Imagine a leaky bucket placed under a running faucet. Even with a constant flow of water, the bucket never fills due to the holes. This analogy perfectly illustrates a flawed sales funnel, where leads generated through PPC campaigns leak out instead of converting into customers. To rectify this, let’s explore 15 strategies to enhance your conversion rate significantly.

1. Craft a Crystal-Clear Call to Action (CTA)

Have you ever encountered online forms with generic “Submit” or “Continue” buttons? Such vague CTAs can leave users confused and unwilling to share their information. A well-defined CTA that clearly conveys the value proposition and desired action consistently outperforms ambiguous ones.

This CTA effectively communicates the benefit of providing information, prompting action. Review your landing page buttons, ensuring they have specific and clear instructions.

2. Strategically Position Your Form

While placing forms directly in the hero section often yields better results, it’s crucial to experiment. In a study by Michael Aagaard of ContentVerve, moving the form below the fold boosted conversions by a staggering 304%! This placement allowed users to fully grasp the service’s value before encountering the conversion point.

Experiment with your form’s location. If your offering is intricate or high-commitment, consider moving it below the fold. A/B testing is vital, as the optimal approach depends on your specific offer and target audience.

3. Implement Multi-Step Forms

Contrary to the “less is more” principle, longer forms can be more effective in certain situations. For instance, if pricing is a major concern for potential customers, a multi-step form allows you to address this without directly disclosing it on the landing page.

By breaking down the information request into smaller, less intimidating steps, you can leverage compliance psychology to improve conversion rates. As psychologist Dr. Robert Cialdini states:

“Once we’ve made a choice, we will encounter personal and interpersonal pressures to behave consistently with that commitment.” Influence – The Psychology of Persuasion

Essentially, securing small commitments increases the likelihood of subsequent, larger commitments. This principle is exemplified in a study by Scott Fraser and Jonathan Freedman, where individuals who agreed to display small signs were significantly more likely to later display larger ones.

Applying this to forms, begin by asking non-sensitive questions that pique interest and build trust.

For example, questions about company size and marketing budget allow for anonymity while promising a tailored response. This makes the subsequent step – providing personal information – less daunting.

Importantly, the language in the second step reinforces the value proposition and reminds visitors of the benefit they receive by completing the form.

Free guide >> PPC 101: The Beginner’s Guide to PPC

4. Align Your Form with the Offer

While multi-step forms can be effective, keep forms concise for low-commitment offers like gated content. Asking for minimal information, such as name and email, typically yields better results in these scenarios.

Focus on delivering value upfront. Clearly communicate the benefits of the gated content and simplify the download process.

5. Carefully Select Form Questions

Avoid questions that might seem invasive, even if they appear harmless. For instance, requesting a business name can be perceived as intrusive, as it allows easy identification of individuals within the organization. Opt for qualitative questions that cannot be directly linked to a specific entity or person.

6. Highlight Your Unique Selling Proposition (USP) in the Headline and Subhead

Your headline is prime real estate, so use it to immediately convey your value proposition. Address the potential customer’s perspective: Why choose your product or service over competitors? What tangible benefits, such as time or cost savings, do you offer?

By clearly articulating your USP in the headline and elaborating on it in the subhead, you can significantly enhance the page’s effectiveness.

7. Incorporate Social Proof

Testimonials, client logos, reviews, and data are powerful tools to build trust and credibility. Statistics show that nearly 70 percent of online shoppers consult product reviews before making a purchase.

Displaying client logos and testimonials strategically can assure potential customers of your credibility and positive track record.

8. Integrate Video Content

Visual learning is dominant, with 64% of consumers more likely to purchase after watching a product video. Videos offer a concise and engaging way to communicate your value proposition and build trust.

Web pages with video have more engagement: Websites with video content see significantly longer average visit durations compared to those relying solely on text and images.

According to EyeWideDigital, incorporating video on landing pages can increase conversion rates by a remarkable 80%.

For complex products or services, consider using videos to simplify explanations and foster trust.

