An effective landing page is essential to a company’s marketing efforts. Many companies invest heavily in driving traffic to the site but little focal has been placed on its converting efforts. Essentially, driving traffic into your website is just half the battle won. While the other half lies in being able to capture these traffic and turn them into leads.
Having a good landing page is crucial as simplifies the offer process through streamlining the user’s experience with the website by eliminating unwanted distractions.
On a business front, imagine you are running an eCommerce business and is currently enjoying about 2% Conversion Rate. If you are able to increase your conversion by just 1%, you have basically doubled your revenue.
For a landing page to be effective, here are 5 elements that will affect your conversion:
- Clean and Simple Layout
Studies have shown that an average attention span of a user is about 8 seconds. A clean and simple layout helps to quickly guide your user from the key benefit of product all the way to your call to on the landing page.
Keep your landing page easy to navigate with a main image or a “Hero Shot” that works with the headline that drives users to the Call To Action. The hero shot is basically the key image your audience will see and ideally it should immediately allow your audience to know what your business is about.
To learn more about Hero Shots, here is a good read: http://fearlessflyer.com/ultimate-guide-stunning-hero-images/
- Attractive Headline
More than 80% of your audience will choose to continue reading or not after reading your headline. The headlines on the landing page should describe what you offer to your visitors. In addition, it should excite them and propel them to stay longer to learn more about the benefits of the product.
Focus your headline on one most compelling benefit your product provides to the customer. Do remember to keep it short and sweet.
To learn more about Writing Effective Headlines, here is a good guide: http://forty.co/how-to-write-effective-attention-grabbing-headlines
- Clear Benefits of Offering
Your audience generally cares more about what’s in it for them or what you can do for them instead of your company (unfortunately). Thus, you need to help them understand what are the benefits and be clear with it.
Describe your offerings in clear simple points and how can it help your users solve their problems. Ensure that your benefits are user focused, straightforward, easy to understand and well positioned on your landing page.
- Just One Single Effective Call to Action
The main purpose of a landing page is to inform and get people into your marketing funnel. A page with too many Call to Action distract them from your true marketing objective. Before deciding on your Call to Action, make sure you are clear of the objective of your Landing Page.
Ensure that your Call to Action stands out by making it obvious or using contrasting colours and make it compelling enough for your audience to want to be part of your funnel.
- Trust Indicators
Customers generally buy products from the companies they trust. When getting new and unfamiliar products, they depend on trust symbols such as testimonials, security badges and clients logo to judge the credibility of the products.
Keep your trust indicators relevant by constantly update your trust symbols to maintain the credibility of your products.
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