Having a web page is practically a must for businesses into day’s world. It is the face of your business in the online world. It shows who you are, what you do and what you offer. It provides contact information. It can even offer products for sale. It takes a lot of work, too, to get visitors to your site. All types of marketing go into driving people to visit your site. But once they’re there, then what? How do you get them to convert from being just a visitor into eventually becoming an actual customer? That’s what you’re really after, after all. For one, you need to have your landing pages optimised for conversions. How do you do that?
1. Design/Layout
🌟 Keep the design of your landing page simple. It should be easy to navigate and free of clutter, free of too much information, and free of too many images. Reduce navigation and link options, also.
🌟 Use bullet points to highlight your benefits and what you offer, as most visitors are skimmers and scanners.
🌟 Take advantage of whitespace by using a clean design to direct people to what you offer, the benefits, and calls to action.
🌟 Use images, but not too many. Images are eye-catching and tell stories, and are the most shared and liked content online.
🌟 Use complementary (and contrasting) color. Use pleasing, complementary colors to make the page appealing to the eye, and a good contrasting color to make your calls to action stand out.
🌟 Make sure all pertinent information will show on the screen without having to scroll down.
🌟 5-second Rule: you will generally have 5 seconds to attract someone and draw them in.
2. Content
🌟 Have a clear and concise headline.
🌟 Share the most important details about your product beneath the headline.
🌟 Include a call to action that stands out. A sense of urgency with it is even better.
🌟 Include an image or video, as they can convert better than text.
🌟 Testimonials that show what people think of your company or product are a way to boost conversions.
🌟 Use bullet points to highlight the benefits of your product.
🌟 Third-party verifications also play a key role in getting conversions.
🌟 Don’t forget to include contact information, and even a map of your location. The more accessible you are the more friendly you appear, so don’t hide if you want a customer’s business.
3. SEO & Usability
Don’t forget to capture the interest of search engines as well as humans. So, optimise for SEO, too.
🌟 Have a compelling, keyword focused title tag.
🌟 Use a strong, keyword focused headline.
🌟 Use keywords and phrases in your text.
🌟 Have a clean layout and images (as mentioned before).
🌟 Use meta tags and descriptions that are concise and relevant.
🌟 Use Alt tags for image descriptions.
🌟 Have a lot of inbound links on other sites.
🌟 Include scannable content using correct HTML tags.
🌟 Easy to see and use social media sharing buttons.
🌟 Have a call to action.
4. Testing
A. Select a testing method:
🌟 A/B testing – uses two pages, a control page and a second page that is drastically redesigned, and see which seems to work better. This is easier and quicker to implement and get results, but the reasons for conversion rate differences are less clear.
🌟 Multivariate testing – uses a control page and one or more other pages with minor, specific differences. This offers granular results and less design work, but conversion results are harder to parse.
B. Vary elements on each page version:
🌟 layout
🌟 images/video
🌟 price or effort of action
🌟 text
🌟 testimonials
🌟 trust elements
C. Measure ROI on pages – 1. measure conversion count, 2. measure landing page costs, 3. calculate ROI, 4. select the winner, 5. return to step 1.
These are just a few tips to help you get started. There are different ways you can go about it, but these are probably the best. If you’d like a more detailed look, try this guide.
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