10 Techniques for Boosting Your Landing Page Conversion Rate

Despite the ominous stack of tasks frequently piled onto their plates, what is the one thing every marketer on the planet is constantly trying to achieve? Well, you probably guessed it…

Lead generation.

Whether you’re an entrepreneurial company owner on the hunt for some new business, or you’re a marketing manager trying to impress your boss with an awesome report for the quarter, converting website visitors into qualified leads is top priority. And it all starts with perfecting your valuable landing pages.

In case you’re a little new to inbound marketing strategy, a landing page is a web page on which a visitor “lands” (go figure…) after clicking on a link to your website. Although there are several types of landing pages, the LPs you should be creating and utilizing to support your inbound marketing efforts are called lead generation landing pages.

The major purpose of these landing pages is to convert a visitor into a lead by collecting that visitor’s contact information in exchange for a “lead generating” offer. This could be a subscription to your company newsletter, a downloadable white paper, a webinar, or just about anything your prospects would find useful. But no matter the offer, a unique landing page is where this trade takes place.

Your typical lead gen landing page contains a form, along with a description of what the lead will receive in return for submitting his or her personal info. This handy data will then allow you to connect with the prospect at a subsequent time – and appropriately nurture them as they cruise down your sales funnel.

Think your LPs could use some work? Incorporate these 10 tips into your strategy to power up that landing page conversion rate! You’ll see a difference in no time.

1. Eliminate distractions. 

Do not include the main navigation on your landing pages. The point is to get rid of any distractions or links that would potentially redirect the visitor to another page on your website. Remember, the goal here is conversion!

2. Include a secondary offer. 

The only exception to the rule above would be to provide an alternative Call-to-Action on the landing page – just in case the prospect decides he is no longer interested in your first offer or he isn’t ready to download a piece of content catering to a specific stage in the sales funnel. A second CTA still increases that chance of conversion.\

3. Align the headline with the CTA copy.

One of the most common causes of a low landing page conversion rate is a message mismatch. Not only should your headline be engaging and to the point, this copy should mirror the copy from the Call-to-Action that led them to the landing page in the first place. Even if the LP content is completely relevant, a seemingly random headline could make the CTA appear misleading, and that potential lead will bounce.

4. Add an image.

As the old saying goes, a picture is worth a thousand words – so include a graphic that represents your offer to stimulate visual interest and drive home the point. Blog posts containing images receive more views, and the same holds true for landing pages. Not to mention a well-optimized image contributes to your SEO efforts.

5. Use bullet points.

People like to skim information, so break down the most important attributes of your offer into a convenient bulleted list. This is not to say you should avoid writing anything else about your offer – quite the contrary! But it’s helpful to provide your more hurried prospects with something their eyes can quickly latch onto.

6. Abide by the “5 Second Rule.”

A visitor should be able to recognize the purpose of your landing page within five seconds. If this is unclear, you’re running the risk of losing that conversion – despite how incredible your offer may be. Make sure your design is clean, the page text is succinct, and your priority keyword appears in the headline. Once again, a relevant image can’t hurt.

7. Embrace customer testimonials.

Customer testimonials build trust. Particularly for those B2B marketers who are working in industries that may be more difficult for the target audience to understand, including quotes and reviews from former customers adds a level of credibility to your offer.

8. Optimize your forms for conversion.

Only ask for the information you need. Consider your target buyer personas and what information is required in order to segment your database. In addition, consider how modifying the formatting could make the form appear shorter. For example, placing the “First Name” and “Last Name” form fields on the same line saves space.

9. Emphasize the benefit.

The text on your Submit button should include words like receive, download, get, redeem, etc. which highlight your offering. Avoid phrasing that emphasizes what the visitor must give up (such as submitenter, apply, etc.)

10. Don’t forget about social sharing icons.

Give your happy new leads the opportunity to pass along your valuable offer by including clearly visible social sharing icons on the landing page. One conversion could lead to several others!

In addition, best practice also dictates that new leads should be redirected to a Thank You page. This enables you to both express your appreciation and present them with a related offer in which they might be interested. Moreover, it’s a smart idea to send your new leads an automated follow-up email with the resource or instructions attached.

For more LP advice, see our Infographic on landing page strategy. And check out our free Inbound Marketing Campaign Checklist to see where utilizing landing pages could fit into your own marketing funnel.

Free Download: The Inbound Marketing Campaign Checklist

Oren Smith | Marketing Manager

About the Author

Oren Smith, Marketing Manager

Oren Smith—our resident Marketing Manager and data geek... *ahem* expert—has been heading up PMG's marketing for 5+ years. Between stretches of content writing and inbound strategy, you might find him planning his next adventure abroad or enjoying a good, old-fashioned lobster roll.