What Makes a Strong Lead Conversion Rate for a Landing Page and How You Can Get There.
Are you trying to attract leads with your landing page? What’s a good lead conversion rate? Here’s what businesses need to know for their next campaign.
When a customer first comes to your website, you have one chance to impress them and draw them into spending money with you. Your landing page is the tool to do that, and you need to make sure it’s working for you. But how do you tell if your landing page is getting the lead conversion rate you need?
Trying to figure out what a good lead conversion rate is can get confusing. Read on to learn more about what good rates are and how to improve your landing page to increase your conversion rates.
What Is a Landing Page?
A landing page is any page on your website that visitors land on when they first visit. If you’re advertising on multiple platforms, you may have multiple different landing pages. Or, your landing page may change through the course of the year as you promote different sales or events you may have going on.
Your landing page’s purpose is to lead potential customers deeper into your website and business. You want it to be exciting, beautiful, and direct. Looking at this page, customers should know everything they need to about what your business can offer to them and want to dive in and learn more.
Landing Page Conversion Rates
Your landing page conversion rates are a reasonable measure of how well your site is doing at drawing in new customers. A landing page should be a little like a first date – you’ve already convinced the person to check out what you’ve got going on. Now it’s your job to not screw it up.
The truth is that there’s no one landing page conversion rate that equals success. Your numbers will vary based on your industry, product, and target audience. In general, if you’re getting around 3% to 5% conversions, your landing page is doing fine; more than that is a very successful page.
How to Calculate Yours
Depending on which web hosting service and site analytics you use, you may have your landing page conversion rate calculated for you automatically. Ask your site designer or your analytics company about if you have this feature. But even if you don’t, it’s relatively simple to calculate your landing page conversion rate.
You need two pieces of information to calculate your conversion rate: the number of people who have visited your page and the number of people who took the action your landing page suggested. This could mean they sign up for an email list, buy something, contact you, or even just click through another page on your site. Divide the number of people who converted by the number of people who visited, multiply the answer by 100, and you have your conversion rate.
Write Strong Headlines
If your conversion rates are lower than you’d like them to be, there are a few things you can do to raise them. For one thing, write strong, clear, concise headlines for your landing page. You don’t want customers guessing about what they should do – you should tell them.
Stick to simple wording that will get your message across with no confusion. Take out unnecessary phrasing that makes your sentences meander on long after any reader has stopped paying attention. Use strong active language that grabs attention, hooks readers, and demands action.
Make It Worth Their While
The whole purpose of a landing page is to convince leads that you’re worth their time. So let that be the focus of your landing page. One of the core elements you should include is something explaining to customers why it’s in their best interests to follow your call to action.
But customers these days are smart and untrusting, and you telling them that your site is worth the time may not be enough. Include some testimonials from previous customers that talk about their positive experience doing business with you. This will help give wary customers a sense of security in the idea that you’ll do what you’re claiming.
Have Multiple Call-to-Actions
There is a rule in marketing called the Seven Times Factor that says that customers need to see a message seven times before they respond to it. If you only have one call to action on your page, you’re only getting to the people who somehow make it back to your landing page seven times. That means you’re leaving a lot of potential customers behind.
You should put more than one call to action on your landing page. You want your call to action to be one unified call to action – don’t ask them to sign up for an email list and shop products and take your quiz all on the same landing page. But throughout the course of the landing page, keep repeating the suggestion that they accept your call to action.
Make Things Urgent
Imagine you’re standing on a street on a sunny day and someone’s selling umbrellas – are you likely to buy one? Now imagine there are thunderclouds rolling overhead, the bottom is about to fall out of the sky, and they only have one umbrella left. How much more likely are you to go buy that umbrella right now than on the sunny day?
That sense of urgency is a powerful tool in marketing, and you want to leverage it on your landing page. Pick some urgent driving factor for your landing page – the end of a sale, a discount that will expire in the next hour, a preorder deadline. Then use that across your landing page to make it feel urgent that your customers follow your CTA before this opportunity is gone forever.
Learn How to Improve Your Lead Conversion Rate
Having a strong landing page can help you get your lead conversion rate up. In general, you want to aim for at least a 5% conversion rate, but the higher you can get it, the better. Keep your message simple, repeat it a few times, and make the customer feel the urgency of doing business with you.
If you’d like to start improving your lead conversion rate, get in contact with us. We are dedicated to creating revenue growth for your business from ideation through implementation. Contact us today and see if you’re eligible for a free revenue growth strategy session.