Many businesses in Africa neglect the importance of landing page conversion rates.
Typical scenario is that a business owner or entrepreneur will explain their mobile and web requirements to their designers and developers, and then they in turn give them exactly what they want without any consideration for optimising conversion rates (especially on the landing page).
This comes about as a consequence of lacking experience and knowledge regarding conversion rates, thus everybody sticks with what they know best.
Entrepreneurs are typically experts at what they do, designers and developers also. Neither of them are marketers.
What is a Conversion Rate?
A conversion rate is the percentage of your site visitors that end up performing the action you require them to, to reach your website business goals.
These goals may vary including but not limited to
+ Newsletter Subscription
+ Downloading a digital product
As such the landing page is the most important aspect of your site
Optimising your landing page conversion rates can increase your online marketing profitability.
In my years of experience working with clients around the continent, the follwoing 6 tips have proven to work and have helped in improving conversion rates.
1. Get Rid of Choices
You need to have a clear understanding of your desired conversion action, whether it is to sell, download, fill a form, or simply a click-through to another page.
Only the desired conversion action should be on the landing page, all other clickable links or choices should preferably be removed on the landing page.
2. Keep your promises
Your site visitors have arrived from somewhere.
Their expectation was set before they even landed on your page. Ensure that you understand the context from which they arrived.
It's critical to align the content of your landing page with their intent and expectations.
3. Minimize distractions
Reduce visual distractions as much as possible.
Avoid using a wide variety of font styles, colors, and sizes on your page. Remove images and interactive rich-media content unless it directly supports your conversion goal and is a clearly superior way of conveying important information.
Bland landing pages are often the best at converting visitors, surprisingly.
4. Promote site credibility
Unless you work for an internationally recognized company, you have no brand-strength or credibility with your online audience.
Do everything possible to reduce anxiety on your page by using safe shopping seals and other indicators of your trustworthiness.
The logos of trade associations, acceptable payment methods, and money-back guarantee seals can all be powerful ways to make your site visitors feel safer.
5. Be Persuasive
People want to feel an attraction for your product or service.
Site visitors are most likely to convert if they see logos of well-recognised client’s brands and media sources that have covered or mentioned your company.
Display prominently testimonials from existing customers.
6. Use a Clear Call to Action
Make sure you tell your site visitors what to do next, spell out exactly what will happen if someone fills out the form or clicks on the desired link.
Let your call to action always stand out, avoid clutter in the area around it.
In summary, when you increase you landing page conversion rate, your business will grow faster than you might expect.
Cover Image Credit: Kurtis Garbutt
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