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There are lots of reasons why your landing pages might not be converting so we have compiled a list of some issues and tips for redesigning your website or landing pages that can help to improve your conversion rate.
Going through any existing processes in order to complete an action will enable to you see what problems the landing page has for yourself. For example, does it become confusing, boring or perhaps take so long that the system times out? If you are lost or surrounded by broken links, think how much harder it will be for your customers. Make sure you check this for different devices and browsers, to get a good understanding of the process. Finding these issues early on in the process will make it easier to find solutions.
Knowing your audience is a great step towards getting them to convert. You have to – literally – speak their language. If you are using too much jargon for them, they will switch off and not feel connected to your product or service; if you are too wishy-washy in your descriptions, you may seem like you don’t really know the industry very well. Balance is key here.
Using a platform like Google Analytics is a great way to get to know your audience. You will be able to gain some data about their age, location, devices, how they found you and where they are dropping out of the sales process. It is also a good idea to look into what search terms they are using when they land on your website, so you will have a better idea what they are looking for.
When you know what they want, make sure you are using this to build the website that they want to see.
While you may need one or two on your site to encourage people to buy something, get a quote or sign up to your newsletter, if you have too many Calls To Action, your users may get distracted from what they were doing and find that they don’t complete any of the actions. This level of distraction can seriously harm your conversion rate. Instead of having the same CTA in multiple places on your site, you could consider making it sticky so that it will stay with the user for the whole of their time on the page.
You can try out different colours, CTAs and layouts using testing platforms, such as Google Optimize. This will allow you to draw comparisons between your current site and what you are testing, like new button colours, wording and element orders. Once you have completed your test and have included the winning option in your new website design, you can then test something else. Be careful not to do too many tests at once, or you may not know for definite which factor actually made the difference.
Clear reasons why you are the best work better than saying that you’re amazing. If you can show statistics that show how many people have benefited from your products or services, or you can show a comparison to similar products – potentially from your competitors – that demonstrates how much better yours is, that will stick with customers.
If you have reviews and testimonials from real clients, add them to your site during your website redesign, as they can be used to reassure your future clients that your products and services are worth the cost and that they will be satisfied, just like your current customers.
This is important in web design. Too much clutter will only serve to confuse your users and that is definitely bad for conversions. Keeping the layout simple (in accordance with the Keep It Simple, Stupid or KISS principle) is a great way to direct attention to where you really want it. The clever use of negative space will ensure that your users are less likely to become distracted and therefore more likely to convert. This will also make it easier for your users to see what the purpose of the page is, without having to think about it. They will know straight away that they are in the right place.
Displaying too many options will lead to lower conversion rates, as it is too much to absorb at once. However, if you use one or two other products or services to compare to the one on the page, you can showcase the best of that product or service to tempt people to go for that one.
If users have to wait for your website to load, they may become bored and decide to go to a competitor that has a faster-loading website. A slow-loading website could also be a sign that the rest of your site isn’t properly optimised and could be a further turn-off for potential customers.
When you are testing the page, you should also look into how accessible your page is. If the colour scheme or font size and spacing makes it impossible to read for the visually impaired, then you are going to be missing out on potential customers. The same goes for videos without transcriptions. Test for these issues during the web design and development process.
From your review of the process, you should know how easy it is to get around the site and to make a payment. If you have found issues, you will need to make updates to make it easier for the user to get to that page and other important pages, as well as reviewing the payment methods, in case your customers would appreciate a broader range. If your payment forms and processes are complicated, you may find that you have some abandoned carts.
If you need to increase your conversions and want to improve your landing pages, talk to our friendly web design team at boxChilli, who will be happy to help you make changes that you and your customers will love.