Jumpstart Your Landing Page Effectiveness with These 5 Tips: You already know that landing pages are some of the main engines that drive conversions, but there is much more to a successful landing page than a splashy headline. A great landing page combines direct, engaging copy, highly focused messaging and user-friendly web design. Whether you are in the first stages of building a website or simply looking to increase conversion rates, here are some suggestions that will take your landing pages from bland to irresistible.
Include visuals elements.
Images and video are attention-getting, dynamic inclusions to your landing pages. Users respond much more quickly to imagery than text, so including a picture or video that reinforces your brand messaging can make all the difference. Many designers choose pictures to include based on aesthetics, but you should place just as much importance on selecting images that are consistent with your brand. Placing a video on your landing page is also an efficient way to include a lot of information while using minimal space.
Ask for less info.
Users are usually willing to provide a name and email address on a landing page form when they subscribe to an email list. For each additional field, however, conversions will drop off steeply as visitors are increasingly unwilling to share personal information such as phone numbers and addresses. When people are properly incentivized and given a simple, no-risk form to fill out, there will be an uptick in the rate of subscribers. Make it easy for users to follow your CTA, and it is much more likely that they will do so.
Optimize for mobile use.
Over 50% of online traffic now comes from mobile users. That means that more than half the people viewing your site will do so on a mobile device, and that number is only going to increase in the coming years. With that in mind, landing pages must be optimized to look great no matter what device is being used to view it. Using responsive design is a good start, as is ensuring that your site appears flawlessly on the latest versions of iOS and Android. A landing page that doesn’t load properly is almost always a lost conversion opportunity, so test your site on a variety of devices and operating systems.
Add a testimonial.
The personal connection established by testimonials is a powerful addition to any landing page. Whether they come from ordinary customers or trusted influencers, always ensure that testimonials are properly sourced and attributed, including a photo if possible. Video testimonials are even more dynamic inclusion to any landing page. As with any element, text or video testimonials should enhance the landing page rather than competing with existing text and images.
Track engagement with heatmaps.
Heatmaps allow you to see the mouse movements on your landing page, giving you an idea of what elements users are most attracted to. Since mouse pointer movements roughly correspond to eye movements across the page, you will get a sense of what is working, as well as what elements might be distracting visitors from the most vital parts of the landing page.