Improve Landing-Page Conversions with these Top Tips

14 August 2015

Landing pages are webpages specifically designed to welcome visitors to a website. Frequently, they are tailored according to the referral source, so that people who arrive at your site having clicked a PPC ad see a landing page that relates to the product they were searching for, or visitors who arrive after clicking a link in a guest blog post you wrote see more relevant content.

On e-commerce websites in particular, landing pages have a major role to play in boosting conversions. But many brands miss out on sales due to some basic mistakes on their landing pages.

Take the following into account if you’re designing a new landing page, or if you want to revamp a poor-performing one:

1. Make sure it fits your branding

Although you probably do not want as many distractions on a landing page as you would find on a product or category page, you must still make sure the page is easily identifiable as belonging to your brand.

Use your logo, your usual font, and your familiar colour scheme to reassure customers that they have come to the right place.

2. Include a call to action

Do you want your customers to add a product to their shopping cart? Sign up to your email list? Share a product with their friends on social media?

Tell them, clearly, what you want them to do on your landing page, and make sure your design complements the copy.

3. Test styles

Amazon makes use of incredibly long sales pages, full of clutter and information, while Apple uses sparse imagery and as few words as possible to promote its products.

The ‘right’ way to do it is the way that works best for you and your customers. Test different lengths, different designs, different copy and different calls to action until you have a really high-performing landing page.

4. Deliver the correct page

If a potential customer sees a skirt in a PPC ad and clicks the link, only to find that the landing page she arrives on is selling a pair of trousers, you will most likely lose a sale and the site visitor will be frustrated.

Make sure the landing pages you link to match the product or promise the site visitor will be looking for.

5. Don’t make customers jump through hoops to convert

If you want to gain new subscribers to your email list, don’t require them to complete a form with dozens of fields to fill in. Or if you want your visitor to download a free document, don’t make him decipher an impossible CAPTCHA to get it.

Don’t lose customers or prospects by making their lives more difficult than they need to be!