7 proven tactics to increase landing page conversion rates

The market is more competitive than ever before, meaning every marketing campaign you launch has to perform. Creating an email campaign and dropping in purchased leads is no longer enough.

As a small business, what should you do? If you can't convert the traffic you have into qualified leads and sales, what's the point?

This is where landing page optimization comes in as the key to capturing more demand from your traffic.

Follow along with these tried-and-true tactics to grow conversion rates from your landing pages.

Why is it hard to convert traffic these days?

• Research independence: For most topics, there’s plenty of freely available information to help buyers make decisions. Information has become even quicker to access with the acceleration of AI.
• Distractions: There are so many other frictionless online distractions — it’s easy to consume an endless supply of TikTok videos.
• Fear or mistrust: Today's online users are digital natives who have experienced the flurry of messages after completing a form and are hesitant to convert on landing pages until they've fully made up their minds.

There are a few ways to overcome these concerns:

• Have compelling, interesting offers. No one wakes up and tells themselves, "I'm going to fill out a landing page form today." Instead, they seek out a solution, strategy or tool for a given problem.
• Add vibrant and exciting visuals. Make your landing page attractive, with quality visuals that don't look like everyone else's. The great news is that with Convrrt Pro inside of Keap, you start off with 70+ landing page templates and an array of page creation tools to make it attractive.
• Be direct in your copy. Don't hedge or soften your points; remove anything that’s not essential to understanding your offer. Speak to the individual reading the page, as this builds trust in your messaging.

Tactics to Grow Landing Page Conversions

Tactic 1: Use curiosity-invoking headlines

Your headline is the first piece of content your visitors will notice. By provoking curiosity, you prompt the visitors to stay longer on your page, increasing the chances of conversion. Tailor headlines to speak to your target audience's interests and desires.

Here are a few killer headline formulas that are bound to boost your conversion rates:

1. "The secret to [solving a problem] without [common obstacles]"
2. "Find out how I achieved [something] in just [a short time period]"
3. "Discover the [number]-step process to [attaining a desired outcome]"
4. "Turn [something ordinary] into [something extraordinary]"
5. "Shatter the myth: Uncover the real secret to [doing something]"
6. "Unleash the power of [product/service] for [benefit]"
7. "Join [number] of people who are enjoying [benefit] now"
8. "Stop [pain point], start [desired result] with [product/service]"
9. "Experience [desired result] in [time frame] with [product/service]"

Tactic 2: Embed engaging visual content

Optimizing your Keap landing page with relevant visuals that complement the text can improve retention and encourage potential leads to take action.

Here are some ideas for visuals to add to your landing page:

• High-quality images: Images offer visitors a tangible feel of your product or service. For example, if you’re selling a physical item, show it from different angles and highlight its features.
• Videos: A well-made, concise and informative video can be far more engaging than static text or images. It gives you the opportunity to demonstrate your product or service in action.
• Infographics: A beautifully designed infographic can be a great way to break down complex information into digestible chunks. They are particularly useful when dealing with data-rich topics.
• Before and after: Your visitors will want to know about the transformation you're promising. It can significantly enhance understanding and engagement with what you're selling.
• Photos or headshots of you and/or your team: If your landing page is banking on your personal brand or appeal to readers, you've got to show yourself. Include a headshot below your signature, or as an introductory element in your story.

Tactic 3: Harness feature-bridge benefits

Focus on your product or service's benefits rather than solely highlighting its features. How will it solve your customers' problems? Answering this question can guide your prospects toward conversion.

Here are a few examples to think about including on your pages:

• Feature: Our app includes 24/7 customer support.
• Bridge: This means no matter what time of day or night you're working, you'll never be left in the dark.
• Benefit: Enjoy peace of mind knowing we've got your back, allowing you to focus on growing your business.
• Feature: Our software comes with state-of-the-art encryption.
• Bridge: Your data's security is our priority.
• Benefit: This ensures that your sensitive information stays confidential and is protected against potential threats.

Tactic 4: Use powerful CTA button copy

Having a single, clear and strong call to action (CTA) can minimize your visitors' indecision. A well-crafted, concise call to action based on need or urgency can significantly boost your conversion rates. Use anything besides "Submit" for the text on the button.

Results-oriented copy in the first-person narrative is proven to drive up conversions between 30 and 225% on landing pages. Here are several examples to consider below.

