Landing page is the utmost important platform between a buyer and a seller. Every campaign that you ever run, you’ll have to tie it with an appropriate landing page. Your landing page should not only reflect a good design, but it should also stand out from others. It should be absolutely made with a goal in mind that you need to attract most customers from your landing page.
Landing pages are the key to keeping potential customers engaged and closing them in under a minute. Below are five key landing page tips that will help boost your conversion rate and drive more revenue from business to business transactions.
Your business can always benefit from high converting landing pages. Higher conversion rates means more customers, and more customers means more profit potential. The purpose of your landing page is to capture leads and warm them up before sending them further down your sales funnel. Think of your landing page as a work of art.
Design a most compelling title
A research shows that you have almost 7 seconds to grab a visitors attention to your landing page. After this time, most visitors skip by. The title is the first that a users sees about your website. Therefore, you should aim for the most effective landing page title to attract most visitors automatically. The better your title, the better your chances are to convert a visitor into a customer.
Optimize your landing page
If your landing page hasn’t been optimized to be search engine friendly, chances are that you may be losing out on the targeted quality visitors that are unable to find you.
Each of your landing page should consist of a unique focus keyword with added title tags and meta description. Including your focus keyword inside the <H1> tag certainly tells the search engine crawlers that these are the most important words on the page and they should be given priority accordingly.
Add a video
Adding a product video to your landing page is great way to inform the visitor about the product and even keep them entertained. Even Research shows that adding a video on a landing page increases your conversion rate by upto 139%.
The video should be always added to the top of the page, in header for most engagements. Often, the company name you’re trying to display at the top of your page is not known to many, so adding a video do has a lot of significance in validating your organization.
Make it mobile friendly
Your landing page should always be mobile friendly. it is known that at least 89% of users on the web are mobile users. This creates a need for landing pages to be completely mobile friendly. The landing page should be carefully crafted keeping in mind the screen sizes of the certain mobile devices that are used to access that landing page.
Therefore, each landing page should be mobile optimized too for providing an outstanding user experience to every users irrespective of the device that they are using to access that landing page.
Extend you’re A/B split testing techniques
A/B split testing is an amazing way to determine how your landing pages are performing in the long run. This process Is the key to create landing pages that convert in the end. One thing to make sure is never exceed two elements that you are testing with each other. Inserting one more element to already 2 present will make it too difficult for you to execute. Always test with two different elements only.
Another vital thing that most of the marketers fail to do is running the campaign longer enough to gather a more wider perspective of the A/B testing. Most of users are noted to only run a campaign till they start to see positive results. You should instead keep the campaign running for atleast 2-3 weeks more to gather more positive data about your product.
This is the most important step that you definitely need to implement on your landing page. Imagine that your campaign and landing page is totally optimized for the search engine, you’re even getting clicks but not getting enough conversions. This can be due to the face that your landing page is too fueled up to load quickly. This creates a negative impact on users and they tend to leave rather than wait a much longer time.
Clean and Clear Landing Page Template Design
- Easy to navigate – Keep your page free of too much information, too many images and too much clutter. Avoid conversion drop-offs by making it easy to see why your visitor is on your page and what they need to do.
- Bullet points – Your online visitors are skimmers and scanners. Make it easy to understand your benefits and more people will want what you’ve offering.
- Whitespace – Use clean designs and direct your prospect’s attention to your offer, benefits and Call to Action. Leave empty space on your page to increase conversions.
- Images – You know it – pictures tell a thousand words. This is particularly true online. Images are the most shared and liked content on social sites. They’re very effective on your lead-generating landing pages too. The more a potential customer likes your page, the more likely they’ll convert.
- Complementary (and contrasting) colours – Colour design is extremely important in optimizing your landing page. Use complementary colour schemes to make your page appealing to the eye. Make your Call-to-Action in a contrasting colour to stand out.
- Above the fold – Keep your CTA, form fields and benefits ‘above the fold’. In other words, make sure all your pertinent landing page information can be seen on screen, without having to scroll down. (People don’t generally scroll – unless they’re very motivated to do so.)
- 5 second rule – Yup, the ‘5 second rule’ applies to landing pages too. You’ve got about 5 seconds to attract and draw in your consumer. If your page doesn’t appeal immediately, your prospect will leave to other pages – maybe even your competitor’s!
- CTA – Your Call to Action (CTA) is the action you are asking your visitor to take. Your CTA should be the most prominent feature on your landing page. Make your Call to Action buttons clear, with contrasting colours. Keep them short, action-oriented words to invoke an immediate reaction. Show the obvious appeal or value exchange in your CTA – make yours an offer they can’t refuse.
