Lead-generation landing pages are a key part of helping to turn visitors into engaged potential customers. However, there are too many pages that lose momentum as a result of small, fixable issues, as opposed to glaring problems - the good news is that this makes the problem easier to deal with. Improving conversion rate optimization (CRO) is not about redesigning everything, but about removing obstacles and guiding potential customers to the right areas.
Using this list of 12 high-impact CRO fixes is a great way of being able to increase your enquiries without spiking traffic. Each of these is a simple and effective technique that is proven to have an impact on your long-term business success.
1. One page, one goal
Remove any secondary CTAs and outbound links, and make sure that every element is supported with a single conversion action, whether it's a booking, call, or filling in a form.
2. Lead with clear value proposition
Your headline should make it clear exactly who the page is for and what problem you will solve through your business. Leading with a clear value proposition makes you a more attractive option to potential clients.
3. Match message to traffic
Ensuring that your message aligns with what you are offering is essential for helping boost CRO. Having mismatched branding and message alignment can result in increased bounce rates, and conversion problems.
4. Use a strong primary CTA
CTAs need to be action-focused and benefit-led, and you need to think carefully about how you position your CTAs, and what type of wording you are using to try to attract interest. What's more, using one dominant colour is really useful as well.
5. Reduce form field aggressively
Make sure you are only asking for information you actually need, and give people fewer forms to fill in. The fewer forms you provide, the more this will appeal to potential customers, and you'll be able to drive conversions.
6. Add social proof
Social proofing is key to long-term business success, and placing social proof near to the form - including testimonials, reviews, client logs, and trust badges - can have a huge impact on conversions.
7. Make benefits scannable
Use short bullet points to highlight outcomes, not features. Visitors tend to skim your website, so you need to have easily digestible information that they can understand in seconds.
8. Address objections
Make sure you answer common objections directly and clearly through your website, and try to make sure you avoid vagueness as much as possible - this is the best way to attract more positive interest in your business.
9. Optimize for mobile
Ensure all the right elements of the landing page are mobile-friendly - this means forms need to be easy to fill out and complete, and text should be readable and obvious without zooming in.
10. Improve page speed
There is nothing worse than slow load times to kill intent. So you need to make sure you make the right changes to help you improve your page load speed, such as compressing images, reducing scripts, and prioritizing speed.
11. Reinforce urgency
Being able to use subtle urgency cues like limited availability, response-time promises, and seasonal relevance can all help to reinforce urgency without creating pressure.
12. Test continually
You need to make sure continuous testing is a key part of how you seek to improve your landing page, and you can do this via things like A/B testing, CTAs, layout, and form length - making small, iterative changes can have a big impact over time.
High-performance lead-generation pages are not complicated, but they are a core part of driving success. Making use of these 12 CRO fixes is a great way of being able to convert more of the traffic that your website already has into real leads, and, ultimately, revenue.
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