June 24, 2015
The most important part of your landing page is the call-to-action
By Maureen McCabe
When users arrive at your landing page, a conversion is within your reach. However, if you notice in your Google Analytics (GA), that many prospects are reaching your landing page and taking no action, it is most likely down to the design or wording of the page. The following are some simple tips for landing page optimization, which will increase the number of users who convert, and ultimately, make a huge difference to your sales.
Landing Page Optimization Tips
1. Keep the Design Simple
Your landing page should only consist of the information you need to convince a user to convert. This means the design needs to be clear and succinct to allow the main features to stand out. Use plenty of whitespace, present the main points in a bullet list, and reduce the buttons in your navigation bar.
2. Think About SEO
Although you need to create a landing page with your audience in mind, you will increase the chance that users ever find the page by improving its SEO. For instance, use your primary keyword (particularly in the headline), ensure HTML tags are correct, and place inbound links in plenty of other pages. You should also make sure that your landing page is easy to share on a variety of social media sites.
3. Use Images
Posts on social media receive much more attention if they feature a picture. Include a high-quality, relevant image to improve your chances of social shares, and subsequently, additional conversions.
4. Keep All Information Above the Fold
It is essential that users can instantly read all the important information on your landing page without needing to scroll down. Keeping key information below the fold only increases the risk that users will navigate away from your site without taking action.
5. Focus on Your Call-to-Action
The most important part of your landing page, the call-to-action (CTA), tells users what to do next. Use actionable language and avoid doubt, any unnecessary words, and long-winded phrases.
6. Use Contrasting Colours
Contrasting colours are a great way to ensure your CTA stands out and to draw attention to any other significant elements. The rest of your landing page should be in complementary tones.
7. Convince the Customer
Users have no interest in what is best for your company — they only want to know why taking action would be good for them. Use words and images to explain the benefits for users, and explain how you can solve their pressing problems or simply make their life better. Features such as short testimonials go a long way in persuading prospects.
8. Create a Sense of Urgency
You want your prospects to take action now — if they put off acting until later, they may forget about you or find another deal from one of your competitors. The best way to convince users to act immediately is to create a sense of urgency. Tell users they only have a limited time to take advantage of your offer or that it is only available for a small number of people.
9. Present a Unique Deal
Another tactic to ensure users convert immediately is to market your offering as unavailable elsewhere. Demonstrate why your deal is better than anything that consumers will find with your competitors.
10. Conduct A/B Testing
A/B testing involves creating two or more versions of your landing page with minor differences in elements such as layout, colour, testimonials, wording, and size. Present different users with different landing pages and test which receives the most conversions.
Need help with landing page optimization for your business? Contact McCabe Marketing today for a review of your landing pages and start getting more sales leads!
Check out my other blogs about website and SEO strategies:
Is it Possible to Get a First-Page Google Ranking?
How to Get Visitors to Stay Longer on Your Website. Five Fundamental Tips for “Staying Power”!
How to Choose an SEO Company: Evaluating Their Website
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