How to x10 Your Conversion Rate on a Landing Page

In general, I like to simplify things, so let's make it easy:

The conversion rate measures the number of users who converted as a percentage of the total number of users that visited your site.

That is, how many users end up buying/contracting a service versus the total number of users who enter the website.

The goal of a landing page is to increase this percentage. We can say that the success of a company (in part) is determined by the conversion rate achieved on the landing page.

That said, let's see what to do to improve your website's conversion, or rather, what you are doing wrong so that users don't end up converting on your website.

Unclear Value Proposition

The first thing to understand is that for a user to end up buying, several things need to happen at once, but the most important is that it needs to be clear.

What you sell has to be clear.

One of the reasons why users don't end up buying is because they don't know what they are going to buy, what they are buying, or they don't understand how that product can benefit them. There are doubts about the value of the product.

Many of these problems arise because the copies are written by the same UX/UI designer. Ideally, the texts should be written by professional UX Copywriters, experts in persuasion and communication.

But if you don't have the budget or you are a designer reading this article yourself, the best thing you can do is use simple words and be clear with the user.

Behind the screen, there are people, so speak directly to them.

So, the concept of clarity and simplicity will be the engine of this article and what we will use throughout.

Simple and Clean UI

We just mentioned that the website needs to be simple and clear to convert. What better time to apply this theory than with the UI.

The UI has to be super clear and simple. A very common mistake is to have a thousand elements, a thousand CTAs, a thousand texts, and we end up confusing the user.

The hero section must have a basic structure:

• Clear Heading 1 with the value proposition
• Short and clear description that reinforces the value proposition
• Support image
• And if you insist, you can also put logos and testimonials there, but not much more.

If you fill everything in too much, you will end up overwhelming the user and they will quickly leave the page.

Also, if you fill the screen with elements, we lose focus on what's important:

• Heading 1 and image

We have to try to make sure this doesn't go unnoticed, and what better way? By leaving only what is necessary so that there is no struggle in hierarchy and attention.

Something very important to keep in mind is that users are much more likely to take action when the action is clear, and when the effort is low.

Clear value and clear CTA, the click is assured.

Incorrect Structure

Something that surprises product designers or business owners is that their website doesn't convert when it's not designed to convert.

The problem with hiring cheap or inexperienced product designers is that they only focus on the visual, not on the strategies.

When you work with a reputable studio or with professionals, you will realize that they usually think beyond design; they focus on strategy.

For a landing page to convert, it must be prepared and structured to convert. The order of the landing page has to make sense; it cannot be placed randomly.

Usually, landing pages prepared for conversion have this structure:

• Heading 1 with the main value proposition.
• Testimonials + social proof: Quick testimonials of people who are already using the product. You can also use brand logos to build trust. Alternatively, you can use insight numbers (such as the number of product downloads, the number of clients...).
• Showcase the product, ideally highlighting 3 main features.
• Display the testimonials again, this time try to include more than what you did at the beginning.
• Present the pricing plan.
• Include the final call to action.
• Display the footer.

Pricing Plan Issues

The conversion of the page is not only related to the page directly; as I mentioned at the beginning, it has a lot to do with several things at once.

We have talked about structure; structure is super important to first tell a story and then ask them to pay.

But the final step, the purchase, is also super important. 99% of designers do pricing plans wrong.

We have done an article exclusively talking about pricing plans, we leave it to you here.

Lack of Clarity in the Product

It seems obvious, but in most landing pages with conversion problems, it's because it's not clear what you're selling.

Sometimes founders or designers focus so much on convincing the user that they end up losing the key or the main focus of the landing.

Make it easy for clients to find what they’re looking for.

• What you're selling
• How your product can benefit the buyer

Website Experience

Experience is everything on a website. We've been mentioning clarity and simplicity throughout the article, and here we'll apply it very well.

Experience is the most important thing of all. This encompasses everything we've talked about. When the user has finished scrolling, what has been their experience?

To improve the experience on the website, I recommend that you:

• use few animations; this usually overwhelms and confuses the user if not executed well
• Pay attention to details
• Know and understand your user well; otherwise, you'll make a landing page focusing on the wrong people, and this will be reflected in how you address them
• Maintain a clean and modern UI
• Showcase the product a lot, rely on many images and even videos and demos

Money Back Guarantee Policy

Many of my clients get scared when I recommend this. As I mentioned earlier, we always have to focus on clarity and user confidence.

The user must be able to make the purchase with confidence; if they don't trust or have doubts, they won't buy anything.

The money-back guarantee policy is only insurance for the user. If your product is good, I assure you that few people will ask for the money back.

If your product as such is not good and you're afraid they'll ask for the money back, then stop working on the landing page and work on the product.

But if your product is great, and you know it, you have nothing to worry about; this is only a factor of protection for them.

And to your surprise, they will use it very little or almost never because the product is good, and they only needed this to be convinced to make the purchase.

Optimize Your Website

We'll put this as a separate section, but this is very related to the website experience.

Obviously, optimizing your website nowadays in 2024 is something super mandatory; maybe in 1990 it was only a recommendation, but nowadays, either your website loads in 2 seconds, or people leave instantly.