– You're selling a product orservice, you hire a designer, a web developer to buildamazing landing pages for you.
You pay hundreds of dollars for ad clicks, maybe even thousands.
But when you look at your conversions, you're not even breaking evenwhen it comes to your admen.
What should you do? Hi, everyone, I'm NeilPatel and today I'm going to show you why 96% oflanding page visitors will never convert andhow to improve that.
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Did you know that 4.
02% isthe average conversion rate for a landing page according to unbounce.
That means on average, almost 96% of your visitors won't convert at all.
I'm going to show you someof the things that have the potential to ruinconversions on landing pages, and also how to provideyou with the guidelines on how you can improveyour conversion rates.
So there are three importantUX factors that can affect your conversion rate, the first is page speed.
It's not only amazing contentthat gets people to convert.
It's also if your page loadsslowly can lose you a lot of ledes, right? So speed time is super important.
Did you know that 50% ofusers expect a website to load in less than two seconds.
Studies show that as pagespeed decreases bounce rates go up.
For a web page with the averageload time of two seconds, the average bounce rate is around 9.
Walmart found for every second that their website loads faster, their conversions increased by 2%.
The second thing whenit comes to UX factors is your call to action placement.
Have you ever heard theterm above the fold, this is commonly usedterm by digital markets to describe the placementof content on web page above the fold refers to all the content that is on the web page beforeyou have to keep scrolling down below the fold is all the content that shows after you start scrolling down.
Now the fold varies per device.
on an iPhone, the foldis going to be different than my desktop computer and that's going to be different than onmy iPad Or my laptop, where you place a call to action, whether it's above thefold or below the fold can have a huge impact on conversion, the average difference onhow users treats content above versus below thefold is 84% according to the NN group, justthink of it this way.
If you have content that's above the fold and is getting used a lot, but there's no action point to take, you're going to lose money.
And if you have all yourcall to actions below for your invisible contentright below the fold, where people are barely viewing it, you're going to get a lot less clicks, and in theory, you'regoing to make less money.
Unbounce performed anexperiment on one of its landing page tests on CTAperformance above the fold.
The left image showsthat CTA below the fold and the right imageshow CTA above the fold by simply placing the contentabove the fold base of 41% spike in conversion.
That just shows you aboutthe power putting everything above the fold.
Now for some products orservices, you could be like, wait my products too confusing.
I can't put up above the fold, It takes me too much text todescribe what I'm selling.
Well, you could do that in avideo so that way you can get more things above the fold.
Now, sometimes you may want toput your CTA below the fold.
Now the trick with this andunbounce had a study on this, they found that if you putless content above the fold, it causes people to scroll more.
So if your goal is to haveall your CTAs below the fold, then you don't want to have toomuch content above the fold, because that's how you canget more and more people to scroll.
And you can use Crazy Eggto run a scroll map test or a heat map test to seewhere people are clicking on your page.
To help you determinewhere you should be placing your call to action.
The big takeaway I havefor you is don't be afraid to ab test with yourcall to action placement, and make sure it's optimized for UX and place more than onecall to action on a page.
Sometimes having 2, 3, 4 is better.
Now if it is your checkout page or someone's entering their credit card, really going to have one Checkout button.
But in general on some ofyour main user facing pages, you want to have multiple call to actions.
Now last but not when it comes to UX, you want to remove excess clutter.
landing pages typically have one goal, and that's to get a user to convert.
However, when there's too muchclutter and too much friction on page, users getconfused and they bounce and become part of that 94%that I mentioned earlier.
The design of a landingpage should be simple and easy to navigate.
You don't want to throwa ton of information to your audience of one static page.
Too much clutter can driveusers away from your site.
By clutter I mean content, navigational links and too many images.
Navigation at least cantempt people to click away on other pages of yoursite that aren't optimized and focusing people on converting and putting in their credit card.
HubSpot tested to landing page variations on many different pages of the site with navigational links andone without navigational links.
Their free trial landing pagesso 14% increasing conversions without any exits.
Their demo page, so increase of 28% without any links.
By keeping pages navigation free, users are less than likelyto get distracted and bounce.
Let's put it this waynavigational links cost you money.
Conclusion, if you focuson the three things that I mentioned above, you are much more likely toconvert visitors into customers.
If you need help getting more visitors and converting them into customers, check out my ad agency Neil Patel digital if you enjoyed thevideo, like it, share it, it help if you bought it.
If you have any questions, leave a comment I'll make sure I help you out.