7 Superb Suggestions to Boost Conversion Rates on your Landing Page

An effective landing page is essential for a high conversion rate. Even with a bulletproof PPC strategy, if you fail compose a landing page that is simple, effective and sells to your customers, you will find your ability to convert seriously damaged. By following the 7 superb suggestions below, you'll certainly be pointing in the right direction. So make sure you have the basics covered!

1. KEEP IT SIMPLE

Simpler pages almost always work better for lead generation. If your landing page is cluttered, convoluted and poorly laid out, customers will quickly get confused and disappear. Remember this isn't your homepage, the purpose of your landing page is to convert. So perhaps consider ditching your navigation bar, links or anything else that offers potential customers (that you have paid for) a “way out” of converting.

2. OFFER LOTS OF EYE CANDY

Images and graphics are the number one thing that draws the eye. Ensure your landing page is eye catching, with relevant images to keep the customer on the page. And don't forget to add a caption for your images! Other than the headline, image captions are the most read text on the page.

3. MAKE IT 'SCANNABLE'

People don't read landing pages, they scan them, so ditch those huge paragraphs of copy! The wall of text you just lumped onto your landing page may as well be a wall of bricks between your customer and the end goal – conversion. If you must have paragraphs, bear in mind that when scanning people often read the first 3 words of each paragraph, so try and make those important first words sum up your offering. Put any key words or phrases in bold to ensure they jump out of the page. Write in lists or bullet points where possible to keep visitors interested.

4. MAKE IT EASY FOR CUSTOMERS

Remember, the sole purpose of your landing page is to convert. So it makes sense to make it as simple and as easy as possible for this to happen! Offer multiple calls to action throughout your page. Placement of your contact form is also important. People read from left to right, so if you put your contact form on the right, it will draw more attention encourage more responses. Also bear in mind that in the digital age, some people are fearful about where they submit their personal information. So if possible, have your calls to action offer re-assurance and instantly remove the issue.

5. KEEP IT RELEVANT

Continuity throughout every step of the conversion process or “scent trail” is vital. You don't want to confuse and bewilder visitors, so make your landing page directly applicable to the search term. Any landing page copy should mirror words and phrases used in your ad. Even your calls to action can be tailored around your ad and your offering. Everything needs to be cohesive from the images on your page, to the copy and the offering.

6. IMPORTANT STUFF AT THE TOP

Every website has what's known as a “fold”. This is the portion of the site that can be seen without scrolling down. Make sure your most important content is above the fold where possible – your best copy should be here, as well as particularly striking images and, your call to action. You can still put good stuff below the fold, but just ensure all your big guns are high on the page. Also as mentioned earlier, people read from left to right in a “Z” motion, so ensure your landing page flows in the right direction and leads visitors to the right conclusion. Conversion!

7. TEST, ANALYSE. TEST, ANALYSE. TEST, ANALYSE.

There are so many variables in play here, when you consider everything from your chosen keywords, to the ad itself, to your landing page. So it makes sense to let analytics and research drive your decisions. Test multiple landing pages with different tactics and use your web analytics software to see the results. For example, are you finding that 75% of your customers are on a screen resolution of 1280x768? Then you can optimise your page for that resolution and cram as much information above the fold as you can. Every small detail will add up and help with your conversion rate, so experiment with different pages, keywords and analyse the results to find what works for you.

Image credits to www.webbannerdesign.net

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