Include as few fields as possible.

When asking for information in an email opt-in form, ask for as little information as necessary.

Add a guarantee can increase your conversion rate

Include a no-questions-asked refund policy on all purchases. This reduces risk and increased sales will usually more than make up for any returns.

Increase you conversion rate

Use tangible action verbs.

When testing out different calls to action, try using action language that spurs visitors to take action (for example, “grab yours” & “reserve your seat”)

Use testimonials.

Testimonials reduce risk and provide social proof. Use them on product landing pages as well as on your email opt-in landing page.

Clearly state the benefits of your product or service.

Listing the features of your product is important, but it’s even more important to tell potential customers exactly how your product will help them or solve their problem.

Pay careful attention to your headline

Your headline is perhaps the single most important element of your landing page. Brainstorm at least 10 possibilities before choosing the strongest one.

Keep conversion elements above the fold.

Opt-in boxes and other conversion elements should be above the fold for optimal results.

Use video to humanise your brand.

Include a simple video on landing pages to show there’s a real person behind your brand.

Create dedicated landing pages for pay-per-click ads.

If you’re using AdWords or another form of PPC ads, be sure to send these visitors to a dedicated landing page (not your home page!).

Include subscriber or social media follower counts.

Just like testimonials, including social proof helps reduce risk and Increase conversions.

Incorporate strong calls to action (CTAs) into every piece of content on your site.

Let your readers know exactly what you want them to do next, whether that’s clicking a button, read a blog post or fill out a form.

Recommend related products.

Include links to related content or products to keep visitors engaged and on your site.

Include Stock Numbers.

If you have a tangible product, include the number of remaining stock with your product descriptions (for example: “Order now only 3 left in stock”).

Lose the hype.

Most consumers are too savvy to fall for hype-based copywriting. Lose the hype, and focus instead on writing clear, compelling copy that helps your visitors make a purchase decision.

Test variations of your CTA button.

Your “buy now” or “order now” button may perform quite differently depending on where it’s placed, what colour it is and how big it is. Test out several variations to see which ones perform best.

Tell visitors exactly what they’re going to get.

Provide visitors with absolutely everything they need to know about your product: What are the features and benefits? What does it look like? What are the possible uses? Who will benefit most from it?

Include a clear value proposition

Tell potential buyers what’s special about your product. How is it different and better than every other, similar product on the Market?

Give your visitors tunnel vision

When creating a landing page, remove anything that could potentially distract your visitors, such as a navigation bar and other CTAs. Your landing page should be 100 percent about getting your visitors to take one, specific action.

Include a privacy statement on opt-in forms.

Your privacy policy can have a huge impact on your email conversions. In one experiment, changing the wording just slightly resulted in a 19 percent increase in conversions.

Get your visitors excited.

Use emotionally-charged language and amazing storytelling to get your visitors eager and excited to try your product.

Keep Input fields optional

If you must ask for numerous fields of information, keep as many as possible optional to increase the likelihood that visitors will complete the form. You can always ask for additional information later.

Meet the expectations of your PPC visitors

If visitors are coming to your landing page via a PPC ad, make sure your ad copy is consistent with

your landing page copy. Your ad should tell them exactly what they’ll find once they click through to your site.

Offer various payment options.

Believe it or not, not everyone wants to use Paypal. Consider offering a variety of payment #methods to satisfy the preferences of all your potential customers.

Include consumer reviews.

There’s no doubt that consumer reviews are extremely influential in helping people make purchase decisions. In fact, according to a study by Zendesk, 88 percent of respondents said their buying decisions were influenced by positive and negative reviews.

Test out combinations on your landing pages.

Different colours can signify different things to different people (for example, a light blue can be calming, while red can evoke feelings of stress or even anger). Test a variety of palettes to see which ones result in optimal conversion rates.

Use high-quality images.

Using generic, tacky stock photos can send the wrong message about your brand. Use professional-quality photos where possible.

Use CTA buttons rather than links.

Buttons are more obvious and more clickable, particularly when viewed on mobile devices.

Use a chat tool.

Offer live chat to help answer questions and alleviate any concerns potential customers may have.

Use directional cues

Move your visitors’ attention to your most important on-page element through the use of arrows

or other visual cues. Just be careful to stay tasteful flashy red arrows generally don’t work like they used to!

Offer a price match guarantee.

While most people won’t take you up on the offer, it helps convey that you’re concerned about keeping your prices competitive.

You may be interested in our article: 10 Reasons visitors hate your website