Did you know that according to inbound marketing mogul Hubspot, online businesses that increase the number of their landing pages from ten to fifteen can expect to see a fifty five percent rise in leads? There is no denying that your landing pages are a pivotal part of your online marketing efforts, whether they are created to capture audience information through forms or complete a conversion on the page itself.
Conversely, if orchestrated incorrectly, landing pages can be a major source of money leakage, because you have spent time and money working on these webpages to gather more hits, only to find that once your visitors are there they are bouncing off of your page. Here are five quick tips that can help you increase conversions on your landing pages.
1. Credibility – Imagine being offered the deal of a lifetime on expensive stereo equipment. The only catch is that the equipment is being sold to you out of the trunk of some disheveled looking man’s car. Would you cash in on that deal? Absolutely not, because you have no idea who this man is, and he is completely devoid of credibility. When visitors click on your landing page, they should know where they are and what to do next. Use “breadcrumb navigation” that includes keywords informing users that they are on the correct page. Always feature your company logo prominently on the top of the page, and utilize social proof; that is, post customer testimonials on the landing page assuring your potential lead that similar customers have been pleased with your services or products. Finally, it’s a good idea to provide users with a badge or seal that indicates that your site and methods of payment are secure.
2. Usability – Formatting your landing page for usability is paramount to the conversion process. Here is an instance where “less is more,” so be sure to avoid clutter on the page. When you are choosing your pictures, ensure that the visuals are supporting your message, not distracting visitors. Be sure that the page loads quickly, or else your users will bounce off of your most important pages. Finally, include your important information “above the fold” so that users will not have to scroll down on your page to take in your critical information.
3. Landing Page Copy – To optimize landing page copy, be sure that the content is formatted properly as well. Be sure that the different elements on your page all support your landing page message, from headlines to images, form to copy. Reduce reading time by using bullet points and lists, and when you begin to write your content, keep your paragraphs bite sized – three to four sentences. Each paragraph should have a “mini-thesis,” that is, each paragraph should begin with a sentence that sums up the idea of the following copy.
4. Color Scheme – Take advantage of contrasting colors to make the information you find most important or page elements you would visitors like to click on “pop” out of the page. Bear in mind that users take in color in three ways – psychologically, environmentally, and culturally. So if you have an international client base, remember that colors that we find familiar mean different things to users hailing from outside of the United States.
5. Call to Action – Finally, optimize your call to action, perhaps the most important element on a landing page. Rather than simply write “click here,” focus on choosing verbs that are powerful and leave users feeling positive, such as “get free offer now,” or “download your content here.” As was mentioned in tip four, use contrasting colors that will make your CTA pop, as well as graphic design techniques such as “bevel” to make the CTA appear three dimensional against the page.
Summary: With these five tips, you should be well on your way to a high performance landing page. Remember the importance of these pages, and their purpose – to drive leads or conversions. It may be easy to get caught up in other aspects of SEO, but your landing pages should always be on the top of your priority list.