for your audience.

SHAPE: Buttons with rounded corners often outperform those with sharp corners. Here’s why:

1. They’re easier on the eyes and brain.
2. We’re instinctively wary of sharp corners, perceiving them as potential threats. This applies to buttons as well.
3. Sharp corners can act as arrows, drawing attention away from the button and its call to action.

Consider using a blend of shapes, like Amazon’s circle-rectangle button:

Testing is crucial to determine the most effective shape for your audience. SIZE: Don’t underestimate the impact of button size. Experiment with increasing or decreasing it to see what yields higher conversions. (Hint: Bigger is often better!)

6. A/B Test Button Call-to-Action

The call to action (CTA) on your button can be even more impactful than its appearance.

Take this test by Michael Aagaard at ContentVerve.com for instance.

By making the button’s CTA more relevant and valuable, and tweaking the form title, they achieved a 31.54% conversion rate increase.

Generic CTAs like “Submit” don’t convey any value to the visitor.

Check out this insightful video on Aagaard’s button CTA findings:

His suggestions for testing your button CTA:

• Experiment with font color.
• Use “My” instead of “Your.”
• Focus on the visitor’s gain, not their effort.
• Replace verbs with “Get” where appropriate. (“Get To Cart” doesn’t flow).
• Try a right-pointing arrow on the button’s left side.
• Add value and relevance to the CTA.
• Test headline and subhead CTAs.
• Experiment with hover effects that change the button’s color.

7. Implement a Chat Tool

Calling a business can be intimidating for potential customers. They envision a pushy salesperson lying in wait, armed with a script, objection-handling techniques, and fueled by energy drinks.

They’re coming for your wallet.

And let’s not forget the dreaded answering machine. So how do you ease the anxiety of visitors who hesitate to share their contact information?

Enter Olark, an excellent live chat solution. Its sleek design and powerful features make it a winner:

1. Track visitor location within the chat.
2. See what page they’re on in real time.
3. Monitor how long they’ve been on your site.
4. Add eye-catching images (like me juggling, perhaps?).
5. Utilize a round-robin operator system.
6. Conduct easy A/B testing on greeting messages.

Most importantly, it provides a non-intrusive way for prospects to get quick answers without resorting to phone calls or lengthy email exchanges.

We don’t demand personal information before initiating a chat, allowing for a frictionless experience. Countless new clients have begun their journey with us through Olark. We consider it our virtual matchmaker!

8. Guide Attention with Directional Cues

Directional cues are like subtle pointers, drawing attention to specific elements.

There are two main types: explicit and implicit. Explicit directional cues, such as arrows, directly point visitors toward the desired action, like filling out a form or clicking a button.

Here’s an example from CrazyEgg’s pricing page:

Implicit directional cues are more nuanced. Imagine someone subtly gazing in the direction of your form.

While her gaze seems fixed on the form, it’s as if she’s eyeing that tempting ice cream truck in the distance.

Even our reptilian friend employs this tactic:

(The red arrows are for illustration purposes only, highlighting the subtle directional cues.)

These eye-tracking examples demonstrate the power of directional cues. Red indicates focused attention.

vs.

The difference is undeniable.

9. Leverage Explainer Videos and Sliders

You know those engaging whiteboard animated videos that explain a business in under 3 minutes? Those are explainer videos.

When done right, they can boost your conversion rates by 30% or more.

Why are they so effective? Our shrinking attention spans are a major factor.

The rapid pace of information consumption has significantly reduced our online attention spans. We shy away from lengthy books and even newspapers.

Explainer videos offer a digestible and engaging way to convey information, appealing to our visual senses and evoking stronger emotions than text alone.

But resist the urge to create a cinematic masterpiece. Explainer videos can be tricky, so here are some pointers:

1. They can be expensive and difficult to A/B test effectively. Plan meticulously.
2. Focus on crafting a compelling script; the animation is secondary.
3. Choose a voiceover artist that aligns with your brand identity. Selling saddles? Sound Texan. Renting bouncy castles? Channel your inner child.
4. Highlight key features and benefits, and conclude with a clear call to action.
5. Keep it concise. Anything beyond 90 seconds can test viewers’ patience.

