First you built your website, then you crafted the perfect marketing strategy, after that you spent a whole load on pay per click ads.
If you've found out conversion rates are low (or they could be better), and you aren't getting as many sales as you'd like. This article will discuss 10 go-to UX design strategies we use with our clients. So you can design engaging landing pages that convert every time.
But before we go any further let's take stock and benchmark some industry averages so you know how you're doing compared to your competition.
In 2019 lead generation conversion rates average at 4.02%. But it is important to benchmark yourself against your own industry. The more product consideration from the user. The harder it is to achieve a high conversion rate.
Good examples of this are in real estate or higher education. Moving home or picking a school for your child is one of the biggest decisions you will make in your lives. Other industries like finance and lending can have an element of urgency from the purchaser which then bumps up conversion rates.
AVERAGE LEAD-GENERATION CONVERSION RATES BY INDUSTRY
Statistics by Unbounce
When building a high conversion landing page, we want to think of the whole user experience like a compelling short pitch. You’ve got a limited amount of time to convince the user of why you are the best choice to solve their problem.
Here’s a good framework for your landing page content
One of the simplest strategies to try when creating your landing pages is removing the navigation, footer and internal links.
This is effective as it forces the user to get through all of your pitch (or landing page) without bouncing somewhere else. With the same idea in mind try focus your content and design on one offering or product.
Utilising effective UI animations, video, or motion graphics can increase conversion rates massively. It can also help you get across your value proposition in a concise and impressive manner.
AN INTERACTIVE PAGE WE MADE FOR DIGITALXRAID
See Case Study
In an era of YouTube and Netflix your customers expect an interactive experience on every website. Here is an example from Apple’s latest MacBook pro landing page showcasing features of its touch bar with a video carousel.
This should be obvious in 2019 but having a mobile friendly website is absolutely imperative to the success of your business.
However it isn’t easy to test every your landing pages on every mobile device out there without having access to a carphone warehouse stockroom.
Which is why we created Phonetestinator a tool which quickly allows you to test multiple mobile devices and mobile page performance quickly and accurately using Google Lighthouse API.
Page performance has a huge impact on conversion rates. Market data consistently shows that across industries a faster web page will result in a better conversion rate.
So what do your customers expect? Well research shows 47% of customers in 2019 expect a webpage to load in 2 seconds or less,
“If an e-commerce site is making £100,000 per day, a 1 second page delay could potentially cost you £2.5 million in lost sales every year.“
Often when we think about conversion rate optimisation, we picture big red buttons and poorly designed oversized text. You don’t have to use poor design to increase your conversions, you just need to use contrast.
Important buttons, headlines, and features of your landing page should stand out from less important features of the page. Using visual hierarchy is about making the most important elements of your content stand out.
Try to use at least 5 different styles per section of your landing page: this could be variations of colour, typography, and whitespace per section. Prioritise the most important elements to have the most contrast from the other elements.
By reducing the amount of investment you ask from the user you can seriously increase conversion rates. This is a fine balance, as you also want quality leads.
One of the best tactics is asking only for the information you really need, and when asking for more than three pieces of data break it up step by step or separating it into a multi step form over multiple pages.
To conclude this article with the most important strategy, there simply is no magic formula for a high conversion landing page these strategies will just help point you in the right direct.
You need to utilise testing, analysis and iteration as an on-going process in all of your landing page campaigns. Utilise best practices and then make small iterative changes and monitor the effects.
Some of the methodologies and tools you can use to carry out using testing and analysis include.
User interviews: simply carry out a remote video or in person interview with someone who fits your persona
Tools: Google Hangouts / Appear.in (for video interviews)
Interactive surveys: ask your users questions about their experience on your landing page
Tools: Typeform / Google Forms / Survey Monkey
Feedback polls, heatmaps, and page recordings: get insight into how users are
A/B Testing: A/B testing allows you to put multiple versions of a page against one another and see which performs best.
Tools: Optimizely / VMO / Google Analytics
Analytics: Google Analytics is our go to always make sure to setup relevant goals and events for your page.
Tools: Google Analytics