6 Best Practices to Maximize your Landing Page Conversion
Unlike your website, landing pages are specific goal-oriented & content-tailored pages designed to convert your visitors. The objective of a landing page is to maximize the conversion of visitors toward your defined goals. Most often, this goal is to convert your visitors into identified leads, marketing-qualified prospects, clients, and even ambassadors. This means that landing pages should not be filled with information that may dissuade or confuse a prospect from taking the desired conversion action, and every piece of text and content needs to be optimized to guide your visitor to take this action. Landing pages for any product or service should be direct and only contain relevant information for your customer, and it should have the visitor’s end-goal in mind.
Whether this is your first time building a landing page, or you aim to improve your existing landing pages, here are 6 best practices that will greatly improve your landing page conversion rate.
1. Creating a captivating header
The header is the first thing your visitors notice when they come to your landing page. Therefore, you need to make that header/banner a strong headline that will immediately catch their attention and make them want to stay and explore your page.
Don’t forget that often, landing pages are linked to paid campaigns, meaning now that you’ve paid for this visitor to come to your page, you want to make them stay as long as you can on your page and convert them. This way, you maximize your investment and decrease the bounce rate. Nowadays, most people have a ‘browsing’ mentality, meaning they will easily switch & click between pages and search results and go back to the previous page if they don’t see something captivating in the first few seconds. Both the message, as well as the visual aspect, are crucial here. You can captivate your visitors by expressing the value of what you offer, by referring to eye-opening content that will be shared later on the page, and structuring your message in the headline effectively.
2. Avoid lengthy, tiresome paragraphs
You would want your landing page to be impressive, clear, and get straight to your visitors’ minds; therefore, lengthy paragraphs are an absolute ‘no’. Additionally, lengthy paragraphs affect how visitors perceive your value and services.
How? Usually, they expect to see the answer to their questions, or a solution to their problems, quickly when visiting a landing page, so they don’t have to search through a wall of text. Presenting your information in lengthy paragraphs may leave the impression of being inefficient and unprofessional. Play with colors, images, videos and formatting to provide the answers you believe your visitors are looking for.
3. Remove navigation
Your landing page is crucial in deciding whether a visitor becomes a lead, so you want them to submit a contact form or take other desired actions; hence, you want to eliminate all the factors that may make them leave the page or may be of any distraction. Your page should be rich in call-to-action content and these interactions should be the only ones on your page. Removing all extra site navigations will let your visitor pay complete focus on the content at hand, rather than being distracted by other links on the website. Alternatively, you can keep a visually similar header or footer but remove any clickable links on logos and other actions that might redirect visitors away from your landing page, while maintaining the overall website look & feel.
4. Include social sharing icons
Though you should remove all distracting navigations, this doesn’t include the social media icons. Rather, you should program them so that visitors can easily share your content with their network. This way, you may reach a wider audience and attract more potential prospects. Choose the right social platforms that match with the identity and tone of voice of your business, campaigns, and the message of the landing page.
5. Provide relevant testimonials
For both products or services, customers want to read reviews before making a purchase or partnering with any service provider. This creates an important feeling of trust. Very often, visitors will not even fact-check these testimonials or reach out to references, but it does give your company a feeling of trustworthiness that will be essential to bring forward the desired conversion.
6. Keep the visitors goals in mind with tailored content
Know why the visitor clicked on your page and what content they could be looking for. You can view your Google Search or Ads queries to learn more about their behaviour and set up segmented, tailored, dynamic content using certain technologies to ensure that, depending on the visitor’s intention, specific messages and pictures are shown. By implementing neuromarketing principles and taking into account the visitor’s motivation for going to your page, you can ensure maximum conversion. And if you notice there is a disconnect between your page and the visitor’s motivation, don’t forget to configure your negative keywords to optimize your budgets and reduce your bounce rates.