Best Ways To Improve Your Landing Pages
If there is only one aspect of your website that you can perfect, trust me that you should choose to perfect your landing pages. This is because in most circumstances, your landing pages are what determines your conversions.
And when your website is bringing in conversions, it’s bringing in money. So let’s have a look at the best ways for you to improve your landing pages.
Before you read this, have you read: Why Mobile Responsiveness Is Important For A Website
Why Your Landing Page Is Important
As mentioned earlier, landing page makes a strong case of being the most important part of a website. This is because the landing page is the page where your conversions are going to be happening.
In the broad sense of the word, conversions can be defined in many ways. But basically, conversions happens when you get the users of your website to do what you want them to do.
Hence, conversions can happen in many ways. It can be a video view, a click, a purchase, a form sign up, anything at all. As long as it’s what you want the users to do, then it serves as a conversion.
Due to the fact conversions happen when the users are doing what you want them to do, a high conversion rate also means that your website is achieving it’s goals.
Therefore, your landing page is essential and very important for your website, because that’s where conversions happen. But in order for conversions to happen, your landing page needs to be appealing and enticing for the users.
Your landing pages need to be designed in such a way so that your users will want to take the action you want them to take.
So in this article, we’re going to show you the best ways to improve your landing pages.
|What Is A Landing Page?|
A landing page is a page where you want all your traffic from any given source to go to before they get to the meat of your website.
This can be your homepage, or it can be your sign up page, or even your contact us page. The truth of the matter is, every page on your website can be designated as the landing page.
But what most website does is, they create a specific landing page for a campaign and goal that they are running. For example, let’s say that you want users to sign up for a webinar that you are organizing. For this goal, you’re going to be running an Google ads campaign. So for every click you get through the Google ad campaign, the users will be directed to your landing page.
|Best Ways To Improve Your Landing Pages|
Now that we know what is a landing page, and what they are supposed to do, let’s look at the best ways you can improve your landing pages.
Design Your Landing Page According To Your Goal
Now although this might feel like an obvious one, I’m still going to include it as the first way you can optimize your landing page, just to get it out of the way.
When you’re designing your landing page, always keep in mind your goal. What is the ultimate goal of your landing page? Is it to get people to sign up for a program? Is it to get people to fill out a form? Or do you want people to buy something?
Your landing page is entirely dependent on your goal. If your goal is to get users to sign up for something, then your landing page should reflect that.
Take a look at Uber’s landing page;
The goal on this page is simple and clear – they want users to sign up for their program.
Just like Uber’s landing page, your landing page should be clear and concise. The users should know exactly what you expect from them just by looking at your landing page.
Present Problems And Solutions In Your Landing Pages
Let’s recap. Your landing page is designed to get users to take the action you want them to take on your page. So how can you entice them to do that?
Simple. By presenting to them two things; Problem and Solution.
What does that mean? It means that in order for users to take the action that you want them to take, you need to present them with an incentive for doing so.
And the easiest way to do that is by telling them that you have the solution to the problem they are facing right now.
Here’s an example from Shopify;
On their landing page, you can clearly see at the bottom that they presented the problems a user might be having, and their solutions for it.
If you can emulate something like this, your conversions will surely increase.
Craft Engaging Headlines
When creating a landing page for your website, one thing that you should keep in mind is to always keep it short and sweet.
A landing page is designed to urge the user into taking an action that you want them to take. But you have to remember that you have a limited amount of time to convince these users to take that action.
According to data by Chartbeat, an average user spends only 15 seconds on any website they visit.
That’s right, so you have only 15 seconds to grab their attention, and get them to take that action you want.
Which is why you need to keep your headline short and sweet.
Here’s an example of a short and concise headline from Airbnb;
Their headline is simple and straight to the point – you can earn money as an Airbnb host.
This clearly shows their users what they can get from signing up on their website.
Implement Attention-Grabbing CTAs
If you don’t already know, a CTA is a ‘Call-To-Action’ button. In most cases, the goal of the landing page is for the user to click on the CTA button.
Hence, it goes without saying that your CTA needs to stand out, and attention-grabbing. When designing your CTA button, things like colour, size, and font should be considered as all these plays a huge role in getting conversions.
Here’s an example of how the minute details in a CTA can spell all the difference;
As you can see from this example, a simple change in design is enough to increase conversions by a noticeable margin.
So be mindful when creating your CTAs, and ensure that your CTAs invite users to click on it.
A/B Test Everything
Don’t know what an A/B test is? Don’t worry. An A/B test is when two different instances (Instance A and Instance B) of something is presented and used, and the results are compared with each other to see which one yields better results.
When designing a landing page, no one said that you should get everything perfect on your first try. Therefore, you should A/B test your landing page several times.
A/B testing your landing page is simple. How it works is you present two different copies of your landing pages, and use it for a specific amount of time.
After that, compare the conversion rates between your two landing pages and see which one yields better results and try to pinpoint why.
Remove All Distractions
Before this, we explained how an average internet user only spends around 15 seconds on a website. Which also means that you only have 15 seconds to ensure the user takes the action you want them to take.
And lets face it. Humans are easily distracted. The last thing you want your users to do is click on your homepage from the landing page and bounce away from there.
In order for you to help them take the action you want them to take, you need to remove all distractions from your landing page.
Ideally, there should be no links leading anywhere else on your landing page. Your landing page should consist of only three aspects, your headline, your CTA, and your message.
Anything other than that is a distraction, and it is not welcome on your landing page.
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