Do your landing pages convert visitors at a good rate? Or do visitors back out almost as soon as they arrive? If you’re unsatisfied with the performance of your landing pages, it’s probably because they’re lacking one or more of the following key elements.
- Strong headline—The headline is the first thing new visitors see when they come to your landing page. In many cases, the headline is what either convinces them to stay or causes them to leave. Your headline needs to be clear, compelling, and benefit-rich. It needs to let the visitor know he is in the right place and that you have what he’s looking for. Screw up the headline, and your entire landing page is shot.
- Clear call to action—Landing pages are all about conversion. For a landing page to be successful, visitors need to take a specific action such as scheduling a free consultation, signing up for your email list, or making the purchase. Of course, you can’t expect visitors to take action if you don’t tell them what you want them to do. Your call to action should be clear and to the point, and it should be repeated once every screen view. This ensures visitors have a way to take action no matter what part of the page they’re on.
- Important information placed above the fold—Did you know web users spend about 80% of their time looking at information above the fold? This means they don’t do a lot of scrolling down. For you, this requires putting the most important information toward the top of your landing page so new visitors see it without needing to scroll down.
- Good testimonials—To be honest, online shoppers just don’t trust you. They’re a skeptical bunch, and it’s your job to earn their trust. One way you can do this is by including testimonials on your website. Recommendations from the customers’ peers go a long way to building trust.
- Clean, professional design—The truth is visitors do “judge a book by its cover.” If your website looks spammy or cheap, visitors won’t have the confidence to do business with you. Likewise, if the design is cluttered with a bunch of distractions and has navigation that leads visitors away, you’ll kill your conversion rate. Keep the landing page design clean and simple. Less is usually more.
- Readily available contact info—Don’t make your visitors search to find out how to get in touch with you. Your landing page should have your contact information clearly posted. You can use contact forms, put your phone number where it’s easy to see, and even offer live chat customer support.
- Easy to scan content—Online users tend to scan content rather than read it word for word. This means you should break your content down into short paragraphs, bulleted lists, and easy-to-read sections.
What are some other elements found on effective landing pages?
Posted on Thu, September 2, 2010
by Brian Waraksa filed under