Sunday, July 13, 2014

7 Essential Landing Page and Conversion Tips (Mistakes & How-To Fix)

Essential landing page and conversion tips

7 Essential Landing Page and Conversion Tips & Tricks

At the age of digital and search engine marketing landing pages are very crucial & essential for all type of businesses no matter what the size of the business is. Landing pages help businesses to sell their products or services through internet to their prospective online customers and clients. There are millions & billions of landing pages created each day on World Wide Web by businesses and digital marketing companies. Some of them work perfectly and generate huge sales and revenues and on the other side there are landing pages which actually fail to convert their potential online site visitors into real customers. In many occasions landing pages can kill the conversions of a website, if they are structured and designed wrongly.

According to Marketing Sherpa:

  1. Around 64% of the marketing experts say that the landing pages are the best way to measure and analyze the value proposition.
  2. Around 68% of B2B businesses use landing pages to generate sales leads for future business conversions.
  3. 48% of marketers build and trust on their landing pages for their each new marketing campaigns.

Landing pages are the online windows for your business from where you can sell your products or services via internet or capture your users or prospective customer’s information through a web form. So, if you are investing on your landing pages and expecting good sales conversions from them then you must consider some of the very important facts of landing pages and their design criteria.

# Each of the landing pages must have a clear and descriptive headline with proper keyword-targeting: Landing pages with boring headlines and improper keyword-targeting must fail to convert.

  1. First be sure what is the exact purpose of creating the landing page
  2. Identify what is the one single thing that you want to sell or offer from the landing page
  3. Analyze keywords that match with that product or service
  4. Select the best keyword which your online customers would use when they search
  5. Include the selected keyword in the page title and the headline (mostly H1)
  6. Write your landing page headline in a persuasive manner
  7. Make the offer as specific as possible in the headline 
  8. Edit your headline to make it attractive, descriptive (but not too long) and clear

# Each landing page must contain a single Call-to-Action: Landing pages with multiple Call-to-Action (multiple offers) are poor for conversion. Multiple Call-to-Action confuses the customers and eventually results in lower conversion.

  1. Do not include multiple offers or Call-to-Action on a single landing page
  2. Call-to-Action must be related to the page title and headline
  3. Call-to-Action must be easy to find and identify
  4. Place the Call-to-Action at above-the-fold of your landing page
  5. Include the same Call-to-Action multiple times if the landing page is long
  6. Use complimentary color schemes to design the Call-to-Action

# Call-to-Action form with too much form fields results in lower conversion: Do not request too much information from your customers; this will surely lead to poor conversion rate over time.

  1. Include as minimum form fields as possible in the Call-to-Action form
  2. Obtain only those information which are relevant and actually required
  3. If more information is required then opt in two step Call-to-Action form
  4. Make the form looking professional with proper color, font, padding and margins
  5. Add a privacy statement (e.g ‘We respect your privacy’) in the Call-to-Action form
  6. Do not include any type of captcha (spam filter) in the Call-to-Action form

# Too much content can lead to lower conversion: Landing pages with huge, cluttered and unstructured content can be dangerous. Too much content can distract your potential online customers. They have come on your landing page because they are interested in your product or service, so make it as simple as possible for them to understand and peruse.

  1. Write contents in paragraph with proper sub heading (mostly H2 to H6)
  2. Use bullets to mark each sub points
  3. Use Bold (<strong>) and Italic (<em>) to point out the key phrases & notes
  4. Make the content concise, clear, trustworthy and persuasive
  5. Focus more on the benefits of the products or services and not their features
  6. Do not use technical jargon.
  7. Use maximum 2 pictures related to the offer
  8. A video tutorial or a video about the benefits of the product can be awesome

# Landing pages with longer loading times get poor conversions: 40% of customers close the landing page which takes more than 3 seconds to load which ultimately increases the bounce rate of the site which has tremendous negative impact on search engines. An unpleasant experience with the performance of the landing page can result into lower returning visitors and re-selling. This is not only about the conversion but longer loading time of a landing page can result in poor ranking on SERP as well.

  1. Get rid of the unnecessary contents, graphics and coding
  2. If possible place all the Javascript files and codes at the end of the html (before </body>)
  3. Make use of GZip compression and CDN technologies

# Non-responsive landing pages are half done: Around 60% of total searches made on internet are done through mobile phone or tablet devices. Around 70% of total mobile searches convert into action within an hour. So depending on the age group you are targeting on your landing page, it will be wise to design your landing pages appropriately for your mobile customers too.

  1. Build responsive landing pages those fit into any screen or device size
  2. Do not design separate landing pages for mobile and computer devices, this will result in unwanted canonical issues

# Social proof and recommendations can deliver amazing results: Credibility can boost the conversion of a landing page. Establish the consumer-trust on your product or service by including;

  1. Social media feeds, social mentions and social proofs
  2. Honest reviews of your product or service from your current or earlier customers
  3. Recommendations from influential people or well acknowledged industry governing body
  4. Phone number and other contact details at a prominent place
  5. Privacy Policy and Terms & Conditions in layman’s term

Know your customers, their problems and needs, accordingly design your landing pages in such a fashion that your potential customers can relate to those problems easily and find a trustworthy solution on your landing page.

Test, analyze and measure the activities of your online visitors, monitor the conversions regularly and make necessary changes to see which work better for you. Remember what works for one company may or may not work for you or your client. Landing page conversions depend on so many things, like the industry, the business model, competition in the market, targeted audience, age group and so on. Therefore it is very important to test the landing pages consistently to gauge their effectiveness.