Introduction
You rolled out your new marketing campaign.
The ads are performing great. Traffic keeps flowing into your landing page. Life is golden.
But then you notice an alarming pattern.
Visitors are not converting, your ad budget is depleting, and you’re left wondering: “What went wrong?”.
If you work in advertising, chances are, you had similar experiences before.
In this article, we'll discuss how to improve CTRs on your landing pages so you’ll never have to witness visitors abandoning their journeys again.
The following recommendations aren’t merely best practices. Some of them also incorporate the latest consumer neuroscience insights to give you an edge over your competition.
What is a landing page?
Landing pages are essential ingredients in every marketing campaign.
They are standalone web pages designed to convert leads into opportunities. Landing pages aim at a specific audience that interacts with an ad, email, or other digital media.
Most landing pages exist for one of two reasons:
- Generate leads for your business
- Compel visitors to take a desired action
Most of all, a successful landing page bridges the gap between marketing and sales.
We collected 7 easy tips to boost your landing page CTRs and hit your next marketing campaign homerun:
- Optimize your traffic
- Use attention analysis tools
- Draw attention to key elements
- Leverage your brand’s power
- Eliminate visual clutter
- Boost your credibility
- Repeat your CTA
How to Improve Landing Page CTR + Examples
1. Optimize your traffic
Traffic flowing into your landing page can be deceiving.
If your visitors are not your ideal customers, your CTRs will suffer. This may seem obvious, but it’s one of the most overlooked aspects of landing page optimization. Align your value proposition with your target audience’s needs.
Your landing page’s messaging should also match your other campaign materials, such as ads and emails. This is to reassure your audience that they came to the right place.
When visitors feel misled, they leave without turning into customers.
2. Use attention analysis tools
Attention is often referred to as the currency of our modern economy. It’s the gatekeeper to emotional responses, which governs customer behavior.
Understanding what dominates attention helps you persuade visitors to take action.
Using AI tools like Neurons makes it easy to discover what captures attention on your landing pages. The example below demonstrates how a rapid attention analysis can uncover areas of improvement.
Before (scattered attention)
After (focused attention)
3. Draw attention to key elements
Once you learn where attention goes on your landing page, you can highlight its key elements. These can be CTAs, products, testimonials, or other forms of messaging.
The above-the-fold (visible without scrolling) section of your landing pages has been shown to have the strongest impact on conversion rates and CTRs. Use this area to optimize engagement. Guide your visitor's gaze to your CTA with directional cues such as arrows, pointers, and human faces looking toward the action.
4. Leverage your brand’s power
Your brand's size and strength can determine how much product information is optimal on your landing pages.
Our research finds that lesser-known brands do better when they focus more on showcasing their products. On the other hand, bigger brands can often get away with less product placement and still earn clicks.
You can read more about our findings in the Maximizing Digital Success Guide.
5. Eliminate visual clutter
There’s no way around it.
Anything that doesn’t contribute to the success of your landing page needs to go.
Remove elements that:
- Receive little to no attention
- Distract from your product and CTA
- Overwhelm your visitors unnecessarily
Be selective with what you’re showcasing.
Clean your landing page, and your click-through rates should see an immediate uptick.
Before (Face dominates attention)
After (Attention focused on CTA)
6. Boost your credibility
To improve your CTRs, you need to communicate your value and establish yourself as a trustworthy brand. Landing pages are thus great opportunities to showcase some of your social proof.
This can be in the form of testimonials, reviews, and collaborations with other brands and institutions. This article by Mailchimp found that social proof demonstratively improves conversions.
Pro tip: the longer your landing page, the more opportunities to leverage social proof. Be sure to space out your credibility nudges throughout your landing pages.
7. Repeat your CTA
This one is pretty straightforward.
Repeat your CTA throughout your landing page to give more opportunities for your visitors to take action. Timely repetition can work wonders for your CTRs, and empower customers to take action when the desire to do so is at its peak.
Don’t overdo it.
Putting too much sales pressure on your audience can be perceived negatively, and damage your brand image.
Summary
They say the devil is in the details.
When it comes to increasing landing page CTRs, this saying rings truer than ever.
Remember, the key to successful landing pages is to balance visual appeal with clear messaging.
Key takeaways
- Optimize traffic by aligning your landing page's value proposition with the source.
- Use attention analysis to enhance key elements for better visitor engagement.
- Optimize your design for a persuasive & user-friendly landing page experience.
- Leverage your brand's power to balance product information & other elements.
- Reduce visual clutter on your landing page for a more effective user experience.
- Showcase testimonials & reviews to establish credibility and boost CTRs.
- Repeat your CTA strategically throughout the page to provide multiple engagement opportunities.
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