Landing Pages That Increase Conversion Rates
By Nancy T Willy
Pay per Click Campaigns, Media buys, Banner ads, Blogs….they all bring traffic to your website. But how do you get all these visitors to buy from you? How do you make “conversions”? That is where the importance of good landing pages come in.
The landing page is the first page that your visitors arrive at after clicking on your advertisement. And landing page is what makes the first impression. For ages, people have been stressing on the importance of home page as the impression-maker but not anymore. Landing pages are equally if not more important in getting customers for your website. Landing pages can be any page on your website that you would like to advertise and get more traffic to.
Landing pages have to convince the customers to take some action, which you desire them to. It could be
- Fill out a form
- Buy something from you
- Give you some personal information
- Go to the other websites that you have advertised on your site
- Or just read the information given on the website
But visitors would be extremely reluctant to do any of the above unless they like you and your service. And landing page is the only place you get to tell them how good you are. Here are some of the things that you have to keep in mind while designing and optimizing a landing page for your advertisement.
1. Give them answers, and be clear about it
Visitors who come to your landing page, come with specific questions (or keywords). They would want to buy something or know something. That is why they clicked on your advertisement in the first place. Tell them what they need to know very clearly. Highlight the product or service that you advertised and give all the relevant details that the customer would be looking for.
2. Do research on your visitors, it helps
You have to do some research on the kind of visitors that you are getting and what keywords they use to come to your landing page. This would give you a picture of your ideal visitor. This picture has to be kept in mind while designing and writing content for the page. Do not try to target all kinds of visitors, you might end up driving them all away. The landing page has to be targeted on your ideal visitor and his requirements.
3. No unnecessary distractions please
The visitors who came to your page would be least interested in your design prowess and all the flash elements that you have used. Use images and text that would match with your advertisement. Do not use extra images or too much text that would distract the visitors from their basic purpose.
4. Too many links would let your visitors wander
The only path your visitor should take is the path towards conversion. Too many links to other pages from the landing page would make the visitors lose focus. Extra links should only be given when it is extremely necessary. You could list related products, related articles or other services depending on the landing page, so that the customers can navigate their way easily through your site. This would also give the visitors more options within your site.
5. Conversion lies in the eye of the visitor
Place content and images of relevance where it can be spotted easily. Judicious and creative use of graphics, text and color can lead the eye of the visitor to the right direction. The landing pages should not scroll down too much making it impossible for the visitor to have a comprehensive view of the information he needs.
6. Make it easy for visitor to become customer
The path towards conversion should be made smooth and easy to find. If the visitor should fill in a contact form or personal details form, place the links to the form at places where it can be spotted easily. If the visitor has to buy something from you, make the ordering process short and simple.
The final stage is testing the landing page to see how it is performing. The percentage of conversions from different test ads with different landing pages would tell you about the performance of the different landing pages. It is also useful to check the click-paths of the visitors, i.e. how the visitors move from the landing pages to the other pages, where they exit the website etc.
These tips would help you to make a landing page that hooks visitors, makes them stay and then become your loyal customers. Landing page optimization must become an important consideration in all you Internet marketing initiatives.
What next?
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