- Competitive advantage – Use your marketing smarts to succinctly show how and why you’re better than your competition. Use your company tagline or a unique selling point for your campaign. The more convincing you are to your market, the more leads and sales you’ll get.
- Sense of urgency – Use scarcity tactics such as a limited supply of your product offering, limited time for your offer, or limited numbers for offer.
- “What’s in it for me?” – Answer your customer’s question by providing a convincing list of benefits your offer provides. Show that your product, service, coupon, contest or whatever it is you’re offering gives so much value that they simply can’t refuse. Show your value proposition with words and images on your landing page.
- What problem are you solving?
- What are the specifics of your campaign?
- How will your offer most benefit your customer – and why should they care?Know your offer – Before you create your landing page, determine what your offer is.
- Know your customer – In order to design and create a fully optimized landing page, you need to know who it is you’re marketing to. Make a list of demographics for your target market, or even write out a number of buyer personas that detail the daily behaviours of your intended consumer.
- Know your competition – It’s business. Check out your competition and do a competitive analysis for their landing page campaigns. Your research can serve two purposes: inspiration to outperform their page, or generate creativity to innovate something unique.
- Contact information – Show your phone number, social network links, and even the address and a map and of your location. The more accessible you are, the more friendly and ‘open for business’ you look. Don’t hide from your customer if you want their business.
- Don’t oversell – Perhaps I learned this lesson the hard way. I spent nearly a decade working in politics (yeah, need I say more?). Don’t over-promise only to under-deliver. That is the fastest way to lose trust – and customers. Say what you’re offering, and give your customers what you’ve promised. Once they’ve got what they want – then give them a little more. You may be pleasantly surprised at the word-of-mouth marketing you gain.
- Keep your campaign consistent – This seems pretty obvious, but when you’re running a marketing campaign, make sure whatever your promotion is about remains the same through your sales funnel. This includes your landing page. Keep your list of benefits and unique selling points the same throughout your online advertising and promotions.
- Show a face – Studies have shown that using smiling faces (particularly the smiling face of a woman) increases trust. Show the face of you, you and your team or a happy customer. You increase your trust – which means you increase conversions.
- Speak to your customer – Use “you” in your landing page copy. Think of your landing page as a place where someone is visiting you in-person. Craft personal marketing copy that speaks the language of your intended market. If your demographic is the millennial generation, use language and images that relate. if you’re marketing to a geo-location target, use local references to instill trust that you’re a business that relates to them personally.
- Use keywords in your page title – The URL path of your landing page should include your keywords. No, it’s actually not that hard to do. Just make sure your landing page has a title, and you use that title when you’re creating the page on your website.
- Use keywords and keyword phrases in your text – Make it clear to search engines (like Google) what your page is about. Use your keyword phrases (like, what your offer is about) in the text of your page. Think of this as how to speak to Google, just like you speak to your customer to tell them what you’re about.
- Use relevant meta tags – If you’re not a technical type – don’t go all droopy eyes quite yet, you’ve almost made it through the SEO tips. Meta tags are your site’s backend stuff that Google reads. So, yeah, they’re very important. Use them for your Title, Keywords and Description attributes. Use Alt tags too, for image descriptions.
- Add a secondary CTA – Sometimes, your page won’t be enough to convince people to convert, and that’s okay. For these people, however, you can include another CTA with a secondary offer. Maybe they just need more information, or they’d like to see some case studies or testimonials.
- Match ad and landing page copy – Okay, one more copy tip. Chances are, if you’re looking to get the most out of your landing pages, you’re already running ads to it. Great! One thing I see many companies neglect is creating a seamless experience between their ads and landing pages, which is an important part of UX. A simple way to do this is to match the copy from your ad to the copy in the headline of your landing page.
- Create an offer – Let’s be real here. Your landing page might follow every single landing page optimization best practice there is, but if the benefit it promises to visitors isn’t enough, you’re not going to get the conversions you want. If your initial benefit isn’t enough, consider adding an offer (like a free trial or sample) to sweeten the deal.
- A/B test your page – Testing is one of the most important parts of any landing page optimization optimization you’re doing, whether that’s on a single piece of copy on a small popup or an entire page. Make sure your landing page editor allows you to A/B test your page, so you can optimize each element and ensure you’re getting the conversion rate you’re looking for. I’d test big things first – forms, headlines, CTAs – and then move onto less impactful elements.
- Create different pages for different segments – You know this best: your target market isn’t made up of people who are all the same. If you have several different (but distinct) segments within your target market, create different landing pages for them and run ads accordingly. This might influence the way you write your copy, the images you use, and more – and creating a personalized experience is the key to landing page optimization.