Increase Landing Page Conversions with CRO

Landing pages are your one chance to make a good impression. When your landing page is designed with CRO in mind, it’s designed to give users a good impression (and hopefully convert them!)

What is CRO?

CRO is conversion rate optimization.

This refers to optimizing content, in this case your landing pages, for highest conversions.

This isn’t referring to getting more people on your page - it’s about getting users who are already there to convert. 

Want to calculate your conversion rate? It’s a simple formula. 

Conversions on Landing Pages

Common conversions on landing pages are lead capture, sale generation, downloading resources, and service requests. 

How to Use CRO for Landing Pages

On average, landing pages have a conversion rate of 2.35%. If you want a higher conversion rate, you need to design with CRO best practices. 

Here’s the thing - CRO is more science than design. It’s an experiment to find the best mix for the highest conversions. 

A/B Testing 

60% of companies A/B test their landing page, and with good reason. A/B testing compares two different versions of the same thing, such as a landing page, and then comparing the results. 

This is where science comes in.

Just like a hypothesis should never test more than one variable at a time, the best way to see the impact on conversions with A/B testing is to only have one difference between the two options.

Written content, visual elements, and the call to action are all things commonly tested with A/B testing. 

UX Focused Design

UX means user experience. UX focused design isn’t just about how a site looks - it’s about how it functions.

UX design is rooted in audience research - answering questions like who will be interacting with the design, how will the design help achieve their needs, and what are they hoping to get from your design. 

By designing with a focus on UX, you’re designing for the users first. This allows the design to guide them towards conversion.   

Value

Your landing page needs to have value for the best conversion rates. Don’t focus on fluff, focus on what the user will get if they convert.

If your landing page is directed towards a resource, like a white paper, then make that the focus. 

There’s no guarantee that a user is going to search the rest of your site when they come to your landing page, so whatever you’re offering needs to be immediately clear.   

Ideate, Ideate, Ideate 

The best thing you can do for CRO? Ideate! Don’t get complacent - mix it up and always strive for a better conversion rate. 

As mentioned above, A/B testing is a great way to test different versions of your landing page to see which drives higher conversions. 

Another great tool to help you ideate is a heat map. Heat maps show you where users are (and aren’t) interacting with the site. Most importantly, you can see where you’re losing customers and ideate to try different ways to plug that hole. 

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