With so much competition out there, it’s challenging to grab your audience’s attention and convince them that your products and services outdo all the rest. Marketers are constantly trying to come up with ways to sell their products and market to customers effectively.
Is there a product or service you want to get the word out about? Do your customers struggle to understand how much value it brings them? Are you trying to increase conversions, generate sales, and nurture leads down the conversion funnel?
If so, it’s time to create an optimized landing page.
The Benefits of a Landing Page
Although the landscape of marketing is ever-changing, the landing page is here to stay. New visitors on your website need to know you’re a credible business before they hand over their information. To move consumers through the sales funnel, they first need to trust your brand.
Landing pages provide users with information about specific products and services, such as how they work, what problems they solve, and how they benefit the customer. Doing so builds solid customer relationships by removing their’ doubts and answering their questions. This could be joining an email list, signing up for a subscription service, or purchasing a product, for example.
While your website as a whole works to promote your brand and its content, it doesn’t focus on one clear objective. Landing pages work to narrow users’ focus on one specific product or service. Moreso, they aim to persuade visitors to engage.
Think of your landing page as a marketing tool designed to help you reach your goals with a particular campaign. When you focus on one product and go in-depth about its benefits to the customer, they feel intrigued to keep exploring.
Landing pages accelerate your business growth by collecting user information, nurturing leads, prolonging engagement on your website, and driving sales. They’re also a great way to promote an event, run a giveaway, and build buzz around your brand for heightened exposure.
Let’s look at four ways you can increase your landing page conversions by:
- Including the necessary components
- Using mobile-friendly practices
- Improving the user experience
- Optimizing calls-to-action
1. Create a Structured Layout
It’s important to organize the components of your landing page if you want visitors to convert. You need to lead them through your landing page as though you’re holding their hand, calming their fears, and answering their questions along the way. For new visitors especially, selling them on your products and services is more difficult than for a returning customer.
Make sure it’s easy for users to navigate through your landing page and stay there. You can ensure this by organizing and setting up its components beforehand so it’s structured and doesn’t lead visitors astray.
The elements of a landing page usually include:
- Visual content such as images, videos, and infographics
- Benefits of your products and services
- Social proof, such as case studies or customer reviews
- Contact form
- Calls to action (CTA)
Every company does their landing page content differently, but for the most part, these components stay in a similar order. You want to make it easy for visitors to follow your marketing messages to ensure they take action at the end. If your landing page fails to navigate users, you’ll face a higher bounce rate.
2. Use Mobile-Friendly Practices
A majority of people choose to browse the internet and make purchases using their smartphones, and as such, you need to create a landing page that’s optimized for mobile. Ecommerce is becoming a more popular way for consumers to shop and for businesses to sell as it provides convenience and ease.
Therefore, if you don’t use mobile-friendly when creating a landing page, you’ll turn away many potential customers.
Some best practices to optimize your landing page for mobile include:
- Have a noticeable, attention-grabbing CTA, users can see without scrolling
- Provide a simple navigation menu
- Avoid the need for users to zoom in
- Easy to read fonts and color schemes
Make it a habit to regularly test your landing page before it goes live to ensure the best possible outcome for mobile users exploring your campaign.
3. Improve the UX
Along with optimizing for mobile, there are several other ways to improve the user experience. The UX is the overall experience a visitor has while browsing your website, and if it’s poor, you can guarantee they won’t be back. That’s why your site needs to provide a UX that caters to users and makes it easy for them to navigate your content.
Let’s start with your contact form, which you need to collect user information so you can get in touch with them later. If it’s tedious or difficult to fill out, you’re sure to lose out on prospects and revenue. Make it easy by simplifying form fields, which can increase form conversions by 26 percent. Don’t require visitors to hand over several pieces of information when an email address is enough for now.
Due to the instant access of the internet, people expect speedy responses and turnaround times. Use Google PageSpeed Insights to receive a speed score and determine what tweaks must be made on your landing page so it meets Google’s standards. It gives you specific ways to improve, such as resizing images or removing CSS, so you have a higher chance of driving conversions and increasing user engagement.
Optimizing file sizes is also essential to improve the UX as it can slow pages down or cause them to crash entirely. Use an image compressing tool to shrink image sizes and speed up your site’s loading time.
4. Optimize CTAs
Creating optimized calls-to-action for your landing page isn’t optional if you’re going to drive results. Your call-to-action is a crucial part of your landing page success and how well it creates conversions for your business. The wording, colors, copy, size, and placement determine how users receive it and if they’re likely to click through to the offer.
A good CTA is actionable, clear, and concise. Its straightforwardness leaves no room for confusion so visitors know what they’re expected to do. Align the action with the offer so it’s more intriguing for users to participate.
Out of the following two options, which one do you think entices users more?
- Join free for a month
If you chose the second one, you’re correct. Netflix used this specific CTA button to encourage users to sign up for a subscription.
Choose colors that mesh well together and don’t clash. Research will tell you various things about which colors work best, but really, it depends on what you’re trying to achieve since certain colors evoke different emotions.
Whether you use blue to build trust, red to produce excitement, or orange to come off friendly, one thing remains the same: your CTA needs to pop. Create a clear contrast between the button color and the background so the call-to-action text stands out.
5. Create Branded Videos
Videos make it easier to get your message across to visitors. They’re also 50 times more likely to drive organic search results than text. With a number that high, it’s a proven way to grab customers’ attention and easily guide them through your products and services so they feel comfortable enough to purchase.
It’s no mystery that adding video to your landing page will likely see a better result, but branded videos can help your business generate leads in ways that regular videos can’t. The Children’s Museum of Minneapolis included clear CTAs at the end of their video to further engage their viewers:
Use the following tips to ensure your video content is optimized for customers:
- Know what points you want to get across. Before you begin brainstorming, consider what your audience wants to hear as they engage with your landing page. Make a list of their needs and interests so you can incorporate those points into your message.
- Have a plan. Decide how you’ll shoot and edit your video before you start creating it so you have a clear vision you can bring to life.
- Add a CTA. Some marketers make the mistake of forgoing a CTA in their videos, but this is a wasted opportunity. You can use any point during your video to tell viewers what action they should take next, such as joining your email list, for example.
The Bottom Line
Regardless of what you’re trying to achieve with your landing page, it’s essential to set it up correctly so your business reaches its marketing goals. How will you optimize your landing page for better conversions?