Your landing page has a very particular purpose of reaching an exact audience with the right offer. However, some landing pages fall short and don’t convert as high as you’d like. It takes a lot of effort to drive people to your website in the first place, so the last thing you want is to lose them once they land there.

Although conversion rates vary by industry and where the traffic came from, a benchmark is 3.75%. That means if 100 people visit your landing page, only three or four of them will convert into leads or customers. You need both high traffic and higher conversions if you hope to grow your business and outwit your competitors. Fortunately, there are a handful of things you can add to your landing page that will let you turn more visitors into customers.

1. Strengthen CTAs

Every landing page needs at least one strong call to action (CTA). The CTA helps your site visitors better understand what to do after they’ve read the basic information on that page. Should they go to a new page to learn more or sign up for a newsletter? When it comes to CTAs, even minor shifts in language makes a big difference in conversions. Keep words strong, active and to the point.

Brandless puts their CTA above the fold and makes the wording simple and self-descriptive as they invite visitors to “Stock Up Now.” Notice how the color of the button is different than the other elements on the page, which draws the eye to the CTA. Everything else on the page backs up the idea of stocking up now while things are on sale.

2. List the Benefits

Put yourself in the shoes of your average customer. Why should they care what you have to offer? They are much more interested in how your product or service possibly benefits them than your personal stories. Yes, it’s important to be authentic and real, but for a landing page, the focus needs to be on how you’re helpful to the person reading the page. Save the personal stories for your blog or about page. Create a list of benefits along with an opportunity to learn more about each one.

3. Sprinkle in Testimonials

In a survey of more than 25,000 participants, PR firm Edelman found 77% of respondents felt good reviews upped their level of trust. When others say something positive about your brand, even if the person doesn’t know them, it is more believable than when you say it about yourself. Take the time to sprinkle some testimonials throughout your landing page. Choose ones that highlight the point you’d like to make in those sections and that drive the user toward conversion.

DE Gemmill offers a carousel of customer testimonials near the bottom of their page right next to the contact form. If a site visitor is still on the fence, the testimonials may be the final push they need to contact the brand and get more information. The testimonials come from a variety of people, which highlights the versatility of their service.

4. Refine Your Sales Funnel

Not everyone who lands on your page will be a good match for your product. Some experts predict around 50% will actually be interested in what you offer. Your sales funnel needs to weed out the ones who aren’t really interested and are unlikely to make a purchase. First, know the purpose of the landing page. Who is the audience you’re trying to reach and what action do you want them to take? Remove anything from the page that doesn’t match the main goal of the page.

You should also pay close attention to your CTAs. Does the language match your target audience, and is it clear what happens if the user shares an email or fills out a form? There shouldn’t be any question about the end result. You do want a lot of traffic — but it’s more important to have the right kind of traffic and leads who are likely to make a purchase at some point in the future and not just waste your time.

5. Get Personal

We live in an impersonal world, where you can go to the ATM, grab a coffee from a machine and fill up your gas tank without ever speaking to another person. In an increasingly automated world, there is still a need for a personal touch. If you can add elements to your landing page that draw the user in and show them you understand their needs and that they’re an individual, you’ll have a bigger impact. The process starts with really knowing your typical customer.

Panthera does an excellent job on their landing page of making things more personal. They give you an opportunity to include your name in a form and donate via a call to action. They share information that people in their target audience would care about (protecting big cats), and then they offer you an opportunity to get involved.

Change and Test

One of the best ways to improve conversions on your landing page is to try different techniques and test each change. The way, how your site visitors react to your page may be slightly different than the way a competitor’s users respond. Make small changes, run split tests, adjust what is needed and repeat until your conversion rate is where you’d like it to be. With a little work and practice, you’ll create landing pages that get big results.


Lexie Lu - Guest writer

Guest post by Lexie Lu

Lexie is a graphic designer and UX strategist. She loves taking her Goldendoodle on long runs and checking out local flea markets. Visit her blog, Design Roast, and follow her on Twitter @lexieludesigner.