Nowadays, almost all businesses are trying to make a mark in the digital space with their customised websites. To make your website noteworthy, it should be genuine, secure and offer the best content to your visitors. There are several ways to make sure your website is worth remembering, and your landing page is one amongst them.
Your landing page is the first thing that catches your visitors attention when they reach your website or campaign offer. A landing page is a unique web page on your website designed with the sole purpose of encouraging the user to take action. Simply put, you can compare a landing page to a ‘Call to Action’ page that compels them to convert from a visitor to a customer.
A well-designed landing page would encourage the conversion. However, to keep visitors engaged, your landing page needs to have an impact, build trust and increase credibility.
According to research, websites only have 7 secs to make an impact using their landing pages. Yet half of the landing pages are not optimised for mobile devices. Building a landing page is all about enhancing user experience to increase engagement which will eventually lead to conversion.
Here are 6 tried and tested tips on how to build a landing page that converts.
Ready? Let’s get started.
1. Optimise for mobile devices
Did you know that as of 2020, almost 52% of website traffic is owing to mobile devices? In fact, with the increasing use of smartphones, the number keeps on rising. Yet half of the landing pages are not responsive or optimised for mobile devices.
If your landing page falls in the above-mentioned category then this would mean significantly lower conversion rates. The best way going ahead is optimising your website and making it responsive. For this purpose, there are several tools available that can help make your website mobile optimised. Google Mobile-Friendly tool is the best way to test your website and make changes to your website based on the test results.
Keep in mind that your new website is light and can load even on a slow network connection.
2. Fast loading website pages
If your landing page takes 3 or more seconds to load, it might result in the loss of a customer. There is no doubt that if your landing page loads slowly it would cost you a conversion.
One of the most important things to ensure faster load speed is to choose good web hosting. Believe it or not your website’s hosting, as well as, the hosting provider makes a lot of difference. Depending on your monthly website traffic, you can choose your hosting type. If your website receives lower traffic, then you can opt for Shared Hosting, however, if you receive moderate to high-traffic Cloud Hosting or VPS Hosting is the preferred choice.
Another common mistake that website owners can make is not upgrading their hosting plans as their website traffic increases resulting in slower website loading speed which can eventually hamper your conversion rates.
Apart from this, your landing page must be light and minimal in design. A bulky landing page might take slower to load, especially if the user’s network connection is slow. On the contrary, if your landing page is minimal, it will load easily irrespective of the speed of the user’s network connection.
PageSpeed Insights by Google is a good tool to help you analyze your web page and fix the issues listed to make your webpage load faster.
3. Focus on a single goal
A good landing page is the one that is short and simple. A brief landing page is more likely to have more conversions than a landing page with a lot of information. Your landing page must converge to a single goal.
Majorly there are two things that you need to keep in mind – headline and links.
Your landing page headline should be concise. At the same time, it should be able to hold the attention of the user. When writing the headline, think of it as a subject line for your email. The more relevant, short and catchy the email subject is, the higher open-rate will be. Similarly, your headline should give away what the landing page is about without repeating it unnecessarily throughout.
Next, are the links on the landing page. Your links take the users to the exit. The more number of links your landing page has the more your user won’t likely return. Instead, it is wise to think of the link on your landing page as a ‘Call to Action’ tool and limit it to a single link. Take for instance, either you can have links to a subscribers form, a registration form, a service/product page, etc.
4. Integrate basic SEO
Search engine optimization not only boosts website traffic, but it can also improve the appeal of your landing page by making it more relevant to your campaign.
Add the most searched keywords related to your landing page campaign in the heading, links, metatags, tags, title header, body text and so on. Adding relevant keywords and following other basic SEO practices like linking etc. makes your landing page show up in search engines, and significantly increases the traffic count on your website.
5. Build credibility
Trust is paramount when it comes to converting users. Building credibility takes time and effort, especially with the amount of scam and trickster websites on the internet.
One of the most important things that you must take care of is proofreading the content that goes out on your landing page. Poorly crafted content with spelling and grammatical errors, as well as links to irrelevant sources, can lead to a loss of trust. Moreover, it can even alter the message of your campaign.
Additionally, things like customer reviews, testimonials, social share buttons, awards, statistics, contact information, live chat, support and more can help in building trust in your website and thus, your landing page campaign.
6. Integrate analytics for tracking
It is advisable to add analytics to your landing page to track the user activity. Adding analytics helps you understand what works well and what can be changed to achieve the desired results. The more you measure and study statistics, the more you can leverage them to increase conversion rates.
There are several analytics tools like Google Analytics, Clicky, Open Web Analytics etc. that you can integrate on your web page to understand engagement and behaviour of a user on a given page. This knowledge can help you optimise your landing page for more effective results.
Creating landing pages that convert take time and effort. It is crucial that you continuously test your landing pages and measure statistics to optimise it for the best results.
Is there anything that has worked for you? Do share with us in the comments section below and help fellow readers!
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