Or reading the report from Marketing Charts that shows that with a landing page, you get higher clicks and conversions at an average of 2.9% and up to 11.45% as against regular pages of 1.5%. I know I would.
But, what about those who have their landing pages up and aren’t seeing many conversions?
According to a Hubspot study, only 22% of businesses are happy with their conversion. So, that leaves us with an astounding 78% of brands who aren’t happy.
How do we remedy this, and what are they doing wrong? Let’s find out together in this article!
The first place you want to check when reviewing your strategy is your landing page. Yes. Do you understand what a landing page is? Have you used the right type of landing page for your business?
77% of businesses make the mistake of using their homepage as the landing page of their campaigns. As you will guess, this action makes them lose lots of insights and conversion.
But you can’t blame them because, in its root definition, a landing page is the touchpoint of your site— the same thing as a homepage, no?
However, in reality, a landing page isn’t a homepage. No, it is a standalone web page (post-click page) built for the sole purpose of either converting or generating leads for a particular campaign.
What do I mean?
If you are an eCommerce brand, selling multiple products, and you want to run a campaign for your baby scarf, you are indirectly saying that you want to target people who need a baby scarf, most likely nursing moms.
To better your chances of conversion, you need to create a standalone page that is tailored to the needs and demographics of your audience. In other words, you need a landing page, not a homepage.
Have you ever experienced that one time you wanted to purchase, let’s say, a bag that you like, and just when you were about to click the Buy Now button, your eyes latched onto a sweet deal with quality pictures that ended up directing you to another page?
The same thing can happen to your target audience when you decide to attach multiple offers to your landing page. So, what do you do?
Simple, ask yourself: how many products do I want to promote? Can they all serve as one product category for the same demographic I am targeting?
Depending on your answer to those questions, you can figure out whether a single product campaign is what you need or a product category promotion.
Here is an example:
Firm A sells women, kids, and pet products and is wishing to boost the sales of their nursing mothers’ items. Seeing that all these desired items are a must-have for nursing mothers, firm A can decide to promote these products as one category with a deal sweetener on the loose.
Firm B Sells tactical equipment, drones, and home appliances, and now they want to promote their remote control batteries as well as drone batteries. Both products are not closely related or a must-have for the same client. Hence, firm B is better off promoting them as separate products.
What’s your focus: conversion or lead?
Just like your offers, your CTA (call to action) is another aspect you should put your thoughts into. Why? Because stats show that 90% of those who read and click your headline will also check out your CTA. Shocking?
Not really, and that’s because if you targeted your audience properly with your ad, then most of those page visitors are interested in what you are offering. They might not be ready to purchase yet, but they are definitely considering your brand and offer as a potential solution.
Now, what you want to do is cash in on that by first deciding what your CTA will be. At this stage, what do you want your CTA to be? A conversion CTA or lead generating CTA?
Based on your decision and the stage of their buying journey, build your landing page with a focus on your CTA. The above CTA strategy from Trend should give you an example.
You can picture it like any good story out there. The story opens with a hook and builds up to the climax, each chapter more captivating than the previous, urging the reader forward with reasons until they find themselves at the final sleeve of the book.
The only difference is that yours is a product or service with lots of claims, proofs, visuals, social proofs, and other elements to build up confidence and motivation in the heart of your visitor.
Because as another research shows, it takes about 8 seconds for a person to form an impression about your site. And once they leave, your chance of getting them back are close to none. So, you have got to make them count.
One interesting way to not make them count as you must have guests is to give them false hope.
Clickbaits work like a charm. Think about headlines like:
“Learn how I started making six figures in one week!”
“This couple maintained a 35 years photo ritual. The 20th picture will make you cry.”
“What your hair length says about you.”
If you were faced with one of these, you most certainly would stop to think, mostly when you haven’t totally given up on the promise they claim to hold.
Now, narrowing it down to your Shopify landing page, you don’t want to give false hopes. If you say your client will get a service or product named A, ensure that the attached link leads to the right landing page for it.
Doing this will reduce your bounce rate, increase your ranking, boost your SEO efforts, and bring more conversions.
Moving on to another aspect of your landing page, it is time you look at the nature of your product and the content length you need to do it justices.
Yes, if you roam about on the web long enough, you might stumble upon stats like the human attention span has shrunk to 8 seconds, with people being able to remain focused for about 150 seconds on desktop and 72 on phones.
Aka, short-form is king!
And why not? After all, the shorter the content, the sooner we can all read it and be on our way, ya?
But in reality, determining the length of your content runs deeper than that.
What do I mean?
According to MarketingExperiment research, there is a potential of 220% more leads when your landing page is longer as against when it is shorter. Now, does this mean that other stats are wrong?
No. The key phrase is potential.
The nature of your product or service being promoted should determine the length. As a rule of thumb, it is best to lean on the shorter side of things when creating a landing page for affordable products, but lean forwards on the longer side of things when it comes to expensive products.
Why? Because money is important to us all. The higher the price you are asking for your product, the higher the information you should provide to justify why I should cough that out.
However, the perfect determiner for you is the results derived from an A/B testing. So, get two versions of your desired landing page ready and run each one to see which performs best.
According to research conducted in 2000, consumers made lesser purchases when presented with more options as against when they were provided with lesser choices.
Because like Barry Schwartz expressed in his book the paradox of choice, the higher the options you give to a consumer, the higher their anxiety and uncertainty.
