What is a landing page and why is it important to make sure it works for you?
A landing page is a website page that enables you to capture information from people who are visiting your website. Too many companies send social media or other online advertising traffic to their home page. This is a mistake! Once they arrive at your home page, where do they go?
Chances are that they will get side-tracked and lose interest. Whether you are trying to generate leads, sell products, or collect information, a targeted landing page will optimise the number of conversions, because they will have arrived at the right place with just one click.
Here are some great tips to help you optimise the number of conversions from your landing page:
1. Determine your goal
Before you start, make sure you are clear what your goal is. Do you want to sell products? Get someone to sign up to a course? Build a database of contacts? Each of these actions requires a different strategy and a different layout of your landing page. A successful landing page will prompt the visitor to complete the required action and can dramatically increase the effectiveness of your marketing campaign.
2. Less is more
Landing page optimisation is as much about looks as it is about content. Make sure your page is visually attractive, use a clear, bold headline to promote your offer and a subheading with some more information. Don’t clutter up your landing page with unnecessary information. Experts estimate that you have 8 seconds to grab your visitor’s attention, so don’t waste it!
Use bullet points to keep the information short and simple, and add contrasting buttons that are easy to spot for the visitor to your page. If you are using a form to capture information, keep it short and don’t ask people for their age or telephone number if you can avoid it, as these requests tend to put people off and stop them from carrying out the action of completing the form.
3. Build trust
Optimising your landing page includes making your visitor feel safe. A great way to do that is to build a level of trust. He may not know you, your company or your product, but when he sees that you have a great product rating, many Facebook likes, are a member of a respected organisation or have other reputable companies as customers, this will make him feel that your website is one that can be trusted.
Include logos, badges, testimonials and similar to your landing page in a way that does not distract but does reassure your visitor.
4. Add colour and visuals
Always remember that great visuals have far more impact than words. An image or short video that shows your offer, your product or even something humorous related to the text will catch the visitor’s eye. Keep colours similar to your brand colours or colours you have used in your advertising – it may be subliminal but it helps to optimise your landing page.
Identify the keywords people interested in your product or service might be searching for like ‘free’, ‘new’, ‘buy’, or ‘download’ now. A conversion button should really stand out on the page and it should be clear exactly what the visitor will get, so place it in clear view, not hidden away at the bottom of the page.
5. Test for all devices
These days, your landing page should not only work when visitors use a laptop or computer. It is estimated that nearly 30% of web traffic originates from mobile devices, and if people can’t see your landing page properly on their mobile device that is worse than not having one at all.
Play with different layouts to see what is the most eye-catching on a mobile, make sure the click through buttons are obvious – and work – and above all make sure your site is fast enough not to lose any prospective customers.
If you have followed all these tips for optimising your landing page, you should soon start to see a positive increase in your number of conversions.
Make sure you don’t waste any opportunity – give your visitor a great “thank you” page that shows your appreciation and offers additional options to engage with you by offering him like or share buttons, informing him about another offer or product that you think may be of interest, or giving him the option to subscribe to a newsletter.