Landing Page Optimisation-Good Practice.
There are many factors to take into consideration when optimising a landing page. In this post, I will be discussing some of the things that you can do to optimise your landing pages to make sure that you are hitting and exceeding your conversion targets.
Keeping the site tidy and clean
To keep your landing pages optimised it is recommended that your site is kept uncluttered and clean so as not to distract the user. This is really important as you want them to focus all their attention on the CTA to get that all important conversion and not to get distracted by unnecessary information or images.
Guiding the User
Another great technique you can use is a step by step guide to help the user along the form journey. For example, stating that there are three steps to complete a form will entice the user much more than not showing this. The reason being that it informs the user what they need to do to reach the end point and gives them a direction to go in. Not only is it good practice to guide the user through the process but a good optimised site will have the smallest number of fields needed to be filled out by the user. The less fields to fill out the more likely they are to use the form.
Clear and concise headlines
There are so many other distractions that can happen on a website and if users cannot instantly understand what your landing page/site is about they won’t stay long. Capture your audience’s attention and they may linger long enough to see what your sites about. If the content keeps their attention then they may even decide to fill out the form.
Tell them the benefits
This may be an obvious one but can quite often be left behind. Simply tell the customer the benefits of using your site and filling out your form. Why? Because we all like to know what we are going to get in return for using our valuable time to fill something out.
A key feature in optimising landing pages is creating trust points. Trust points are parts of the site that instil trust for the user, making them more likely to use your site. For example, commonly used trust points include stating which brands you have worked with as well as/or showing that you are a part of an accredited association/organisation. Having these on your landing pages makes the consumer more comfortable with using the site as they see brands they recognise/trust thus trust your site.
Consistency is key
A well optimised site is consistent. This means keeping the users journey consistent throughout; from ad, landing page and destination site. Making sure the design, messaging and tone of each is meeting the expectations of the user at the time they clicked the banner/link. Your ad is the starting point however, the user journey at the end should be no different from the beginning.
The above points are fundamental steps that need to be implemented that can then be built upon to create the perfect highly optimised landing page. Of course you won’t get it 100% fool proof but it will certainly prevent the majority of people poking holes into your page. Follow the above steps and you will be on your way to creating a well-designed and optimised landing page.