8 Easy Landing Page Tweaks That Will Boost Your Conversions ( +Examples)
Conversions are the bread and butter of every business. No matter what your conversion is — a newsletter signup, a booked call, a purchase — you’ll always want more of them.
Unfortunately, a lot of websites don’t put too much effort into designing landing pages that focus on conversion. However, with a few simple tweaks, you can improve yours so that they organically encourage your target audience to perform your desired conversion.
Here are eight suggestions and examples to inspire you:
Speak Directly to Your Audience
One of the simplest landing page tweaks you can implement is changing the way you speak to your audience.
Instead of adopting a general brand voice that aims to appeal to a wide segment, try to narrow it down. Speak to specific individuals. The better defined your ideal customer, the easier it will be for you to address them.
Use “we” and “you” as often as you can, too. It will help you deepen the relationship and make your website visitors feel like you understand them better.
Love the Night Sky did a great job with their header copy. They clearly state who their products are for — backyard astronomers, aka amateurs and hobbyists. However, they also stress that their products are high-quality so that their customers will be able to enjoy a professional stargazing experience.
This is a great way to speak directly to a specific group of people and, at the same time, clearly explain what you are selling and who might be interested in the product.
Add the Right Kind of Social Proof
Using social proof on landing pages can be another simple tweak you can make to improve your conversion rates. It will have a better impact on your audience than anything you yourself can say, and it will go a long way in improving your credibility and trustworthiness.
Choosing the right kind of social proof is key. You probably already know that testimonials work great for service-based businesses and that product reviews are a must for any e-commerce brand. However, you also need to take into account the tone of voice, the source of the social proof, and the information being shared.
Check out this list of startup newsletters, for example. They show you the brands some of their readers work for, which is a great way to show how reliable and valuable it really is. Plus, they’ve added a bit of humor to the page with their other testimonials. They’re clearly showing that their brand is not stuck up and that they don’t take themselves all that seriously.
Offer More Than One CTA
In order to boost your conversion rate, you will need to carefully plan out the conversions you want to inspire. If you give your website visitors only one choice, you will significantly lower your conversion potential.
Instead, think of their pain points. If you can solve more than one, provide conversion paths and CTAs for both. Consider their current conversion funnel stage, too. Are they already familiar with the possible solutions, or do they need to learn more?
Lanteria does a good job of providing two distinct CTAs. One provides the opportunity to book a product demo. This gives leads the opportunity to ask questions and learn more about the product in person.
They also provide a product tour CTA, which is better suited to those who are not yet sure they want to convert but would like to see more of the product.
Show Some Numbers
One of the most compelling ways to improve conversion rates is to show concrete evidence that your product or service delivers results.
There is an obvious caveat to using this tactic, though: you must show real figures. You should never make promises you can’t keep. For example, if you show the results one client has gotten using your tool, you should also state that there is no guarantee others will be able to achieve the same.
You don’t have to showcase results. You can also display the number of clients you’ve served or packages you’ve shipped, or a similar statistic that will testify to the quality of your product or service.
Dropbox does a very good job in this regard. They show you how many people have downloaded their app and how many connections have been made using it. Who wouldn’t want to use a tool that so many others love?
Think of similar numbers you can display. You can even put a funny spin on it and list the cups of coffee your team drinks in a week or the number of steps you pace around the office while solving a client’s issue.
Show Customers with the Product
Another excellent kind of social proof you can use on your website is product photos featuring your actual customers. This will help visitors get a glimpse of what it’s like to use your product. They’ll have a much easier time imagining themselves having it in their lives.
This tactic also provides the opportunity to connect with your audience on social media. By setting up a hashtag and asking your followers to send you their photos, you can generate more interest and engagement.
Make sure to thank everyone who sends you a photo or video. Also, always credit the person whose image you’re using on your website.
Meowingtons use this trick very effectively. They are, of course, blessed with the fact that their customers are furry and cute, so they’re also likely to generate a lot more positive energy.
Note how they’ve also made the photos shoppable. You see a blurb from the customer about the photo (and their cat), and you can also see the product itself with a simple click.
Make Your Header More Informative
Overcoming common conversion obstacles is a great way to boost conversion rates, too. They may include the cost of shipping, product quality, the cost of product returns, or payment options.
Alternatively, you can also boost conversions by highlighting some of the key features of your brand and product or service. What is it your customers are looking for, specifically?
The header of your homepage is a great place to do both of these things. Take a look at Lords and Labradors and how well they have done it. They display their product rating on Trustpilot and remind you that all of their items are consciously made in Great Britain. They also tell you they offer a loyalty program and show their phone number in case you have any questions.
Quote Your Media Mentions
One more way to use social proof to your benefit is to showcase the buzz you’ve generated in the media.
If a news outlet has mentioned you, be it a mainstream or a niche one, you can brag about it to your visitors on your landing pages. This is a great way to highlight your credibility yet again and offer extra proof that your brand is reliable.
When displaying said media mentions, make sure to quote or link to the actual articles. Don’t just say someone has mentioned you and display their logo. Anyone can do that.
Take a look at Buffy and how well they have capitalized on this tactic. They do display the link to the website that has mentioned them, but they also give you a brief blurb from the article. Also, notice how these quotes focus on specific aspects of their product: try for free, most innovative, great night of rest.
Highlight the Benefits
Finally, don’t forget that customers and clients care more about the benefits of your product or service than its features.
This can be a tricky fact to navigate. You will, of course, want to mention what your product can do or what your services encompass. However, you should always tie them with a specific benefit that will make the lead’s life easier and solve a particular problem.
Make sure that the benefits you list are tangible and that they are important to your target audience as well.
Check out Kettle and Fire and how they’ve managed to incorporate the benefits of their product into their landing page. They have an entire section that highlights the expected outcomes of taking their bone broth. They don’t spend too much space or use too many words. But they do tell you in no uncertain terms why you should convert.
Which one of these landing page tweaks sounds the most appealing? Which one do you think your target audience would appreciate and respond to the most? Remember to take your brand image and your audience’s pain points into account before you start making any major changes to your website.