How to Gather Customer Insights to Increase Landing Page Conversions

A landing page is an effective way to attract customers, subscribers, and leads. After all of the time you spend making a page and investing money into PPC ads and email campaigns, the amount of new clients may be very low in comparison to the amount of visitors.

There are two ways to deal with poor website performance: shrug your shoulders and say “it happens” or attempt to improve the website’s conversion rate. If you are looking to improve your conversion rate, it is time to reconsider your website design, take another look at your copywriting, or add some psychological elements to appeal to consumers.

Design tips to boost landing page conversion

You should never underestimate the importance of how your website looks. You only have around 50 milliseconds to make a good impression on new visitors. This is in contrast to other things that can improve your conversion rate. The best way to make useful changes is to start from the beginning.

Create a landing page structure

You don’t have to be a genius to create a great landing page. It is most important to use an effective page structure.

Here are some of the pivotal elements every landing page should include:

An attention-grabbing headline
Relevant images
A compelling and prominent call to action
A simple subscription form to collect all the essential information

It might be confusing to figure out where all the parts go. You can make a great landing page with the help of website builders by using free templates. We have saved you some time and effort by comparing popular website builders.

Use color psychology

Subconscious judgments about products only take 90 seconds to make. Upwards of 90% of this assessment is based on color alone, which is interesting. The color of your landing page is important to converting visitors to customers.

To create a landing page that will reflect positively on your company, match the hues to those used on your company’s website. This will help create a connection in visitors’ minds between the landing page and your brand, fostering trust.

You should consider what kind of association you want your potential customers to have with your product. For example, people unconsciously associate orange with fun, black with luxury, and blue with feeling safe.

Add pictures effectively

As people tend to absorb information better when it is presented visually, adding images to a landing page is likely to increase its conversion rate. Just be sure to use them effectively. But what does that mean?

Well, images on your landing page should match these criteria:

High-quality
Attention-grabbing
Relevant

The relevancy question might need some more explanation. Is it better to use only product shots or images of people using the product? An image is relevant if it emphasizes and reinforces the statement it illustrates.

Use custom infographics

On average, conversion rates for companies using custom visual content is seven times higher than those without. And infographics can improve website traffic by 12%. Infographics can help to increase conversion rates on your landing page, as well as attracting new customers without needing to increase your budget.

You can represent almost any type of information with infographics, which is an advantage. You don’t need to hire a designer to make them. There are many tools available to help people create custom images.

Employ good video content

Video is one of the most engaging forms of content. While most visitors do not read all of the text on a webpage, a majority of viewers will watch a video all the way to the end. Videos are not only popular, but also profitable for businesses. Eighty percent of marketers who use video say it has helped them increase sales.

There are some things you can do to make your video more likely to convert viewers into customers on your landing page. In order to keep viewers engaged, videos should be short, ideally 20 minutes or less. Only 25% of viewers will watch a video to the end if it is longer than 20 minutes. Vidyard suggests that businesses limit their landing page videos to 30-60 seconds.

The video should be able to be seen clearly on different sized screens. You will probably have to try a few different sizes to see what works best. If you want to avoid having a distorted image, make sure to keep the standard aspect ratio, such as 16:9. An aspect ratio calculator can be a helpful tool when trying to determine the appropriate video size. This one also contains a cheat sheet with a list of proportions for various devices.

Finally, take care with auto-play – there are few things more irritating than a video that starts playing without warning.

Make your CTA button stand out

The CTA button on your landing page is important; you want it to be noticeable, relevant, and accurate. We have published a guide on how to optimize your call to action.

Let’s just sum up the main points about the visual side:

use a vibrant and contrasting color for your CTA button;
make the button big enough to be easily noticed;
leave some space around the button, do not overwhelm visitors with text or visual elements;
choose the right location following the user’s eye-sight movement.

Psychological tricks to increase your landing page conversion rate

It’s not a crime to use some techniques that play on human psychology, even if your design and copy are flawless. They can assist you in taking each individual’s attention span into account to make your proposal more effective.

Add extra value to your CTA

Many consumers are hesitant to pay for services, especially if they are not familiar with the company. People tend to hesitate more when a product is more complex. If you want to decrease the amount of uncertainty, make your CTA more valuable.

Here are some examples of added value that can stimulate a visitor to click on a CTA button:

money-back guarantee;
free trial;
additional services;
price slashing.

