Setting up a landing page properly is absolutely crucial to maximizing conversions. When I shop for something online, I like to do a lot of research, I like to shop around for the best deal, and I want to purchase from a company that looks like they know what they are doing.
I was prompted to write about landing pages after I saw this article on PPC Landing Pages: Surprising Examples at Search Engine Watch. It is absolutely amazing to see that some large, credible retailers still do not understand the important elements that belong on a landing page. While the article focuses mainly on pay-per-click ads and their landing pages, I think that these simple tips are relevant to landing pages for email promos, SEO, or any other type of landing pages. Think of it as a best practice guide.
Whether your prospect is coming from an email promotion or an advertisement, when the user clicks on your landing page, they should be presented with exactly what they are looking for. If the visitor can not locate what they went there to find, they will leave almost immediately. Such as the case in the article I mentioned above. If I was looking for a specific running shoe by name and I clicked on an ad that took me to their home page with the running shoe nowhere in sight, I would leave. I don’t want to waste my time searching AGAIN for the product and neither do your customers.
Make sure your ad copy matches from the ad to the landing page. If I am looking for a “blue Adidas Superstar” shoe, make sure the landing page states “blue Adidas Superstar”, not just Adidas shoes or Superstar. The more your copy matches, the more relevant your landing page will be to the visitor. Also, make sure your copy is short and to the point. No one wants to read long paragraphs, keep things simple in bullets. Lastly, make sure your ad copy is grammatically correct. It is unprofessional to have misspellings and punctuation errors on your website.
What are the benefits of the product? What are the benefits of ordering from you? What can your business provide that others can’t? 100% Guarantees? Free Shipping? List these in clear easy to read bullet points.
Call to Action
A call to action is important as it encourages the visitor to act whether it may be to buy, leave a review, or contact you. The call to action should be visible and easy to understand. The visitor should not be confused on how to purchase or use your services.
Keep graphics simple. There is no need to get fancy. Reflect the product in a way that is satisfying and useful for the visitor. What are visitors interested in seeing? If it is a product, try showing different views, close-ups, and different colors.
By following these simple tips, you will create a better experience for your visitors. A better, friendly experience makes visitors more likely to convert.
The key to all elements: keep it simple and concise.
Image courtesy of russelljsmith