Landing page optimization for fitness and coach pros is one of the most effective ways to increase sales online.
While your website serves as a place to call ‘home’ and introduce people to your brand, a landing page has one goal and one goal only: to get more conversions.
Whether your landing page was created with the goal of capturing email addresses or capturing credit cards, the end result should be the same: you want a high percentage of people who land on your page to complete a specific action or transaction.
Here are 7 proven ways to increase landing page optimization, decrease your shopping cart abandonment rate, and grow your online business fast:
- Create more landing pages
The more products and services you have to offer, the more landing pages you need.
A single landing page can’t possibly answer all of the questions or solve all of the problems your target market may have.
Your job is to solve those specific problems by creating and presenting a solution that is exactly what the customer is looking for.
For instance, if you’re a fitness trainer and you offer one-on-one coaching, group classes, an online training course, and pilates instruction, create a separate landing page for each service offered.
Remember that when people search online, they’re looking for the answer to a specific problem. The best way to solve that problem is with a specific answer on a single page, not endless choices that make buying decisions next to impossible.
- Split test your landing pages
Increase landing page optimization by testing various elements of each landing page you create.
You might split test all or some of the following items:
- Background image
- Order of items
Be sure to test one element at a time so you can see exactly what your user responds to.
In a recent split test we did for one of our landing pages, we replaced an image of a male with an image of a female. Everything else on the page stayed the same, and conversions increased by 25%!
Keep in mind that what will appeal most to your audience depends greatly on your target demographic. Testing is the key to finding out what inspires your audience to make a purchase.
- Make sure your landing page is mobile-optimized
More and more users are making purchases on their phones or tablets – that is, if the page they land on is optimized for mobile!
When it comes to landing pages, mobile optimization means more than creating a page that looks pretty on a smartphone – it means making the checkout process as easy as possible.
Mobile users are on the go, which means it’s a huge pain to have to fumble in their wallet or purse, get out a credit card, and enter a bunch of data (many people will skip making the purchase altogether because of these inconveniences!)
Increase landing page optimization by offering…
- One-click payment options such as Paypal or Apple Pay
- The ability to make a purchase without creating an account or entering a username/password
- Free shipping or other perks just for mobile customers
- Optimize your checkout page
Once the customer has decided to make a purchase, it’s your job to make the checkout process as painless as possible.
- Be transparent about the cost of tax, shipping, or any other extras fees that get tacked on at the end of the transaction. Many people abandon their purchase right at the end because it suddenly costs quite a bit more than the listed price!
- Be flexible with payments by accepting all major credit cards plus Paypal and bank payments.
- Be secure and guarantee the security of your customer’s sensitive information. Remind them that you’ll never share their email address and that their payment information is 100% protected.
- Use reviews and testimonials
Reviews and testimonials should be woven throughout your landing page copy, and should also be used on your checkout page.
Remember, just because someone clicks “buy now” or “opt in” doesn’t mean they are 100% guaranteed to make a purchase or opt in to your list.
Work hard throughout the entire payment process to reassure them they’ve made the right choice.
Use testimonials, 5-star ratings, and real customer reviews to make them confident in their decision to buy from you.
- Include a moneyback guarantee
A moneyback guarantee indicates that you are so confident in your services, you’ll happily offer a refund to anyone who asks. It also subtly implies that hardly anyone ever asks for a refund – otherwise, how could you offer such a guarantee and stay in business?
Take the plunge and offer a 30 or 60-day 100% moneyback guarantee with no questions asked.
The more audacious your guarantee, the more confident your customer will feel taking a chance on you and your product.
- Eliminate extraneous links
Unlike your blog or website, where internal and external linking helps your SEO, you never want a user to be able to “click away” from your landing page.
Everything on the page, including your copy, graphics, and testimonials, should lead the user toward that big, brightly-colored, impossible-to-miss “BUY NOW” button.
Anything else on the page that’s clickable is merely a distraction. Keep the user focused on a single, targeted action: making a purchase or signing up for your services!
Landing page optimization is essential to increasing sales and revenue for your online business.
- Test (and test, and test again!)
- Optimize the checkout page as well as the landing page itself, and
- Make the entire process easy and secure for the customer.
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