17 Handy Tips to Improve the Conversions in Your Landing Pages
When a visitor arrives or lands in any page of your website, the most important thing is to get their attention, persuade them, turn them into a lead and then into a customer. In order to achieve this, every element that composes each landing page has to be aligned so you can obtain the desired results.
1. Take people to a relevant page. The first question the visitor will ask when he gets to your page will be something like “am I in the right place to find what I’m looking for?” If they get to the homepage, they will possibly get lost among all the options and they’ll leave. Therefore, the best is to direct traffic towards a page designed especially for the visitor to feel that he has reached the page that he was looking for, which is the landing page for that specific product or service.
2. Create a consistent experience regardless of where the visitor comes from. Since it could be from SEO, SEM, from another page or from an email marketing campaign. The important thing is that they’re here after having clicked on a link or banner that proposed something to them. Therefore, you should be consistent with the message of the previous step and display in the landing page the content that they are expecting. Don’t make them feel frustrated by getting them to the page and making them leave. If the visitor was looking for cookies, don’t give them a landing page related to oven sales, since that’s not what they were looking for.
3. Get rid of the navigation menu. Just like in large shopping malls, where they eliminate sunlight and all sorts of temporal references, for you to focus in the process of shopping, in a landing page you have to eliminate distractions to lead the visitor to the desired action: a conversion. If the navigation menu is kept in the landing page, you run the risk of the visitor clicking any of the links, getting lost and possibly never returning to become our customers.
4. The first impression. There is never a second chance to create a good first impression. This applies to the web as well. The visitor arrives, they analyze the page for four to five seconds, and if they don’t find what they’re looking for, they leave. Therefore, it’s extremely important to locate in the first part of the page the most important elements to attract the visitor’s attention. Don’t forget this: we read from top to bottom and from left to right.
5. The ideal size of a landing page. It will depend on the audience and on the way the information is presented. In several tests, landing pages which are long and contain detailed information about the product or service led to better conversions than shorter ones. The only way of knowing the ideal size is by testing.
6. Videos or images? The general rule says that video has a greater capacity of retaining the user’s attention, even more than a still image, due to the fact that once you click on the “play” button, the visitor focuses his entire attention on the video. Evidently, the video should explain the product and its benefits, since it will be useless to show a corporate video if what the visitor wants is to buy cookies. It has the inconvenience of being more expensive, since more resources are required to create a professional video that helps conversions. The video must be at most 2 to 3 minutes long. After that, you will have lost your visitor’s attention.
7. Title. The goal of the title is to catch the visitor’s attention for them to keep reading the rest of the message. You should leave some space around the title for it to stand out. Use appropriate headline fonts. It’s very important for it to draw attention. Don’t forget that the main keywords used in SEO and PPC to get traffic to your landing page must be present throughout the text and also on the title.
8. Photographs with People. Numerous studies have shown that photographs with people lead to better conversions.
9. 360 Photos. Studies have also shown that photographs of products that can be rotated 360 degrees significantly increase conversions.
10. The images used in landing pages should have a clear relation to the message that you want to convey in your landing page.
11. The call to action (CTA) is the element of the website that asks the visitor to perform an action. Subtle changes in the action button such as its color, size or location can have a significant impact in conversion rates.
12. The way the message is written is a fundamental element when it comes to conversions. You should choose a simple, clear and attention-grabbing message that inspires the visitor to perform the action. Make sure to draw his attention. Usually, the bigger, the better.
13. Be very aware of what the user sees when the page is loaded without scrolling down. He’s going to be in that part of the page about 80% of the time. Therefore, you should keep the most important elements on this space.
14. Always use the same call to action. If every time you show the button, it has a different message, color, and size, you will end up losing your visitors. The recommendation is to use the same call to action all the time throughout the landing page.
15 Forms are a key point of conversions. The goal is to get the visitor to leave his information there. You should check that the form is easy to understand and it should present instructions in a clear and concise way.
16. Use arrows or other signs to indicate the next action that visitors should perform.
17. Politely indicate any mistakes the user may make while filling out the form.