The top 3 ways to improve your Landing Page conversion rates [iOS 14 update]

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a 6-minute read

This past June, Apple announced their iOS 14 Update and privacy change, which in part will now require that users choose whether or not their activity across apps and websites is shared with advertisers. Previously, data collected from users has proven to be vital in producing optimal landing page conversion rates, providing users with ads relevant to their interests, and saving advertisers money by preventing ads from being shown to users who may not be interested in their products. 

While users appreciate concerns over their privacy, this update will impact advertisers who worry that these changes will affect their ability to present target audience with ads that are relevant to their needs. Ultimately, this change could mean a drop in average conversion rate for businesses who rely on Facebook advertising to get their products and services seen by interested eyes.

Two iOS mobile devices showing a prompt to give or deny permission to track user's behaviours across apps and websites owned by other companies which will possibly affect landing page conversion rate.

This change is one of many to recently impact the ever-changing advertising landscape. In 2019, the GDPR (General Data Protection Regulation) was introduced in the EU as a measure to help citizens protect their data online. More recently, in early 2020 Google announced their change in policy regarding third-party cookies, now blocking their use in its Chrome web browser.

With Apple’s privacy change, and likely more on the horizon, it is more important than ever to:

  • Convert leads quickly, 
  • Nurture your relationships with your customers, and 
  • Build long-standing loyalty to retain customers long after your initial introduction. 

Landing page conversion rate optimization is the key to securing a strong connection with your customer earlier in your sales funnel process. That’s why CRO is such an important part of your online marketing strategy.

What changes can you make to increase your on-page conversion rate in spite of these policy changes? Well, there are a few solutions:

  1. Use Quality Assurance for iOS Screen Sizes and Devices to optimize landing page conversion rates
  2. Install a more advanced analytics and business intelligence tool to track data on iOS 14 users
  3. Collect personal information more efficiently on your landing page

Not sure where to start? Let’s go over the basics first…

What is a landing page conversion rate?

Simply put, your landing page conversion rate is the percentage of visitors to your page who convert to your main offer. For some, this may mean a purchase. For others, more lead generation oriented businesses, it could be signing up for a newsletter.

Why should you focus on landing page optimization?

The first page your lead will visit should give them a positive impression of your business. It should instil the desire to act on whatever you are offering. 

Optimizing important web page will improve your landing page CR, as well as:

  • reduce your acquisition cost, 
  • cut your ad spending, and 
  • help you gain more customers.

How do you improve your landing page conversion rate?

While landing page optimization can seem intimidating, there are actually many methods that can be tested to improve the average conversion rate for your web page. Some impactful methods include:

  • Knowing where is best to position the main CTA
  • Adding or removing additional information
  • Asking yourself: does your headline match what your ad is saying?

The methods used for conversion rate optimization are numerous, but behind each of these techniques is advanced data analytics methods that provide insight into the results of your testing.

The first step to optimizing your page for desired results is creating a solid data extraction plan. Once you’ve done it, you can proceed with AB testing various elements. If you’re looking to learn more about these methods, check out our list of 27 best tips to improve your landing page conversion rates.

Understanding landing page CR best practices can help you as a marketer make powerful changes in the face of the iOS operating system privacy policy updates so you can avoid the potential negative impacts these changes can cause to your digital marketing strategy, app campaigns, and mobile conversions.

Use Quality Assurance for iOS Screen Sizes and Devices to Optimize Landing Page Conversion Rates

Now, more than ever, companies are investing heavily in their user experience. The benefits are easy to realize – a better user experience is more likely to lead to conversions. And using quality assurance testing is the simplest and easiest way to optimize UX by looking deep into the data.

What is Quality Assurance?

Quality Assurance is vital in providing the best possible UX for your customers. It ensures that you are able to consistently deliver the level of quality in your product or service that you prefer for your customers.

QA testing will often involve making sure all links work properly, that your web page is responsive and useful across different types of devices, and that the loading speed of your page isn’t causing friction that prevents users from venturing further into your website.

