The landing page of your website is your calling card. Every inch of this page says something to the customer who comes visiting. Experts often say landing pages ought to be treated like works of art -- they need to be created with the kind of care and caution an artist invests in his work.
Optimizing landing pages for higher conversion is, arguably, one of the most crucial features of a successful digital marketing campaign. Higher conversions mean more customers and thus more profits. Precisely why marketing experts stress so much and so often about how landing pages ought to be sharply strategic; how everything from its size, length, colour and action buttons need to have its place and purpose. This is also the reason why landing pages need to be tested time and again for their efficiency.
There are some ground rules (and some tricks) to ensure that landing pages provide higher conversion rates. Here are a few tips.
Clean and easy does it
It is surprising how many businesses don’t understand or cannot implement a clutter-free design. Experts can’t stress enough how important easy navigation is for customer conversion. The landing page, especially, must be free of too many images and too much information. It should be clear though about who you are, what you offer and what you are asking of the customer.
- Optimum use of white space, primary contrasting colours and striking images (not too many) will help direct your prospective client's eye to the benefits of buying your service/product.
- Tricks like bullet points and keeping all relevant information ‘above the fold’ (so that customers don’t have to scroll down) makes a huge difference.
- Remember the 5-second rule – you have five seconds to convert your customer and a badly designed landing page is the worst thing you can do to your business.
Be consistent, inspire trust
Like in many other areas of business and life, consistency is the key to higher conversions. Not only should your customer notice a consistency and build a level of comfort with your landing page, you should also ensure that your figures and facts and any other information you present on the landing page is consistent with your actual product or service. This is not to say that the landing page must remain staid and unchanging. It is important to innovate and improve design elements but too many drastic changes can overwhelm the customer and put him off. This will automatically lead to lower conversions.
Like consistency, inspiring a level of confidence and trust in the customer is vital. Trust is built by clear communication; if the customer trusts you, he will be more likely to convert. Trust can be built by making yourself accessible and friendly.
- Provide all your contact information at the outset -- if the customer can 'place you', his confidence in your business will grow.
- Experts often suggest that a human face to the business goes a long way in making the customer feel more comfortable.They suggest the use of the quote and an image of a happy customer or an assurance from a person of authority within the business.
- Keep the language of communication personal and warm. Craft what you have say with care.Communicate clearly the value of your service/product but don’t oversell. Ensure your descriptions and pricing are accurate and direct the customer gently with your words and images.
Market your landing page
It is always good to answer questions your customer is likely to ask upfront; this way you are showing up your product or service as having so much value that they simply can’t refuse.
- In the same vein, your landing page should also convey a sense of urgency to the customer -- use ‘scarcity tactics’ such as telling them the product is in limited supply or that the discount is on for a short time etc.
- Know your customer well -- the better you understand the kind of customer you attract, the more you can tailor your marketing and thus inspire better conversions.
- Pay attention to the SEO of your landing page. Ensure that the URL path of the landing page includes keywords, use keyword phrases in its title (so that search pages are clear about what the landing page offers).
- Make social sharing easy on your landing page -- search engines ‘like’ high shares. Use Meta tags for your title, keywords and descriptions, including image descriptions.