A well designed landing page can help you reach your business goals with ease. A landing page is basically a page that a visitor has been directed to land on. A landing page has the aim of encouraging that visitor to complete the goal that you have set for that landing page – providing their email address, purchasing a product, leaving a review.
Improving the conversion of your landing page will allow your business to see an increase in conversions while bringing in the same amount of traffic. In this article, we will be giving you 8 ways that you can increase the conversion of your landing page.
Have a clear focus for the landing page
When visitors land on your page you do not want them to become confused and distracted by multiple offers and various bit of information on a page. This will divide the visitors’ attention making the landing page less effective in its ability to convey its purpose.
Understand what the main goal for your landing page is, and convey that one message throughout the page.
Keep your form length short
Landing on a page and seeing numerous input boxes can be off-putting. When including a form on your page keep it short and sweet, only ask or the information that is absolutely necessary to get to the next step, or to complete the conversion.
This is not to say that you are restricted by the amount of information that you are able to ask for, but it’s how you ask that will make the difference. There are various ways of breaking up a long form including breaking up questions onto different pages or having more questions appear after one has been answered.
Include clear value call CTAs
It is a well known fact that every landing page should have clear call to actions throughout it, however, these CTAs can be optimised for more clicks. Instead of having a generic CTA of, ‘Download Now’, ‘Register’, ‘Sign Up’ etc. aim to have your cta buttons to explain the value of the click to your visitor.
For example, if you are asking for a donation to help stray dogs off the street, your CTA button could read ‘Save a Stray’. This call to action provides an emotional element to the transaction, reminds the visitor of why they are completing the conversion and reinforces the value your business is providing the visitor and the wider community.
Deliver on your click through a promise
When a visitor clicks through to your landing page, the information that they are provided with should meet the messaging that they had clicked through from. The visitor has clicked through as they were interested in finding out more information about the initial snippet of information that they were exposed to. A lack of continuity in messaging can lead to a confused visitor and will most likely result in a high exit rate on your page.
Have a simple design
Simplicity is key with a landing page. Simplicity does not necessarily mean less information, it means relevant information presented in a way that is easy to read and navigate. There are a few main elements that should be considered when designing a landing page:
- Font colour;
- Font type and size;
- Colour in general; and
- Landing page length
Your chosen font type and size should be easy to read. If you are varying font sizes on the page, aim to have the font size correspond with the importance of the page; larger font for more important information.
The colours that you choose for your landing page will be on brand. When choosing what colours to put together make sure that the background, foreground and text contrast each other for ease of viewing.
There has been a debate on whether a longer landing page or shorter landing page is better for conversions. The answer is, it depends. If your visitors are familiar with your product or services then a shorter landing page is best. For visitors who are new to your product or service then a longer landing page would work best.
This is because a longer landing page gives you the ability to explain your offer in detail, provide trust factors and proof of product. It also allows you more space to sell the product to the individual. Someone who is already familiar with your product or service does not need to read all of that information.
Include elements of trust
There are two main ways that you can convey trust via a landing page, through expert reviews and through ‘people like you’ experiences. The expert reviews are as they sound, reviews that have been provided by experts in the industry of your business. The ‘people like you’ are reviews by an individual who is more relatable to your consumer.
Including elements of trust on your landing page can help visitors to legitimise your product.
Tackle each objection
Your landing page is essentially your final pitch, use it to overturn any objections that an individual might have. Go through your customer data and business history to understand what someone’s main concern is before choosing to go with you. Take this information and use it to reassure your landing page visitors that the issue is of no matter of concern.
Objections can be tackled in the form of customer reviews, demos, FAQs, having a live chat on the landing page, or ‘as featured in’ publicity.
Now, this is a point that should already be ticked off of your landing page optimisation list. If not, it is the first thing that you should change. With the majority of visitors now viewing websites on mobile it is imperative that your landing page is able to translate all of the above points on a mobile device.
Landing page optimisation is a continuous effort. You will never have a 100% converting page. It is important to keep testing tweaks and new designs for your visitors to achieve the best results possible for your business.