I’ve always been very interesting in sales psychology. What takes a visitor and turns them into a customer? It’s the never ending optimisation battle that constantly rages on. One thing might work for a period of time, then consumers get bored and another innovation takes over. Think about ‘banner blindness’. The effectiveness of banner ads has rapidly decreased as more and more people started using them. Over time, internet users have become more and more blind to them because they see them everywhere and they know it’s a blatant marketing tactic.
Landing pages are pages that are designed for one purpose. Whether that’s capture a lead, get some social media attention, get the visitor to spend money, or any other purpose. Your landing page is designed to guide someone to a certain action.
I’m often browsing pages of company websites that perform terribly as landing pages. There’s no guidance for the visitor. If you want you websites to perform effectively, you need to think about the actions you want the visitor to take. The better you guide those visitors, the more likely they are to convert!
The sheer amount of content on this subject is incredible. There are some fantastic blogs that cover the topic and plenty of influencers out there pumping out great advice every day! In the interests of convenience, I’ve selected some of my favourite bits of advice and put them together in a single post for my readers.
If you want to rank you need a landing page content strategy that provides (or generates) the most unique, relevant and conversion driving content for your target keywords.
In a recent post entitled ‘What’s Your Landing Page’s Unique Ranking Proposition?‘, John-Henry discussed exactly this aspect of any landing page.
Landing pages are designed to walk website visitors through a certain path. However, if your landing page doesn’t get any traffic … it’s not guiding much.
In order to make sure your landing page ranks well and attracts lots of traffic, you need to think about the power of the page you’re creating to rank. Have a quick check of your competition. How are their landing pages ranking? Do you think you can produce a better quality landing page than them?
All in all it comes down to content. Does your landing page educate as well as sell? I hope we all know how important good content is on the modern website. The better the content on your landing page, the better the engagement. The better the engagement, the better the links. The better the links, the better the ranking.
That’s a pretty long winded way of explaining the virality of great content, but it’s true!
Make sure your landing pages contain remarkable content that’s engaging and relevant!
Amy is a graphic designer and SEO consultant from Canada. One of her recent posts had an enormous amount of resources regarding landing pages – ‘Anatomy of a Successful Landing Page‘.
You must be able to explain the purpose of the entire page within your headline. If you feel that you have more than one point to get across, then you are going to need more than one landing page.
This mirrors the point I was trying to make earlier that there needs to be a clear path for your visitor to follow.
It’s all well and good trying to highlight a million advantages of your product or get all geeky and explain exactly why you’re the best in the industry, but think about what the user actually wants.
A reason to click where you want them to!
Giving them one good reason to click that signup/order/follow button is all your landing page really needs to do.
A landing page should be there to accomplish one end goal. Not seven.
James wrote a guest post on ecommerce landing pages on smartinsights.com. Now many of the points he’s mentioned may apply just to ecommerce pages.
Landing pages where the action is buy this product.
However, there are also some really interesting nuggets within this article that can be applied to any kind of landing page on any kind of site!
The creative design is consistent with the marketing campaign that generated the visit.
This might seem a little complex but the essence is simple.
Keep things consistent!
If a user sees a post on Facebook, a photo on Instagram or even a PPC advert, they need to feel like they’re getting what they expect.
The key to meeting customer expectations is to be consistent. If you’re broadcasting on one channel a ‘free’ product, then don’t give away a ‘free trial’. If you’re asking the user to sign up for your newsletter, don’t ask them to also give their address.
This goes right to the roots of your landing page. Colours, graphics, fonts and message should always be consistent.
Make sure your visitor gets what they’re promised from your landing page.
Anum’s recent post entitled ‘7 Key Design Tips for High-Converting Landing Pages‘ is a fantastic post on how the visual layout, design and content of your landing page can heavily influence conversions.
She covers a number of points, including branding your landing pages (which I referred to in my last point when talking about consistency), getting to the point and a number of other issues.
The key one for me though was this:
While displaying extravagant visuals on your landing pages may sound like a fabulous idea, A/B tests at HubSpot have repeatedly shown that including too many over-the-top images doesn’t actually help conversion. In fact, oftentimes it distracts the reader from the main point of the landing page, creation more friction on the landing page instead of supporing conversion.
That say’s it all!
We spoke before about single landing pages having a single purpose. Well this is what I mean!
The less said about peripheral issues the better.
Focus on getting the user to the end goal. Nothing else!
Make sure images, graphics, videos and anything else on your landing page. Don’t distract from the end goal!
Tim is the CEO of SiteTuners, a CRO specialist.
He was recently interviewed by Usertesting.com.
One of the things he said in that interview really resonated with me, mainly because it’s something I think most people miss out completely!
On testing, he said:
You let them have a “horse in the race.” You think people like a landing page with a lot of information, we think a stripped down experience might work better. Then you test to see what visitors think. This makes things a lot easier. When the new version converts a lot better and brings in more money, it makes it quite a bit easier to convince the CEOs to change their minds.
Following best practices and making changes is all well and good. But if you’re not able to tell the difference in conversion rates between one version of a landing page and another, how are you going to be able to prove that the change has been effective?
The best way of doing that is via A/B testing. See which landing page performs better and refine again.
Keep doing this over and over again until the margin of improvement is so small that you can’t improve any further. Congratulations, you now have the perfect landing page …
Evidently that’s madly simplistic, but I hope you see what I’m getting at!
Test, Test and Test again! Make sure you can measure what effect your changes are having.
So there you have it folks. There’s some key features of a landing page which you should investigate on your own sites.
It’s never a quick fix, but with the right attitude, you can all create better converting pages, which all boils down to more money in your pocket.
That’s the reason we do any of this after all right?
photo credit: Ducklover Bonnie via photopin cc