If you have engaged in a form of digital marketing, it is likely that your business has either encountered or created landing pages. Landing pages are a great way to tailor the experience that a potential customer receives when they first visit your website. They continue to be a key ingredient of successful digital marketing campaigns and a driver of return on investment.
Landing pages are particularly critical to the success of SEO, PPC and Email Marketing campaigns. They present an opportunity to capture the attention of potential customers with content and a call to action (CTA) that will seek to facilitate the completion of a valuable action such as signing up to your email list.
In this article, we outline four ways to improve your landing pages.
1) Include A Prominent Call To Action (CTA)
A successful landing page encourages your website visitors to complete an action that is valuable to your business. Your CTA may be ‘Contact Us Today’ or ‘Register Your Interest’ followed by a short form. The CTA should be located in a prominent position on your landing page; this is usually above the fold on the left or right of the page.
By positioning your CTA in a prominent location on the landing page you encourage website visitors to complete the valuable action at an early stage. Even if they decide to scroll down to read the rest of the page content, they will be reminded that this is the action that they should be taking.
In many cases, it is also considered best practice to repeat the CTA at strategic locations of the landing page, for example after a section of engaging content or at the bottom of the page. Simply repeating your CTA can significantly improve your conversion rates, as you are providing your website visitors with multiple opportunities to complete your valuable action. This approach also caters to varying levels of visitor intent. Some of your website visitors may have already decided to complete your valuable action before they visit your landing page, while others will need to be convinced to complete the action by your content.
To draw further attention to your CTA, you should consider using a bold font and a background colour that distinguishes the CTA block from the rest of the landing page.
2) Display Multiple Trust Signals
When a prospective customer lands on your landing page, more often than not, they have not decided to complete your valuable action. It is likely that they are visiting your website to evaluate whether they wish to engage with your business. One of the principal factors with great influence on their decision is whether they trust your business.
In order to influence their decision and instil trust in your business, you can build a number of trust signals into your landing pages. Effective trust signals include testimonials, case studies, accreditations, qualifications and awards.
Testimonials and case studies are powerful tools for demonstrating that other businesses and individuals trust your business. They are a prime example of social proof; a potential customer is far more likely to trust you if they can see that someone who is similar to them has already had a positive experience with your business. If they also hold a prominent position within a business or they are a recognised leader/influencer the impact of the tool is amplified further. For example, if you are seeking to engage a personal injury solicitor, you are likely to view a testimonial from a satisfied client who has received a significant compensation award as evidence that they can be trusted.
Accreditations, qualifications and awards act as evidence of your expertise in your business area. While they can be impersonal, they are often from professional bodies or organisations with established reputations. Their reputation alone can often convince a prospective customer to engage with you. If you had to choose between a chartered accountant with a professional accountancy accreditation and a trainee accountant who is studying for their accreditation, you are more likely to choose the former.
3) Use A Combination Of Engaging Text And Quality Images
Effective landing pages combine engaging text and quality images to create a free-flowing and user-friendly layout. The correct balance of text and images will engage potential customers in your content and encourage them to complete your valuable action.
Your text should be tailored to your target audience and separated into defined text blocks. Presenting text in a single long section will not foster a positive level of engagement or entice your website visitors to consume all of your content.
Many landing pages can also be complemented by quality images. If you do decide to use images, position them so they do not distract from the landing page CTA. It is advisable to limit the number of images to ensure that the landing page loading time is not extended. Images should also be optimised for web use so the quality is maintained while the image file size is reduced.
Overall, the combination of text and images will mostly be informed by the purpose of the landing page. If you have a limited amount of text content, images can add to the structure of the page and ensure that the layout is maintained. Whereas, if you have a large amount of text, an image can be used as an unobtrusive page background that adds to the visual appeal of your landing page.
4) Find The Optimum Landing Page Version With A/B Split Testing
While you can follow best practice guidelines to optimise your landing pages, finding out how real website visitors respond to your landing pages is the most effective way to identify possible improvements.
By engaging in the process of split testing you can test various versions of a landing page alongside each other. In each version of your landing page you can experiment with different content, layouts, images and calls to action to see which combination garners the strongest response from your prospective customers.
Popular landing page building platforms including Unbounce, Instapage and LeadPages offer A/B split testing as an integrated feature. If you are not using a landing page platform, you can create multiple versions of your landing pages using different URLs as a form of manual split testing.
As a result of this exercise, you will be able to find the landing page version that is most effective for your business. The process may also uncover insights that you can use on other pages of your website and throughout your marketing channels.
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Our digital marketing experts can help you to build targeted landing pages that drive conversions and a strong ROI across your marketing channels. You can book a free digital marketing consultation with one of our digital marketing experts today.