How to Increase Your Landing Page Conversion Rate
You have attracted people to your website, now how do you make sure they take the next step?
There are many influences, barriers and triggers that affect the success of your landing pages. Understanding the key criteria that a Landing Page should cover will help you to maximise your business outcomes.
We created a video on the Importance of High Quality Landing Pages a while ago so we decided to expand on the subject in this blog.
As its name suggests, a Landing Page is where people first “land” when coming to your website; either via a search engine like Google, Yahoo or Bing, from a paid advertisement or they could type in a website url address directly. Your main conversion pages will likely not be the same as your home page though, sometimes they are one and the same. In any case, a good landing page should be able to immediately tell your audience a couple of things.
Landing Page Key Criteria:
- What can you give / do?
- Who is your ideal audience or target customer?
- What is so interesting about you? What makes you different?
- Why should your audience answer your call to action?
- How do they proceed if they are interested?
Landing Pages Can Make Or Break You
It is common knowledge that in sales and marketing, first impressions are important. If you make a bad or mediocre impression, then you will lose your customer’s attention and that possible sale or lead. It’s the same as the first sentence in an essay: if it doesn’t grab anyone’s attention, then people won’t go on reading your book. That is what the landing page is for your website. A landing page is so important as almost all your traffic will be directed towards it.
So how can you cram in all that info without boring your audience? The key is to keep it simple and straight to the point. You have to trim out all the unnecessary clutter and keep in mind what information your audience will really need to see.
A lot of people think that your home page is the most important place in your website. Though it is important, there is evidence now that the landing page is getting more results. Search engine algorithms are now so advanced, your inner pages are being discovered at a more substantial rate. Also, the use of advertising such as Google AdWords contributes to this fact. And it really should not worry you, just as long as you design your home page and any internal landing pages with this in mind.
A Good Landing Page – The Google Checklist
Google, being the all seeing eye of the internet, recommends certain guidelines for us to follow. No, Google is not the all seeing eye of Mordor, hence these qualities do actually make your website better and not just because you will have a better chance of ranking in Search Engine Results Pages but because you will achieve a better conversion rate if you follow the guidelines.
According to Google, your landing page should have:
1. Have Relevant and Original Content
- Links and all content should all be related to the site’s topic
- Should provide the audience valuable info and should therefore have original content
- Who you are should be clear
- Your contact information should be within reach
- Your audience should have an idea on what to do or click next
- Your audience should have their God given free will to opt out of your offers
3. Ease of Navigation
- Pathways to important pages should be short and easy to click through
- Important info should be easy to spot
- Pop ups and other annoying website elements should be minimised