Create scarcity to improve your click rate

The harder something is to get, the more desirable it becomes. You can use human psychology to improve your landing page conversion rate. scarcity can be created without producing a limited version of your product. Here are the easiest tricks:

make a limited special offer for the first ten customers;
add a timer that counts down to the end of the offer;
inform visitors that only a small quantity of product is available.

Survey site visitors to uncover intent and areas of friction

There are things you know, and things you don’t, about your target audience when it comes to conversion rate optimization. You can’t improve something that you don’t know about, so you have to go and ask for help.

What type of questions should you ask visitors?

It’s better to ask short questions that are easy to answer instead of long, open-ended questions. You want to make sure that your questions are easy to answer so that your prospects don’t get discouraged and move on to something else.

Ask current customers what made them convert

There are some problems that can’t be solved with a quick multiple-choice survey.

Using a tool such as SurveyMonkey, you can create surveys with more questions to send to customers. What caused them to convert and what created difficulty can help you assess what you should prioritize on your landing pages.

How to increase the response rate of your surveys

In many cases, companies receive feedback from customers and prospects that is incomplete. As low as 15% of people respond to surveys. When was the last time you were motivated to spend 20 minutes of your time answering a survey?

Probably never, right?

In order to increase your response rate and get helpful answers, use these easy tricks:

Incentivize your audience. The first rule of surveys is to understand that you’re asking for a favor. When someone takes time out of their day to help you, you should show appreciation. This might be something as simple as a free ebook, or if you run a SaaS company, it might be a free trial of your software.
Respect your prospect’s time. Remember, they’re doing you a favor. While tools like SurveyMonkey enable you to ask more questions, don’t abuse the opportunity. Only ask questions that you know you’re going to use. If you don’t need to know the age, gender or location of your customers, don’t ask. Make the survey as streamlined as possible.
Ask open-ended questions. Don’t rely solely on “rate-scale” and multiple-choice questions. Allow yourself to be surprised. by asking open-ended questions like, “What is the number one thing you struggle with in your marketing campaigns?” You may uncover pain points you didn’t know your target audience has.

See where your customers look with visual attention tracking software

Asking your prospects directly for feedback can only provide so much information. Sometimes, you can learn things about your prospects from their actions that they don’t even know themselves.

Our attention spans are becoming increasingly short. If you don’t make it clear what you’re offering quickly, people will leave your site and may never come back.

Attention tracking tools can give you insights about how people are interacting with your landing page. These tools help you figure out which aspects of your landing page are most attention-grabbing for visitors, and which aspects are being ignored.

Encourage new sign-ups to reply to your welcome email

When prospects sign up for your email list, this means they have already qualified themselves as being interested in your newsletter, ebook or webinar.

You will receive a welcome email when your brand is top-of-mind. This is a good opportunity to get to know your customers better by asking them what their greatest challenge is regarding the category your product or service falls under.

How to manage replies to your welcome email

Organizing the responses to your emails will help you see patterns.

Set time aside to actually read the responses and get to know your prospects better.
Organize the feedback in a Trello board so you can start to see high-level patterns.
Thank prospects for their feedback, whether it’s negative or positive. They’ve taken the time to write you – and that’s an invaluable gift. They deserve a polite “thank you!”

Being mindful of the appropriate time to ask each of the questions above will serve as a bonus tip. You should ask people why they signed up shortly after they sign up, so they can still remember what incentivized them. Wait to ask people about their favorite features of your software until after they have had a chance to learn it.

When in doubt, test the timing of your emails.

Hold in-depth interviews with current customers

In-depth interviews are necessary for understanding what prospects are thinking, however, they do not work well on a large scale.

Questions you can ask your customers

Even though interviews that are in person or over the phone do not work well when there are a lot of people, they give you a chance to ask questions that do not have one specific answer and to really get more information. For a little inspiration, here are the questions that Moz asked in customer interviews:

What do you like most about our product or service?
What ultimately convinced you to sign up?
How would you describe the service to a friend?
Which features do you like/use the most?

Don’t forget to validate your assumptions

After you learn about the things that cause your potential customers discomfort, you need to let them know how your product or service can help them feel better. This communication should happen on your website’s landing pages and other places where you promote your business.

However, the process of optimizing landing pages does not end there. It is important to get feedback from your prospects, create hypotheses, and then test your assumptions to see if they are correct.