For most of your marketing campaigns, the ultimate goal is to drive traffic to a specific landing page. That is to say, the success of your landing pages in converting visitors makes or breaks your whole campaigns. You might spend hundreds of thousands of dollars on your ad strategy or content marketing plan, a poorly-designed landing page will waste all of it. Optimizing your landing pages is, therefore, an inevitable part of every marketing campaign.
In this article, I’ll analyze some of landing page elements that will increase conversions:
1. Professional design
People who visit your website for the first time would inevitably start figuring out your credibility. This starts with analyzing your website’s design and how professional it looks. A study shows that high prototypicality of a website (i.e. a website that includes many of the “standard” elements customers expect from a certain type of site) boosts credibility among visitors.
You need to make sure your website looks like a prototypical professionally-designed website. Some of the professional website design elements are:
- Navigation: make sure you have a simple and intuitive navigation. People should not be confused when trying to find out what they’re looking for in your website.
- Site speed: your website’s performance is basically what comes before any design elements. People lose interest in your website if it takes a few seconds to load or is slow to perform actions. Make sure you optimize your landing pages to increase loading speed.
- High quality images: It goes without saying that professional website designs have high quality images
Taking advantage of a suitable internet marketing service could be a good way to get a great web design that is aligned with your conversion goals.
2. Social Proof
The second element that visitors consider when figuring out your credibility is social proof. The claims you make on your website will have no effect if they’re not accompanied with valid social proof.
Some of these social proof types you can use in your landing pages are:
- Case studies: You could mention the detailed success story of your clients.
- Testimonials: You could use recommendations from your happy customers.
- Reviews: You could feature real reviews of your products or services by trusted sources.
- Social Media: Showing how many followers you have or showing their positive posts about you is a good way to gain new visitors’ trust.
- Trust Icons: You can showcase the logos of the companies you’ve worked with or the publications you’ve been featured on.
- Data/Numbers: If you have worked with an impressive number of people or have achieved impressive results with them, you can show the data/numbers on your homepage.
3. Mobile-friendly design
People are using mobile devices more than ever before to access the internet. Mobile friendly designs are not optional anymore — they’re a must for any business. Having a mobile-friendly design goes beyond having responsive designs. It’s about figuring out people’s behavior on mobile devices.
A study published by Google shows that 75% of people use their smartphones to be more productive. Another study shows that 74% of in-store shoppers who searched online before going to the store to shop, said they searched for something in-store related such as the closest store near them, locations, in stock near them, hours, directions, wait times, and contact information.
You need to make sure you know your customers’ behavior on mobile devices, being it increasing productivity or validating purchases. You might also understand that your customers are more interested in using an app. This is where you should take measures to promote your app in your website and even improve your onboarding ux to increase conversions.
4. CTA above the fold
Some experts argue that adding the CTA below the fold might get the visitors to scroll down and see more of your page’s content. There might be some benefit to adding the CTA below the fold, but nothing beats visibility and straightforwardness. More and more people are getting interested in adding the main CTA above the fold where it’s the most visible and conveys the message quickly.
According to a study by Nielsen Norman Group, people view the 100 pixels above the fold %102 more than the 100 pixels below the fold. This is the heatmap that the study presents to back its claim:
Red dots are the places people look at the most. Yellow dots are the places people looked less, and white dots are the places people paid almost no attention to. So obviously marketers defending the above the fold notion have something to say when it comes to data-driven research.
If you want your most important elements on your page to be seen and clicked more often, you need to place them above the fold where people pay the most attention.
5. Hands-on customer support
Visitors in various stages have a lot of questions about your products. Once they enter a landing page and face your marketing message, they need to know exactly what they’re looking at. Since a landing page is limited and the message and features are a lot to contain in a page, you need to provide an easy means of communication between your visitors and your support team.
Use a remote support software to provide a quick and easy way for your visitors to communicate with your support team.
A lot happens after someone clicks on a link (an ad, email, etc.) and is delivered to a landing page. Huge costs of using various marketing campaigns would only be justified if the landing page they’re connected to is performing well. Use the tips above to make sure your landing pages are optimized for more conversions.
**The views & opinions expressed in this guest post are of the guest author’s and do not necessarily reflect the opinions & views of the Design Roast community as a whole.**