9. Leverage GIFs for Quick Engagement

GIFs provide a quick and eye-catching alternative to videos. They are instantly noticeable and can effectively explain complex processes, especially for SaaS and tech companies.

Here’s an explainer GIF that Mailchimp created to better explain their product Here’s a tutorial on how to create an explainer gif.

10. Employ the Decoy Effect

The Decoy Effect Can Increase Conversions By introducing a higher-priced option, you make the one you actually want people to buy not seem too bad anymore.

Dan Ariely, a Professor of Psychology, made an experiment with his students. He presented them with magazine subscription options:

A) Online subscription – $59 (chosen by 16 students) B) Print version – $125 (chosen by 0 students) C) Web and print subscription – $125 (chosen by 84 students)

The addition of the less appealing print-only option (Option B) made the combined web and print option (Option C) appear far more attractive, driving a significant increase in its selection.

11. Implement Exit-Intent Offers

Capture attention and re-engage visitors attempting to leave your page with exit-intent offers. Provide additional value through discounts, contests, or limited-time promotions, creating a sense of urgency and a fear of missing out.

Image Source Even if visitors are not ready to commit, offer incentives like discounts for subscribing to your email list, allowing you to nurture them further.

12. Deploy Chatbots

Two different American Eagle chatbot experiences that provide target audiences with information and inspiration – image source

Chatbots provide instant, personalized interactions, addressing the increasing demand for quick and frictionless information. Their popularity is evident in the rapid growth of messaging apps like WhatsApp and Slack.

Facebook Messenger alone has more than 1.3 billion monthly users.

Here’s an example from Performance Auto Group using live chat – image source

Live chat features, particularly those personalized with headshots and offering convenient communication options like text messaging, enhance the customer experience and can lead to higher conversion rates.

13. Prioritize Site Speed

Page load times significantly impact conversion rates. A mere one-second delay can reduce conversions by 7%, according to according to Kissmetrics.. Conversely, optimizing page speed leads to tangible improvements, as demonstrated by Firefox’s increase in conversions by 15.4% after reducing load times.

To improve site speed:

• Resize images using tools like Tinypng.com
• Compress your website with Gzip
• Utilize a caching plugin like Google PageSpeed
• Consider switching web hosting providers if necessary

14. Utilize Heat Maps, Click Maps, and Polls

Gain insights into user behavior and identify areas for improvement using tools like Hotjar or CrazyEgg.

A click map for a clients’ homepage (pre-optimization)

A full heatmap of the same page.

Analyze heat maps and click maps to understand user interactions. If valuable information is getting lost below the fold, consider repositioning it for increased visibility.

For deeper insights, use polls to directly ask visitors about their experience and any obstacles preventing conversions.

It’s very easy to create a poll with Hotjar.

Tailor your landing page based on poll responses. Address concerns related to pricing, lack of information, or trust issues proactively to improve conversion rates.

15. Optimize Thank You Pages

While often overlooked, thank you pages are crucial for a positive user experience and can drive further engagement.

Thank you page for a PR client

Ensure thank you pages:

• Confirm successful form submission or action completion.
• Provide access to downloaded resources (if applicable).
• Include calls to action, such as links to relevant content, social media profiles, or the homepage.
• Offer additional resources or related products/services.

Establishing Testing Priorities

With multiple optimization strategies at your disposal, prioritize testing the elements that have the most significant impact on user experience and conversion rates: the CTA, form, headline, and subhead. Ensure these elements:

• Have clear and compelling CTAs that offer value.
• Utilize forms that are structured appropriately, avoiding intrusive questions and leveraging multi-step forms when necessary.
• Feature headlines that effectively communicate your unique selling proposition and highlight benefits for the customer.
• Use subheads that support and elaborate on the headline, reinforcing the offer and CTA.

Conclusion

Remember that there is no one-size-fits-all approach to landing page optimization. Continuously analyze user behavior, conduct A/B testing, and adapt your strategies based on data-driven insights. By addressing user needs and clearly communicating your value proposition, you can achieve significant improvements in your conversion rates.