Need inspiration? Here’s Nexus-security’s explainer video used on their PPC landing pages:

Creating an explainer video is an investment, but a worthwhile one when executed effectively. Research pricing thoroughly, as costs can vary significantly between providers.

An alternative to explainer videos is image sliders, which have been shown to outperform videos in some cases. Visual Website Optimizer conducted a created a case study where an image slider achieved a 35% higher conversion rate than an explainer video (though the video was nearly 5 minutes long and highly technical).

Both image sliders and explainer videos are excellent testing grounds if your resources allow.

10. Build Trust with Badges and Guarantees

Trust badges have become ubiquitous, especially for e-commerce stores.

These badges can contribute to increased landing page conversions.

People are naturally concerned about trustworthiness when shopping online. They scrutinize badges, HTTPS connections, and reviews to ensure legitimacy. Danish CRO expert Karsten Lund conducted a ran a 6-month long A/B test where simply adding a trust badge to the header of an e-commerce site resulted in a 32% conversion rate boost.

Here are some badge and seal testing ideas:

1. Position them closer to the call to action (e.g., “Place Order” button).
2. Include them in the header.
3. Make them clickable, directing visitors to third-party verification.
4. Avoid badge overload. Keep it classy.

Do you have notable corporate awards or media mentions? Showcase them on your site and link directly to the source, ensuring they open in new tabs to avoid redirecting visitors away.

Guarantees can also be powerful conversion drivers. KISSmetrics made some interesting findings. Consider testing these:

1. 100% Money Back Guarantee
2. 100% Risk Free Guarantee
3. 100% Satisfaction Guarantee
4. Lifetime Guarantee
5. Lowest Price Guarantee
6. Free Trial
7. Extreme Guarantee (like Zappos’ 365-day return policy)

Each has the potential to impact your conversion rates. The key is to experiment and discover what resonates with your audience.

11. Declutter and Simplify

Resist the urge to cram your landing page with every feature and benefit imaginable. Less is often more. Removing unnecessary paragraphs can enhance clarity and improve the user experience, leading to higher conversions. Remember, attention spans are dwindling.

So take a critical look at your content and be prepared to part with those precious paragraphs you’ve grown attached to.

It’s time for a spring cleaning.

12. Inject Personality and Be Bold

As the saying goes, “Don’t take life too seriously; nobody gets out alive anyway.” We live in a visually driven world. Platforms like Pinterest and Instagram thrive because they allow users to express themselves creatively.

Don’t strive to blend in. Dare to stand out. When people connect with something unique, they share it with their networks, creating a ripple effect. Soon, you’re not just a business, but a source of inspiration.

Take Groupon’s cat, for example:

It’s whimsical and unrelated to their core business, but it’s memorable.

Here’s a Mad Libs-inspired lead generation form that increased conversions by 40%:

Bonus Landing Page Conversion Rate Tips

Before we wrap up, keep these pointers in mind:

• Test one element at a time (redesign, layout, headline, etc.). This ensures you can isolate the impact of each change.
• Aim for statistical significance with at least a 95% confidence level to ensure your results are reliable and not due to external factors. Use this easy calculator to assess significance.
• Testing is not an exact science. Changes can have unexpected results, both positive and negative. Don’t make assumptions.
• Continuously test and optimize.
• Patience is key. Reaching significant results can take weeks or even months. Use this calculator to determine your A/B test duration.
• Conversion optimization doesn’t end on the landing page. Analyze your communication style, mystery shop your competitors and your own team. A high landing page conversion rate is meaningless if you can’t close the deal.

Want To Become a Conversion Rate Optimization Guru?

Explore our list of seven top-notch landing page tools. Happy converting!