Your landing page is essential to the success of your product, so how can you ensure that your page displays your product clearly and effectively?
So your website is up and running, and you’ve diligently checked all the boxes: your blog is search engine optimized, your market-targeted ads generate strong click-through rates and you’ve even prepared a slew of inbound marketing materials designed to blow your customers away.
But what about when it comes to your landing page? What you may have failed to realize is that your landing page is one of your strongest marketing tools. Neglect your landing page, and you can kiss click-through rates goodbye. Here’s a closer look at why landing pages matter and how you can optimize them for the most conversions.
The Landing Page
Think of your landing page as the greeting you offer your customers. Research conducted by Hubspot shows the effectiveness of landing pages: businesses with 30 or more landing pages create 7 times more leads than those with fewer than 10. However, regardless of how effectively you can bring them in, it won’t matter if you can’t keep them there for a while. Bad landing pages have the tendency to send customers packing, tanking your conversion rates.
Fortunately, there are several ways you can optimize your landing pages for your readers:
1. Specific Calls to Action
An essential aspect to a good landing page, a call to action is what will motivate your readers to click through and continue viewing whatever it is that you’re offering.
This should be straightforward and easy to find. Having multiple CTA’s can confuse your readers and leave them scratching their heads about what exactly you’re trying to say. Which brings us to the most important step:
Unbounce’s simple landing page format
2. Keep it Simple!
Nobody enjoys seeing a page that is a cluttered mess of images and text mashed together. This also involves using too much text. Your landing page should be simple and readable without being bogged down by unnecessary elements.
Simplicity is the spice that your landing page needs. Clarity of your message is essential if you expect anybody to be interested in what you’re selling. If your page looks like a Jackson Pollock painting or reads like an academic essay, hit the drawing board and start from scratch.
3. Know your Audience
If you don’t know who you’re writing for, how will you know what to advertise? Keep in mind who your target audience is and what they’re expecting to see when they get to your page. This will prevent them from being surprised by information unrelated to what they’re hoping to see.
4. Technical Difficulties
A serious detriment to your product is a landing page plagued by server errors and unresponsiveness. In the age of hyper-fast Internet speed, users have little patience for these types of errors. According to KISSmetrics, a mere 1 second delay in page responsiveness can decrease conversion rates by as much as 7 percent! With this in mind, it’s critical that you reduce the clutter on your page to ensure that it responds quickly.
5. Testing Your Options
Rome wasn’t built in a day, and your landing page shouldn’t be either. If you find that your landing page isn’t getting the response that you’d like, consider switching up the elements to test out your options. A headline that is more attention-grabbing or better copy describing your product can provide the difference in conversion rates that you need.
6. Correct Style Choice
Having said all of the above, there’s nothing wrong with using fancy prose or sweeping graphics to your benefit. However, what is important is that whatever style you choose is consistent across the entire page and highlights the value of your product. No matter what style it is, keep it consistent and make sure it serves your product.
Conclusion
Your landing page is essential for high click-through rates and inbound marketing in general, and a bad landing page can make all of your marketing efforts pointless. To ensure that your landing page is strong enough to keep your customers interested, make sure your product is clearly defined, your style is consistent and your technology is strong enough to support your page. Simplicity is your friend, and a clear call to action will ensure that your customers get your point and know how to proceed.
How have you created and tested your landing page to increase your conversion rates? Let us know in the comments below!
