Your website’s landing pages are crucial to the success of your marketing efforts. A landing page provides people what they were promised in the online ad or search result that got them there. Your landing page should target your audience, offer them something of value and provide the information they came to find, such as the option to download a resource, purchase a product or contact you.
Minimize Landing Page Distractions
Distractions are one of the most common landing page killers. Distractions take away from the focus of the landing page – whether that be a sign-up form, a download or a purchase.
Make the important elements of your landing page bold and reduce the appearance of your navigation menu. In fact, landing pages that take up the entire screen can be very effective at converting visitors, since they remove all distractions including navigation links and page content.
Ultimately, a single call-to-action button should be the focus of the page. Change any page elements that distract from this call-to-action in order to improve conversion rate.
Simplicity is Key
Landing pages with a simple design are more effective at converting visitors. Your website’s design should do the following:
- Tell your visitor something about your brand.
- Explain what you are selling or offering your visitor.
- Clearly point out your call-to-action button.
- Your landing page should look professional, but not overdone or flashy.
Make All Forms User-Friendly
Forms that are divided into multiple pages aren’t a favourite among most web users. Instead of breaking up each field of your form into multiple pages, include all fields on one easy-to-use form. Make this form conspicuous on your landing page, so your customer can easily locate it and fill it out. Lastly, provide a great deal of value in return to maximize conversions and grow more leads into repeat customers.
Design Your Landing Page to Match Your Ad
If you’ve posted an ad that redirects visitors to your landing page, make sure the ad and the landing page have matching styles. When your landing page compliments your ad, it shows your visitor that they’ve reached the right place.
Keep the font, typeface and colour scheme consistent to show visitors they’ve reached their destination. In addition, connect the keywords and copy of your ad to your landing page – for example, an ad featuring “new summer styles” should lead to a landing page that also boasts “new summer styles.” This tailors a seamless experience for your visitors and improves their chance of conversion.
Deliver an Exceptional User Experience
Your visitor will likely continue to browse your website after fulfilling your landing page’s call-to-action. You may have converted your visitors on the landing page, but you must improve your post-conversion user experience if you want to nurture long-term customers.
If you’d like to know more about how to create an exceptional user experience, check out our guide here.
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