Think about it.
If you wanted a phone upgrade, and upon reaching your favorite shop, you are presented with various products that meet your budget, each with their varying killer features and tradeoff, how sure will you be in picking one smartphone over the other?
But what if someone pointed out just one phone and explained to you while this one is the real deal above the rest? And if that person should even go as far as demonstrating the proof of these claims?
Your confidence in that product drastically increases!
This what your landing page is trying to do, show the visitor that your product or service is the best deal out there in various convincing manner. Including various navigations and links can defeat this aim.
With tools like Convertcow, Klaviyo, SMSbump, and more, you can further improve your landing page, study and understand generated data, and know how to use them to create more conversion and loyal customers.
So, once you are done with the preamble, which is understanding what kind of landing page to build, once you are done adding the right elements to the page, the next thing is to deploy the right tools to make sure your content converts even more.
Below are some of the promising tools you can use to boost your landing page results:
As you run your Shopify store and landing pages, you certainly will need to run some notification or pop up ad right on your page. That’s where Convertcow steps in. It gives you the creative freedom to pick up the kind of social proof notif or call to action you need to grab your users’ attention. From pop up policy notif, active users counter, random reviews display, video display, to lead form, coupon deals pop up, social share, and much more.
So, in this one tool, you get all you need to back up your claims on your landing page, build visitor’s trust and confidence in your services, and encourage more conversion than the average.
Another mind-blowing fact about this product is that you can integrate it into various CMS platforms like WordPress, Shopify, and more.
While that is really mindblowing, it will also excite you to know that you can enjoy most of these functions for free!
It is a shocker. But the platform offers unlimited campaign, notification, and customizable impression all under its free package.
generation and acting on insights. If you have already generated your lead, you need a tool to help you create your SMS and email templates for your cold, warm, and hot traffic.
You also want to know who ordered what, where your potential customer is in their buying journey, and what is the best action to take. In other words, you want to be able to target, monitor, personalize, and optimize your campaign to bring the best results.
This is where tools like Klaviyo steps in. This CRO tool allows you to do all that even on its free membership!
Yes, that’s one of the significant benefits it has over other tools like Mailchimp.
If you don’t have the cash to subscribe to higher packages and have few contacts to work with, then Klaviyo gives you all the tools you need to get greater insights and results.
As your contact grows
Sometimes, the reason your conversion rate is low isn’t that your content sucks or your visitors aren’t ready to purchase yet. It could just be a money problem. So, what do you do to remedy that?
You integrate financial solutions like Affirm into your business. Firms working with Affirm have been able to witness an 85% increase in average order value (AOD) and 83% Net Promoter Score (NPS), which means higher chances of recommendation, reoccurring customers, and more conversion.
You know how sometimes you have a lot of candies in your hand to share, but you just don’t have enough hands to get it around on time?
In such a situation, you need to ask for help from other folks with lots of hands to spare. That’s where Refersion comes in.
This affiliate platform works as an add-on to your Shopify account and allows you to list out your products, commission, and payment plan for affiliate partners.
With this kind of tool, you can have everything set up and automated while you take a backseat and watch things play out.
Aside from automation, one of its merits is the ability for you to see how many clicks and conversions you get and which channel they are coming from. On the affiliate partner’s end, it lets them know how much they are compensated and your payment schedule, which builds trust and enables higher conversion.
According to MailChimp’s research, emails have an average open rate of 21.33%, with the highest clocking, 28.77%. Makes you wonder if it is worth it, right?
But you know what beats that by far? Yes! SMS!
SMS has a 98% open rate, which brings a 45% conversion boost! In other words, you have got a lot of opportunities in earnings, customer base growth, and engagement when you integrate SMS marketing to your strategies.
SMSBump makes all these possible with a unique array of features and a free package. By signing up for its services, you get the chance to create your automated scripts that will be sent to your customers based on their actions on your store, like reminding them of their abandoned cart.
You can also schedule your campaigns like those limited products that are now available; up engagement by deploying emoticons, gifs, and exciting images; keep them on the loop about their orders, as well as monitor your campaign.
Thinking up new ways to grow your email list is a recipe for success. That’s where tools like Convertcow and Wheelio shines. While the former is more extensive, Wheelio focuses on providing gamified pop-ups that lead to a larger email list and more sales.
Many people remember the spin and win games, and subconsciously it tells them they are about to get some gift from you for just typing their email. And if they win a discount or free item? They are encouraged to complete the purchase.
This leaves them with a wonderful experience and increases their likelihood of coming again.
When your friend says to you: ”Hey, Bob! I bought that bike for my sister last week. That thing flies! You’re gonna love it.”
What does that do to you?
Boost your decision to make a purchase, right?
That’s the power of social proof. According to research, 88% of online customers trust user reviews just as much as you will trust Bob above.
So, what does that mean for you?
While innovative tools like ConvertCow can help extend how you use your users’ generated content, you need apps like Yotpo to get those social proofs.
Yotpo helps you motivate your customers to leave a review on your product page, sends review request via email, encourage them to engage in the community Q&A, and help you use the information across various points of your website and marketing decisions.
When your Shopify account or landing page seems to be seeing slow to no conversion, it isn’t the time to quit the game. No, On the contrary, it is the time to go back to the drawing board and see where you slipped. With an optimized page and CRO tools like Yotpo, ConvertCow, and Affirm, you can quickly begin to witness a positive turn of event.