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5 Best Practices to Increase Your Landing Pages' Conversion Rates

Converting web visitors into buyers is a primary objective in digital marketing. To do so, digital marketers must develop user-friendly landing pages that allow consumers to easily navigate and find information. Here are five tips you can use to improve your landing pages’ conversion rates:
  1. Font type.

    There are two types of font types: absolute and relative. If the font type is relative, the font size can be enlarged or reduced. If the font type is absolute, the font size can’t be changed. These font types can affect the conversion rate as visitors can’t convert on your website if they can’t read your content. Therefore, it’s important to determine if your font type is suitable for your audience. If a majority of your consumers are visiting your page through smartphones, you may want to use a font type that lets them adjust the font size (hint: relative font). If most of your consumers are visiting your website through PCs, both absolute and relative will suffice as users can zoom in and out on their screens.

  2. Browser compatibility.

    Different browsers can render websites differently. For instance, your website may look differently on Google Chrome than on Internet Explorer. Therefore, it’s imperative for you to test your website on various browsers to ensure your customers can convert regardless of their browser choice. Also, it’s important to check if there are any navigational elements that are not loading on certain browsers after you have made a change to your website. These audits will help you ensure all your consumers have the same high-quality user experience.

  3. Browser plug-ins.

    Plug-ins are third-party software that add features to your website. An example would be Adobe Flash. While plug-ins can improve your website’s graphics, they can also be cumbersome to install and cause your visitors to bounce. To determine if plug-ins are causing your visitors to leave, see if visitors that don’t have Flash, Java, or other software installed have high bounce rates. If your visitors are bouncing due to the plug-in issue, you may want to change your website so that you don’t lose out on these potential transactions.

  4. Website speed.

    Millions of users are still using dial-up Internet at home. To target them, you want your website to load just as quickly on dial-up networks as on broadband connections. If you find out you’re losing consumers because your website is loading slowly, you may want to consider making changes such as removing high resolution images, so that all your visitors will receive the same website speed and user experience.

  5. Above the fold.

    The fold is the area where your visitors first see when they enter your website. (Without having to scroll down the screen.) In this area, you want to display your call-to-action, key benefits and conversion actions, as over three-fourths of all clicks occur in there. To do so, you want to first determine how your visitors are viewing your website (i.e. smartphone, tablet and so forth) and then ensure your content is above the fold on their platforms.

By implementing these five tips, you will be able to develop more user- and navigation-friendly landing pages. This in turn will improve your consumers’ user experience and ultimately your website conversion rate.