A successful online marketing campaign relies on effective landing pages. There’s a common pitfall when it comes to conversion rates and that is dull, boring and irrelevant landing pages. How many times have you clicked on an enticing ad only to be taken to a dire landing page that has nothing to do with what you were looking for?
So what do I need to do to keep visitors interested and maintain a relevant landing page?
Regardless of whether you are using a solution like Hubspot or whether your landing pages are custom-make, by following this easy optimization guide you can increase your ROI, rate of conversions and impressions.
Your landing pages need to reflect your business aims
When creating landing pages you should always keep one thing in mind; what is my business offering and what is the result that I am trying to achieve. Put yourself in the shoes of a potential customer, what do you expect to see? What information do you expect to be exposed to? What key features are needed to complete the conversion? Is the landing page appealing and relevant? These are just a few fundamental questions that need to be answered when creating effective landing pages.
Your landing page should be a direct reflection of your online ads. If you are selling laptops but your landing pages display mobile phones you are most likely to lose potential customers and your conversion rate is likely to decrease because you will be lacking relevance. Relevance is one of the most important criteria when it comes to how Google’s algorithms rank your ads and site.
Keep your forms simple
When it comes to filling out forms, an important part of acquiring leads, you must keep it simple. what do I mean by this? Request from your customers the most necessary information. Having a long list of required fields can be a huge turnoff for potential customers which in turn damages your conversion rates.
Put your content copy and CTA to the test
Keep it simple; when creating ad copy and content for your landing pages you should avoid beating around the bush. Always be concise and straight to the point; depending on what your business offering is and what your goals are you should express exactly what it is you are providing and what you require from your customers. Use bullet points, headings, and subheadings to avoid lengthy copy that takes ages to wade through.
Nevertheless, you should always test your copy and CTA buttons. By split testing your copy and CTA buttons you will find which ones work best.
Keep the layout and design user-friendly
How many times have you been sent to a landing page and feel like you’ve landed in a swamp of dropdowns, pop-up ads, endless forms, confusing CTAs and copy?
Avoid this common pitfall that hurts your conversion rates and ROI. The design and layout of your landing page ought to mirror your website and business. By now you will have noticed a common motif that keeps recurring; keep it simple. As well as keeping your forms, copy and CTAs simple you should also keep the layout and design user-friendly, making the entire experience easy and straightforward for your customers.
Take advantage of social proof…
You should be leveraging social proof as much as possible. Take a look at just a few statistics that highlight the impact and influence social proof has on the buying process:
- ‘87% of buying decisions begin with research conducted online before the purchase is made.’
- ‘92% of consumers are more likely to trust non-paid recommendations than any other type of advertising.’
- ‘The average consumer reads 10 online reviews before making a purchase decision.’
- ‘88% of consumers trust user reviews as much as personal recommendations.’
- ‘82% of Americans say they seek recommendations from friends and family before making a purchase.’
- ‘63% of consumers need to hear company claims 3-5x before they actually believe it.’
- ‘70% of people will trust a recommendation from someone they don’t even know.’
- ‘92% of people will trust a recommendation from a peer.’
- ‘Buyers require an average of 40 online reviews before believing a business’s star rating is accurate.’
- ‘Shoppers across all age ranges expect an average of 112 reviews per product when they search online.’
- ‘Shoppers in the 18- to 24-year-old range expect an average of 203 reviews per product page.’
- ‘85% of consumers think that online reviews older than 3 months aren’t relevant.’
Statistics taken from optinmonster.com.
Using positive reviews at the bottom of the landing page can really help boost conversions. We are all social beings and having said this the buying process is no exception. ‘The average consumer reads 10 online reviews before making a purchase decision,’ this statistic alone shows you that the process of buying a product or service commonly involves research and evidence of positive and negative reviews.
You may be asking yourself “why on earth would I include negative reviews on my site?” The answer to this question is simple; authenticity. If you only include positive reviews it could make potential consumers hesitant. Having a mixture of both positive and negative social proof shows your target audience and potential clients that you are not afraid to display the truth. In other words, it creates an atmosphere of reliance and trustworthiness because you offer a range of opinions on a particular topic.
Don’t forget to optimize your landing page for mobile devices.
It is vital to the success of your online marketing campaign that you optimize your landing page to suit both desktop and mobile devices. Here’s a quick and easy piece of advice: keep your CTA buttons, forms and content copy towards the center of your landing page with simple, basic colors to minimize the chance of anything breaking or not displaying as it should when it is displayed on various devices of all shapes and sizes.
Loading times either make or break your sales.
If your landing page has high bounce rates then long loading times could be responsible. Make sure you optimize your landing pages so that they load quickly; for example, you could use Lazy Loading and a CDN (Content Delivery Network).
Landing page optimization is an ongoing process…
Keeping your landing page updated is key to improving relevance and increasing your conversion rates. Including a thank you, or a confirmation page is often a good idea as it helps your potential customers know that you appreciate their interest and that their information hasn’t fallen on deaf ears.
Follow these simple yet effective tips and watch your landing page results improve!