Landing pages are a powerful way to direct traffic coming to your website toward a specific action. In order to help your audience find what they’re looking for and reach your goals, you’ll want to make sure your landing page is optimized for conversions.
In some cases, the landing page might be connected with a specific search query—like local search keywords. In other cases, the landing page might be connected to an ad with a specific sales message or value offer. Landing pages can also appeal to very specific parts of your target audience in order to provide a more personalized experience.
The load time of your page is crucial for SEO and reducing bounce rates. Keep sizing and imagery tight to keep load time low, which includes optimization for mobile devices.
Make Use of Every Element
Your landing page should include the following:
Each of these give your audience context, value and a path of action. Don’t just throw them together for the sake of having them on your page, each should add unique value. Make sure each of these work together to communicate a clear message.
The biggest message should be the offer your visitor receives on the page. Whether you are offering products and services or offering something for free, your primary CTA should be the main message of the page. Tailor the message to specific groups within your target audience.
Remember the goal, conversions. Make the process as streamlined as possible for your audience. Keep it simple and avoid distractions on your page. Limit additional menus or links that navigate away from the CTA.
Simple and organized layouts and designs have better readability. Cluttered layouts can distract or discourage people from converting.
Always make sure your content aligns immediately with whatever the visitor clicked on to get to the page. Your main (top) headline should also use very similar language to help the visitor immediately feel as if the page is meeting the expectations they had when clicking.
Asking for too much work makes users unlikely to follow through. Use smaller smart forms that take up less space and fill in the known information to make it look as if there are fewer steps to completing the form. Only request the info you truly need, since asking too much of your audience can become a barrier for conversion.
Images and graphics can reinforce or enhance messaging while adding an additional visual element and opportunity to connect with your audience. Use images that will resonate with your audience and communicate the theme and tone of your messaging to compel them to take action.
Try animated GIFs, interactive elements and video clips to beef up your landing page. The right design and visual elements can help people stick around longer and really give your offer a chance to stand out.
Don’t slack on the copy—use clear and consistent messaging. Keep the same CTA throughout. You will need to build a page that works seamlessly with the rest of your site, while remaining on-target for the content your visitor has clicked through to find. Your brand voice and aesthetic should be very much in line with the rest of your branded content.
Use secure form badges, testimonials, award logos and other elements that will help spark feelings of trust. Be transparent about what you will and won’t use contact information for. The more you can communicate your credibility, the more likely your visitor will trust you and follow the CTA.
Landing pages, when done well, can become a powerful addition to your marketing campaigns. The more your page provides clear, consistent and credible value for your audience, the better their user experience and the more likely they’ll be to convert.
These tips for increasing landing page conversions will help you generate leads and reach goal KPI’s.