Don’t you love it when you arrive at a page, find exactly what you searched for and merrily accept what they offer? Most websites look to deliver such a seamless experience through their landing pages. Some succeed. What helps them retain their visitors long enough to convert them into buyers or subscribers?
While there are as many creative ideas as people in the world, there are some general pointers that ensure a high conversion rate of the landing page. They play of common user perceptions and visitor behavior. Keep in mind that a landing page is different from the home page. Landing pages exist to draw attention to a particular Call-To-Action (CTA) and follow from goal-specific keywords. The following tips are cherry-picked from our experience as web-designing and branding partners to some of the biggest brands:
1. Clutter-free design
On the landing page, you have a particular agenda. It is to sell one product or service and you want to lead the visitor to a CTA. Too much clutter around the page will take the attention away from the CTA. Clean up the navigation so that the visitor is not driven away to other pages.
Take a look at your color palette too. Stick to two basic colors and use the accent color on the CTA. More colors will again distract or annoy the visitor.
2. Precise, minimal content
Since the landing page is devoted to the sole objective of getting the visitor to click on the CTA, the content should revolve around that particular product or service you are offering. One way to minimize content is to think of the written content, the image and videos on the page as pieces of a puzzle. You can use the support your copy with the other two to create a complete picture of what you offer.
The elements of the landing page should be positioned such that the CTA gets a prominent space. All the supporting content should work towards leading the visitor’s attention to the CTA.
One of the best hacks to keep the content minimal and meaningful on the landing page is to have a killer headline. In this one line, tell them your value proposition or acknowledge their specific problem. For example, as a web design service, we would either tell them how creative we are OR how their startup needs a kicker website to grow.
A headline is only 5-15 words and you might find it difficult to make a statement and convey all details. That’s where the subheadline continues your main value proposition. It’s also usual to treat the headline/sub headline combination as a problem/solution set. You can address the visitor’s problem statement in one and the solution you offer to that in the other.
6. Value Proposition
Websites often list the benefits of their products in bullet points on their landing pages. This is especially useful if you are offering a technical product with multiple advantages and features. This gives the visitors a quick overview of what they are paying for.
7. Match copy with ads
Do you use certain keywords in your PPC ads? Make sure you use them in the copy as well. This way the visitors know they have arrived at the right place. This also enforces that the target ad words lead them to the most relevant page. For example, a logo design keyword should not lead them to the branding landing page.
A high-quality image of the product makes a good impression on the visitor’s mind and prompts them to click the CTA. If you are offering services, a representation of your customers’ satisfaction through a friendly visual helps.
9. Short forms
If yours is a lead-generating landing page which prompts the visitor to sign up, keep the form short. Create a form to accept only the most relevant information you need. Long tedious forms turn off the visitor and complicate the signup process.