If you clicked this article then you know landing page conversion rates can really make an impact on a business, despite this yours might be lacking. That’s okay as today we’re exploring what kind of conversion rate you can really expect from a landing page, as well as ideas to improve yours!
The short answer? Officially, the figures are about 2-5% conversion rate. If you are hitting 5% you are in the top 25% of landing pages.
The long answer is, it depends on a lot of factors and there is always room for improvement. With some tweaking we’ve taken conversion rates from under 2% to a whooping 24% for some clients. Here’s a few points you should consider before you set up your next landing page for your campaign.
Top Tips for Increasing Landing Page Conversions
Tip 1 – Can I Trust You?
Does your landing page sit well with your branding? Have you built up enough trust before people land there? Does the landing page feel natural when you land on it from the funnel you’ve created or does it jar at all? Is it clear what people are signing up for and how they will receive it?
Your potential audience needs to trust you before they will click to your landing page. If this is a new audience, that trust will be fickle and you can lose it immediately if the landing page jars at all. Make sure the landing page ties in well with all the funnels you are creating.
A clean, clear, well branded landing page helps to maintain the trust. It needs to be clear what they are getting in return for their information and how they can expect to receive it.
Building up that trust is key and a strong social media presence will help. The most likely people to click through and then actually convert are those who know you. A Facebook Advertising campaign to a brand-new audience taking them to your landing page is going to take more work. Which leads us on to our next point.
Tip 2 – Getting to Know You
How are you attracting people to your landing page? Although there are lots of tactics I’m going to focus on social media as it’s the big one.
Do you know your audience and, more importantly , does your audience know you? If their first introduction to you is a Facebook Ad, then expect a higher CPC (cost per click) and a lower conversion rate. If they know you, trust you and value your expertise; the cost is going to be lower and conversion rate higher. Do you have enough of these people though to run a profitable campaign? The answer is to find the sweet spot, by continuously generating an engaged audience. We’ve got a blog coming up on exactly this! Subscribe to be the first to read it…
Tip 3 – Know Your Niche
Conversion rates vary dramatically depending on your industry, niche and campaign.
A campaign for a new Cafe that gives away a free coffee when you sign up to their newsletter is going to have a high conversion rate compared to a campaign to sign up entrepreneurs to a free webinar, which is going to have a lower conversion rate (and likely higher campaign cost) .
Why does the coffee convert, but the webinar doesn’t? For many reasons, but the top three in my eyes are:
- Local targeting vs. demographic targeting leading the campaign
- B2C vs. B2B
- Offering a tangible freebie vs. offering a ‘freebie’ that costs a busy person time.
Of course they will also be wary of it being sale pitch and it is a fiercely competitive target audience. Being clear on your niche can help increase your landing page conversion rate. For example casting your net out for all entrepreneurs is going to be costly. Hone your audience. Then design a campaign and landing page specific to them for a much better ROI.
Tip 4 – Standing out from the crowd
Knowing what your competitors are doing is always valuable, but what are other industries doing ? Like coffee vs. webinar, what can you learn from campaigns outside of your business world? Social media is particularly good at only providing you with what you have shown it you are already interested in. Great as an end user, but for seeing what other industries are doing, not so much.
Entrepreneurs, for example, are bombarded with webinar Facebook Ads. They know the funnel – freebie or free webinar, instant amazing offer, follow ups – rinse and repeat. And most won’t bite. So mix things up. Get curious and have a look at what others are doing. Click through to landing pages that aren’t relevant to you. You may be surprised at the tactics and campaigns they are using – and you might just have new ideas about how they might be used in your niche.
Be brave and stand out from the crowd to disrupt people’s timelines and see if you get a higher conversion rate. Just don’t forget to track it and test, test, test! Remember there is no point on sticking with something if it isn’t working.
And that includes your current landing page…
Need help with any of that? Give us a call on 020 3664 7973 or email us, and let’s have a coffee and chat.