Your business’ conversion rate is often seen as one of the most valuable metrics when it comes to gauging success. It can serve as a standard for measuring almost everything—from your sales to email opt-ins, and even your ad results.

With the average landing page for different industries converting at 2.35%, it only takes a few tweaks in order to be among the top 10% who are converting at 11.45% or higher.

Such conversion rates may often be classified as unicorns but they’re not at all impossible to do.

In fact, all it takes are a few tweaks to the most important elements of your page in order to make sure you’re converting at the top of your industry.

Table of Figures Courtesy of Wordstream

Increasing your conversion rate by just a few percentage points can already make a significant difference on your bottom line.

For instance, you have a site that’s getting about 1,000 visitors monthly and converts about 5% of the traffic it gets. That’s already 50 lead form inquiries and converting at the top 10% means an additional 65 inquiries for you. More inquiries mean more chances to convert prospects into paying customers!

So now that we’ve established the importance of increasing your conversion rate, it’s now time to look at the top leading factors that will enable you to reach higher conversion numbers!

Having the Right Offer

Boosting your conversion rate to reach the top 10% industry standard isn’t just about making a few edits or merely performing A/B tests. It’s hard to improve something if you don’t have the right offer in the first place.

Whether your landing page is for a lead magnet or a product you’re selling, you have to make sure that what you’re offering is useful. An offer is useful is when it’s relevant and specific to what your target audience is going through.

This requires research in order to be able to delve in into the mind of your prospects. What’s the foremost thing they want to solve? What type of resource or product would best match their needs?

Aside from research, a good way to find out your best offer is to test out two different types of lead magnet or product.

For example, if you already have an ebook lead magnet converting at 3%, why not include a webinar and see how it fares to it.

A Clear and Powerful Value Proposition

Now that you’ve identified the right offer type, the next best step is to determine whether you have a clear and compelling value proposition to support it.

A value proposition is essentially the benefit you can provide to your customers. It’s by far the most important factor when it comes to improving your conversion rate because no person will likely click, buy or give his or her info if there’s nothing in it for them.

That’s why you should always make it a priority to craft a reason why people should buy or give you their email.

Part of having an effective value proposition is being able to outline what they can get from your product or lead magnet. Simply put, why should they buy from you?

So how do you know if you have a weak value proposition? If your sales or landing page headline don’t immediately state what your readers can get from you. Or what greets them upon entering your site is “Welcome!” or just your company name—then you need something more powerful than that.

No changing of button color or layout will make up for a lackluster value proposition.

Strengthen your benefit statements and set yourself apart from your competitors before tweaking the other little details on your page.

Don’t Settle for a Boring Message That Doesn’t Set You Apart

Now that you have a clear and powerful proposition, it’s time to present in a way that’s interesting and irresistible to your target audience.

In my experience writing sales and landing pages, the top performing ones always have the kind of message that sets them apart from the competition—no matter how saturated the market is. You may have an incredibly unique offer but without an equally compelling message, your conversion rate will likely languish in the lower range.

It’s easy enough to do as others have always done. After all, if they’re using it then it must be working, right? Yes and no.

It might be working for them but it won’t always mean it will be the same for you. Since you’re modeling off of somebody’s message, you’ll be seen as a second-rate choice. Customers won’t have any new reason to work with you unless you give them a better reason to do so.

Be creative with your message and get rid of buzzwords that don’t do anything to clarify what your offer is about.

Don’t settle for product descriptions like “innovative” or “able to leverage big data.” Those are timeworn phrases that readers have most likely read a thousand times and won’t even make an impression on them as they read your sales or landing page.

Ditch the predictable marketing drivel and use powerful words that are proven to grab attention and convert.

Once you’ve done the above—test, refine, and watch your conversion rate soar to the top 10%!

Structure Your Landing Page Flow for Higher Conversions

Another deciding factor that decisively affects your conversion rates is your landing page flow.

A landing page flow is basically the structure of how a prospect proceeds from reading to action in your page. This can pertain to the sign up to subscription process, or from selling to the buying stage.

A well-structured flow can make a difference in your conversion rate since it won’t just automate things for you, it will also give your audience a logical process they can follow.

A landing page’s logical flow is as important as its actual content. With a logically structured content, you can engage your visitors better and ensure they get to the gist of what you’re offering. Here’s an example of a standard landing page flow:

  • Headline
  • Subheadline
  • Offer description
  • Call-to-action.

For sales pages, add a benefit and feature list as well as testimonials.

Include Striking Calls-to-Action Throughout the Page

One of the most important success elements of any page is the call-to-action (CTA). Without a call-to-action, nothing happens. Someone viewing your page might read all the details you’ve outlined but nothing gets done at the end of it.

That’s why you need a strong and conclusive call-to-action that will get them to do the action you’ve set out for them to do.

When it comes to your CTA button’s copy, use something more creative than worn-out phrases such as “Submit” or “Sign Up.” Go for connecting language that supports the message you just laid out on the rest of your page.

For instance, if you’re offering something that is only available for a limited time, why not reflect the same in your CTA button’s copy?

Instead of just saying “Purchase Now,” why not say instead, “Buy Now and We’ll Rush to Pack Your Order.”

Getting to the Top 10% Isn’t All That Difficult

In this post, we’ve gone over some of the most crucial factors when it comes to improving your conversion rate.

I’ve listed different ways to address the improvement of each. No matter what element of your page you choose to tweak, the important thing is to not risk losing the sight of the forest by just looking at the trees.

As they say, “small optimizations make for small results” so don’t get lost in the little details and go for the big ones. That’s why the above tips focus specifically on more important elements that can make a bigger difference in your conversion rate.

The goal here is to not get stuck in picking the right font or button color when such changes can only result in .5 or 1% bumps.

It’s to make bigger tweaks that can lead to huge results so you can nab a conversion rate that’s higher than 11.35% and get to the top 10% of high converting performers!

About the Author: Jeanne San Pascual is your no-hype sales copywriter and the founder of The Copywriting Psychologist—a copywriting service for entrepreneurs who want to sell big without resorting to strong-arm sales tactics. Learn how to attract your dream clients and win sales using data-backed tips rooted in integrity.