Marketers are at constant competition when it comes to the landing page conversion rate. But there is still a lot of room for improvement especially when User Experience is concerned. Take these 8 basic tips and squeeze the most conversion out of your landing page right away.
Make Your Site’s Purpose Clear
Explain the purpose of your site in the tagline under your logo.
Don’t make your users think. Start with a tagline that describes who you are and what you do. It pays off, especially for the brands that are not recognised worldwide.
Onboarding Experience Matters
When a person enters your site it doesn’t necessarily mean the person will use your site.
The user should be introduced to your landing page and presented with clear steps in order to stay. The process of familiarizing users with your site is called onboarding.
Engage with your Users
The days of one-way communication are gone. People are tired of being told what to do and want to be listened to. Here comes the engagement part. There are several techniques of a two-way communication, one of which is gamifying user experience. Add elements of gamification (WISELY) e.g. show progress, levels, give badges, points and hook your user with good onboarding.
Content is King
Writing copy that converts is an art, but you don’t have to be an artist to know basic rules. The sad truth is that most people don’t read entire text, they scan it. Make sure you provide killer headline, informative subheadline, powerful images and visible call to action button. Converting landing pages present user’s benefits, NOT company’s profits.
Hurray! A visitor not only came to your site but also gave you his email address = completed a conversion. Many sites finish their communication with the visitor at this stage. You can go one step further and do what people normally do in the real world – say thank you. A Thank-you page is where users are taken after completing a conversion. It is also where you can continue your relationship with the user, which can result in future conversion.
Give thanks for a little and you will find a lot.
– Hansa Proverb
Start Running A/B Tests
A/B testing is more than a buzz term. It is an effective method of measuring and optimising your landing page. Checking the two versions of your landing page (A and B) makes it clear which one converts better. There are various elements you can test: headlines, call to action’s, web form’s type of fields and length, product pricing, images, amount of text and many more. There are no fixed answer what converts best. Test and see what works best in your unique situation.
…pay attention to what users do, not what they say
– Jakob Nielsen
Create Responsive Landing Pages
It is no secret that the number of mobile users is growing. A study from Google reveals that 73% of mobile searches trigger additional actions and conversions and 81% of mobile researches are driven by speed and convenience. Mobile-friendly sites turn visitors into customers.
Web design is responsive design. Responsive web design is web design, done right.
— Andy Clarke
Check and Analyze Your Site’s Statistics
Winning landing pages undergo constant optimization. Measuring and analyzing site’s statistics allows to maximise effectiveness and optimize return on investment (ROI). Understanding landing page statistics saves dollars spent on online marketing.
I know that half my ad dollars are wasted, I just don’t know which half – John Wanamaker