You’ve created the perfect sales page – or so you think. Visitors come to your landing page, absorb the message, and then convert into an immediate buyer. Before you know it, you’ve closed a deal and started raking in the cash.
But something is keeping you from taking home the big bucks. You’re not getting the results you’re after because your conversion rate – the percent of people who click a button to take a specific action – is low.
What causes this low conversion rate?
Often, creators of sales funnels want to increase their conversion rate by adding design or copy upgrades – things that might get people to pick up the phone and call a company or get an email alert to read about a product. But that’s not the whole story.
While you absolutely need to have a high-quality, compelling offer on your digital doorstep, you also need to look after the little details that make a real difference.
One of the major factors holding you back from a high conversion rate is the design of your landing page. Maybe you launched a new product line or added a new service, but you didn’t take into account that this would increase the bounce rate – meaning that your potential buyers are quickly leaving your site. Or, you tested a bunch of variants of your landing page, but didn’t measure which one performed best. Without a clear idea of what works and what doesn’t, there’s no way you can improve.
Create a User-Friendly Landing Page
Designing a user-friendly landing page is incredibly important for businesses of all sizes. If your landing page isn’t converting, chances are your visitor is leaving your site before they even get a chance to do anything.
People love to be welcomed by a simple, clear, and clean design. Unfortunately, many marketers and content creators launch websites with all the right moves – a stunning logo, an interesting offer – but without having thought about the user experience (UX).
A well-designed and well-planned landing page can help your business stand out among the competition. When done right, a landing page can increase your conversion rate by as much as 20%.
Focus On the Most Important Performance Metric
When you’re launching a new product or undergoing a significant overhaul to your website, it’s easy to get distracted by shiny new objects and forget about the essentials. You might want to measure the conversion rate of your sales page for the first few weeks after launching, but once you’ve reached a steady state, you should switch to looking at the engagement metrics that will help you understand how effective your marketing is.
If you’ve just launched a new product or service, your first metric to focus on is sales. How is your audience responding to your marketing campaigns? Are they picking up the phone to make a purchase, or are they scrolling past your offer to find more information?
After you’ve established sales, you can move on to look at other important metrics – namely, the type of person that is engaging with your content and the conversion rate of your website as a whole. Does your Instagram account have 10,000 followers but only produce one or two sales a day? Does your Snapchat story have 500 followers but no one engages with your content?
Your job as a marketer is to look at the big picture while paying attention to the little details that make a difference. It’s easy to get lost in the thrill of a new product launch or to focus on the analytics for a single channel – but keeping an eye on the traffic coming in from different sources and turning that into revenue is the key to maintaining a healthy business.