Digital marketing is about constant analysis and adapting to changing metrics. Nowhere is this truer than about your website’s landing pages. Creating an effective landing page is only the beginning; much of the work begins once the metrics start flowing in and you need to split test, tweak and track different individual elements on the page.
Split testing and optimization are instrumental if continued efficiency will be maintained for all your pages, but it’s even more important on your landing pages. This article provides three important techniques that you can implement to instantly improve your landing page conversions.
- Play with colour
You have heard a lot about colour psychology – blue creates security and trust while red raises the heart rate creating a sense of urgency. It’s a good idea to have a landing page that matches your corporate identity colors, but if these are not just effective in landing conversions, then you’ll need to change something.
There are countless resources on how to use color to elicit various actions. Choose your colors according to the message you wish to communicate to your target audience.
- Include a time bound call-to-action
A call to action is an essential part of every landing page, but it’s important that the CTA indicates a level of urgency. For instance, you can intimate about a “limited supply” or include an incentive for the first X number to complete a certain action. Adding a countdown timer is also another way to go.
Time-bound CTAs are simple, but they are especially effective, which makes it a shocker that many business owners and marketers haven’t tapped into this potential. Find an effective way of conveying urgency in your CTA and you’ll see the results you want in no time.
- Split test everything
This is the most important point. You can make as many changes to your page as you like, but unless you carry out split testing to see how effective they are, you’re not helping much. Carry out split tests for all changes to your landing pages, even something as simple as changing the colour of your CTA button. This will give you a complete picture of which changes are effective and which ones aren’t. You can find tutorials on how to carry out effective split testing in various places online.
There you have it; now you know how to increase your landing page’s conversion rates.