There’s a lot to think about with digital marketing and website optimization. But when it comes to actually generating revenue and driving results, conversion rates are a chief concern. Slight fluctuations in conversion rates can cause you to generate or miss out on thousands of dollars in revenue, while major changes could impact the long-term value of your business.
A big problem is that businesses don’t know what a good landing page conversion rate is. And, quite honestly, it’s a bit challenging to identify a figure and say, “This is the scale upon which you should grade yourself.”
However, when you remove all external factors – including industry – and focus on the raw statistics, studies show that the median conversion rate hovers somewhere in the 3 to 5.5 percent range. So, for all intents and purposes, pushing your landing page conversion rate above 5 percent is considered good.
4 Factors That Affect Landing Page Conversion Rates
If your conversion rates for key landing pages are below 5 percent – or if you simply want to increase already good rates – there are plenty of improvements you can make.
Some of the more relevant factors include:
- Tantalizing Headline
“A headline is where everything begins – interest, attention, and understanding. The headline is your first and most critical action of a landing page,” digital marketing expert Neil Patel explains.
A tantalizing headline is one that’s clear, concise, and somewhat surprising or shocking. The goal is to seize attention and use it to get visitors to consume more of the content on the page.
- Prove Subject Matter Authority
Customers have lots of choices today. Whether purchasing a pair of shoes or hiring a plumber to fix a leak, there are ample options in the highly competitive online marketplace. To stand out, you must prove that you possess subject matter authority on the issue at hand.
Proving subject matter authority on a landing page means providing information that is valuable, well-cited, and well-illustrated. This landing page from Davis, Saperstein, & Solomon – a car accident law firm in New Jersey – is the perfect example. The page features facts, statistics, explanations, suggestions, examples, and illustrations. While your landing page might not be conducive to such extensive research, providing as much information as possible will only help your conversion rate.
- Proof is in the Pudding
In addition to proving that you possess subject matter authority, you also need to show that your solution, service, or product has value in satisfying the pain point that’s being addressed.
Landing page visitors need to see very specific value in what you’re offering. This landing page from IMPACT is an awesome example. The value is found in the insights the IMPACT blog has used to “earn over 20,000 subscribers.”
There’s something to be said for stating your case and proving value through in-depth content and illustrations, but don’t underestimate the value of simplicity. Eliminating distractions will help your visitors focus on your conversion goals.
Let Conversions Drive Business Growth
The digital marketing process often proves to be quite arduous. Moving individual users through the conversion funnel – from awareness to purchase – requires a lot of moving parts. Often, the landing page is one of the final phases in this process. Thus, your ability to maximize conversions on individual pages has a direct impact on your bottom line.
Whether you’re looking for a conversion rate of 5 percent, 7 percent, or 10 percent, the factors discussed in this article will almost certainly come into play. Focus on improving in each of these areas and the results will follow.