Your website serves as a primary channel for customers to see your products and services. For this reason, you need to make sure that it is optimized for your potential buyers. You may have the best website in the industry but if it isn’t attracting customers, then it’s useless. One of the most important pages in your website that needs to be optimized is your landing page.
Landing pages are designed for conversion of visitors to paying customers. Optimized landing pages help ensure that you get the maximum conversion rate possible. Landing pages are one of the most frequently visited pages on your website. If visitors cannot differentiate it from the other pages, you could be missing out on a possible conversion. More than 50% of B2B companies redirect their visitors to a homepage rather than a landing page. If you belong in that number, it’s time for a change in strategy and optimize your landing page.
- Create an Enticing Headline
- Understand Traffic Sources
- Make An Eye-Catching Design
- Focus On Benefits
- Establish Trust
- Be Clear With What You Offer
- Boost Visual Appeal
- Keep Your CTA Straightforward
- Decrease Page Loading Time
- Keep The Important Part Above The Fold
1. Create an Enticing Headline
The main priority of your website is to grab your visitor’s attention. You only have less than 8 seconds to do it so make your headline appealing from the get go. According to studies, only 80% of visitors will read your headline and the other 20% will read it before they do anything else. A great headline should efficiently sum up your unique value proposition or UVP.
You need to get your headline right because it is the first thing your visitors will notice when they come to your landing page. The headline should clearly lay out your UVP. Your Unique Value Proposition points out the reasons why customers should buy your product. What makes your product different from the competition? Also, put any facts about your product on the headline as well.
In addition, your headline should be simple and conversational. Avoid formal business jargon as much as possible as it may turn customers away. Avoid using convoluted language and be authentic. Making your headline conversational will help entice visitors to sign up to your website.
2. Understand Traffic Sources
Creating an effective landing page first starts with understanding where your traffic is coming from. Your target audience may be coming from different channels so understanding them is very important. You want to create a landing page that will convey the same message across different mediums. Visitors will act differently on your website depending on where they came from.
Using one landing page for all your visitors can be detrimental to your business. According to Hubspot, increasing landing pages from 10 to 15 contributes to a 55% increase in leads. It means that the more landing pages you have on your site, the better is your chance of converting leads to potential customers.
The key is to anticipate where your traffic will be coming from and create a landing page for each channel. A visitor coming from social media does not have the same needs as someone coming from your blog post? The former will be looking for different information from the latter. So make sure you have a landing page for each channel to ensure that you will get all the bases covered.
3. Make An Eye-Catching Design
All the visual elements of your landing page can be crucial in the conversion rate. If you do not have plans of hiring someone to handle web development, make sure that you or someone on your team has the knowledge in creating an appealing design for your landing page. Each element should be geared towards conversion. More importantly, it should be reflective of your unique value proposition.
As most customers are likely to be using their mobile devices, make sure that your landing page design is optimized for mobile users. A recent study by Google revealed that 62 percent of customers with a negative mobile experience are less likely to buy your products or services.
You can test out different designs for your landing pages and make sure to test the results. What works for your business (logos, etc.) may not exactly work for your landing page and vice versa. As much as possible, minimize unnecessary and distracting visual design.
4. Focus on Benefits ‘
Many businesses make the mistake of overselling the features of their products rather than their benefits. This should not be the case as it will likely turn customers away. By focusing on the feature, you are not telling customers what’s in it for them or how important the product is in their lives.
Data shows that using benefits for your landing page will lead to a 4.3% increase in conversion rate. Thus, your landing page needs to focus on the value your product will give to the user. Prospects are more likely to convert if they know what’s in it for them. Customers are more likely to remember and respond to information that highlights benefits. The landing page should give them a reason why they should buy your product.
Using benefits for your landing page is better for increasing conversion rates. Customers will not buy your product for having new and improved or high-tech or cutting edge technology instead they will buy it for what it will do to them. Landing pages are designed to encourage customers to accept your offer. Use your landing page to make the benefits of your products clear to your target customers.
5. Establish Trust
For your potential lead to be successful in interacting with you, they first need to make sure that you can be trusted. They want to feel safe and confident before downloading or registering for something. A report by Econsultancy revealed that 48% of respondents said that trust badges reassure them that the site is secure and trustworthy.
