Here are some easily implemented tips that are proven to amplify the number of conversions that your website will be able to produce, courtesy of Yael Warman from Leverate.
Yael Warman, Leverate
So you’ve just registered your forex brokerage.
Congratulations!
But before you pop open the champagne, let’s give a thought to what your landing page, the front door to your service, will look like. With a great variety of website tools available, creating a website today is easy, however creating a website that produces a good conversion rate is a lot harder.
Here are some easily implemented tips that are proven to amplify the number of conversions that your website will be able to produce.
1. Knock-out headline
The first thing a client sees when they come onto your landing page is your headline. When considering this, there is no underestimating the value of a powerful headline that captures the essence of your brokerage’s service. It therefore needs to be able to accomplish the following goals:
- Grab the reader’s attention
- Inform the visitor of what you do i.e. offer a forex brokerage service
- Must be short and exceptionally concise, no more than 6 words
But that’s not all. Just below your knock-out headline, you need to have a persuasive sub headline. If the headline makes your potential client look, then the sub headline needs to make them hang around. Explaining a bit more about what you do, the sub headline should persuade the client to choose your services.
2. Poignant Pictures
The old adage that a picture speaks a thousand words still rings true. In fact, not just a thousand, but to be more precise 60,000, which is the speed at which the brain processes an image faster than text. To have the most powerful impact on the perception experienced by your site visitor, your pictures need to be large, have a high resolution and be relevant to your brokerage service. Because a brokerage is not a tangible service, or for that matter a product, it can be a challenge to find directly relevant pictures. However this can work to your benefit. Choose pictures that are semantically related to your services. This semantic linking can be perceived as intriguing and inspire curiosity to look further.
3. State the benefits of your service
In no uncertain terms you need to make clear the value proposition that your brokerage service has to traders, i.e. what is it that makes your brokerage particularly attractive and valuable? This section needs to have great visibility on your landing page, as it will put forward the arguments for choosing your brokerage. While you may want to spread the incentives around the pages, many choose to list the benefits in clearly visible bullet points.
4. Demonstrate your credibility
When it comes to online businesses, it is an absolute must to demonstrate that you are indeed a ‘legit’ business. In the universe of the World Wide Web, suspicions abound and they must be addressed. The most credible landing pages always have their licensing and regulation information and multiple methods to get in contact, be it a physical address, a phone number, an email address and a contact form. Better still is a pop-up chat that provides access to a customer service representative. Another useful tool that enhances credibility is the “About Us” page. Don’t underestimate the importance of this section, people do read it just so that they can get a feel for who you are, where you’ve come from and why you are capable/skilled/experienced in offering forex brokerage services.
5. The Ultimate ‘Call To Action’
As any digital marketer will tell you, the Call to Action or CTA, is the most important element of creating a page that is designed to convert website visitors into clients. In the design of your CTA there are a few steadfast rules that need to be applied:
- The CTA needs to be big, bold and have a striking contrasting color – the objective here is making the CTA stand out on the page.
- The text that you use for your CTA should not be generic like “submit” but should be unique and compelling. The CTA is intended to impel your website visitor to take the next crucial step.
- Use a button. Sounds simple, but experience shows that as consumers, we are trained to expect the CTA to come in the form of a button, which we simply press to take us towards the next step when making a purchase. This is no time to look for originality.
These landing page tips just skim the tip of the iceberg. The truth is these tips are foundational, but there is a lot more involved below the surface. Take the time to research best practice, identify who your target audience is and pitch your landing page towards the incentives that will drive them.