Are the conversion statistics for the landing page(s) on your website or blog showing anemic results? Many businesses spend a sizeable portion of their marketing budget directing website traffic to their landing page through email and newsletter links, social media and blog post links, PPC campaigns, and banner ads, only to find that visitors are not sticking around long enough to take action on the intended result.
The problem often lies in the content and design of the landing page. Website visitors who land on a page do not have the patience to sift through cluttered or unorganized content to find what they are looking for. In order to increase conversion rates, you’ll have to take a critical look at the information you are providing.
Here are some guidelines that will ensure your landing page is providing valuable information and a clear call to action for your potential customers.
Your headline should be clearly aligned with the place your visitor just came from, whether it is an ad, email, or other marketing tactic. Also, be specific when writing your headline and try to hook your audience with an intriguing headline that peaks curiosity, tells a compelling story of triumph, or clearly shows how you can solve a pressing problem. For example, a headline such as “5 Tips to Increase Your Landing Page Conversion Rate in One Day” will peak the interest of your visitors more easily than “Improving Landing Page Conversion Rates” because it offers clear, specific solutions and an expected result to the landing page issues your readers are trying to fix.
Most importantly, make sure you are honest. While outrageous claims can be comical or entertaining, they will not give visitors a sense of trust or confidence in your products or services.
The last thing you want to do is make your audience work hard to commit to what you are offering. Providing a clear call to action by using graphic buttons and links that are strategically placed near your important information will ensure that your audience has a clearly defined path to your intended result.
Avoid using “I” in your text, because your readers aren’t really interested in you. Instead, use a second-person narrative such as “you” or “your” to show how what you are offering is valuable to them. Offer information about how they can personally or professionally benefit from a product, service, subscription, or other offer that you are providing.
While you may be tempted to be clever or write creatively, the landing page is not the place to do it. Your visitor has landed on your page for a specific purpose, and without short, to-the-point information and a clear call to action, they can easily become frustrated and click away from your site.
Keep your written content simple and free of clutter. Provide your reader with bullet points or bolded text to highlight your main points to keep them focused on what is most important. Try to create adequate white space between titles and paragraphs to give the eyes a rest. Your first paragraph should only be a line or two. After that the length can vary, but as a general rule, paragraphs shouldn’t be any longer than five sentences to help readers more easily skim the content.
Eye-tracking studies indicate that readers’ eyes scan web pages in an “F” formation starting at the top left and going across from left to right and then down. When creating your content, place it towards the top left of your text area, beginning with a header and following that below with your paragraphs, bullet points, and conversion buttons or links.
Analyze the area that will be seen “above the fold.” If you want your visitors to subscribe to a newsletter or other service, keep the text short. If you are asking your audience to commit to purchasing something, it is fine to have text below the fold, but be sure that you provide conversion points (i.e. buttons or links) periodically so that the reader doesn’t have to scroll to answer your call to action.
Ask only for the minimum amount of information you want from your audience. This is not the place to include survey questions or other items. Remember, your readers have limited time, patience and commitment to you. The more you ask for, the higher the risk that your potential customer will bounce from your site.
After you have created your content, sketch it out on paper. Include your copy, images, navigation, buttons and links. When you have all the elements down, hold it up to your computer screen. Analyze your page to determine that you have provided clarity and a clear call to action. Look at the content above and below the fold and take note of where your conversion points will need to be placed.
Remove elements that aren’t directly related to the desired outcome on the page to keep visitors from wandering away. These might include distracting or unnecessary images, navigation bars or links to other pages.
By using the tricks listed above, you can easily create and edit landing page content that will provide your visitors with engaging content and a clear call to action for increased conversion.