A landing page can make or break your digital marketing campaign. But, marketers often fail to use landing pages correctly. Here are some tips to improve your landing page’s conversion rate and your user’s experience.
1. Design for mobile.
Mobile traffic now accounts for 69% of online activity. It is best to design a separate mobile landing page from scratch with fewer words and a whole new, mobile-first format. Offer click-to-call and chat options, rather than lengthy forms that users must complete. Ensure that your landing page loads quickly on mobile by using Google’s PageSpeed Insights. Increasing your page speed improves user experience and search engine ranking. The simplest way to do this is to remove or resize videos and photos.
2. Write compelling copy.
First, understand that web copy and landing page copy are two different things. Landing page copy should be easy to scan, while web copy can be denser, delving into topics and providing background information. Second, use or highlight sweeteners if applicable (FREE, Promo Code, Weekend Sale, Discount). Finally, use action-oriented words to encourage people to engage now.
3. Provide focus.
Make sure your call to action (CTA) is shown prominently and frequently on your page. Remember, the more information you request and the more clicks you require, the less likely your visitor will be to sign up, make a purchase, or request a download. If you are requesting that visitors fill out a form, consider putting the form on the landing page itself. One way to gauge the effectiveness of your form is to track the percentage of completed forms. If you have a large number of people starting, and then abandoning the conversion process, you may be asking for too much information. The primary goal is to keep visitors on your site, so think carefully before including links to your social pages, or other sites.
4. Reduce anxiety with proof elements.
Consider adding testimonials, partner logos, reviews, staff photos, privacy messages and security seals to your landing page, especially if you expect to attract first-time customers who are unfamiliar with your brand.
5. Don’t forget accessibility.
Just as you would accommodate guests with disabilities in your physical store, consider how to make your website more accessible to all guests. Not only do you have a legal obligation to make the webpage accessible, you also have a financial incentive to reach the 61 million people in the United States that identify as having a disability.
“The biggest mistake we see marketers make is ignoring data.”
6. Constantly optimize your landing page.
The biggest mistake we see marketers make is ignoring data. Review your analytics regularly to understand how people are using your page, where they’re coming from and how you can improve design to drive more conversions.
7. Create multiple landing pages!
A single product or service may appeal to very different groups and as a marketer, you must anticipate and speak to each group’s needs as much as possible. For example, a low-cost car may appeal to two very different audiences – seniors on a fixed income and college students with little to no income. A savvy marketer would create at least two landing pages that address the different interests of each group and position the product accordingly.
Review your current landing pages to see what tips you can apply. Marketers that provide potential customers with a clear and simple path to purchase, and use their landing page to build trust and speak to their audience on a personal level, can dramatically increase their digital campaign’s ROI.