Your landing page is the middle man between your product and your customer. Clicking to your landing page shows an interest, and you need to make the most of it. The following tips suggest small changes that lead to big impacts. Take advantage of these to increase your conversions and make landing pages that work for you.
Tips for Copy
- Write for your audience
If your audience is coming from one ad on a certain social platform, keep the writing and the message the same. If you have different ads for different age groups or interest groups, keep that voice in your landing page for that audience.
- Keep your offer consistent
If you are only offering a specific freebie from your ad, don’t switch up the product in the landing page. You want your audience to flow through your process without confusion, so stick to one thing at at time.
- Include testimonials
Testimonials count as social proof. It shows that people just like them are benefitting from your product/service. Other social proof options include an endorsement by a celebrity or expert, or displaying how many other people have joined in. Each of these prove that your product/service is liked by others, trusted by others, and worthwhile to others.
- Make your copy conversational, skimmable
Viewers arrive at your landing page expecting an offer or value of some kind. Don’t make them read forever to find it. Your landing page copy should be skimmable if it’s scrollable and in a conversational tone. This conveys a sense of reassurance, as well as ease and comfort.
- Show benefits rather than features
Listing features is not as enticing as describing benefits. Would you rather have an umbrella made out of repurposed plastic, or an umbrella that protects you and our environment? Consider re-wording your offer to explain what customers get out of the deal.
- Use power words
Words have power and some words have more power than others. You can understand that something is “great”, but that doesn’t describe it very much. That “great” thing could also have been “beautiful,” “all-natural,” “luxurious,” “life-changing.” Rather than just descriptors, power words evoke strong feelings. When someone has stronger feelings about something, they are motivated to act.
- Include most important info above the “fold”
The phrase above-the-fold comes from newspaper marketing, where the best headlines are written above the fold of newspapers, so people would see it first and want to buy it. In the digital realm, the same idea applies. The most important information should be at the top of the page, before scrolling.
- Optimize copy for scanning
People tend to scan webpages in an “F” pattern, a trend found by NNGroup in 2006. You can take advantage of this by including important information in the same shape. Keep paragraphs short and limit yourself to one idea at a time.
Tips for Your Call To Action
- Make your call to action easy
Make your call to action easy to see and do. You can make the button a big, beveled shape that stands out, and keep it visible above the fold, or before the viewer would have to scroll. Another way to keep the call to action visible is to make it “sticky” at the top of the page.
- Shorten your call to action
Your call to action should be short and sweet. One- and two-word options include “subscribe,” “join us,” or “learn more”. These don’t require the commitment of a purchase, but can get your customer one step closer to making their purchasing decision. Keep in mind that action words are better than vague terms like, “submit.” You want it to be clear what your customer is doing when they click that button.
- Drive action with scarcity
Everyone loves the word, “free.” This is a word that creates urgency and excitement in people. Conveying a sense of scarcity or urgency with time or quantity limits forces your viewer to make their decision faster. If they act, they can become a part of a unique group. Use words like “instant,” “now,” “start,” and “reserve” to create more urgency in your call to action.
- Use contrast to make your call to action or button stand out
Contrasting colours make for bold buttons. Pick a colour that stands out against the background of your page. This could be a bright colour, a contrasting colour to your headline, or simply a colour that isn’t anywhere else on the page. Drawing attention to your call to action reminds readers it’s there and waiting for them.
Tips for Page Design
- Include contact information
Include your contact information on the landing page for an interested customer to ask more about you or the product. Giving viewers the ability to contact you directly from the landing page also instills trust.
- Simplify your design
Sometimes less is more when trying to make a statement. Limit yourself to one offer per page. Keep your design simple and clear. Consider adding more white space around your call to action or your headline. Simplicity conveys professionalism and authority on landing pages.
- Use different headlines and colours to A/B test
No company is going to be exactly like your company, and that’s why the tried and true tests aren’t perfectly foolproof. If you want to find the best colour or wording to use for conversions, the only way to do that with guaranteed improvement is to test them. To A/B test, you can create the same landing page with one single difference, and see which page converts more.
- Include trust symbols
Trust symbols are logos or images that are familiar and instill trust in viewers. Endorsements by brands that are well-known and considered experts in the industry will add to your social proof and trustworthiness. This also includes safety features like protected payment symbols.
- Keep branding the same
Keep colours, branding, logos, and emotions the same in both the ad that brings your audience to the landing page and what’s on the page itself. If you switch one of these out, it can result in confusion and missed conversions.
- Remove navigation links
Navigation links are distractions to offer ways out of the landing page. These should be avoided. When navigation links are removed, all distractions are gone and the only thing to do is to continue with your call to action.
- Include visuals that reinforce and wow
If you want to create an impact on your audience, use an image that generates strong feelings and relates to your offer. Ideas are more strongly held when presented in multiple ways – this means with words and visuals. If you’re selling the feeling of increased success, include an image that shows what your successful audience would look like after using your product – ideally, full of joy and freedom. Consider what imagery (not generic stock images) would evoke the feelings you’re marketing.
- Shorten your form
Asking for less information makes it faster and easier for your audience to write it and share. You could be driving away conversions with a form that’s too long or demanding. You can even give the illusion of a smaller form by removing white space around copy or text fields.
- Don’t reinvent the wheel
You want to be bold and exciting with your landing page, but it doesn’t need to be so unique that it’s unrecognizable as a landing page. Keep design features that are normal in the industry. You don’t want to change link colours from blue to red for example, or start re-organizing where everything goes (reminder: keep important info above the fold).
- Use visual cues
Visual cues like arrows can point directly from your headline to your sign-up form, or can direct viewers to important information. Images with models that are gazing up can be used to direct the reader’s gaze to a headline or other important information as well. These cues can increase the flow of reading for the viewer.
- Encourage social sharing
If there are going to be links to outside pages or sources on your landing page, make them worthwhile. You can encourage sharing with buttons for social media or to share to a friend to spread the word. This furthers your viewership from just the person who clicked on the link to potentially their entire peer network.
Tips for Page Function
- Optimize load time
If someone makes a split-second decision to click through your ad to head to your landing page, you want to keep that fast-paced flow of thought. If your landing page takes seconds to load, your audience could already be thinking about something else, and move on to better things. Optimize your load times by including visuals that don’t have extremely high data files, and reducing content. You can start by checking your current speed with Google’s free PageSpeed test.
- Follow with a thank-you page
This doesn’t apply to the landing page itself, but goes hand-in-hand with it. After someone has successfully completed your call to action, thank them for it! This is the opportunity to make them feel special for joining in, and to invite them to continue participating in the community with more calls to action such as continuing to your website or downloading the freebie they signed up for.
- Optimize for mobile
Much of the online activity takes place on mobile. If readers are accessing your landing page on their phones or tablets, you want your page to be optimized for this experience. Otherwise, you could be missing out on a whole market for conversions. At the very least, make sure your call to action button is big enough to click with a finger.