While we’re not supposed to judge a book by its cover, the truth is that appearances matter. If your landing page isn’t appealing, then chances are you are not getting the lead conversions that you could be. The issue of your landing page may fade into the background when other business matters seem more pressing or important, but make no mistake – your landing page could be the difference between a campaign that sinks, and one that soars. This infographic from AdsBridge lays out some great advice for making sure that your landing page hitting all the right notes with your audience
Landing pages have a specific goal, and should be designed to meet that goal as effectively as possible. If a landing page isn’t working, then you need to figure out why – and make some changes. Use A/B testing to measure the impact of your call-to-action wording, button colors, and form placement. Sometimes even a tiny tweak can lead to big results – a 1-3% increase in your conversion rate could add up to thousands of dollars! Speaking of testing, it’s more important than ever to make sure that your landing page is optimized for mobile viewing. If your content won’t fit on a mobile phone screen, you are absolutely losing out on valuable opportunities. You can also boost campaign performance by featuring multiple offers on your landing page, using a bit of a Goldilocks approach. Users can click on the offer that feels just right for them.
8 Ways to Improve Landing Page Conversions
- Have a clear call to action. Don’t make your user scroll through paragraphs worth of content or squint at their screens to track down your offer. Make a bold, clear statement, using an easy-to-read font.
- Less text is more. Again, you want to avoid the needless paragraphs of text. Keep you messaging simple and to-the-point. Don’t overwhelm your users with a novel when a couple of sentences will get your point across.
- Keep the page clean. Remember the Geocities pages of the 1990s, with their flashy animations, clashing colors, and mismatched fonts? They weren’t a high point in the history of web design. Keep your page neat, with a clean design that focuses on a single image and makes great use of space.
- Pick the right images. Use imagery that fits the story that you want to tell about your campaign. A great, fitting image can do wonders for your conversion rates. This is a great place to engage in a little A/B testing to find out what works – and what doesn’t.
- Bullet points work. Bullet points are a great way to keep your messaging sharp, your page clean, and your audience interested.
- Use contrasting colours. Any designer worth their salt will be familiar with color theory. If you’re creating your landing page yourself, then use a handy online reference like the one below to design a visually appealing landing page that uses contrasting or complementary colours.
- Create a sense of urgency. You want your leads to feel motivated to act quickly, so give them a visual cue, like a countdown clock that marks the end of your registration period.
- Remove distractions and navigation. Don’t provide links that take your visitors away from your campaign. Your landing page is all about you and your offer, so keep it that way.
When was the last time you optimized your landing page?