Are you creating a landing page from scratch? Or do you have a landing page that just doesn’t seem to be delivering the conversions you’d hoped for? Either way, optimizing for conversions can seem overwhelming at first, especially with so many different variables to consider. With all the factors involved, it would be impossible to create one master guide for the perfect landing page—there are too many exceptions depending on the type of business, the target audience, and the products or services being offered. However, before you throw up your hands in defeat, there are many best practices that can be followed that are guaranteed to make your landing page more effective. Below we’ve listed 5 strategies to get you started.
1) Make a good first impression
A strong headline and an equally persuasive subheader are key to grabbing the attention of a potential customer. You have only a few seconds to do this—so you’d better make it worth their while. When it comes to landing pages, people are more likely to quickly skim over the content to find what they’re looking for, so clarity is key. Don’t bog your page down with a bunch of text, and keep the most important information “above the fold” or, in other words, on the section of the screen that’s viewable before you need to start scrolling down.
2) Embrace minimalism
When it comes to a well-organized and easy to scan landing page, the less distraction the better. Remove any unnecessary links and site navigation that could distract your potential customer from the call to action. The more items your visitors have to interact with or click on, the more likely they’ll be to click on something else, or leave the landing page entirely, leaving your call to action untouched.
3) Think like the customer
Before you create a landing page, you should know who your target audience is. This will allow you to craft your landing page around what will appeal to them most. Write copy that will speak to them: Address their pain points, always include the benefits your product or service will give them, and make sure the copy uses your customer’s language—addressing their wants and needs rather than throwing around a bunch of marketing buzzwords.
Including relevant images that have to do with the product or service you’re offering will also create more interest, and encourage your potential customer to stay on your landing page. Images can be used along with copy to direct your target audience to your call to action, encouraging them to click, which will increase your conversion rate.
4) Include a straight-forward call to action
A confusing or unclear call to action is bad news for your conversion rate. People won’t click if they don’t know what they’re clicking on, or what benefits they’ll receive. Out of all the elements that make up your landing page, the call to action is the one that should stand out the most. A call to action can come in a couple of styles, including a button to click on or a form to fill out and submit.
You may find that a certain font size or button placement results in a better conversion rate. One way to find the most effective layout or copy for your call to action is to conduct an A/B Test. Test one element at a time (for example, the color of the call to action button, or the placement of the form on the page) to get the most accurate results.
5) Be relevant
The copy and imagery of your ads and your landing page should always be consistent. If someone has shown enough interest to click on your ad, they’ll expect to find what that ad was promoting on your landing page. Having a disconnect between the two is like placing an exit sign in the middle of your sales funnel, providing your once potential customer with an easy way out. Help prevent this by using similar color schemes, images, and—most importantly—the same benefits and call to action that you have in your ad.
Looking for more ways to improve your conversion rate and increase sales? Feel free to contact us! We use cutting edge technology to get meaningful and measurable results for our clients.