First impressions matter a lot for a landing page. Therefore, you need to start optimising from the headline. In the first glance of your headline, the visitor must be able to understand what you offer and why they should care using direct conversational language. You can describe the benefits or features of using your product/service in the description under your headline.
Then follows one of the main elements of the banner – the call to action (CTA). Its placement should be under your description. The CTA button must be front and centre. Also the visitor must be able to understand your CTA at a glance. It must be compelling enough to click on it and must say what will happen when the user clicks on it.
Lastly, make sure to use top-notch, appropriate images or videos that convey your message and help visitors understand what your product/service is in one glance.
It is also important not to clutter the top section of your page. If your landing page is cluttered, then it will come with the cost of visitors getting distracted easily and lower engagement.
Reduce the Actions Visitors Have to Take on the Landing Page
Removing the unnecessary elements, such as reducing form fields or other web navigation elements, is important. When there is more white space and a more transparent call to action, there will be more conversions. Do you know that your conversions can increase up to 10% by reducing distracting elements of your landing page?
Create Your Content Across Users’ Expectations
You must fulfil your page visitors’ expectations based on the platform and messaging that made them land on your page. If the visitor clicked on your ad and came to your webpage, then your landing page needs to match the ad’s message and offer. Below you can find an instance that illustrates the situation.
This is an ad for an eyeglasses store online. When you click on the ad, it will lead to the landing page below that:
If the message conveyed in both the ad and the landing page is the same, then there’s a high chance that visitors will engage with the page and lead to conversion.
Also do not forget to include extra details that visitors require that hasten their decision-making. These details are the product or service details, price, or addressing the user queries.
Improve Your Main Page Elements
Different elements contribute to the performance of a landing page.
Call-to-action Buttons
The CTA button on your landing page is pivotal in conversions happening on your landing page. Therefore, if you want more conversions, you need to follow certain techniques. Use contrasting colours, or place big-sized text on your CTA button to make it stand out to the website visitor.
Also the message must be something actionable or transparent, for example, ‘get started for free’, ‘book a demo’, etc. Your main banner must contain your main CTA, and you should also note that CTAs shouldn’t be confined only to your banner, they should be strategically placed throughout your landing page. The user should also effortlessly be able to click your CTA, especially on a smartphone.
Images, Videos and Animations
The images, videos and animations you use in your landing page must support what you are trying to convey and help users understand what product/service you offer. It’s important to add high-quality images connected to your product/service. To prevent a slow-loading page, add optimized media files. In addition to images, be sure to include videos and animations to show what you offer.
Show You’re Trustworthy
If your landing page lacks indicators of trust, it increases hesitation and makes you less credible. That’s the last thing you want. There are many ways you can make your landing page trustworthy. Include logos of popular clients or partners on your landing page. Another way is to include security credentials. Also, another indicator of trust is including awards or certificates you hold. Lastly, include ways to contact you; obviously, it must be front and centre.
Don’t Forget About SEO
SEO is not just for a website; when designing a landing page, SEO sometimes takes a backseat. But that should not be the case. SEO helps you gain visibility. Your primary keyword must be included in your meta title (the title of your page which appears in the search engine result page), meta description (the description that comes under the meta title), H1 tag (the main title in your banner section), URL slug and your body copy.
If you like to get assistance with your landing page’s SEO, then digital marketing expert in thrissur Anjana can help you with that.
Reduce Page Load Time
Speed of page load is pivotal in user experience. There are more chances that you get new visitors to your landing page if your webpage load time is fast enough. If your landing page loads within 2 seconds, then your loading page has one of the highest conversion rates.
Optimise Your Webpage for Mobile Performance
One of the elements that impact landing page conversions is mobile usability and performance. There are different free and paid tools which you can use to check your mobile performance.
In addition to that, there are different best practices which you can use to optimise your landing page for mobile performance. First, make sure that tap targets are sufficiently big and spaced well so that no accidental clicks happen.
Second, make sure the font is easy to read so that users don’t have to zoom if they’re using a small device. Lastly, do testing on mobile devices to check whether your webpage elements are functioning well.
Be Transparent About Your Value Proposition
Try different headlines and CTAs that are similar to what the landing page visitors have searched for. Also, right before launching your landing page, be sure to check if your landing page is connected to your source or not. If the landing page copy and the source’s copy don’t match with each other, then it will confuse visitors and will affect your conversion rate.
Track Performance by Traffic Source
Checking the source of your landing page visitors help you understand where they come from, be it email campaigns, paid ads, or social media. You can include UTM parameters in your campaign URLs to find the source of your visitors.
You might be wondering what UTM parameters are; they are codes present at the end of a URL. They help you find the campaign that drove your visitors, the medium and where your visitors came from. You can easily build UTM parameters using Google’s Campaign URL builder or Google Analytics.
There are different parameters to UTM tracking, with examples:
- Source
utm_source=google
- Medium
utm_medium=social
- Campaign
utm_campaign=summer_sale
Check Your Competitors’ Strategies
What strategies by competitors make them click? This data will help you ensure you are adhering to the industry standards to optimize your landing page; you will also get an idea of how to set your strategy apart from your competition.
If you don’t have an idea of how to check your competitors’ strategies, then digital marketing expert in thrissur Anjana has got your back. She is an experienced digital marketer, specialised in SEO, SMM and SEM.
Don’t Forget to Add Customer Reviews!
Include customer reviews, case studies and other evidence of customer satisfaction on your landing page. However, do not expect it to increase or decrease your conversion optimization.
It is important to note that there is only a minute difference in conversion between landing pages that include customer reviews and those that don’t. But it is easy to ignore social proof, in that case, but if you choose to include social proof you still get those “extra” followers!
Even if you overlook social proof, you can still include your contact number to gain the trust of your page visitors.
Frequently Asked Questions (FAQs)
How can I optimize my landing page for search engines?
When it comes to SEO, the best practice is to include relevant, high-quality content on your landing page. Equally important as high-quality content are keyword research and backlinking.
What does an effective landing page include?
A landing page which can easily convert visitors consists of a transparent headline, subheadings, copy, CTA, images, logos, videos and social proof that evokes customer interest.
How do I create a responsive landing page?
If you possess technical knowledge, you can easily make a landing page responsive. Try to include fluid grids and flexible images. Make sure before you launch your landing page, try to test it.
Optimize Your Landing Page With Anjana!
The importance of a landing page is humongous. It helps gain more high-quality leads. Most importantly, it helps form better experiences for your customers. If you’re intending to create a new landing page, contemplate your objectives and your target audience and be transparent about your expectations for what your users can expect. Or else, if you want help to build an exceptional landing page, then Anjana, the best digital marketer in thrissur, is the best person to get in touch with! She has vast experience building and writing for landing pages that get converted at a lower cost. Get in touch with her at anjanaanooop@gmail.com.