Ten landing page tips to increase your conversions

Everyone love a ten item list, especially when it’s about getting people who visit your site to convert into sales or sales leads . After all, your paying for visitors. Can you think of something more important than turning those clicks into sales leads or paying customers?Consider these a set of suggestions about how to help optimize your landing pages. This way, visitors to your site, will then be more likely to become a conversion.

1. Tell them why they should buy from you
The Marketing Experiments Journal writes, “Clarity of your value proposition is the most important factor in determining whether a customer buys from you or not.” When evaluating your value proposition, ask the question: “Why should I buy from this website?”

2. Keeping them with you
There’s no way you’re going to get a potential customer to the intended destination the “conversion completion” page if you don’t have a clear and simple path to get there, or if you present them with a dead end. Marketing Experiments Journal calls this “site flow disruption.” You can combat by expressing your value proposition throughout the shopping or visit process in a consistent and compelling way.

3. Don’t say too much
Instead of stuffing your landing page with unnecessary details try this:

• State your main message using the least amount of words possible
• Make use descriptions, sub-headings, bulleted lists and short paragraphs to make your content scannable
• Use a standard one-column format for easy reading and scannable content.

4. Make it simple
Make use of a simple page layout that employs a clean visual and straightforward design making it easy to navigate and again scannable (scannable content is the best way to avoid bounces). Here’s how you do it:

• Design your landing page with a clear hierarchy with color and contrast for easily legible text
• Use meaningful and high-quality graphics (please don’t use too many)
• Make your logo a clickable link that takes the visitor to your homepage
• Use color to distinguish between visited and unvisited links
• Make your content scannable - read more about scannable content here
• Use breadcrumbs to let visitors know where they are and where they have been on your site

Just as important, make sure you don’t:
• Have horizontal scrolling
• Have flash-based content unless required. If it is required keep it down to a minimum

5. Use Call-to-Actions - Important!
Focus on one primary action per screen (don’t place 20 onto one screen) two call-to-actions per page max. Make the call-to-action button highly visible without the visitor having to scroll; don’t bury it under pages of information, your call-to-action should have the best real estate on the page.

6. Be specific
Provide product details ( least amount of words possible) and a large product image while displaying incentive, such as free shipping and warranty information high on the page and close to the product and call-to-action.

7. Tell your visitors what sets you apart
What sets you apart from your competitors? Shipping, discounts, warranty, price, customer service, etc.? If you’ve got it, say it!

8. Use site search
Make your site easy to navigate by helping potential customers find what they are looking for as quickly and easily as possible by implementing a search feature. You can further increase conversions by making sure your search results link to product pages. You can easily implement Google site search and get it here.

9. Use testimonials/ be personal
People don’t buy from websites, people buy from people. So you should include testimonials from devout customers or if you don’t have any a letter from the CEO, Sales Manager, Customer Service Team, etc will help persuade the unbelieving to make the conversion.

10. Test, Test, Test
After you have finished the design of your landing page, you should check for all the elements that makes up best practices for landing page design. Go over a this checklist with your team:

  • Is the whole page focused?
  • Does the message match or relevant to the advertisement?
  • Have you reduced all distractions and made the page scannable?
  • Is critical information above the fold?
  • What conversion action do we want performed?
  • Is there a adequate call-to-action to entice the visitor to perform said action?
  • Does the page enhance your brand?

Remember, always split test new landing pages before pushing them live. Even though you may love the new design it doesn’t always mean that the new design will convert better than the old ugly one. I’ve seen it a million times, take your emotions out of the game and only move forward on landing pages that produce results.