The same survey also revealed that 76% of respondents said that trust seals affected their sense of trust in a website. In addition, 61% said they did not make a purchase because there were no visible trust badges or logos when they entered the website. How do you put trust in your landing page?
First, provide social proof by indicating the number of downloads of your assets or the number of registrants for your events. Since others converted on your page, it might convince other visitors to do the same.
6. Be Clear with What You Offer
Your landing page should present a clear offer to your visitors and explain why such is valuable for them. The headline and subheadings should clearly point out the offer or share the value proposition. Saying what you offer is easier said than done but how do you do it?
Look at it from your customer’s perspective, not from your own. They don’t care about your products or services but are after the benefits they will get from buying from your company. Next, you should also talk to your customers. If you want to give them the best offer, ask customers directly.
Finally, your offer should focus on what the customer wants and show them that you understand their feelings. Make sure that your offer will capture the emotions of the customer. When their feelings are touched, it is human nature that they will immediately buy the product because it touches their emotions.
7. Boost Visual Appeal
There is a popular cliche that goes. “First impressions last,” and your landing page provides a venue for creating that first impression. Before they see your products, the first thing customers will see is your graphics. For this reason, you want to make sure that it is eye-catching, clear, and professional.
The moment a potential customer visits your store and does not see any value or quality, they will leave your website and never come back again. You only have one shot at impressing your customers so improving the visual design of your website should be your top priority. The landing page should not only be attractive but also easy to navigate. While making your landing page visually appealing, you should try to avoid any clutter.
When it comes to visual appeal, less is more. As much as possible, keep your graphics to just one or two focus points. Also, check for these design elements:
- Cohesive color palette
- High-quality pixel-free images
- Immediately visible products
- Obvious site navigation
- Maximum three focus points
8. Keep Your CTA Straightforward
The call to action (CTA) button is the most important piece of information on your landing page so you want to make it clear, concise, and obvious. Avoid using fancy language or making complex offers. Customize your CTA according to your target audience. New data reveals that personalized CTAs convert 42% more visitors than generic ones.
Use your CTA to reinforce your desired landing page action and be as specific as possible. For example, “Sign Up Now,” “Download,” “Watch Video,” and others. Also, try adding visuals and directional cues towards your desired action. The Video Benchmark Report revealed that adding CTAs to videos is considered one of the most important features that a video platform can offer.
However, you need to make sure that your CTA is placed on a landing page and not on a product page. There is a huge difference between the two as the latter is designed for conversion while the latter is for providing product information. Visitors who land on a product page are 72% more likely to bounce compared to those who land on the latter.
9. Decrease Loading Page
Nowadays, more people are using their mobile devices to search for products online. The loading time of your website can affect its conversion rate. Studies show that 40 percent of customers will abandon a page if loading time takes more than 3 seconds. As the page load increases from one to ten seconds, the probability of visitors leaving your site increases by 123 percent.
How do you decrease the loading time of your landing page? Optimize images on the page using compression tools like Kraken. Another way is to ensure that your website is hosted on a reliable and fast server. You can bring this issue up with your client so they can find possible solutions like outsourcing to a third party to boost their website’s overall performance.
With the increase in smartphone usage, it is now more important to decrease your landing page loading time. The faster your page loads, the lower will be the bounce rate and abandonment issues.
10. Keep The Important Part Above The Fold
Most customers don’t have the time to scroll through your landing page so you want to keep the important elements above the fold – the point where the user must scroll to collect more information. This means that you would want to keep your headlines, CTA, and others above the fold. In the age of smartphones and tablets, this is easier said than done.
“Above the fold” is a term that can be traced back to the newspaper. The most enticing stories were placed on the first page above the traditional newspaper fold so customers would see the headlines. Placing your content “above the fold” impacts your engagement metrics as it can encourage your customers to read the rest of your website. If not properly optimized, you could likely see an increase in your bounce rate and a decrease in conversion.
Make sure that your website is mobile-friendly. According to a recent study by Google, customers who have a negative mobile experience are 62% less likely to buy. It is unlikely that your website will not rank on Google if it is not mobile optimized. Make customer experience your top priority and your website will go places.
Your landing page is the gateway to your website. It is the first thing that your customers will see when visiting your page. For this reason, it needs to be eye-catching and appealing to help customers make a purchase decision.
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