How to Optimise Your Landing Page to Increase Conversions
It’s no secret landing pages are a great source in capturing leads for digital campaigns. Unfortunately some companies are losing out on valuable leads due to poorly constructed landing pages.
Inefficient landing pages deter potential customers from submitting their details due to inconsistencies, distractions, long-winded content or enquiry forms, insufficient trust gained, or an unclear path to completion from an ineffective layout.
This post addresses five areas to consider when building a well performing landing page to ensure an optimal number of leads are captured, which include:
- Value Proposition
- Trust Gained
- Test and Measure
The value proposition of a campaign summarises how your product or service will meet the needs of the audience.
An effective landing page will have one value proposition targeting a single audience. If your campaign has multiple messages targeting multiple audiences then you need more than one landing page.
A clearly defined value proposition is crucial to ensure all elements of the landing page and campaign are consistent and support the end goal. Everyone is limited in time so it’s vital keeping the lead hooked with one coherent message throughout the conversion process.
Converting leads should be a tunnel like process. Clutter, too much content and numerous messages are distractions that will decrease enquiries. Avoid providing a website experience with several pages, external links and numerous images. Distractions are bad and you want to avoid them at all costs. The proceeding section discusses how to best present content to help deliver a consistent value proposition and optimise your lead generation.
Whilst there’s no winning formula to the number of elements displayed on a landing page, a commonly used layout consists of, and ideally no more than, the following:
- The company or product logo with a contact number
- A primary heading with an optional supporting sub-headline
- Brief paragraph supporting the single value proposition and its value
- A supporting image relating to the value proposition
- Security elements are encouraged but not mandatory – testimonials, security icons, privacy disclosure statement, video
- A form to complete conversion process
Below is an example of an ideal layout. Notice each element supports the single value proposition. A minimalist approach eliminates distractions in the conversion process.
Always keep in mind the end goal is to capture the lead. Layouts should funnel leads to the form. For example, if your image includes people then it’s worth using a shot that has the people looking in the direction of the form to naturally guide the leads focus in the direction of the form.
Make sure your landing page is optimised for mobile and tablet browsers. Speaking from experience it’s frustrating when using a smartphone device to arrive on a landing page only designed for a desktop browser. Below are devices and their browser sizes Speedwell’s design team use during the design process:
Content on a landing page refers to all copy and visual elements. In many cases it’s the content that confuses or distracts users from completing the enquiry process.
A common mistake is providing too much information. The selling pitch needs to be short, concise, and presented in a few paragraphs. Bullet point lists are commonly used to present lots of information in a quickly yet easily digestible format. Remember a good product or service will sell itself, so don’t get caught up in minor details.
Edit, cut, re-edit and continue to cut until you have only the essential information needed. Consider presenting less essential but important product information in a downloadable PDF or a video format if struggling to cull content down to a few paragraphs, which is often done for highly involved products such as software or free trials.
Make sure all content and imagery matches the ads driving traffic to the landing page. For example the copy used in a Google Adword campaign should be comparably similar to the headings and content. Likewise with visuals elements used in flash banners and an email blast should be carried through. This comes back to the notion of all elements of the campaign supporting the single value proposition.
The Call to Action (CTA) and enquiry form are arguably the most important aspects to a landing page. They will convert an interested customer to a lead, so it’s important to get them right.
The CTA button should be visually noticeable containing text that’s encouraging an action that supports the value proposition. Some examples of an effective CTA button for a campaign that’s promoting a free downloadable e-book include "Download Free E-book", “Download Now" or “Submit to Receive Your Free E-book". Don’t be conservative with the CTA button. Use contrasting and bold colours to draw attention to the CTA button.
Only request the user to submit essential information, the less the better. Think of each enquiry form field as a barrier to get the user to cross the finish line, the more form fields listed the higher the barrier. A subtle but noticeable impact of the form is to reduce the padding in and around the form. This will make it look like less of an effort to complete.
A landing page with too much content or poor quality images can impact the customer’s perception of the offer. Investing in a graphic designer to produce quality content can increase the perceived value of what’s being offered.
People are very wary of online scammers these days and are cautious when disclosing personal information. It’s important to provide visual cues so the customer trusts their details will be secure and not passed along to spammers.
Examples of visual cues include:
- Display of Social Media accounts to demonstrate social status
- Guarantees to the customer of who and how their details will be used
- Display your company’s contact number when possible
- Icons of third party security software being used to protect hackers accessing customer details
Test and Measurement
It’s important to set yourself up metrics to aid optimising landing pages used for future campaigns.
A/B testing is used to measure the optimal arrangement of two or more landing pages with similar designs but with slight variances to the elements and/or the layout. An increase in conversions can be from a subtle change as a different image or heading. Set objectives when applying a change from the original landing page as it’ll help answer the “why" of one outperforming the other.
Setting up tracking URL codes for your media ad will provide the data on what traffic sources to your landing page are most effective. Google offers a free tracking URL builder that’s simple and straightforward to use. There’s helpful articles available explaining how to use the URL builder.