What makes a high-converting landing page?

The conversion rate for a website is the number of visitors that take a desired action divided by the number of total site visitors, and it can be expressed as a percentage or as its decimal equivalent. For example, if out of every 100 visits to your website three people purchase a product from you, then your conversion rate would be 3%. This article discusses conversion rate best practices and how CPAs can improve conversion rates to drive more revenue from their paid search campaigns.

Conversion Rate Optimisation (CRO) is the process by which website owners transform their visitors into customers. The conversion rate is a part of your online marketing mix – it's what makes the difference between success and failure for your entire website – so mastering conversion rate optimisation will mean more conversions and greater profits for your business or organisation.

Understand Your Audience

The fundamental rule in CRO is that you must understand who your audience is and what they want from your website before trying to entice them to convert. If you don't know your audience, how can you craft a conversion strategy?

You should reflect on who your customers are - what they want from your service and website. How do they think? What language do they use? What turns them off or makes them hesitate?

Ease of Navigation

The layout of your site must be easy to navigate - make sure that people can find their way around quickly and easily, without waiting for the page to load. It's important to design with conversion in mind – which means making pages skimmable and scannable with clear headings and sub-headings. This isn't about cheerleading, it's about communicating: "What can I offer my audience that will help them, make life easier for them or save time for them?"

Writing good copy is key - write in plain English and avoid jargon. Cut the fluff and get to the point. Make sure your sales conversion message is clear, concise, compelling and benefits-driven.

Images & Videos

Using images can lift conversion rates by 80%. Visuals are extremely powerful in conversion rate optimisation strategies, both in corporate websites or landing pages. They draw attention to important information that needs to be noticed quickly when browsing. Use visuals to explain abstract ideas about your's products or services too. But don't overdo it, ensure your images are relevant to your visitors.

Testing is Key

Conversion rate optimisation is a continuous process, so you should always be testing and tweaking your conversion funnel. Test new landing pages with different headlines or content to see which one works best for conversion rates. Try testing different variations of the same page against each other to discover what really works for conversion. A/B split testing helps uncover conversion nuances that previously were hard to grasp just by looking at metrics - ultimately helping you make better conversion decisions now and in the future.

Tools & Resources:

- https://vwo.com/blog/optimise-landing-page-conversion-rate

- https://visualwebsiteoptimizer.com

- https://www.conversion-rate-experts.com/online-workbooks/the-web-revenue-playbook/