A good landing page is the output of a lot of testing and experimenting to see what works for your visitors and what gets them to convert on your website. Our Landing Page Do’s and Don’ts mentioned below can be used to build on your existing landing page strategy.
With more searches now being conducted on mobile than on desktop, this makes it all the more necessary that you optimise your landing page for mobile devices. If the landing page is too difficult to navigate or takes a long time to load or people are not able to fill in the form easily on mobile, they will bounce off your page.
Try to keep your calls to action above-the-fold. Highlight the calls to action buttons clearly and have relevant text for actions like “Download Now” or “Call us Now”. Use elements like attractive colours or a different font to grab visitor attention.
If possible, try to have unique messaging and different landing pages for people who come to your site from different websites or devices. This will help you track the effectiveness of your messaging and also evaluate what sources your visitors are coming from. Use analytics to see what your visitors are doing on the page, what works and what doesn’t. Experiment with different layouts to come up with a page that works the best to meet your goals.
Let your visitors know what will happen once they fill the form or perform the action you want them to on your page. Is someone from your organisation going to contact them? Are they going to get a link to download the whitepaper? Are they going to get a link to a video? Make the outcome clear and follow through. Once the user submits your form, don’t leave them hanging. Give them what you promised.
Collect only as much information as you need too. Respondents do not like to fill in long forms. The more the files, the lesser the conversion rate. Remember to capture primary information like email address or phone number. You can always capture further data once you have built a relationship with the lead.
If your visitors click on an ad, make sure you take them to a relevant page and not the homepage. They clicked on your ad because they were interested in what you were offering. If you take them to your homepage directly, they will be confused and bounce off, as the content on your homepage may not be relevant to the ad they clicked on.
Try to keep your landing page content simple, focused and to the point. Do not use jargon that your visitors might find difficult to comprehend. Make sure your objectives and offering stand out clearly.
If you want qualified traffic and visitors that are most likely to convert, do not have a generic landing page that targets everyone. Getting a lot of visitors to your landing page might increase awareness but will not help you achieve your conversion objectives. Stick to targeting an audience that is interested in what you have to offer and you’ll get a higher conversation rate on your calls to action.
Do you have any more landing page tips that have worked for you? We would like to hear them. Please feel free to share your comments on our Twitter page.
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