4 Conversion Optimization Tips for Your Landing Pages

A few tweaks to your landing page can boost your conversion rates in no time.

When a company is trying to raise its conversion rates—which, in all honesty, is 100% of the time—it’s hard to know where to start. You could adjust your sales copy, your e-mail headlines, your product prices, your advertising images … the list of variables is never-ending. But one easy way to up your conversions is simply by tweaking your landing page.

A landing page is exactly what it sounds like—a page where shoppers land when they click on a link. It’s usually higher to the top of your sales funnel. Perhaps you’re trying to grow your e-mail list before launching a new personal finance e-course. You may run a Facebook ad to a free guide opt-in about the “5 Aps That Will Save You Money.” You know the page that visitors land on when they click on your ad? That’s your landing page.

Here are four tips for drafting landing pages that will increase conversions, get more names in the top of your funnel, and ultimately lead to a boost in sales.

  1. Check its loading time. Your landing page needs to take under 2 seconds to load. The perfect copy and the most branded images mean nothing if someone clicks away from your page because of its slow loading time. Make sure everything on your page is functioning efficiently so that it loads quickly. PageSpeed Insights from Google can help you diagnose any issues.
  2. Utilize simple headlines. You have less than a second to get the attention of someone who lands on your page, so ensuring your headlines are catchy is a must. You don’t want to provide a huge chunk of cluttered text; a one-line, attention grabbing headline will do. Hire a copywriter if you’re feeling shaky about your own copy skills.
  3. Use high-quality images. By adding a visual component to your landing page, it will look more engaging and inviting. You don’t have to invest a ton of money in professional photography; sites like Pixabay offer well-done stock photos that aren’t yet all over the Internet. Your layout should be clean and simple, not overrun with tons of different images and long streams of text.
  4. Implement A/B testing. Programs like Optimizely allow you to test-run various forms of your landing page to see which is the most effective. By utilizing A/B tests, you can see which headlines or layouts are the most effective in increasing conversions.