Landing Page Optimisation

The concept of a landing page will be familiar for many readers here. The home page is often thought of as being the key landing page for a site. Most of our customers come to us with a clear understanding of what their customers are looking for, what calls to action they want to present on their home page and how they want to direct visitors through their site. It is easy to forget, however, that not every visitor enters a website via the front page. Visitors will enter on product pages, contact us pages, blog posts, etcetera. So when thinking about landing page optimisation we need to broaden our thinking to incorporate any page that visitors are likely to enter a page on.

We are analytical by nature, and suggest that you too take an analytical approach when identifying your landing pages, and formulating a plan to make your landing pages work for your business. Create hypotheses, test, tweak, and analyse data to see what works best for you.

LANDING PAGE ELEMENTS

Every business and site has different needs, but successful landing pages do have elements in common. These elements communicate critical information to your visitors.

HEADLINE

A good headline is like a hook that grabs people’s attention. The goal is to get your visitors to read the next line.

HERO IMAGE

The primary image or diagram on the page. It should reinforce both the headline and your value proposition and draw people in. A picture is worth a thousand words.

EVIDENCE

If the headline is the hook, evidence articulates the promise. You need to clearly and concisely demonstrate your authenticity to your customers.

CALL TO ACTION

Depending on the purpose of a landing page, you may have a form to collect data, a button to download or buy, or a combination of the two.

TESTIMONIALS/ENDORSEMENTS

These work as social proof. They validate your brand and create trust and confidence. You can leverage existing brands if that helps your customers.

Your landing page should engage users, grab their attention, and then in clear, concise language ask them to take action. Whatever your specific conversion is, visitors should not have to search for it. It should be obvious; make it stand out visually.

Your visitors will give you about 5 – 7 seconds before deciding to stay or leave.

Ultimately, like everything else you do with your site, you will need to continually create hypotheses, test, tweak, and analyse your data.

Analytics is not everyone’s cup of tea. If you would like some assistance working out how to target your market effectively to refine your landing pages please contact us.

2018-05-19T22:36:53+00:00 March 16th, 2015|Conversion Rate Optimisation (CRO), Online Stores, Websites|

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