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The main goal of creating a one-page landing page is to get quick sales of a particular group of goods or services. If a PPC specialist were asked: “How to double sales from a landing page?”, his or her response would be to increase the budget, because increased reach always leads to high sales. However, we all know that increasing the budget is not the most elegant and effective way to achieve the goal. In this ADV Advantage blog post, we will look at ways to optimize a single-page website to increase Conversion Rate – the number of conversions divided by the total number of website visitors.
What is Conversion Rate Optimization (CRO)?
In simple terms, Conversion Rate Optimization (CRO) is an increase in the percentage of buyers among all website visitors, i.e. the use of a list of tools that best stimulate the audience to make an immediate purchase. PPC specialists have been actively developing CRO skills lately, as the constant increase in the advertising budget is no longer as effective as it used to be. Google Ads experts agree that Google Search is increasingly favoring perfectly optimized websites with a high level of trust over those that solely focus on bidding at the auction.
Key tools for increasing CRO
The process of optimizing a single-page website does not require reinventing the wheel: there are clear rules and techniques that allow you to succeed in increasing search rankings.
In general, there are three key areas of landing page optimization:
- text optimization
- improvement of design and functionality
- positive experience
These Conversion Rate Optimization (CRO) techniques are technically independent of each other, but each of them requires a detailed analysis and implementation of effective tools, because for experienced PPC specialists, the impact on increasing the number of conversions is obvious.
Optimize the text
Textual content is the most important component, because it carries an informative and cognitive function that encourages the user to choose your product or service. How can you improve the quality of content on your website? There are only two options: work on improving your writing skills or hire an experienced copywriter.
The text content on your website should meet the following recommendations:
Attract attention:
- Use catchy headlines and subheadings that will attract visitors.
- Use attractive images, videos, or other multimedia elements.
Clear message:
- Identify the main benefits of your product or service.
- State them in short, clear sentences.
Key benefits:
- Highlight the key benefits of your product or service.
- Show convincingly how they can solve problems or meet customer needs.
Use of reviews and recommendations:
- Place positive testimonials from satisfied customers on the page.
- Use testimonials from influencers or experts in your industry.
Strong Call-to-Action:
- Use clear and compelling calls to action to encourage visitors to make purchases or contacts.
- Specify exactly what visitors should do, for example, “Buy now”, “Request a free consultation”, etc.
Search engine optimization (SEO):
- Use keywords in your titles, meta descriptions, URLs, and text content.
- Optimize page loading speed and mobile responsiveness.
Simplicity and convenience:
- Avoid unnecessary technical terms or complex phrases.
- Make the buying or contacting process as instructional as possible.
Testing and analysis:
- Conduct A/B testing for different versions of text, headlines, calls to action, etc.
- Analyze analytics to understand which elements grab more attention and deliver the best results.
Attractive design
Website design is the first thing a new user will have to familiarize themselves with. An attractive landing page that meets modern UX/UI standards and has unique interactive elements always encourages the user to further familiarize themselves with your business. It’s worth noting here that the process of website optimization within the framework of CRO should not end with the development of an exceptionally attractive page appearance with trendy colors and fonts: it should be a technically advanced website with convenient management and an obvious path to conversion. To improve the Conversion Rate, it is recommended to highlight the section with real user reviews and add so-called trust badges that eliminate the doubts of new customers about making their first purchase. These markers of positive experience from satisfied customers are the best way to encourage potential buyers to make a final decision.
Positive experience
Any skilled PPC specialist is well aware of the value of a loyal audience that has become so because they have had a positive experience with your brand. Put yourself in the shoes of a customer: is it easy to get a negative experience when interacting with your website, and what exactly makes them refuse goods/services? At this stage, you should determine whether the information on the site eliminates doubts about the purchase and really meets the needs of the audience.
To reduce the number of bounces after online conversions and improve the overall positive user experience, you should be closer to the user by introducing live communication. This can be a classic online chat, a request for a phone call, or the ability to ask questions directly on social media. You can also create a list of frequently asked questions or develop feedback forms. Easy communication is the key to increasing the level of trust at the initial stages of interaction.
Increasing the profit from the website also directly depends on the company’s policy: the way of providing services, pricing, fast and free delivery, detailed reporting on the progress of the order, data confidentiality, etc. All of the above factors directly affect the positive experience, which, in turn, contributes to the growth of conversions without additional costs for paid advertising and a fierce struggle at the bid auction between competitors.
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