The landing pages on your website are a crucial part of meeting your return on investment (ROI) targets. It's important that the content on these pages is able to effectively move consumers through the buying cycle and encourage them to convert.
Whether you want them to download your latest whitepaper, register their interest by giving you valuable details, or actually purchase your product, landing pages can either make or break your user journey.
But how do you make your landing page content effective? And how do you ensure consumers will respond well to it? Here are six simple steps to conquer your landing page conversions:
Align them with your campaign goals
One of the main problems with bad landing pages is that they lack direction. Your campaign goals should be easy to identify from your landing pages. When you're designing the content that goes on this part of your website, you need to think about what you want consumers to do. Ideally, this will be as simple and as linear as possible, driving visitors to one goal or call to action (CTA).
This goes for the design of your landing pages, as well as the content. Your goal should be to make it clear to consumers where to go from your landing page. Parallax scrolls have become incredibly popular as they make the website visit very straightforward and unambiguous. Of course, this should lead them directly to something that aligns with your campaign goals.
Get to the point quickly
Huge chunks of text are unlikely to engage your website users, even if you have a very clear journey planned out for them. Instead, you need to make sure the text and images on your key landing pages are direct and answer the questions your consumers will have at this point in the buyer cycle.
Being able to effectively resolve these queries relies on conducting accurate research to identify the possible pain points of your customers and better understand why they convert and - more importantly - why they don't.
This content, and anything else on your webpage, should clearly speak to your personas. Although there are a lot of things you can do to improve conversion, there's no one-size-fits-all solution. You'll only have a high ROI if you're able to really understand your consumers and ensure your landing page copy and images directly target these people.
Put your CTA on a pedestal
CTAs are the most important element of any landing page, meaning you need to think very carefully about them. The color, size and position of the button on your webpage should make it as easy as possible for consumers to see and engage with it. It can be a difficult balance to strike, as you want it to stand out but not be jarring to the user experience.
You should also consider what the CTA actually says, as it should align with your business identity and online persona. Where consumers are being led once they click the button is another key element of an effective CTA, as this can be where people drop off. It may be that the form you are asking them to fill in is too laborious and time-consuming, or the text you've used is misleading or ambiguous, meaning it's not directing the right users.
Being mobile-friendly isn't a perk anymore
If you're not testing your landing page to see whether it performs well on mobile devices then you’re making a big mistake. More users than ever now use their smartphones and tablets to browse, and it's not just the younger generation, so having a site that isn't fit for this purpose is just foolish.
You need to ensure your website design translates well to the smaller screens on handheld devices. In addition, you should test the loading time on smartphones and tablets to see whether your landing page will load in a decent amount of time. Google makes it fairly straightforward to check these elements and it's worth noting that websites that don't perform well suffer in the search engine's rankings.
Make first contact easy
Research has shown that providing something as simple as a phone number can increase conversion rates. It's thought that this is because it makes people feel more at ease with making a purchase if they know they can get in touch if there are issues. Offering a live chat has also become a popular way of reaching out to consumers to answer any reservations they may have. However, you should make sure it's well-designed, as having any feature that is obtrusive or negatively impacts the user experience isn't going to improve conversions.
Champion your analytics
It's important that you have analytics set up to track how users are behaving on your website, and use this information to help you develop more effective landing pages. This is a valuable tool in helping you see whether visitors are getting what you want them to from their time on your site, and what else you can do to encourage them to convert. It's much better to target the visitors you already have coming to your site, than trying to increase the volume of traffic. Improving your landing pages does just this and boosts the long-term efficiency of your website.
Understanding what analytics you need to track and how to interpret them can be a challenge, but figuring it out can be a game-changer for your ROI. Everything from the screen resolution to the placement of your images can have an impact on your conversion rates, so it's essential that you gather this insight.