5 Things Your Conversion Page Needs

In a previous article, we’ve reviewed the structural elements that are essential to your landing page. The landing page acts as the top of the funnel. Therefore, it needs to play a dual role:

1. attracting potential leads
2. encouraging leads to perform a desirable action, your CTA

As such, it is important to focus on a landing page structure that makes it easy to understand what you do and who you are. Think of your landing page as an introduction to your business. It will answer the most frequently asked questions for newcomers:

• Who are you?
• What do you do?
• Which value do you bring to me?
• How do I get in touch?
• What do I need to do?

With this in mind, it’s time to consider your conversion page. The conversion page is often a series of multiple pages containing either of the following elements:

• a buy/book button
• a form to fill with personal data in order to receive the order
• a payment method
• a thank you page once the transaction is completed

One way to improve your conversions is to maximise your landing pages. However, more landing pages does not necessarily translate into more conversions. Indeed, your conversion pages must display essential structural elements too.

1. Show me the padlock

Your visitors are experienced web users. They understand the importance of digital security. Therefore, they are unlikely to convert on a page that doesn’t have an SSL certificate. The SSL certificate adds an S to HTTP. It will also display a visible padlock in front of the URL.

2. Let me pay how I want

More often than not, your visitors would love to purchase, but the conversion page doesn’t offer their preferred payment methods. It is worth researching the popular payment methods among your audience group. As of 2021, almost half of the total global ecommerce expenditure was made via digital or mobile wallet. So, this method belongs on your conversion page too.

3. Make it friendly for international customers

Overseas customers are often discouraged by the lack of support during their orders. The website states that international deliveries are an option but fails to accept international payments. Ensuring you can charge customers in their currency can dramatically increase your conversion rates.

4. Don’t be data greedy

While every customer appreciates the need to share confidential data during the transaction process, most shoppers want to keep it to a minimum. Customers are willing to share:

• Their full name
• email address
• Billing address
• Postal address if a delivery is necessary
• Phone number for delivery purposes

Keeping the conversion form as short and simple as possible will encourage people to convert. The more data you ask, the more potential customers worry.

5. No hidden information

The last thing people want when they are ready to pass an order is to discover crucial information on the last step. Therefore, it is essential to provide all information as part of your FAQs:

• Shipping costs per weight/size and destination
• Shipping time per destination

For instance, someone who’s been convinced to order because the website boasts about free and fast delivery will be disappointed to discover at the last minute that it doesn’t apply to their order.

Hopefully, this brief review of some of the most common culprits behind low converting pages can help you improve them.