Conversion rates and loading speeds are just a few key elements that you need to take into consideration when creating a landing page. But what makes a successful landing page? There is no single definitive answer to this question because the success of a landing page and its conversion rate depends on all sorts of variables. Furthermore, technologies and trends are in constant flux, meaning that you ought to stay updated on the latest developments in order to optimize your landing pages.
So, let us have a look at some of the key elements needed to create a successful landing page.
How important and influential are online reviews?
Khusbu Shrestha, author for Vendasta outlines the following statistics when it comes to online testimonials:
‘88% of consumers form an opinion by reading up to ten reviews vs. 84% in 2014. This means it’s important to have a large body of reviews, as customers are reading more reviews now than in all years past. 92% of consumers now read online reviews. 40% of consumers form an opinion by reading just one to three reviews. 68% say positive reviews make them trust a local business more.’
As you can see from the statistics online reviews play an important role in conversion rates and consumer sentiments. However, many landing pages fail to disperse these online testimonials throughout the webpage.
Online testimonials put the emphasis on the consumer rather than the seller. When a potential customer reads a reassuring and informative review the sense of risk is reduced which often can increase the conversion rate.
Ben Givon’s tips to building an effective testimonial page:
- Where appropriate incorporate high-quality images and videos.
- Put emphasis on the consumer and how the product or service benefitted them.
- Give potential customers the opportunity to refine the online reviews search results by location and product type etc. so that they can find the most relevant information.
- Consider using social media as a mode of online testimonials, especially with the sheer number of social media users, potential customers are likely to be influenced by social media posts.
- Give visitors and consumers the ability to post a review, quickly and easily.
- Scatter different types of testimonials strategically in crucial areas of the landing page.
Appeal to the senses.
What influence do images have on the performance of a landing page? Keeping potential customers interested and attentive is vital to maximizing the chances of conversion.
It is also worth noting that authentic images had a higher click-through rate compared to stock images.
‘This study shows that users focus their attention on images that look genuine, the ones with real people and objects. Consequently, we ignore images that seem to only have decorative (read stock-ish) purposes. Real images evoke trust.’
‘On a business site, users are not looking for emotional gratification. They are looking for hints, information about what they’d get if they decide to buy your product/service. A website that uses real images screams at its users, “This is exactly what you will get if you choose us! It’s great, and we know it!”’
‘Get the trust, make the sale. Over the years, we’ve been so indiscriminately exposed to every kind of scam, sham, and spam, that we don’t trust easily. Least of all, on the internet. A website that reveals its offerings, plain, and clear leads us to believe there won’t be any nasty surprises. Hence, we trust.’
Click here to read the full report by vwo.com.
Keep it simple
With the hectic routine of everyday life, your aim when creating a landing page should be to keep everything as simple and user-friendly as possible. Keep the decision-making process that a potential customer has to go through, simplistic and straightforward. In terms of landing pages, less is more when it comes to conversion rates. Also, when requesting personal information keep the forms as brief and concise as possible.
Making a landing page takes time and effort. There are no clear-cut solutions, you just have to keep performing trial and error tests to see what works best for your target audience and campaign. As we have already mentioned there are a few key components that can ensure better conversion rates and user experience, such as high-quality images and online reviews. Another prominent factor that influences landing page performance is the simplicity of the layout and information. Avoid overcomplicating the webpage with unnecessary information that clutters the design and diverts the audiences’ attention elsewhere. Similarly, directional cues can be a great way of guiding your visitors’ attention and focus exactly where you want; for example, the use of arrows or images of people looking in a particular direction can be used to lead potential consumers to the desired location.
What are Ben Givon’s tips to help boost loading speeds?
A responsive and fast webpage often equates to higher sales figures, conversion rates, visits and Google rankings.
Today, anyone who browses the internet automatically expects to encounter lightning-fast loading times. People want to search and find exactly what they are looking for almost instantaneously. Therefore, slow loading times and unresponsive webpages quickly deter visitors which explains the direct correlation between slow loading speeds and high user bounce rates.
In February 2018, Google’s Daniel An conducted a survey on loading speeds and conversion rates and found that:
‘Here’s the good news. Since we looked at mobile page speeds last year, the average time it takes to fully load a mobile landing page has dropped by seven seconds. The bad news is that it still takes about 15 seconds, according to our new analysis. That’s far too slow when you consider that 53% of mobile site visits leave a page that takes longer than three seconds to load.’
‘Our data shows that while more than half of overall web traffic comes from mobile, mobile conversion rates are lower than desktop. In short, speed equals revenue.’
‘Last month, in an effort to get a better sense of how Google’s advertising partners are doing, we did an analysis of 11 million mobile ads’ landing pages spanning 213 countries. That analysis confirmed our thesis: Even as most traffic is now occurring on 4G instead of 3G, the majority of mobile sites are still slow and bloated with too many elements.’