A landing page is the page where people are redirected from an ad, email, or other page link. It is very important since it is the first impression of your company to the visitors. Effective landing pages make it very clear to visitors what they are getting and how to get it.
The landing page is not only important because it is the first impression, it is also important because if they get frustrated trying to engage in the page, these visitors are not likely to come back. Studies from E-consultancy showed that 50% of users expressed discontent, and are not likely to return to the webpage after a bad onsite experience.
Landing Page Optimization (LPO) – the process to ensure the landing pages are targeted and optimized for conversions – will lead to more conversions, better metrics and lower advertising costs, because you are not spending in additional advertising. It would also help you target highly specific keyword phrases, and it would increase your brand reputability since you can include awards, testimonials and product ranking.
Here are some things you can’t ignore in order to have a good landing page for your visitors to take action.
- Page Headline: Since it is one of the first things the visitor will read, the headline should be strong enough to catch their attention. Also, the headline and ad wording should compliment each other, because if you use a wording that has nothing to do with your landing page headline or it is not a compelling one, the user will get confused or bored and will take no action on your page.
- Perfect Grammar: Always check and double-check your grammar, not only for the landing page but also for your entire website, and have someone else to read it before publishing it. Bad grammar can risk your brand or company’s credibility and will make the user doubt taking action with you.
- Clear Call to Action: After visitors read or click on the landing page, it must be very clear what to do next. For example, if you want them to subscribe to the newsletter, to download an app, to purchase, or to read more, you have to place a visible button under the call to action or make the call to action an outstanding button. You have to make sure this button is big and above the fold in a place where the viewers eye will scan, without having to scroll down the page.
- Display: One of the most important factors for a good landing page is how you display your information, for example, font size and background color. If you have a small font and a bad color contrast between the background and the font color, it will be difficult for your visitors to read the content. Consequently, they will abandon the page without making any action.
- Too Much Content: Similar to the font size and color, the amount of information you display in the landing page is a huge differentiator. People don’t like to read big paragraphs of information because they get bored, or they don’t have enough time to spend reading text after text. You have to be concise and to the point. You can ad links to more information or additional description, in case somebody needs to read more about what you are offering. Be sure to leave it up to the user’s terms.
- Too Many Choices: Don’t give people too many choices in one page. They could get confused and end up taking the “wrong action” for you, rather than the action they were supposed to take when they landed.
- Social Media Signals In the Right Place: If you are using social media icons to link to your social media accounts you have to know where to place them. Placing them in arbitrary positions doesn’t make sense. A good place is at the end of the page or at the right upper side. Don’t place them in the middle of the page, unless it is used as a called to action to share in any of those social media sites.
- Trust Indicators: As mentioned before, a good strategy is to incorporate awards, testimonials, reviews, press releases and certifications in order to build trust in your product, brand or company. You can use images or testimonial videos to support your strategy.
- Don’t Ask For Too Much Information Early In the Landing Page Process: Don’t become one of those ads in which you click and they send you right to a registration page before giving information. People will leave the page because you are asking them for too much personal data before they have decided to take any kind of action.
- Always Be Testing: Make tests of which keywords work better for you, change the ad wordings, the headlines, call to actions or images to see what resonates better to your visitors.
- Links: Don’t use too many links in your landing page, because this could get the user confused or distracted and they might leave without taking the action you wanted.
Simple, attractive and straight to the point is the key to a successful landing page.
We hope you found this helpful and please don’t hesitate to contact Shake Media if you have any questions!