When a paid media campaign aims for more than just awareness, it usually involves a target conversion, such as a product purchase, lead generation, or social media engagement. We aim to achieve a specific outcome.
For this discussion, we’ll call all these actions “conversions.” Boosting our conversion performance often means raising conversion rates.
These figures represent the average search advertising conversion rates for each industry based on our Google Ads benchmarks.
Let’s explore some effective strategies for enhancing conversion rates:
- Prioritize page speed
- Offer ample, easy-to-understand information
- Showcase various forms of social proof
- Set clear expectations for the conversion process
- Provide multiple conversion avenues for users
- Minimize required form fields
I’ll provide examples for different business types whenever possible for better clarity. Let’s dive in.
1. Prioritize page speed
Page speed remains crucial for driving conversions, even if it’s not the most exciting topic. You know from experience that slow-loading pages often lead to users leaving and finding alternatives instead of enduring endless waits.
If unsure about your page loading speeds or how to improve them, the Google’s PageSpeed Insights tool can help you assess and address these aspects.
Worried you’re wasting spend in Google Ads? Find out with a free, instant audit >> Google Ads Performance Grader2. Offer ample, easy-to-understand information
As business owners, product owners, or agencies, we are passionate about what we promote online. Let’s channel that passion effectively!
Craft landing pages with engaging content that presents a clear overview of your product or service in an easy-to-understand manner.
Consider including the following:
- Product highlights and overview
- Feature callouts
- Benefit outlines
- Technical specifications
- Usage or compatibility requirements
- Visualizations or videos
- And much more
To illustrate, I recently explored a single product and encountered two vastly different landing page experiences. The Jackery Solar Generator 1500 is a portable generator rechargeable using portable solar panels. (Quite impressive, in my opinion.)
While searching for it, I found two purchase options: Jackery’s site and Walmart.
The Walmart site, a trusted retailer, displays a few product images at the top, followed by some supplementary information below.
That’s pretty much it.
However, the main Jackery site offers a significantly more informative experience.
The images above reveal a wealth of additional information. The Features section on this page is extensive, providing a concise overview with easily digestible visuals and statistics. You’ll find an FAQ section, a visual Tech Specs area linked to product components in the photo, and a Product Comparison section to aid in finding the ideal product.
While there’s a clear difference between Walmart selling a Jackery product and Jackery having full control over their landing page, the comparison remains valid.
Walmart focuses solely on selling the product with basic information.
Conversely, Jackery takes pride in its creation and showcases it comprehensively. They provide extensive information to support potential buyers making a significant purchase with confidence, knowing they’ve found exactly what they need.
Get the guide >> How to Make Great Landing Pages (with Crazy High Conversions)3. Showcase various forms of social proof
Social proof plays a role in influencing conversions, whether we acknowledge it or not. Incorporate any instances of social proof you can and let those insights work their magic. Here are some examples, continuing with the Jackery site for consistency.
Customer reviews
Customer reviews are incredibly impactful when selling a product or service. People openly share opinions online, so overwhelmingly positive customer statements hold significant weight.
This is just one review from the Jackery site, but there are many more like it. The 4.9/5-star rating is prominent, as are the highlighted bars in the middle columns, standing out from the site’s orange and dark gray theme. Even with only 32 reviews, the absence of ratings below 4 stars is compelling.
Major media mentions
Another effective social proof signal is showcasing any notable publication or media mentions your company or products have received.
While absent from the landing page, Jackery’s About page features this element (and the next).
Including such mentions lends credibility by associating your brand with recognizable names, especially if the publication holds influence in a particular domain.
As someone interested in green portable solar power, the mentions from Outdoor Life and National Forest Foundation resonate with me. As an amateur photographer, Digital Camera World’s mention also catches my eye. Include any relevant publication mentions as you never know what might pique someone’s interest.
Awards, ratings, and certifications
Jackery’s About page also highlights their certifications and awards.
Similar to media mentions, these accolades resonate with those familiar with the field, boosting your credibility. It’s even better if competitors lack similar recognitions.
4. Set clear expectations for the conversion process
Knowing what to expect after taking a conversion action can put many customers at ease. For first-time customers, this can minimize unnecessary or premature customer support contact.
This might seem less relevant for e-commerce. Add to cart, check out, wait for delivery, right? Not necessarily.
What’s the estimated packaging and shipping time? What’s the delivery timeframe once shipped? Is a signature required upon delivery, or can it be left at the door?
This is even more critical for lead generation. After a prospect submits a form, what’s the expected contact timeframe? What’s the preferred contact method: phone call, email, calendar invite? Should they have anything prepared beforehand, and what are the next steps after the initial contact?
When customers know what to expect, envisioning working with you becomes easier, increasing conversion likelihood.
5. Provide multiple conversion avenues for users
Your chosen conversion action significantly impacts conversion rates.
A common conversion rate optimization “best practice” is limiting landing pages to a single call to action. This minimizes confusion and provides a clear path forward (or backward) for users. Sometimes, this encourages information-seeking users to convert when alternative routes are unavailable.
Personally, I have reservations about this approach. While a single call to action can be the primary focus, having only one action per page and never adding a second feels restrictive.
Potential customers vary. Some prefer online interactions, others favor phone calls, and some prefer in-person purchases. No preference is “wrong”; it’s simply their way of doing business.
This dentist presents a phone number, a “request an appointment” button, and a chat-based appointment request option.
Offering only one conversion method, like a form, alienates users who prefer phone conversations or in-person visits.
Whenever feasible, provide multiple contact methods, even if they lead to other site pages, and track all those actions.
This might seem irrelevant for e-commerce, but I believe it applies to online sales too.
While some readily provide credit card details online, others are wary of individual businesses storing such sensitive data. They prefer trusted brands like PayPal or Apple Pay. For retailers, accepting various payment methods (assuming fees are manageable) is advisable to capture the entire potential market.
6. Minimize required form fields
Think critically about the essential information for qualifying a conversion. Do you truly need their full name, email, phone number, job title, company, home address, city, state, and zip code?
Pause and ask yourself if you really need all those details or if they’re just “nice to have.”
While “nice-to-haves” are great, an excessively long form can irritate users and seem intrusive.
The biggest offender is asking for city, state, and zip code. A zip code easily provides the city and state using readily available automated tools. Requesting all three when one suffices is unnecessary.
Streamline your forms to include only essential information for follow-up and reserve “nice-to-haves” for future sales conversations.
Increase conversion rates with these simple tweaks
No single tactic guarantees increased conversion rates. You’ll notice some suggestions might appear contradictory. Include ample useful information but ensure it’s concise and loads quickly. Offer various conversion methods but minimize required information.
Each suggestion represents a tactic I’ve seen succeed in the past. Experiment and determine which works best for your company.