Marketing pays a lot of attention to campaigns and involving customers. As important as that is, what happens when a person clicks through a link is just as important. If your bounce rates and conversion rates aren’t very high, it’s time to re-evaluate your landing pages. As a top web design and digital marketing company, we wanted to share our Top 7 Landing Page Tips for more conversions.
Regardless of your industry or the size of your business, these are the best practices to use for both more engagement and more conversions.
7 landing page tips for more conversions
Use a Simple Design – One of the worst sins that can come with a web page is any kind of confusing design. A weird layout, difficult navigation or hidden CTA buttons cost conversions, and many people leave your site instead of wasting time searching. The design should help the landing page achieve its goal and lead people to it. Too many distractions, dropdowns, ads, or similar elements just get in the way of your goal.
Landing pages should be mobile-friendly – If your site isn’t mobile-friendly yet, at least make sure your landing pages are. Landing pages must be compatible with any device or screen size if you want to maximize conversions. With people using mobile devices for so much of their web browsing, it’s a good bet that a fair amount of traffic will come from mobile users. Make sure not to alienate them as it is difficult to navigate from a phone to a non-mobile friendly site on a small screen.
Make sure landing page goals and campaign goals are the same – a good landing page has a specific purpose. The design, content and copy will help achieve that goal. Campaigns also have targets that are used to drive traffic to your site. Both goals should be aligned if you expect to convert at your maximum rate. If people end up on your page expecting one but getting the other, the chances of them bouncing increase greatly.
Add Social Evidence – Social evidence is one of the most powerful ways to create a sense of confidence among potential customers. Yelp, Google My Business, product reviews, service reviews, and testimonials can all be used to amplify the message on a landing page. Make sure they relate to the purpose of the page. Placement should be further down the page because they are a secondary element.
Maximize Loading Speed - Loading time is critical for landing pages. At this point, the bait is on the hook and the fish is pulling on the line. If your site doesn’t load fast enough, that fish will swim away. Regularly analyze both the bounce rate and the loading speed of your landing pages. You will often find higher bounce rates on the slower loading pages. Loading speed is important for SEO and customer satisfaction, so regular site setups are recommended for all pages.
Take the time to test – Always test your copy. Always test your call-to-action (CTA). The importance of this cannot be emphasized enough. Why make all those marketing efforts to get people to your site just to give them a weak handshake and a weak sales pitch? Instead, test your landing pages to find out what’s best for your target audience to maximize conversions.
Update landing pages regularly – Your site should always look and feel current. People will not bother to connect to a site that somehow shape or form seems outdated. Keeping the copy fresh or updating images and colors will help ensure that your site is up to date.
The Bottom Line
The bottom line is that you don’t want to lose your marketing campaigns. Even the best-designed campaigns cannot pay off if the landing pages don’t do their job well and lead potential customers to conversions. That’s why you need to make sure that your site uses our top 7 landing page tips for more conversions.
