As a results driven digital agency, creating optimal landing pages is an important aspect of Yoursite's business. By optimizing landing pages for our clients, they get higher conversion rates that translate into more sales and increased profits.
So what is a landing page's primary function? Simply said, it is to capture leads and give the prospect a subtle warm up before he or she is sent through the sales funnel. It is your first encounter with the potential customer and should, therefore, be treated as an important work of art. It makes no sense to spend time and resources to attract visitors to your landing page if it is not properly optimized for high conversions.
What makes the perfect landing page then? Below, we outline 10 practical tips that you can use to optimize your landing pages.
1. Have a clean design
The potential client will make a first impression about your brand or product based on the design of your landing page. You should, therefore, aim for clean designs that direct the prospects attention to the benefits of your product or service. It has been found that leaving ample whitespace or empty space in the overall design of your landing page increases conversions. Keep your Call-To-Action (CTA), benefits, and form fields above the fold as most people hardly bother to scroll down to the end of the page.
2. Create a sense of scarcity and urgency
People hate losing out on any free or low-cost deal. Create a sense of scarcity or urgency in your landing page to encourage visitors to take immediate action. You can implement this by indicating that whatever you are providing is a Limited or Time Sensitive Offer. This will induce the visitor to act fast or lose out.
3. Make your call-to-action stand out prominently
Your CTA should be a prominent feature on the landing page. Don’t give potential clients a hard time looking for the CTA. Create clear, visible, and short CTAs preferably in a contrasting color. Use action-oriented words such as “Sign Up Now” or “Download Now” to invoke an immediate reaction.
4. Use complimentary or contrasting colors
The color scheme of your landing page is very crucial in optimizing the page, complementary colors make the page appealing to the visitor’s eyes. Specifically for CTAs, they should be designed in contrasting colors to stand out prominently.
5. Include relevant images
As much as we advocate against clutter, an image or two makes the landing page more appealing to the visitor. Visual content is always more preferable to blocks of text. If a potential customer likes the images on your landing page, he or she is more likely to convert.
6. Make the page relevant to your initial ad
Nobody loves being promised one thing only to be given something totally different. Make sure your landing page is relevant to the initial ad and in fact provides what was promised.
7. Bullet points still work
You can safely assume that all visitors coming to your landing page are simply scanning and skimming to see if you have anything in line with their requirements. They don’t have time to read your life story so deliver information in the easiest way they can understand. Bullet points always work perfectly in this case, especially when you are listing the benefits your offer provides.
8. Create mobile-friendly landing pages
In recent times, it is safe to say that mobile marketing has taken center stage in Singapore. Understandably, optimization for mobile browsers is of absolute importance to any marketer in the country. If you have ever tried to fill up a web form on a non-optimized mobile website, then you have a rough idea of the pain and frustration you are making your prospects go through. Ensure that your landing pages are mobile friendly, or end up losing potential customers.
9. Include a few credibility indicators
Make sure to include a few testimonials from previous customers. One interesting fact of digital marketing is that potential customers will always trust other customers who they have never met more than they’ll trust you. A few positive testimonials complete with a picture of the satisfied client will enhance your credibility. Just remember not to use cliché comments like “Wow, great!” or “Highly recommended” as they are unlikely to work in this modern day.
10. Test, test, test
Test different formats and phrasing to find out which style or design of landing page appeals most to your visitors. Test different CTA phrases, headlines, and colors. Test different aspects of the landing page until you find a perfect combination with the highest conversion rate.
Every aspect of your landing page from its size, color, and overall design to the call-to-action should be done in a way that earns the visitor’s trust from the onset. Trust us that a landing page is bread and butter for every digital marketing campaign. Either do it well, or forgo digital marketing entirely.