The biggest factor you need to focus on for increasing conversion rate on a campaign page is emotion. It’s not like any other landing page: you’re not competing on price or convenience; you’re pushing visitors to join a cause. Emotion will be the driving force behind grabbing the attention and pushing the desired action you want visitors to take on your campaign page. You need to communicate a lot through the design, copy, and “flow” of actions through our campaign page to evoke emotion and push people to want to immediately join your cause.
There are a lot of factors that have to work in tandem to both sell your message and make it technically easy for people to take action.
Here are the 7 best ways to increase the conversion rate of your campaign page:
1. Use strong, high quality imagery that communicates your message.
The visual elements of your campaign page are really important for both keeping attention of a visitor that lands here and communicating your message properly. The images you use are going to be very important. Your images should be relevant to your cause/message and emotional. They should make someone want to learn more and impact them. Your image should land above the fold, or the area where people see before they continue to scroll. We process images 60,000 times faster than text. How people begin to interpret your page starts with this image at the top of your page. You can search for free, high-quality images on Unsplash or use Canva images for $1 each. It’s an easy hack around expensive stock photos.
2. Tell your story through emotional key words and copy.
Your landing page is still a landing page and not an article, so you will need to get to the point quickly and cut down headlines to what is necessary to get your message, your mission, and the specifics across in a condensed form. Use a strong, emotional headline that visitors can personally connect with to inspire them to continue reading. Use powerful, emotional words that inspire action and create personal connection right away. Tell your story as an organization and introduce your cause to build trust in a short but impactful bio early on your landing page. Include quotes with real names and photos or statistics of your work to quickly provide credibility. You want your copy to be concise, yet detailed, impactful and displayed in a way that gets people to keep scrolling. Be sure to include visual elements when you can.
World Vision uses a strong image, real stories, and impactful copy:
A few great elements are:
- Counters for stats and numbers
- Images for quotes
- Scroll down arrows
- Varying background colors for sections
- Headlines over powerful images will help make your words more visually interesting.
Another tool to condense information and make it easy to read is to use bullet points, especially to replace run on paragraphs, just like here.
3. Make CTA buttons obvious and actionable.
Your CTA (call to action) buttons need to be clear CTAs and positioned in the right places to increase conversions. A good rule of thumb to keep CTA buttons very clear and different from the rest of your design is to make them a different color than your primary colors on the page. There are a few colors that are statistically the best performing for CTA buttons: red, green, orange, and yellow. It’s best to pick one that compliments but does not match your design and color palette. Different colors can evoke different emotions: red gives a sense of urgency while green is synonymous with money and positive emotions. CTA buttons should always be big enough to be noticeable compared to other elements and the text on the buttons should be larger than the rest of the text around it. Creating some blank space around your buttons is a good way to differentiate as well. The text on the button is important as well. The button text should describe the action being taken and let visitors know the end result of their action. Adding emotional context and words help increase conversions.
4. Display regular updates and more information to increase engagement.
To increase interest, trust, and conversions, show how your organization is growing and taking action with regular updates. Show visitors everything that you’re already doing and what there is to look forward to. Add a newsfeed full of interesting and uplifting updates that show action on your end. With updates to click on, your visitors are likely to spend more time on your page. You can use a tool called Beamer to add a newsfeed that visitors can open up by clicking on a “What’s New” tab in the navigation and an icon in the page. Here, you can display updates and news that shows how your organization works and your progress that inspire action. You can add photos and videos to your updates as well. The news feed that opens discreetly in the interface is great because it does not distract from your original page design and you can change what’s in the feed without having to change the page itself.
5. Back up your cause with riveting stats and facts.
People respond to statistics and impactful facts that put things into perspective. To increase conversions, include some relevant facts about your cause and some numbers specific to your work on your campaign page. It’s important to show what work you are doing and impressive numbers are a great way to do that. Use facts that really put your cause into perspective and show the magnitude or urgency. It makes it much more real when you apply specific, concrete numbers.
This is a great example from Direct Relief:
6. Capture an email before they go.
The painful truth about any landing page is that visitors are likely to bounce without taking action. The best way to increase conversions in the long run is to get the information of those who are interested enough to click through so you can reach out and convert them in the future if they don’t take action on your page initially. Use a tool like OptinMonk to create a smart exit popup. Using OptinMonk, your exit popup will appear the second someone plans on exiting your page and asks them for their information in a popup. OptinMonk has great, easy templates to help you build an impactful exit popup. One someone leaves your page without taking action, you’ve lost the opportunity to convert them in the future. The likelihood of them ever making it back to your site is very slim. If you get their email, you can enter them into an automated campaign or send updates in the future to get them to take action at a later time.
7. Use a long and complete landing page to increase conversion.
Longer landing pages convert 220% more than landing pages with their CTA above the fold. You should spend more time on your landing page really evoking emotion, telling the story, and rallying visitors around your message before jumping straight to a CTA. Include content that completely explains your cause, how you take action, and make sure every question can be answered before throwing CTAs at visitors.
Try these tips on your campaign page that evokes emotion, inspires action, and make it easy to take action, you can increase your conversions exponentially. For an easy way to engage your campaign page visitors, try Beamer today.