• Start My 7-Day Trial: This CTA creates a sense of immediate action and encourages users to begin their journey.
• Get My Free Guide: This action-based CTA tells the user exactly what they're getting and presents it as a no-risk offer.
• Apply to Our Community: This suggests the user will be part of an exclusive group, enticing them to click and find out more.
• Lock In Your 30% Discount: Encourages immediate action by making the user feel they’re getting a special deal.
• Secure My Spot: Creates a sense of urgency and exclusivity, urging the user to act quickly.
• Book 1-Hour Consultation: This CTA indicates a personalized service awaiting the user, prompting them to take quick action.
• See My Results: This powerful CTA works well for self-development products or services, piquing curiosity and intrigue.

Tactic 5: Add social proof and trust signals

An effective way to build your brand's trustworthiness is by displaying trust signals. Trust signals can instill a sense of security in prospective leads, nudging them further down the conversion funnel. Deploying these strategically on your page helps keep visitors engaged and tamps down fear and uncertainty.

Here are several excellent sources for landing page trust signals:

• Customer testimonials: Prospective customers often find it reassuring to hear positive experiences from other users. Be sure to include compelling, real testimonials on your landing page. Include trusted influencers in the industry, too.
• Brand certifications and awards: Displaying recognitions from industry regulators or awards won can strengthen your credibility, building trust with your visitors.
• Phone numbers: Include a trackable business phone number that lets landing page visitors call or text you. We recommend keeping it separate from your cell phone. Keap provides users with calling and texting features, starting at $9 per month.
• Media mentions: If your brand has been featured in the media, use these mentions as trust signals. They show that you are respected in your industry and add credibility.
• Payment methods: For a landing page focused on purchasing a product, reinforce which methods of payment you accept. (Psst! Keap handles online payment automation for you and your customers.)
• Case studies: Outline the most compelling facts, outcomes, or other hard metrics in a simple way. Specific numbers can be quite persuasive if they resonate with the reader's pain points.

Campaign best practices for effective follow-up

You'd be surprised to know that not every business responds to leads quickly. It's shocking to see how long these otherwise qualified leads sit and wait for someone to "make the rounds" to follow up.

By the time follow-up happens, the lead’s interest may have cooled off, or they could have gone with a faster competitor. Keap’s automation helps you stay ahead of the competition.

• Set up an email confirmation campaign. This is your key to attaining high inbox placement and preventing your emails from going to the spam folder. With Keap's automation features, it takes no more than a minute to set up.
• Tailor your email confirmation message to be ultra-specific to the landing page audience. Generic messages just won't cut it. For inspiration on creating targeted messages, check out some of these tips.
• Drip a series of follow-up messages that tell your story and add value. Imagine each email as an opportunity to move the recipient to take one decisive step. It can be arming recipients with more education or it can develop a stronger affinity for your brand.
• Mix up your email follow-up. Don't send emails at the same hour, day, or even interval. Think about what gets you to perk up and welcome someone's thoughtful but well-timed follow-up. Don't be a stranger, but don't be a pest, either.
• Don't rely solely on email. Consider deploying several different methods to engage a new prospect. Email can sometimes be a "noisy" place to discuss big decisions. If you have a planned meeting, send a quick text message with the meeting link to keep the lines of communication open. Alternatively, consider a direct mail campaign to stand out.

Make your next campaign a success

The big picture here is that you're in control of your landing page's performance. Apply these tactics to improve the effectiveness of your landing page, and soon enough, you'll perfect the formula for what gets your audience to convert.

At the end of the day, it's just marketing. You're allowed to learn along the way.

Rest assured with a powerful small business CRM and automation tool like Keap at your fingertips, you can outmuscle your competitors with integrated marketing campaigns that are engaging, trustworthy and convert like crazy. Try it out for free today.

About Kavin Patel

Kavin Patel is the CEO and co-founder of Convrrt, a landing page platform that helps SaaS businesses scale faster. He has over 19 years of experience in the tech industry and is a trusted advisor in demand generation and customer success. Kavin is an Economics major from Arizona State University and uses his analytical and creative skills to solve growth challenges. He was previously the principal at Omazing Creations, where he discovered the opportunity to simplify landing page publishing for thousands of businesses. In his free time, Kavin enjoys spending time with his family and traveling the world.