How to optimise your landing page for better conversions
Wanting to make the most of your next online campaign? One of the most important things to think about is your campaign’s landing page. According to Unbounce Academy, a landing page is defined as a dedicated, campaign-specific webpage that drives visitors to complete a single marketing goal, or call to action.
For more effective results, it’s a good idea to create a specific landing page for your campaign - one that is focused on driving your leads to complete whatever you want them to do. It could be to fill out a form, input their email, or click ‘buy now’. Whatever the end goal is - you’ll want to ensure your landing page is optimised and is doing its job in converting those leads.
Here’s how to optimise your landing page for better conversions.
Make sure the message on your ad and landing page is consistent
Every campaign should have an overall message. Whether it’s focused around getting people to buy a product, register for an event, or sign up to a mailing list. Once you understand what your overall message is, you need to ensure the ad’s promoting your campaign and your landing page deliver the same message. When landing pages differ from your ad’s overall message, visitors become disinterested - feeling like they’ve landed on a page that isn’t relevant to what they initially clicked on.
So make sure your landing page matches your ads, using similar headlines, keywords and images to keep your message consistent.
Ensure you have the essential elements of a landing page
Although the design of every landing page may be different, they all include a common set of elements that are vital in capturing leads. Here are a few you must have on your landing page:
An attractive offer: Ensure your offer is clear when people land on the page. Make it easy for visitors to understand what your promotion is, and what visitors would get from clicking your CTA (call-to-action).
A strong headline: A good headline will catch users’ attention, and persuade them to click on your CTA.
A clear CTA: You need to include a clear CTA that provides users’ with ‘the next step’ to complete the conversion.
Craft a clear & compelling value proposition
When a visitor lands on your landing page, they often ask themselves - ‘Does this site have what I need? Or should I look somewhere else?’. Your display ad has clearly driven them to click on your campaign link, however, it’s up to your landing page to do the rest of the work. You need to craft a clear and compelling value proposition that will answer those initial questions, and convince them that what you’re offering is what they need, and want.
Have a user-friendly layout that is clean & simple
People don’t have the time to dig deep through a webpage to figure out the information they need. They’ll lose focus, and look somewhere else. That’s why it’s important to keep the layout of your landing page clean and simple, without all the unnecessary clutter.
Too much content & information can confuse your visitors, and result in them leaving your landing page before they complete their conversion. To avoid this, you need to make it easy for them to see why they’ve come to your landing page in the first place. Treat them like children - you’ve got to spoon feed them with only important information that’ll convince them to hit that CTA button.
Make use of emotional triggers
No, we’re not telling you to make your leads shed tears. Emotional triggers are statements that make people want to make a decision - and make it immediately. Examples of these are, “sale ends soon!”, “limited supply” or “click now, while supplies last”. Statements like these trigger emotions of urgency, effectively urging visitors to make a purchase sooner rather than later.
Don’t keep your visitors waiting
The amount of time it takes for your landing page to load is crucial. It’ll determine whether someone stays on the page, or not. People aren’t going to bother waiting long for a page to load, therefore it’s important that your landing page loads as fast as possible. This will keep your users engaged and interested.
Ensure that your landing page doesn’t have too many images or videos, in order to keep your website size down, and help reduce loading time.
Optimise your landing page for mobile
In order to prioritise the increasing use of mobile-usage, it’s important to ensure your landing page is optimised for mobile. Users behave different across devices, and that behaviour must be taken into account when optimising landing pages. People browsing through mobile are often more time-focused than those on a desktop. Your page should be to the point, mobile-friendly, and have the information in a succinct, and ‘straight-to-the-point’ manner. Many marketing campaigns include a landing page specifically designed for mobile to ensure success in converting mobile-using leads.
To summarise some of the most important aspects of a successful landing page - take note of our 5 easy tips for an effective landing page design.
Keen to learn more? Head to blackdrop.co for more insights and tips on digital, social, & content marketing!