As one of the first pages that your potential customer sees, your landing pages need to be stellar; regardless of your overall website design. As such, it’s important that your landing page uses a form that inspires customers to continue through your site and make a conversion.
However, it’s not as easy as it sounds. While best practices are helpful, it’s important to focus on how YOUR customers convert. Here are three tips on how you can optimize your landing page for exactly that.
Know Your Obstacles, and Avoid Them
When setting up your landing page, you should have a relatively clear understanding of how browsers view it. Knowing what makes your current landing pages effective and what pages are seeing a high bounce rate is the only way of knowing how to begin.
- Load your page using a variety of different browsers to see how your content formatting looks. You can use any one of the free “browser shots” websites.
- Taking too long to load is one of the first mistakes you can make when creating a landing page. Your landing page load time should not exceed five seconds; this is bad for customer experience and SEO. Check the speed of your site using Google’s speed tool.
- Whatever changes you make to your landing page, be sure to test their effectiveness fairly regularly. One way to do this is by creating matching pages with specific differences and measuring which ones are most effective.
Balance Your White Space
Don’t be afraid of using white space on your landing page. In fact, blank space might end up being your best friend when designing a page that increases conversions. Experts at Unbounce.com suggest, “The purpose is to use simple special positioning to allow your Call To Action (CTA) to stand out from its surroundings and give your eye only one thing to focus on.” But, be sure you aren’t over-using this technique.
- Be sure you don’t eliminate too much information that the viewer no longer knows where he or she is. As long as you include a company logo and necessary basic information, you shouldn’t have to include much other text. As with most things, it’s important to achieve a balance.
Set a Clear Path
When leading potential customers towards a purchase, it’s important that you are clear in you CTA. Customers should be aware of exactly where they should click to sign up for your services, and what exactly your services can do for them. Having a clear message for your customer is one of the most important things you can do to improve conversion rates.
- Be sure they are aware of what they are going to receive when asking for their personal information.
- The customer’s feeling of security is of upmost importance. Be sure to include a well-placed company logo and your contact information at the bottom of the page to reassure them of your legitimacy.
- Make buttons stand out by using a contrasting colors or aesthetically pleasing design (studies show that orange can be an effective color). Be sure not to make your graphics too cheesy or exaggerated – consumers want real.
Like designing your website, there are many tips and tricks for optimizing your landing page to increase your customer conversions. Whether you outsource the work or do it yourself, knowing what your customers want and how you can best optimize for that will be your best shot at improving landing pages and increasing conversion rates.