Are you concerned that your landing pages aren’t performing as well as they should?
Don’t panic – you might not need to start from scratch. Sometimes, simple tweaks can have a significant impact on your conversion rate and the return on investment you’re generating from your campaign.
Here, we’ve shared 8 of our favourite optimisation strategies to help you create attractive and engaging landing pages that will leave a powerful impression on potential customers.
Do you know exactly what you want to achieve with your landing page?
It’s all too easy to create content that doesn’t have a clear objective. To simplify your reader’s journey, and generate as many enquiries or leads from your campaign as possible, you need to promote one concept and encourage one call to action.
Pages that contain information on multiple products or services, and give the user the opportunity to proceed in lots of different ways, will typically have a higher bounce rate than those with a single goal or aim. This is because too much information can create confusion – and confusion ultimately leads to abandonment.
When it comes to creating the perfect page headline, don’t try to be too smart. Your copy needs to be short and straight to the point – and, in just a sentence or two, it needs to sum up what the reader can expect from the rest of your content.
Research has proven that headlines that stick to tried-and-tested templates tend to garner the best results. The five main headline formulas to follow are:
Lead the way with a genuine customer testimonial
Your customers can often sum up your value proposition better than you ever could!
Pique the reader’s interest with a cliffhanger
Tease your audience with a thought-provoking one liner and make them curious about what you have to offer.
Show how your product or service is the solution to a pressing problem
Explain how one (or more) of your USPs can make your customers’ lives easier.
Promise something simple
Hint at hacks, secrets and other useful information that will provide your audience with the answers to their common questions.
Offer perceived value in the form of a how-to approach
Let the reader know you’re about to teach them something; that your content is about to guide them from A to B.
Numbers work well in landing page headlines, too. Facts and stats lend some credibility and authority to your claims and put your proposition into context.
Much like a newspaper article, your most compelling points need to be placed at the top of your landing page, above the fold, in the first paragraph or two. From here, the content needs to flow into supporting information that’s helpful but not quite so important in terms of driving the user to complete your desired action.
If you want to provide more in-depth insights without overloading your template with too many words, consider adding an FAQs section to the bottom of your page so the reader can browse the answers to common queries at their leisure.
Not feeling confident in your content creation skills? Our content writers can help you put together structured, professional sounding text.
The messaging on your landing page plays a huge role in encouraging conversions – but so do your graphics, photos and illustrations.
Choose visuals that are relevant, that establish an immediate connection with the reader, and that show your product or service achieving its purpose. Where possible, opt for clean icons over complicated illustrations, and use your own branded photography over stock images to prevent your template from looking too generic.
Social proof sells! People take the opinions of others extremely seriously when it comes to sourcing and choosing the right product or service. Reviews, testimonials and other endorsements will prove to your readers that what you are offering is really transforming the lives of your existing customers – so be sure to include these in your landing page design.
Don’t leave your users hanging. Slow loading pages can have a devastating effect on your conversions because, generally speaking, users aren’t willing to wait more than 5 seconds for the content to render correctly. If it takes longer than this for your page to appear, expect to say goodbye to as many as 40% of your visitors.
You can check the current loading time of your landing page with Google PageSpeed Insights. This handy tool will tell you which issues are affecting your page speed, and how to fix them.
You’d be surprised how often our team come across landing pages with no obvious call to action. It’s one of the main blunders that can hinder any landing page’s performance.
It’s absolutely vital to let your readers know what you expect them to do next. For example, if you’re running an Ecommerce site, you ideally want the user to click straight through to your shop and make a purchase. If your aim is to increase sign-ups to a newsletter, your call to action needs to encourage them to leave their details (and, by doing so, enter your sales funnel).
If there’s no clear direction, your users will bounce off the page without completing your desired task, and you’ll be left without that all-important conversion.
If you’ve employed the rest of the landing page strategies listed here, you should be well on your way to more conversions. But to improve your results further, be sure to experiment with the design and content on your landing page to see which elements work best for your targeted audience.
Something as simple as changing the placement of a headline or moving the location of a call to action button could make all the difference. In fact, effective split testing has been proven to improve conversions by as much as 300%.
You don’t have to make and monitor all your landing page changes manually, though. There are lots of tools out there that can automate much of the process and provide you with valuable data as to what’s worked and what’s not. If you’re keen to explore this topic in more detail, check out our comprehensive guide to A/B split testing campaign landing pages with Google Optimize.
When it comes to landing page optimisation, there’s certainly no magic formula for universal success – but follow the tips and strategies listed here, and you’ll be well on your way to a higher ROI. For more advice, check out our previous post on how to write and design a great landing page!
If you’d rather hand this important work over to the professionals, contact the team at Multi Layer Media today. We’ll put together a FREE audit to identify the areas on your landing page that need to be improved.