Creating a successful landing page is quite a challenge and an ongoing task of testing and measuring. Each component on the website can be influential and for each of have dozens of possibilities in terms of position on page, size, color, font and ratio, compared to the other components on the page. So how do you make the right decision which will keep your visitors on your page long enough for them to perform the activity you’ve invited them in for? Whether it’s buying something, downloading something, commenting on your post or sharing it? These 10 tips don’t cover all options, but they definitely put you in a good position to start from.
1. Call to action
Figuring out your call to action (CTA) is the best place to start optimizing your landing page. The CTA underlines the ultimate conversion aim of your landing page – if you want visitors to purchase a product then that’s your CTA, if you want visitors to sign up to a mailing list then that’s your CTA etc. Start by establishing your CTA simply and clearly, so if you want them to sign up to your mailing list, ensure the link/button you click states this. Otherwise, visitors will begin to question what they’re signing up for and leave. Finally, make sure that your CTA (e.g. a signup button) is highly visible towards the top of the landing page. If a visitor has to scroll down to another screen, then repeat the CTA again to keep the conversion goal in their mind.
People love videos as they’re a lot easier to watch than reading a block of text and enhance the user experience by introducing a degree of realism. Engaging visitors in this manner ensures they spend longer on your website and your message is fully conveyed. Keep them centered in the page to improve visibility and make certain it can be activated by one click – don’t ask visitors to sign up in order to watch or they’ll head elsewhere.
In this busy, digital world people have evolved short attention spans, so a perfect way to grab their attention is with images. There are two types of images which best suit landing pages: practical or atmospheric. Practical images present the product to the visitor which brings them closer to conversion such as on the NikeID page. Atmospheric images convey the essence of your product and are particularly useful when you are advertising a service as seen on SquareSpace. As with videos, keep images in a central position to grab visitors’ attention.
4. Remove irrelevant navigation
Once you’ve tempted a visitor to your landing page you want to keep them there. People get distracted easily and if they see a list of links they’re going to want to investigate. This means they’ll leave your landing page and abandon the conversion funnel. You also don’t want to confuse them too much – your message must be clear and consistent with the principle of Ockham’s razor in your mind at all time. This is true especially with landing pages for paid traffic.
5. Product features
It amazes me how many companies build their landing page, or website for that matter, without a clear message about the advantages of their product or service. Since they know it so well themselves, it’s hard for them to understand that other people are not familiar with what they consider as ‘common knowledge’. Potential customers want to know what they’re buying into and they want to know it within the first few seconds they’ve landed on a page. Don’t leave them questioning what you’re selling and don’t make them work hard for it. List the core features of your product e.g. ‘SimilarWeb PRO allows you to discover (not provided) keywords’. This method brings your product and the prospect closer together to improve the chances of conversion.
6. Keep features simple
Make sure that all your listed featured are worded in a short and simple manner. The last thing you want to do is start putting doubt in your visitor’s minds, so ensure they’re not ambiguous and avoid hype words such as “AWESOME!” as it comes across as desperate. Once you’ve got your features in perfect shape use bullet points to highlight each feature in an easy to digest manner.
The main concern of potential customers is how your product can meet their wants and needs. The benefits that your product provides should be used to support the product features you’ve listed e.g.
Feature: SimilarWeb PRO allows you to discover (not provided) keywords
Benefit: Allows you to discover your competitors’ keywords that even they aren’t aware of
Avoid packing the benefits full of technical jargon – for example, detailed algorithm info – as this will only appeal to a minority of technical individuals.
8. One click
You want the conversion process to be as simple as possible for the visitor and yourself. Take registration forms, who wants to be taken from screen to screen before you can finally be added to a mailing list? Instead, make it a one click affair where the visitor simply fills in their details in a short form before hitting a big button labelled “Sign up to mailing list”. This narrows the conversion funnel making the visitor’s journey quicker and increasing the chances of conversion.
Establishing your brand as a recognized entity is very important for a business. The key to achieving this is consistency as customers are more likely to go to a brand they’re familiar with. This is why your message should be consistent from the ad, whether it’s text or banner, through the landing page and all the way to the thank you page in the end of the conversion funnel. Things to pay attention to are:
- The style of language
- The colors
- The general graphics
- The call to action
- The offers
- The logo
- The content
10. Don’t lie
Nothing turns a customer off quicker than lies, so project your integrity with confidence. Say that from the initial ad to the landing page you’ve been promising a free ebook on signup. What happens when the customer gets close to completing this journey, but is then asked to pay $5 for the ebook but promise a refund? From your end you might think – hey, I’m promise to give them their money back if they don’t like it, from the user’s end it’s more like – ‘What a scam! This dude is trying to steal money from me’. Even if it’s a very low amount as $5, it will create antagonism and draw users away from your landing page and brand, for that matter.
Focusing on integrity, product features, consistency and a simplified, engaging journey, all combined, will make your landing page a successful part of your conversion funnel.