Are Your Lead Generation Efforts Getting YOU The Kind of Conversions That You Expected?
How do you know if they are or not and with no clear picture of whether or not you’re on the right track, it is easy to feel stuck.
To help unstick you, in today’s post I share 5 tips from Carly Stec, Content Marketing Manager, IMPACT, who sheds some light upon the situation and address the all-too-common question – “what is a good landing page conversion rate?” and how it will help with your lead generation efforts.
While landing pages are easily the most important pages on your website (it’s where you convey value, earn trust, and convert visitors into leads), marketers often struggle to understand their performance.
The truth about landing page conversion rates is that They’re subjective.
- Factors like your industry, product or service, and your target audience all weigh in on your ability to convert visitors into leads, and leads into customers.
- The average conversion rate falls around 2.35%. The keyword here is average.
Why settle for average when amazing is attainable?
The businesses that are really going to stand out are the ones that refuse to settle. Here are 5 tips aimed at turning a good conversion rate into a great conversion rate:
1) Convey the value
- Don’t make people guess.
- You need to leverage your value proposition to ensure that all of their visitors can easily identify the benefit of using your services.
2) Reduce risk
- According to Dr. Robert Cialdini, “People see an action as more appropriate when others are doing it.”
- In an effort to make people feel more comfortable about taking next steps, consider the benefit of including a testimonial or alternative bit of social proof on your landing page.
3) Leverage scarcity
- Often times by limiting the quantity of something, you’re increasing the desire for it.
4) Eliminate distractions
- What’s the first thing your eye is drawn to on this page?
- Keeping the design of your landing page minimal, by placing more of an emphasis on your form and call-to-action and think about eliminating your navigation on your landing page to ensure that visitors won’t wander off the page, but rather stick around to convert.
5) Make it easy
- While you certainly don’t want to sacrifice lead quality, finding a way to eliminate a form field (or two) could have a serious impact on your conversion rate.
- According to Dan Zarrella, your conversion rate improves by almost half when the number of form fields are reduced from four fields to three.
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To Your Success,