For all businesses that decide to pursue digital marketing and pay-per-click advertising, having a compelling landing page is key for getting results. If your business has recently launched a digital marketing campaign and it is not performing as well as you have hoped, don’t worry, you are not alone. There are many tactics available that you can do to improve your landing page’s conversions rate. Though most of these techniques can be completed internally, it is recommended to partner with experienced web design and digital marketing agency in Norfolk VA such as TechArk Solutions, who can evaluate your current marketing strategy and update your landing page to perform optimally. Let’s break down some common ways to improve your landing page conversion rate.
Understand Your Goal
Of course, the main goal of your campaign is to capture new leads or customers, but what is the goal of your landing page? It is common for a landing page to have various call-to-actions (CTAs). While this strategy casts a wide net for consumers at all stages in the sales funnel, it can be confusing to users and actually cause them to choose not to convert at all. Successful landing pages focus on one main offer or solution to prevent users from becoming confused.
Understand Your Audience
It is easy to research all the most popular tactics for landing pages and incorporate them on your business’s landing page. But that actually might be the best approach to take. Understanding your target audience and what factors come into play for them to decide to make a purchase is necessary to create a successful landing page and improve the conversion rate.
Compelling Content and Flow
Capturing the user’s attention is no easy feat. Content is one of the most important parts of your landing page as it is the main way you are communicating with your audience. To keep them interested in learning more, compelling content should be front and center when a user visits your landing page. Your content should first and foremost address user intent. User intent is the reason why they decided to navigate to your page. Users are looking for a solution to a problem they have and they are hoping to find that solution in the products and services your company offers. Choose your content carefully as it can be the difference between improving your conversion rate and causing users to turn away.
Choosing the Right Media
One way to guarantee to capture the attention of a user is to include striking media within your landing page design whether that be images, videos, or animation. Users are more likely to watch a video or interact with site elements than they are to read large paragraphs of content. In fact, it has been found that conversions have increased by 80% when videos are incorporated on a landing page. There are a few best practices when it comes to including videos on landing pages some of which include utilizing captions for users who have their device muted and including soft background music can increase the quality of the video drastically. Videos should be directly related to the content and offer of the landing page to be the most successful. If your business has multiple campaigns with several landing pages, specific videos for each page have been shown to get the best results.
Create Strong Call-To-Actions
Call-To-Actions (CTAs) are by far the most important element on a landing page. Though it may seem like just a button, these buttons hold the key to the whole reason the landing page exists in the first place. The CTAs you decide to use on your landing page depend upon the goal or conversion you wish your target audience to complete. Some common landing page conversions including having the user subscribe now, asking the user to fill out a form for more information, or encouraging users to complete a purchase to be able to take advantage of a limited time offer or discount. When creating CTAs the placement on the page, color, size, and message should be chosen carefully.
- Placement on the Page – The placement of all site elements is important, but it may not come as a surprise that placing your CTAs at the top of the page is a common practice and seems to be a successful tactic. It is also common to incorporate CTAs in multiple places on the landing page to allow users who have scrolled to be able to easily convert no matter where they are on the page.
- Color – Choose a button color that will stand out against the rest of your website design. It has been found that successful CTA’s are typically a shade of blue, orange, or green and are the same color throughout the entire page.
- Size – The size of your CTA button should be proportional to the other elements in your design. Too small and users will likely miss it and too large and users may be intimidated.
- Message – The message of your CTA is meant to capture the attention of your audience and encourage them to convert. Using language that instills a sense of urgency or emphasizes why a user needs your specific product is customary.
CTAs that are well designed are proven to increase the conversion rate of your business’s landing page.
Optimize for Speed
No matter how much time is spent perfecting your landing page, if your site takes too long to load your conversion rate will be negatively affected. Sites that take longer than a few seconds to load are likely to cause users to navigate away. Ideally, your site should not take more than 5-7 seconds to load. You can check the load speed of your landing page using the Google Pagespeed Insights tool. Web design agencies in Norfolk VA like TechArk Solutions specialize in optimizing websites and landing pages for speed without sacrificing any design elements.
Having a well-made landing page is directly related to increasing conversion rates. If your current landing page and digital marketing campaign are not performing or getting results, incorporating some of the tactics mentioned above may help. Partnering with an experienced web design and digital marketing agency can help simplify this process and improve your landing page’s conversion rate. TechArk Solutions is an award-winning web design and digital marketing agency located in Norfolk VA. TechArk’s team of experts has reimagined the online presence for hundreds of businesses throughout multiple industries. Contact TechArk for help with your landing page today.