The term “conversions” haunted me during the start of my digital career. I used to think that this was the ultimate unachievable objective from a digital campaign. If you could achieve a few conversions for your client, you were treated as a star.
But, about eight years back we were all figuring out how to get conversions. It was always the last step and when an actual sale goes through, which, even today is not easy to achieve.
The term conversion has been modified and in its true sense does not always mean an actual sale. Life is simpler I must say.
If you were to look at it from a different angle, then you’ll know a prospect customer’s journey from an ad to an actual sale is made up of multiple conversions. These conversions are broken down into goals and that’s how experts have been able to achieve ROI for many businesses. Marketers understand the digital medium better, and data analytics contribute a great deal to the success of many businesses.
Getting conversions is still one of the most important objectives for every marketer. It can be a primary or a secondary, or even an end goal but it is the winning trophy.
We have put together the following points that contribute to getting maximum conversions from a landing page. It is non-negotiable, and it works for all successful brands.
Mobile First Approach
We believe that you have to make landing pages for mobile first and then for desktop. If you don’t agree then you’ll miss out on achieving great numbers.
The world is not moving towards mobile anymore, the world has already landed on mobile first approach and there’s enough data and proof for that.
Honestly, people only care about a brand’s easy availability.
Just like it’s annoying to not have a brand to complaint to on Twitter, it is very inconvenient to not have a mobile compatible landing page. Especially, when you’re trying to drive conversions from online medium.
It should not take a customer any extra time to fill a form, subscribe to your blog or buy a product when they’re accessing your website from a mobile device as compared to a desktop. If you can do this, you’ll increase your sales up by atleast a 5%
Simplicity of Language & Design
It’s not very difficult to come up with a good design and language, but it’s difficult to arrive at simplicity in design and language. Simplicity kills all distractions and smoothly drives prospects to an end objective.
8 out of 10 companies put 60% of their attention to logo placements, the number of times the brand is mentioned, and the details of details of details that an online user rarely cares about.
Eliminate the story on your landing page & design it to only drive sales. After this you’ll be able to see competitive numbers.
One Definitive Action
Most marketers have faced this issue so many times & to be honest I’m still fighting this.
It’s a wrong mindset that when you invest in building a landing page you should have everything available because if not this then maybe that will get a hit.
“If a user does not fill the form, he should atleast subscribe, if not subscription, let them just download the brochure. Let’s keep these CTAs placed strategically across the page”
This approach does not work in the sales funnel.
If you’re not clear with your objective yourself, then how can you expect a prospect to land on your page, spend time and perform an action that is desirable to your business?
Truth and Transparency
There is no company in the world that is 100% true to their customers. Even the customers know that.
But if you successfully get your customer’s attention through an ad and get them on a landing page to see something entirely different then that’s practically lying. This will lead to high drop offs.
Tell your customers what you have and show them how passionate you are about it. If you try to trick them and waste their time, then you’ll be losing more than just the conversion.
This is the sentiment side of marketing which marketers don’t give attention to. But friends, brands that build an emotional bond, always stay on top of the mind and have a higher chance of converting into loyal customers.
Don’t take the number of visits, hits on your site as mere numbers. When you understand that those visits are people investing time on content that you created, then you will learn to value it. Once you value it, you’ll truly know how important it is to give a seamless experience to the ones who land on your site. And you will drive better results every single time.
The time a prospect would take to fill a form should not be more than a minute, the time that a user takes to make a purchase after clicking on buy button should happen within a few minutes.
Sometimes the payment gateways have their own technical issues and may create problems. To avoid any of that, make sure you test different devices, browsers and scenarios. Make AB testing a part of your regular QC.
Make sure your landing page is well optimized and does not take a lot of time to load. Sorry we mention this point quite a lot, but it is really important.