A time-tested marketing adage is that gaining new customers is way more expensive than retaining old ones. With ecommerce, more conversions mean a better shot at customer retention – converting customers into repeat customers. Data and an understanding of a customer’s requirements acquired during the lead generation and lead nurturing phases play an important role in nudging, informing, exciting, and enticing one-time conversions to buy again. The result is that your businesses’ bottomline gets a dual boost from additional business and savings in marketing costs.
Here are five simple steps to take in order to improve conversions and reap the accompanying benefits.
Your landing page objectives have to be in sync with your marketing objectives, which in turn are derived from your business objectives. Clarity on this matter will enable you to design a web page that aims to fulfill one primary objective – brand engagement, email gathering, sales, or lead generation. You will be able to craft copy that can capture the reader’s attention, pique his or her interest, fuel desire, and encourage action. Remember, it begins with focus.
Earn your visitor’s trust. The smartest copy and the most attractive web design can come to naught if you cannot evoke trust and empathy in your visitors. Your free offer / download should be a valuable one. Avoid hype and fluff that aims to force visitors to take action, for example – buy now or limited time offers when they aren’t really that. Endorsers should be verifiable as should be any figures that you may use to bolster your claims. It about relating to your customers, building trust and community, and as a byproduct they will want to do business with you.
Get your readers hooked from the beginning. Your heading or title has to inspire visitors to read on so that they can understand your value proposition and take a call on further action. The only way to find what really works for you is through consistent A/B testing. The testing, of course, extends to all elements of a landing page, such as the placement of the form, the images or videos you use, and the call to action.
How optimized is your lead capture form? Research has established an inverse correlation between number of fields in a form and conversion rate. Forms with fewer fields generate higher conversions. And it makes sense, in this age of identity theft and ceaseless spamming; people are cautious about sharing information. An email address and a name should suffice in most cases. You can get the communication going with these two pieces of information and gather more information as the relationship matures. An optimized lead form with fewer fields is also critical to a positive user experience and making your website mobile friendly.
Distractions hinder conversions. A visual overload can draw a visitor’s attention from your message. Do not ask visitors to process more information than absolutely necessary as it increases the chances of a visitor abandoning the page midway. The landing page design should strive for a balance between text, images, video, and white spaces. Do not try too hard to impress, simplicity is best.
There are many variables that influence a visitor’s actions on a landing page. Implementing the above-mentioned points will enable you to control these variables to your advantage, build your list, establish more relationships with your customers and increase conversions.
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