Our Top Five Landing Page Tips and Tricks
So, you’re running Facebook ads, Google Ads or an email campaign for your latest product/service offer. What happens when a user clicks on the ad? They are redirected to either your website, your Facebook page or a landing page! While directing to your Facebook page and your website can both beneficial, one of the most effective places you can direct them is to a landing page.
So, what’s a landing page? A landing page is a standalone web page that has been created for users to take a specific action like joining a mailing list or purchasing a product.
These pages are very different from other web pages like your homepage as they do not live in the navigation of your website. Instead, they are there to simply serve a purpose for a specific campaign or objective.
Landing pages offer several benefits. They help to increase conversions, generate audience data & insights, grow your email list and boost your credibility.
Below are five landing page tips and tricks to help you make the most of yours!
Match the Message
Is your landing page consistent with your ad or email? For instance, if you are offering 50% off a particular product range, does your landing page promote these products or something completely different? If your ad objective is to obtain leads, does your landing page ask people to input their email address?
Our first landing page tips and tricks is to always match the information or promotion in your ad to your landing page. Your landing page should feel like a natural continuation of the ad. Failing to do this is what we call a message match issue. If you direct your potential customers to a page that contains nothing to do with your ad, chances are they will leave and not purchase anything.
You should also try to match the visuals used in your ad to your landing page. The ad or email campaign that your potential customers see needs to look and feel the same as the landing page. Similar to messaging, if your ad is beautifully designed with high-quality photos, and your landing page is messy with photos that are not only different but pixelated, your audience may not want to stick around. You might look to feature the exact same image on both too.
Matching both design/image and message to your ad will make the customer feel like they are in the right place, and will probably be more inclined to purchase.
Less Landing Page Distractions
Multiple offers, buttons and lots of information on your landing page? You may think that multiple options will equal higher conversions, but this is far from the truth. Distractions can kill your conversions. The last thing you want with your landing page is to distract potential customers from purchasing your product or service.
If your landing page design contains links to other webpages on your website or multiple call to actions, delete them all except one! Your landing page must always have one point of focus or one call to action (CTA). For instance, if your key CTA is ‘Signup to our mailing list’, do not additional CTAs like ‘Download our eBook’.
You should also keep your key information as concise as possible. Large chunks of text are not as easy to digest. To help decide on what information to keep, ask yourself whether or not all the information is absolutely necessary to the customer.
The Need for Speed
Page load speed is very important to the user experience. According to Google, 53% of mobile site visits leave a page if the load time is longer than three seconds. This is bad news for websites, especially since Google also revealed that the average load time for a mobile landing page is 15 seconds. Your bounce rate will be higher, and your sales and traffic will decrease. Luckily, page speed is easy to fix. Our landing page tips and tricks for page speed is to always run a speed audit. You can use programs like Pingdom and even Google’s PageSpeed Insights. These systems will not only show your load time but will offer recommendations on how to reduce your load speed.
Here are some changes that you can make to speed up your landing page:
- Resizing your images will save space and load time;
- Remove unnecessary pieces of code to speed up your landing page i.e. removing spaces, unnecessary characters and unused code; and
- Reduce the number of redirects on your landing page to help the loading speed.
To learn more about improving site speed, get in touch to speak to one of our developers.
Hard and Soft Conversions
All landing pages should focus on increasing conversions. Most strategies will focus on the hard conversion, but it is equally important to focus on the soft conversion.
Hard conversions are often seen as the more traditional type of conversion and offer a clear intent to purchase. They can include submission forms (scheduling demo or trial) and completing a purchase. Soft conversions typically represent an interest in a product/service where a customer seeks more information before making a purchase decision. These conversions include general email inquiries, newsletter sign-ups and downloading a guide, and are useful for capturing prospective buyers’ contact details.
Our tips and tricks for your landing page are to display your hard conversion action as the most prominent option on your landing page and your soft conversion further down. Those who only action a soft conversion may not be immediate converters, but by exposing them to more information (i.e. in a newsletter), they may just end up buying your product at a later date.
Experiment and Test
If you plan on running larger social or GoogleAds campaigns, especially ones that run for a good length of time, it might not be a bad idea to set up split tests for different landing pages. This is known as A/B testing. Conducting A/B testing for your landing page lets you compare two versions of a piece of content with one variation on each. Your test could either focus on your landing page design or alternate copy. The test helps you see what version is resonating with potential customers and gaining more clicks and better conversions. Once your testing period is over, you can direct all your traffic to the best performing landing page.
Want to Learn More About Our Landing Page Tips and Tricks?
If you would like to know more about our landing page tips and tricks and how to apply them to your business, we can help. Our team can help perfect all elements of your landing page, including design, copy and loading speed. Get in touch to learn more about our digital strategy and web development services.