When you meet someone, you automatically take note of their appearance. This forms a first impression which determines future actions. Are they well dressed, laid back, professional or a mess? Well, the same goes for the landing page of your website. The way that you design it, has a large impact on whether visitors opt into your offer or instead click away. So how do you optimize your landing page to drive the best results and to make the first impression of your website and business a good one? Here are 7 landing page design tips that can help you get your page in tip-top shape.
With the growing popularity of smart phones and tablets, overlooking how your landing page appears and functions on mobile devices will be detrimental to converting new customers. As of this year, mobile web access surpassed desktop computer access. Google has even updated their algorithm to prioritize results based on “mobile friendliness”. This helps to ensure a seamless and convenient experience for mobile users. With this in mind, take the time to establish a mobile responsive landing page that is intuitive and easy to navigate. Visitors will be more likely to opt-in to offers if finding their way around your page doesn’t feel burdensome.
Using your landing page to showcase your expertise is a great way to establish a trusting relationship with your customers. You want them to know that when they choose your company for whatever needs they might have, that you have the capabilities of satisfying those needs. By dedicating space to honestly and concisely speak of your company’s accomplishments in your field, such as a short paragraph near your logo, you can give customers that extra vote of confidence they need to make the purchase.
In the same line of thinking as establishing trust, showing potential customers that there is a list of others who have taken advantage of your company’s offers shows that others have trusted you. This creates a norm in behavior. Potential customers are more likely to convert if they feel it is simply the norm. Don’t hesitate to add information to your landing page that will show this norm to customers. This can be done by displaying an offer, along with the number of people who have already taken it.
Old adages linger because of their truth, and nothing could be truer for internet marketers than keeping things simple. Simplicity not only allows for greater ease when it comes to navigating your page, but it also creates a painless experience for converting customers. If a landing page is too complicated or finding the exact offer a customer is seeking becomes difficult or confusing, the customer is more likely to leave without signing up for a single thing. It’s better to keep in mind that customers probably don’t have a lot of extra time or brainpower to be searching endlessly on your page for what they came to find. Here are a few suggestions for simplifying your landing page:
Use Images, Not Words – If your landing page is nothing but a lengthy article, customers are more likely to give up and leave. Images are usually more appealing visually and can get the point across with minimal wording.
Keep Fields on Your Forms to a Minimum – Customers often don’t have the time to sit and fill out page after page after page of fill-in-the-blanks when signing up for an offer. Forms should only request what is absolutely necessary from a customer to begin a relationship.
Put White Space to Good Use – White space on a landing page is your friend. It helps direct the eye to areas of interest, such as forms and helps to keep the page clutter free.
One of the best examples which utilizes all three of these key points is H.Bloom’s landing page.
Customers are known for acting on impulse, especially if the offer is cheap or free. One of the first things to mention with an offer is the price, especially if it’s free. If a customer isn’t sure how much the offer will cost, they may hesitate. After the price is known, using words like “act now” or “limited time offer” can give the customer a sense of urgency, so if they don’t take action, they may miss an opportunity. Motivating customers into action will cause conversion rates to rise.
Often businesses will have different offers that appeal to different prospective customers. For example, a company that sells to both marketing companies and individual content creators. If this is the case with your business, separate the offers to make it easier for customers to choose what is best for them. This can be done by having two entry points side-by-side which customers can click on. This will make it easier for your customers to find the information directly applicable to them.
When creating offers and the pages that coincide with these offers (often this includes the landing page) make sure that the goal is clear and that all elements of that page are aligned with that goal. Again, simplicity here can go a long way. If the page is overcomplicated with text or doesn’t speak specifically and directly to the goal, the customer may not understand what the offer is and therefore not sign up.
If you’ve made a commitment to your customers to offer the best services you can, and done the work to drive them to your landing page, you must ensure you are prepared to convert them when they arrive. By following the steps above, you can build a page that is intuitive, simple to use and shows customers exactly what you aim to accomplish.