Landing pages are an essential asset to any digital marketer especially when optimised for maximum results. If your current website or landing pages aren’t converting visitors into leads, they’re not doing their job. A typical landing page loses more than half the visitors almost immediately, leaving behind only a few converted leads. What you need is a sound marketing strategy and landing pages designed to attract and convert visitors.
Design Tips For Landing Pages
Landing pages should be simple and leave no doubt in the visitor’s mind about what action they need to take. If you have multiple calls-to-action on your landing pages, start embracing the power of landing pages by creating specific pages for each single action you want visitors to complete. After all, the focus of a landing page should be campaign-specific.
A dedicated landing page is an extension of your online campaign. The main aim is ensuring that visitors remain focused on why they clicked on your ad in the first place. Don’t give them a reason to look elsewhere for more information as your ultimate goal is lead generation and conversion.
There are many steps you can take to help optimise your website’s landing page for converting visitors. We look at four essential elements to optimise and convert.
- Landing Page Design and Layout
A beautifully designed landing page should be centred around your core message. Remove any content that might distract the visitor from the conversion process. Remember to keep the look and feel of your landing pages consistent with your brand. It helps promote a sense of familiarity and trust. Additional best practice tips when designing landing pages include:
- Easy to read content
- Main message should be above the fold
- Engage with the user through images and videos
- Build trust with testimonials / trust icons
- Link your website or landing pages to your social media
- Always maintain a professional look and feel
- Clearly visible and obvious call-to-action
The Form Value
Without a well-constructed form to capture a visitor’s information, a landing page is nothing more than a poster. The information collected on the form should provide value and be relevant to a specific goal. Don’t just ask random questions to bulk up the form as visitors won’t fill it in.
Your form needs to be near the top, short and simple with no more than five form fields initially. The more information you ask for, the less likely people will complete it. You can always create an additional campaign at a later stage to gather more information. Another great way to help build customer relationships is sending an offer via email instead of a simple redirect. This way the lead has to keep an eye on their inbox for the email which encourages engagement.
Without relevant, valuable and timely content, your landing page will not succeed. People’s needs change and with it so should your content. Offer a wider variety for different stages in the buying cycle while keeping in mind these important questions:
- Is the content something a potential customer will find interesting?
- Does it apply to their relevant industry or interests?
- Does the content provide benefits or solutions?
- Are the readers able to reach a goal or improve their current situation?
- Will it help to move the visitor to the next stage in the buying cycle?
Your visitors want to feel that they’ve made the right decision giving you their information. Offer something rewarding that will encourage them to return for more or engage with you on social media. An old but not cold tactic is giving away a prize or special offer. It’s always about the bottom line and valuable offers will result in returning business.
Continuous Testing and Measurement
The only way to find out exactly what your potential customers want to see and feel is through testing. How do you know what to do better if you don’t test it? Landing pages should be designed with a specific goal or purpose in mind. Remember to set key metrics such as visits, conversions or downloads.
Ensure that you monitor the performance of your landing page on a regular basis. This provides insight into what is working and what is not. It helps you make the necessary changes that could ultimately increase conversions. The market is constantly changing so there is always room to improve.
For a comprehensive guide with real-life statistics, take a look at this article on increasing lead conversions.
Are you ready to drastically improve your landing pages and increase conversion rate? Get in touch with us if you need the services and expertise of a global digital marketing partner. We specialise in SEO, PPC, Responsive Web Design, Social Media, Marketing Automation and more.