What Is a Landing Page
A landing page is a page that allows you to capture a visitor’s information through a lead form. Landing pages must be designed to impress. They’re a key aspect of the conversion process, which means poor design can affect conversion rate.
First impressions are important. When search engine users click on your ad, you want to greet them with a well-designed page to have the best first impression. This article explains five Major items that can take your landing pages to the next level. These tips will ensure you have higher conversion rates.
1. Have a Stellar Headline
Did you know that 90% of the people who read your headlines are also likely to check your CTA? If the headline isn’t attention-grabbing enough, visitors might not go further to fill out a CTA form.
Many people struggle to create good headlines but it isn’t as difficult as it seems. Here are some tips to keep in mind while creating one:
- Include interesting adjectives to draw people in.
- Make sure the headline is focused and purposeful.
- Include numbers, percentages, and other such values.
- Create a common enemy to show people you’re on their side.
- Make a bold, somewhat controversial claim.
- Create urgency. You can do that by adding phrases like “Today” or “Now.”
You have only around 8 seconds to grab hold of the audience’s attention. That’s why it is important to optimize the headline of your landing page.
Make sure your headline is as short as it can possibly be without compromising the message. Long and complex headlines won’t have any impact on your audience and might even increase bounce rates.
2. Keep the CTA Forms Short and Simple
The CTA forms are an important aspect of any landing page. They help open the communication lines between the visitor and the brand.
Most users online dislike long CTA forms with dozens of fields. They will only fill out such complex forms if they have no other alternative. This has a big impact on conversion rates, as it was apparent in the case of Expedia.
The travel company saw that a field in one of their forms confused and frustrated users. Keeping that in mind, they optimized the form and removed the field. After the form was optimized, they experienced a surge of $12 million profit in a single year.
This goes to show just how important short and optimized forms are. Landing page forms are usually the first contact form a prospect will fill out on your website. It is a good idea to keep it short, sweet and welcoming.
Limit the fields on such forms to two or three if necessary. You can get more information from your customers down the line if needed.
3. Always Include Great Images
Human beings love looking at pretty pictures. Most people respond to visual media more favorably than text media during the conversion process. That’s why it is a good idea to include great images on landing pages.
On one of the Dell website landing pages, the conversion rates improved by 36% and bounce rates dropped by 27% after developers included a large image.
Marketers have also noted that candid and warm human pictures (not just stock pictures with humans) can lead to higher conversion rates. Human images give landing pages some personality. They also help develop a more personal connection between a brand and a prospective customer.
Images invoke emotion, which has an impact on a person’s willingness to commit to a purchase.
A page with a good headline, surprising statistical fact or a brief explanation will lead to conversions. However, if you add a compelling image along with the headline, the campaign will be even more effective.
This UNICEF landing page is clean and simple. It doesn’t provide any sort of distraction. The landing page just an image, a small bit of text, and a clear CTA button that immediately stands out. It sets the right tone.
4. Keep an Eye on The Load Times
Most internet users are accustomed to high-speed performance. They’re not going to wait around for 10 to 15 seconds just for your website to load. Even a 1 second delay in load time can reduce the conversion rate by around 7%.
Users prefer the page load time to be less than 3 seconds. The clock starts ticking as soon as that limit is passed. You’ll see a drop-in conversion rates and higher bounce rates if the landing page is slow to load.
There are many ways to improve the landing page load speed. Here are some tips to help you with the process:
- Choose the right hosting service and consider investing in VPS hosting for improved load times.
- Make sure your landing page is optimized for mobile phones. Responsive websites have a great performance on all kinds of devices.
- Optimize your landing page images and reduce their file size. This will make the page lighter and improve load times.
- Reduce the landing page file size and skip video introductions if needed.
If your landing page loads quickly, you’ll have more time to grab the visitor’s attention and make your case.
Also Read , How Web Design Can Affect Conversions And Sale
5. Provide a Value Proposition
Once your prospective customer is on your landing page, why should they stay? What compels them to remain and see what you have to offer?
It’s the value proposition. When your landing page clearly shows the visitor how you can help them, you have a higher chance of conversion. Here’s what you need to do to be convincing:
- Identify a customer’s pain point or need.
- Explain what you’re offering to your prospective customer.
- Showcase how your offer can help them.
- Showcase how your offer is better than anyone else’s offer.
This helps customers see that your product or service is useful. A value proposition completes your sales pitch.
You can’t have a successful pay-per-click campaign without a great landing page. These pages provide customers with essential information. Without this information, your prospective customers will just not convert.
Failure to convert is a drain on your resources because you still have to pay money for the clicks. If you want to save money on PPC campaigns and still get good ROI, optimize your landing pages.
Justin Kemp is working as a Jr. content writer and blogger with Ranking By SEO. He can be seen blogging about digital marketing, SEO, SMO, PPC, etc.