Landing pages play an important role in today’s online world. They should have one job, to convert website visitors into leads + sales. However, if your landing page is mediocre, your conversions will suffer. According to this industry report, the average landing pages across all industries only convert at a 2.35% rate!
Let’s take a look at some of the best practices + the commonly overlooked parts of a landing page.
What Is a Landing Page?
A landing page, as the name suggests, is a page your website visitors land on when they first come to your site.
As previously stated, the landing page should have one main focus + that is to guide the user to take a specific action. These actions (aka: conversions) can be almost anything, but typically the objective is to capture some type of contact information from the user so you can follow up with them at a later time with a customized offer. In some instances, this may be done using a lead capture form where you exchange a product coupon, information or something else for the visitors name and email address. Alternatively, the conversion goal may be a product purchase if the landing page is a product specific order page.
With this in mind, you should build specific landing pages around each of the various campaigns you may be running. For example, if you are utilizing Google Search advertising to generate sales for your new line of drinkware, your landing page should only focus on that new line of drinkware, such as a product purchase page. You do not want to send this traffic to your home page that showcases your entire product line. You know what your users are looking for, so send them right to what they need.
Key Components of a Landing Page
Below are a few key components that contribute to a high converting landing page.
The entire idea of a landing page is to drive the user to take a specific action. This page needs to be straight to the point + focus purely on getting that conversion. When you only provide the user with a few specific actions they can take (ie: convert or leave the website), you will immediately see an increase in conversions.
Example: While this may appear like a backward approach, removing your website’s navigation menu from your custom landing pages may actually improve your conversion rates. If you are unsure about this, split test it!
While this may not be a key component within the landing page itself, it certainly plays a big role in the overall optimization of your landing pages. Since there is no one perfect landing page solution, make sure to always test the various aspects such as colors, font, copy, images vs. videos, etc…. As you test, you will discover what aspects improve your conversion rates (as well as hurt it).
Specific Call to Action (CTA)
Because you are building each landing page around a specific conversion you want a user to take, the call to action should be clear + concise. The call to action should be simple, easy to find + complete. When sending a user to a landing page that encourages them to make a purchase for example, a “Buy Now” or “Add to Cart” button is a must.
Attention Grabbing Headline
The headline of this page needs to be long enough to convey the message in a compelling way but short enough for the user to read in its entirety. Generic + boring headlines are landing page killers.
Fast Load Times & Mobile-Optimized Pages
Like virtually any website needs to be in today’s digital world, your landing page must be fast loading + be optimized for mobile viewing. According to Google, 53% of mobile users will leave a website if it takes longer than three seconds to load.
As a note, we’d be happy to review your landing page for page speed + mobile-friendliness! Just send us the URL you’re struggling with + we’ll send you a report + some quick tips!
When setting out to create a digital marketing campaign, don’t forget to think about what the landing page will look like. Additionally, take a look at any current landing pages you have + see where you can make improvements while keeping these key components in mind. You might be surprised how a few tweaks can drastically change your conversion rate + ultimately provide a spark in your business’s growth.
By the way, we here at epower at home are happy to not only help provide feedback on your landing pages but also work with you on your next digital marketing campaigns. Leave us a comment below or contact us anytime!