Improve conversion rates on your landing pages

02 August 2017

Improve conversion rates on your landing pages

In the early days of the internet, websites often had one, single, landing page (and in some cases very little else). These days, astute companies will generally have multiple landing pages, each one optimised for one, specific purpose.

Here are five tips on how to do this effectively.

1. Make sure that each page is linked to one goal only

Possibly the single biggest mistake you can make with a landing page is to try to make it serve more than one purpose. Remember that one of the keys to conversion is speed; once your page has loaded (blisteringly quickly), you have, literally, seconds to convince your visitor that it’s worth spending any more of their valuable time on your site. Get straight to the point, the single point and do so quickly.

2. Create compelling headlines

What is the unique selling point you’re highlighting on this particular landing page? Encapsulate it in 180 characters or fewer. If you’re having a problem with this, head to Twitter and see how popular users learn how to communicate in a punchy and pithy manner. You need to do more than write a tweet, but the basic principle is solid.

3. Image matters

There should be at least one image on each of your landing pages and every image you use should tell a story that contributes to the overall message of the page. If there is one type of image to favour above all others, it’s infographics, which are concise, easy to digest and often very shareable.

4. Keep text on point

If you’ve managed to entice users with your headline and imagery, then make sure your text lives up to their questions.

Generally speaking, you want to use short, clear sentences and include - at most - five sentences per paragraph. Keep it short, keep it simple, and keep it to the point.

Use positive language unless you have a very compelling reason to do otherwise. By positive language, we mean avoid using negatives as this can confuse people. For example, instead of saying “Don’t waste any more money on…”, say “Stop wasting money on…” or “Start saving money on…”. In fact, as a general rule, you want to avoid negativity on landing pages for much the same reasons as you want to avoid it in life as a whole - people tend to dislike it.

5. Make sure the call to action does actually encourage users to take action

You’ve put up your landing page to encourage a user to do something and your call to action has to make it explicitly clear what that is.

In order to give your CTA the best chance of success, you need to underline the value your proposition has to offer and also make it as easy as possible for your visitors to do whatever it is that you want them to do.