The easier you make it for your web visitors to see who you are, what you’re offering, and what you’re asking in return, the more likely that person is going to convert.
Obvious, right? You’d be surprised at how many businesses don’t get this - or just can’t effectively implement it.
Here’s 7 tips to improve your landing page design for conversions:
1. Easy to navigate - Keep your page free of too much information, too many images and too much clutter. Avoid conversion drop-offs by making it easy to see why your visitor is on your page and what they need to do.
2. Bullet points - Your online visitors are skimmers and scanners. Make it easy to understand your benefits and more people will want what you’ve offering.
One of Wishpond landing page templates with easy-to-read bullet points.
3. Whitespace - Use clean designs and direct your prospect’s attention to your offer, benefits and Call to Action. Leave empty space on your page to increase conversions.
4. Images - You know it - pictures tell a thousand words. This is particularly true online. Images are the most shared and liked content on social sites. They’re very effective on your lead-generating landing pages too. The more a potential customer likes your page, the more likely they’ll convert.
5. Complementary (and contrasting) colours - Colour design is extremely important in optimizing your landing page. Use complementary colour schemes to make your page appealing to the eye. Make your Call-to-Action in a contrasting colour to stand out.
6. Above the fold - Keep your CTA, form fields and benefits ‘above the fold’. In other words, make sure all your pertinent landing page information can be seen on screen, without having to scroll down. (People don’t generally scroll - unless they’re very motivated to do so.)
7. 5 second rule - Yup, the ‘5 second rule’ applies to landing pages too. You’ve got about 5 seconds to attract and draw in your consumer. If your page doesn’t appeal immediately, your prospect will leave to other pages - maybe even your competitor’s!
8. CTA - Your Call to Action (CTA) is the action you are asking your visitor to take. Your CTA should be the most prominent feature on your landing page. Make your Call to Action buttons clear, with contrasting colours. Keep them short, action-oriented words to invoke an immediate reaction. Show the obvious appeal or value exchange in your CTA - make yours an offer they can’t refuse.
Top action-getting CTA words include:
9. Competitive advantage - Use your marketing smarts to succinctly show how and why you’re better than your competition. Use your company tagline or a unique selling point for your campaign. The more convincing you are to your market, the more leads and sales you’ll get.
10. Sense of urgency - Use scarcity tactics such as a limited supply of your product offering, limited time for your offer, or limited numbers for offer.
To create urgency, use phrases such as:
11. “What’s in it for me?” - Answer your customer’s question by providing a convincing list of benefits your offer provides. Show that your product, service, coupon, contest or whatever it is you’re offering gives so much value that they simply can’t refuse. Show your value proposition with words and images on your landing page.
12. Know your offer - Before you create your landing page, determine what your offer is. Answer questions like:
- What problem are you solving?
- What are the specifics of your campaign?
- How will your offer most benefit your customer - and why should they care?
13. Know your customer - In order to design and create a fully optimized landing page, you need to know who it is you’re marketing to. Make a list of demographics for your target market, or even write out a number of buyer personas that detail the daily behaviours of your intended consumer.
Make customer personas to understand your consumer and their online behaviours.
The better you understand your customer, the more you can appeal to them.
14. Know your competition - It’s business. Check out your competition and do a competitive analysis for their landing page campaigns. Your research can serve two purposes: inspiration to outperform their page, or generate creativity to innovate something unique.
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