Why is Quality Assurance Testing Important?

Quality Assurance Testing uncovers issues that are often unnoticed and that can prevent leads from converting. It can also reveal opportunities to make small changes that will increase your average conversion rate. For example, certain UI (User Interface) segments may perform better than others. This is a simple fix that can make a huge impact on your landing page CR.

With the Apple’s update in privacy policy mind, QA Testing specifically for iOS screen sizes and devices will help create an optimal user experience for Apple mobile users, which will lead to better conversion rates on your page.

Install a More Advanced Analytics and Business Intelligence Tool to Track Data on iOS 14 Users

There are approximately 1.25 billion iOS users in the world. The first estimates suggested that more than 63% of users will opt-out of data tracking when the new prompt is implemented.

A screenshot of June 2020 survey by Tap Research showing that 63% of iOS users were unlikely or extremely unlikely to allow advertisers to track them across apps.
Tap Research | June 2020
63% of users unlikely or extremely unlikely | 20% neutral | 16% likely or extremely likely

Fortunately for numerous digital marketing advertisers, the latest research by TapResearch suggests that this percentage has decreased a bit, and now is just above 55%.

A screenshot of a February survey done by Tap Research showing that 56% of users are unlikely or extremely unlikely to allow apps to track them.
Tap Research | February 2021
55% of users unlikely or extremely unlikely | 20% neutral | 20% likely or extremely likely

With Facebook Ads Manager analytics almost out of the picture, advertisers will need to find other means to track campaign data on the majority of audience who may opt-out when prompted.

This will impact how Facebook receives and processes conversion event from tools like the Facebook pixel. And even though they’re working hard on optimizing Facebook Pixel updates for Apple’s iOS 14 Requirements campaign optimization and data tracking of mobile device users will become challenging.

Collecting data on your potential customers is essential to help you understand their needs and to fine-tune your content and advertising to appeal to them. This is why after Apple’s privacy policy change is implemented, having an advanced Analytics and Business Intelligence tool to lean on will be more important than ever.

Advanced Analytics and BI tools are vital for understanding the conversion rates of different customer segments, acquisition channels, and attribution models. This is especially helpful when facing the impending loss of data collection through Facebook and other apps where targeted ads are historically most effective. 

Collect Personal Information More Efficiently On Your Landing Page

Collecting personal information from your landing page is another key factor in maximizing the reach of your advertising spend. Ultimately, this will also help you improve your CR.

Why do companies collect personal information?

Companies collect personal data to ensure that they are presenting users with ads that are relevant to their interests and needs. 

By collecting personal data, companies can better understand the behaviour of their customers, as well as gain demographic and geographic information that helps them target users who are actually interested in their offers.

This way companies can ensure that their return on ad spend (ROAS) is optimal and that they are reaching the right customers for their products.

How to collect personal information?

Personal information can still be collected by other methods despite the iOS 14 Update. Your landing page can be used to collect useful information that will help improve your conversion rates.

Email offers, popups, discounts, and promotions can all add to the personal information you can collect via your landing page. Testing these methods before implementing is also necessary, as you want to avoid cannibalizing primary conversions, such as sales.

Leverage this data to help identify which segments convert best with and without offers using advanced analytics.

Another thing you could do is create a separate landing page for users who are targeted by the Facebook Ad campaign optimized for the “iOS 14 users” audience.

Some Final Thoughts

Apple’s announcement of their update and the impending changes to their privacy policy has caused a panic among companies, especially small businesses, who rely on ads on apps like Facebook to help target the users who are most interested in their products.

With this in mind, optimizing your landing page CR should be at the top of your priorities to help reconcile any potential losses in conversion or traffic. 

There are many more ways to optimize your landing page outside of the examples we’ve outlined. Conversion Advocates is dedicated to helping businesses test and optimize their landing pages to ensure that you’re getting the best conversion rates possible. We’re here to help you find the best direction for your business.

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