Have you put a lot of time and effort into creating your landing page and now find that you are achieving few or no conversions? Then we have 10 tips for you on how you can easily and effectively increase the conversion rate of your landing page. Creating a landing page is not that difficult, believe me!

Mobile First: Optimizing for mobile devices

If you place ads via Facebook, Google or affiliates, you can be relatively certain that a large proportion of users will reach your site via mobile devices. Unless you have configured your ads differently. After all, according to a survey, 46% of respondents already say they make their online purchases using a smartphone. Unfortunately, many people make the mistake of relying on a well-designed desktop website while completely neglecting the mobile version of their landing page.

So make sure that you prioritize the mobile version and make changes to it first. Also try to keep the loading time of your WordPress website as short as possible, as too long a loading time unnecessarily increases the bounce rate. Studies have shown that users who have had a bad experience with a brand's mobile WordPress website in the past are 62% less likely to buy the brand's products.

Usability: Create clear structures

Nothing is more annoying for your visitors than coming to your landing page and then not finding the information they are looking for within a few seconds. People who visit your website usually scan your content first for the information they want - and then decide to stay on your landing page or bounce.

You should therefore make the structure of your landing page as straightforward as possible: For example, set visual signals by presenting the CTA ("Call to Action") in an eye-catching way and structure the landing page by giving each topic a different (subtle) background color. Also avoid long text passages, complicated graphics and formulate suitable headlines that you present in an eye-catching way. This makes scanning easier and avoids a high bounce rate.

Content: Less is more

In addition to a clear structure, you should also present your content as attractively as possible. It may sound trite, but it's true: brevity is the spice of life. Of course, it's tempting to put all the information about your product on the landing page - after all, you want to provide customers with the best possible information. But remember:

Customers scan your content for the information they are looking for. Long text passages can be overwhelming, especially on mobile devices.

One trick here is to hide long texts in an accordion, for example, and only provide it with headings that can be folded out if interested. You can also wrap boring data in attractive graphics and at the same time liven up a strict design.

Clear message: focus on users

Anyone who arrives on your landing page via an ad is highly unlikely to be familiar with your offer. You are therefore faced with the challenge of convincing this person of you and your offer in just a few seconds.

So focus on a clear message and formulate meaningful headlines that immediately give your users an overview of what you offer and what advantages they have as a result. Avoid technical terms, use a simple sentence structure and try to make your offer as tangible as possible. Because it has actually been proven: Users are not impressed by long lists of features, but understand your offer much better if you list the solutions you offer for their problems.

Targeted user flows: Avoid distraction

When creating landing pages, it is important to strike the right balance. While your target audience should not be bored by your content, they should also not be overwhelmed with too many features. So avoid overly flashy graphics, an exaggerated color profile and links that lead users away from the page.

There is only one place where you should set visual accents: the CTA - the call to action. This is the most important part of your page and should be clearly recognizable. So use colors cleverly to guide your users to the goal and encourage them to complete the purchase. Avoid any distractions that could prevent users from converting on your landing page.

Build trust: Use Trust Elements

As mentioned before, users do not know your company and/or your offer when they reach the landing page. That's why it's important to build trust. According to a study by Bitkom, 65% of all customers search the internet for reviews before buying a product.

Save users the trip to review portals and therefore place trust elements on your landing page. The best way to do this is with the help of your customers' voices in the form of reviews or by displaying awards and seals of approval. This allows your target group to recognize at a glance that they can trust your company and that it is a reputable offer that has already convinced others.

Authenticity: arouse emotions

You've probably come across a landing page or two that shows an image with a high-resolution nature motif, supported by a quote from a famous person. You've probably asked yourself: What is this actually? And rightly so. Because some companies make the mistake of focusing on aesthetics instead of authenticity and emotional appeal.

An authentic appearance is essential and an emotional appeal can be a real conversion booster. A case study by Konversionskraft, for example, showed in a test with five landing page variants that emotionally focused landing pages were able to achieve 80% more uplift in conversions.

You don't need high-resolution stock photos to win over your target group. The important thing is that you present yourself and your company as personally (but also professionally) as possible so that users know who they are dealing with.

So use pictures of employees and contact persons and introduce them as well. This way, users have already established a delicate emotional connection when they visit your landing page. And are more inclined to buy your product or use your service.

Recognition value: uniform displays

When you set up a landing page, it is important that it has the same look and feel as the ad. Because if the design of your landing page differs too much from your ad, there will be a disconnect and your users will no longer be sure whether they are actually dealing with the same provider. So use the same graphics and wording as in the ad to guarantee a seamless transition and tie back to the last point of contact.

Clear CTA: Incentives for more conversions

Even if your product or service is really good, you should first make your users a non-binding offer and create incentives - especially if your product or service is in the higher price segment. Because still: People who visit your website don't know your product or your company. Allow your target group to get to know you and your offer first and communicate your call to action repeatedly and clearly on the landing page.

Incentives can be provided, for example, through a free consultation, a freebie or a discounted offer. The element of scarcity is also useful for increasing conversions on your landing page.

But no matter what offer you formulate, it is important that the call to action is formulated simply and is immediately clear to visitors to your landing page ...

1. what you offer,
2. what benefits they derive from it and
3. what they need to do now to take advantage of your offer.

Conclusion: Create & optimize landing page

Finally, the bad news: a landing page is never finished. Because now it's time for optimization. After all, there's always room for improvement. When optimizing, it is important that you don't change too many aspects at once.

So first test different headlines, then different texts or graphics and then different structures. In this way, you can clearly identify which factor has improved (or worsened) your conversion rate and thus feel your way closer and closer to the optimal landing page.