A high impact landing page can be crucial for a successful conversion rate. Capturing and captivating leads on landing is essential to increasing conversion before you pass people down the funnel. Think of your landing page as a work of art, every detail should be there, no space fillers, or unnecessary niceties. Every details and possible user journey on from your landing page should be thought out and processed, easily labelled and apparent.
With all of this in mind, here’s our eight top tips follow when developing your landing page.
1) Be consistent
Consistency can refer to two things, the information you present and the user journey. Firstly the information you present on your landing page should be the same as you present in the internal pages, if it doesn’t you’ll instantly loose credibility.
Secondly ensure the user journey is clear and consistent. Sometimes different doesn’t mean better for everyone. While it’s important to convey change and appear to be fresh and innovative, users need to still feel comfortable and be able to easily navigate their journey.
2) Make Incremental Changes
Sometimes brands are so focused on revamping their landing page that they forget about the end user. A totally different landing page can throw a user off, lead to confusion and conversion can drop. In some cases, a complete redesign of a landing page can cause up to a 20% drop in conversion. To avoid this sudden drop, introduce gradual improvements to ease users into the process this will educate and excite users over a period of time.
Additionally introducing staggered updates allows you to monitor precisely what changes triggered an increase or decrease in conversion, rather than second guessing. Remember, knowledge is power and if you understand why your conversion rate has dropped then you can reverse the problem.
3) Narrow your focus
Landing pages should have one and only one call to action. Several calls to actions can lead to confusion for the user. Make it crystal clear what you want the user to do and how to do it, in one click. Keep copy to a minimum to keep your message relevant. Try limiting your value proposition to two lines in order to keep your content clear and concise. Loose excess distractions and keep your message clear.
Also, the only form fields that you should be asking for are the ones that are the most valuable to your company. Don’t have any links on the landing page that lead to another site, unless you intend to direct traffic off site.
4) Test different phrasing and formatting
The language, tone and phrases you use to convey your call-to-action, value proposition and headline can make or break your landing page conversion rate. Don’t be aggressive or over-bearing instead of ‘create an account now!’ try ‘sign me up’ or ‘lets get started…’ Remember it’s not all about you, it’s about benefiting the user.
Keep your message clear and simple and try to limit it two concise sentences about how it will benefit your customer. Make sure your message clearly states your unique selling point and is anti-ambiguous, for example, ‘we deliver fast results’ rather than ‘we deliver results in less than two days.’
When phrasing headlines, the most successful are those that use emotional triggers, with insight empathy, humour or instill a feeling of comfort. A great headline can compensate for bad imagery or poor designed, if phrased and situated correctly.
Along with a well phrased headlines, intuitive placement of key features can dramatically help conversion. Enlarging a call to action button, making them a different colour helps the user to make their journey easily. Subtle changes can make a world of difference with conversion rates, so watch the detail.
5) Create urgency
When talking to you audience and directing leading them to your calls to action create a sense of urgency. For example ‘buy now’ or ‘sign up now.’ The call to action creating a sense of urgency and how you phrase your messaging is a thing line to walk between telling, ordering and over powering to asking, requesting and inviting, so watch your wording.
6) Use directional cues
Make your user journey easy and interpret because you can’t be physically present. People don’t read landing pages like they a read book, directional cues are essential for showing the visitor how to digest the information. Directional cues can be big red arrows pointing to your call-to-action, or more subtle hints at your call-to-action, but they are a necessary.
7) Credibility indicators
Using previous client testimonials to supplement your message, emphasises your message and unique selling point. Also it builds a feeling of trust for potential clients are more likely to trust other clients more than they are going to trust you. Positive testimonials clearly displayed on your landing page can enhance credibility. So skip the cliché “they were great!” and get personable with a true representation of your business.
Does the copy on your landing page match the copy on your ad etc etc. If you make statement on your homepage, make sure you follow it up with a full explanation in the rest of the website. If you ask a question on the landing page, make sure they answer is only a click away. Make clear parallels between what you state and on your landing and page and the story you tell throughout the homepage, be relevant.
A landing page that works, will work for you, so always be clear, personable and relevant.