Optimizing for conversions is tough because there isn’t a mathematical formula for success. There are a handful of best practices that can almost always boost your conversion rates, but user behavior is unpredictable, and sometimes even counterintuitive changes can make a big difference in how many visitors end up making a purchase (or filling out a form).
If you’re stuck with a landing page that just won’t convert, or if you’re looking for new ways to maximize your conversion rate, try any one (or more) of these 20 ideas for more conversions:
Users generally want to do as little as possible. If you have too many fields, it will turn people off right away, so try decreasing the number of fields you require. As a simple example, you could combine “first name” and “last name” into a simple “name” field (in some situations).
Directional features draw a user’s eyes to a certain place. For example, you could use drawn arrows or the eyeline of a person in your image to point to the call-to-action. Add more to see if they increase your conversion rate.
Simple changes in color can make a substantial difference in your total conversions—experiment with different tones and contrasts.
Bulleted lists of benefits are always a sure way to earn trust and show value. Try expanding the list with more benefits of your product (or the benefits of signing up).
You might only have one headline, but it’s going to attract a lot of attention. One weird word could be stopping your users from converting, so experiment with lots of different headlines to see what works best.
Seemingly innocuous, the size and shape of your “submit” or “buy” button can make a big difference. Try a circle instead of a triangle, or increase the size.
Action words are strong verbs that imply some form of initiative. For example, “try it for yourself” implies action whereas “you’ll see for yourself” does not.
Users trust other users more than corporations or brands. Include real testimonials from people who have bought from you in the past, and use real names and faces if you can.
Oftentimes, people fail to convert simply because they aren’t ready for the risk of not being satisfied with the order. Prevent this by adding a satisfaction guarantee.
If your landing page is too busy, it can distract users from the call-to-action. Minimize what a user sees at any given point in time by allowing more white space in your design.
Today’s users want as much visual imagery as possible, and that means including videos if you want to show off your product or service. If you already have a video, experiment with a few different ones to see if you can get any better results.
It’s natural to want to include sharp-sounding buzzwords in your copy, like “ROI” or “out-of-the-box” because they sound impressive, but to most users they register as empty white noise. Scrap these buzzwords and shoot for more sincere language.
Use surveys or past experiences to find and document common objections to your product or service, then address them directly on your landing page. It’s your chance to quell your visitors’ concerns before they prevent a conversion from happening.
Stories are a powerful mode of communication, so if you haven’t already included one in your landing page (even if it’s in a short form, like a bulleted list or a short testimonial) try one. If you’re already using one, try a different one or make small tweaks to the one you have.
Copy is great for convincing users of the value of your product (and using specific words to prompt them to take action), but too much of it can get in the way of your efforts. Try eliminating some.
Use a chat pop-up window to help indecisive users find reassuranceor information and potentially move forward.
Users feel more secure when they see a landing page that offers contact information—preferably in multiple forms. Your company name, address, and phone number should all be visible.
Hopefully, you’re using at least one image on your landing page. If so, swap it out for something different. Subtle cues from a different visual could lead to very different results.
Add more language that conveys a sense of urgency, or use a timer counting down to prompt more users to convert. If they feel like they can wait, they’ll probably never buy.
Don’t let your users do anything other than convert. Eliminate any other distractions on the page.
Conversions are your gateway to revenue; the more conversions you get, the more money your company stands to make. Don’t stop trying to get more. Conversion optimization is a constant experiment, dependent on small tweaks and changes that iteratively make a better system. You never know what will stick until you try, so keep making alterations until you’ve got a system that works.