Your landing page is the page a visitor arrives at on your website after clicking your ad, whether that’s a paid search ad, display ad, Facebook ad, etc. Specific landing pages tailored to different services or products help provide a quality experience for visitors. But what makes a great landing page? How can you make sure your landing pages produce good conversion rates? We’ve got some tips below.
Know Your Goal & Your Audience – This may sound simple but figuring out what you want site visitors to do after reaching your page is important. Do you want them to buy something? Fill out a form? This is the first step toward developing your landing page. It’s also crucial to know your audience – this helps you cater to their wants and needs.
Keep It Clean – A landing page should offer necessary information, but not so much as to overwhelm (and possibly drive away) your site visitor. Provide the essential information that will interest your audience, and make sure you have rich, useful, relevant content.
Make It Easy to Convert – The goal is to make it as easy as possible for visitors to convert, providing a clear path that makes the next step obvious. This tip varies depending on what your desired conversion is. If it’s form submissions, make that form noticeable. If it’s downloads, make a button that engages the user to click.
Have A Clear Call to Action – Tying in to the previous point, calls to action help guide your visitor to what you want them to do. Text should be clear and present in the headline text and the button text. Some examples include “Buy Now” or “Download Your Free Guide.”
Make It Easy to Scan – It’s vital that your visitors can capture the essence of your service/products with a quick glance. Make your page easy to scan by highlighting your main point in the headline while using subheadings and bullet points for added information. Use fonts and colors to indicate information hierarchy.
Only Ask for Necessary Information – If your goal is to get visitors to submit a form, get the bare minimum of what you need. The more fields you ask visitors to fill out in your form, the less chance you have of them completing your offer. Most users don’t have a problem providing their name and email address but asking for information about phone numbers and birth dates can cause your drop off rate to jump to 50%. The rule of thumb is not to include more than 7 fields in your form.
Are Fast as Lightning – Speed is essential, as loading times have a tremendous effect on bounce rates. You can reduce load time by not making your image files any larger than they have to be, using cache tools, and a fast web host.
No matter how someone arrives on your landing page, making sure they have a great experience once they get there can help boost your conversions. If you’re not sure where to start, we can help! Give us a call at (309) 693-2345 or drop us a line!