Landing Page CRO: A Guide To Choosing A Website Page Layout That Converts

You have already spent hours creating an amazing website for your business. Now it is time for the website to work hard for you. From driving traffic to generating leads and increasing sales, a stellar website can help you convert more of your visitors. But only if you optimise it correctly.

This is where a landing page CRO comes in.

Here is all you need to know about Conversion Rate Optimisation and how you can use it to boost your landing page’s effectiveness.

What Is Conversion Rate Optimisation?

Before we get into the details of conversion rate optimisation, you need to understand what conversion rate is. In simple terms, the conversion rate is nothing but the percentage of visitors on your website that complete a desired action. Whether it is downloading a free e-book or signing up for a newsletter, conversion rate takes into account all actions taken on the page.

Websites with high conversion rates provide their visitors with a seamless and pleasant browsing experience which prevents them from bouncing off the page.

Conversion Rate Optimisation or CRO is the process of improving and optimising landing pages and the content on your website to boost conversions.

What Are The Benefits Of Conversion Rate Optimisation?

Apart from getting more visitors to convert, here are some other benefits of CRO that can tremendously help your business.

  1. A better understanding of your customers
  2. Increased revenue and profits
  3. Higher return on investment
  4. Improved SERP performance

How to design landing pages that convert?

There is no hard and fast rule of what your website should look like for enhancing your conversion rate. But here are some landing page CRO practices that will improve your chances of increasing the conversion rates.

1.Identify Barriers

Before you even begin with your conversion rate optimisation, take some time to study your existing webpage and identify the barriers to conversion. What according to you is preventing visitors from converting? Is the language on your landing page complicated? Are they not able to easily find the answers they are looking for? Are some of the clickable links on your page broken? Perform a quick yet comprehensive CRO audit to find out what is causing customers to drop off.

2.Keep It Simple

Your landing page has one main purpose – to get the visitors to convert. To make that process simpler and more intuitive for them, avoid stuffing your page with too many options. Less is more when it comes to landing pages, so keep your web pages simple and easy to understand. The more choices you give your visitors, the longer they will take to decide and act. By focusing your visitors’ attention on one Call to Action, you are subconsciously guiding them to that one choice. Leave the fancy and cryptic terms for your blogs, use simple language that everybody will easily understand.

3.Learn From Your 

To make an impact on your audience, you need to know what their pain points are. Go the extra mile to listen to your customers and give them what they need the most. A visually stunning landing page that does not add any value to your visitors will not do your business any good. If you address a customer’s pain point on your landing page, it is highly likely that they will return, and possibly convert in the future. So, gaining insights from your existing visitors is essential if you want to boost your conversion rate.

4.Optimise Your Webpage For Mobile Devices

With mobile phones and tablets gradually taking over larger laptops, you need to optimise your landing pages for the smaller screens if you want the visitors to stay. Make sure your landing page offers a seamless user experience to the visitor, regardless of the device they are on. If a visitor is unable to scroll through, view pop-ups, or click on certain areas of your webpage on their mobile device, there are high chances that you just lost yourself a potential customer.

5.Understand How Colours Influence Buying Decisions

Businesses across all industries use the psychology of colour to evoke certain emotions from their customers, and your website should not be any different. Studies have shown time and again that apart from the structure and text, a web page’s colour scheme also plays a huge role in consumer behaviour. Colours can impact everything, from readability and comprehension to conversion and sales.

Here are some examples of how different colours can change the perception of your website and business –

  • Blue – The colour of loyalty, trust, and sincerity
  • Green – The colour of balance, health, and freshness
  • Yellow – The colour of youth, creativity, and optimism
  • Purple – The colour of luxury, quality, and grandeur
  • Red – The colour of urgency, energy, and strength
  • Black – The colour of sophistication, power, and class

Pick a colour scheme that suits your brand’s tonality and style to make your landing page appear more interesting.

6.Never Stop Testing

No matter how perfect you think your landing page is, you must keep researching and testing new layouts. Consumer demands are constantly evolving, and one way of optimising your conversion rate is keeping up with these changing needs. Periodically review your existing layouts, learn from your audience, and carry out A/B testing to determine what your viewers respond to best. Even simple tweaks like changing the font style and size or adding a bigger CTA button can bump up your conversion rate. So, make sure to perform adequate tests for different elements of your website.

7.Seek Help From A Professional Conversion Rate Optimisation Agency

Some things are best left to professionals, and optimising your landing page to boost conversions is one of them. Conversion Rate Optimisation agencies work with your existing traffic to understand their likes and dislikes and uncover ways to increase your growth. With access to best-in-class CRO audit tools, these agencies can empower your brand and equip you with actionable steps so you can boost your sales in just a couple of months.

Whether your brand caters to the go-getter from Sydney or the laidback Melbourne local, or anything else in between, the right Conversion Rate Optimisation agency will transform your landing pages so you can convert the casual visitors to paying customers. Continue to research the market and be flexible and agile to stay on top of the game and keep your visitors coming back for more. While there is no one-size-fits-all landing page that converts, one thing is for sure – you need to invest your time and resources to make sure your website brings in the results you desire.