5 Ways to Increase Landing Page Conversions
In my last post I talked about marketers that fail to track phone calls and social media ROI. They track online conversion rates fastidiously, but then they stare at you blankly when you ask how many calls their marketing generates, or when you ask them about social media ROI. My goal today is to lay out clearly how to increase landing page conversion rates by implementing call tracking.
Landing Page Design
There are several vital keys to landing page optimization that will increase your conversion rates. I should note that every marketer thinks they know these rules, but looking at landing pages across the web leads me to believe otherwise.
1. Headline â€“ The headline of your landing page needs to be short and precise. Ask yourself this question: does a visitor know at-a-glance what your landing page offers?
2. Concise Copy â€“There is a rule journalists follow that marketers should also apply:Â use the fewest words necessary to get your point across.
Keeping that awesome rule in mind, also remember this statistic: Only 20 percent of people view landing page content â€œbelow the fold.â€ If someone has to scroll down to see content, they will never see the content.
3. Call-to-Action â€“ What do you want a visitor to do on your landing page? This call-to-action should be crystal clear.
4. Phone Number â€“ Place your phone number in prominent locations on the landing page so a visitor can call you.
Our data shows that a customer is 25 times more likely to buy from you if they call than if they fill out a form. Let me say that againâ€¦a customer is 25 times more likely to buy from you if they call you than if they fill out a form. Thatâ€™s substantial.
What does this mean?
It means that you should focus on getting as many customers to call you as possible. This is vital. You should place your phone number on the upper left-hand side of your landing page, or place it above your form. If you should use call tracking so you can measure, not only the percent of people that filled out a form, but also the percent of people that called you. Your conversion rate will be higher. Your close rates will go up. Your bosses will love you.
5. Rigorous Testing â€“ You should A/B test every element of your landing pages. Place phone numbers in different locations. Test and tweak specific form fields. Test different content and headlines.
Comprehensive Conversion Rates
The goal of tracking phone calls and social media ROI (which Iâ€™ll get to in another post) is simple: to track a comprehensive conversion rate that gives you data from every source. You need a comprehensive conversion rate metric. These fundamentals of landing page design mean very little if they donâ€™t convert, and you canâ€™t know comprehensively how many are converting if youâ€™re not tracking phone conversions from your website.
About Jason Wells
Jason Wells is the CEO of ContactPoint. Their flagship product, LogMyCalls, provides inexpensive tools for businesses seeking to optimize marketing, lead quality and minimize lost leads. These toolsâ€”phone call tracking, call recording, mobile marketing automation and call performance scoringâ€”allow businesses to determine which advertising methods are effective and improve their ability to secure business over the phone. Prior to leading ContactPoint, Jason was Senior VP for Sony Pictures Television where he led the creation and international expansion of the mobile business line from London. For more information, visit www.logmycalls.com or call 866-811-8880.
Latest posts by Jason Wells (see all)
- Lead Gen: What Pay-Per-Call Still Lacks in 2012 - October 10, 2012
- Mobile Click-to-Call: Why You Need a Trackable Number for Real Results - August 28, 2012
- What You Need to Know About Mobile Search - July 13, 2012