Top 5 Tips to Improve Landing Page Performance

The aim of a landing page is simple enough: to convert traffic into paying customers. There are all sorts of actions that you may want someone to take based on the type of business you run, from purchasing a product to contacting you for a consultation.

Though there is an absolute plethora of reasons a business may build a landing page, a universally uniting factor is their desire to build it so that it is effective. These five tips aim to help you do just that; follow them and you may just be surprised at the improvement you see in your conversion rate.

Simplicity.

It’s a common piece of advice for landing page newbies, but it’s also an incredibly important one. Landing pages are designed differently than a holistic website in that they should have one main action that they are attempting to drive customers to take. It could be downloading a brochure, it could be exploring your product range, it could even be getting an online quote; whatever it is, when every element on your page is stripped down that is what it should be directing people to do. That doesn’t necessarily mean that every bit of text should be different variations of the same “get an online quote now!” message, but every bit of text should be in support of why people would want to get that online quote, e.g. why they would want to choose your business, what you can offer them, how quickly you return requests for quotes, etc.

Targeted.

Following on from the mandate of simplicity, your landing page should also be directly targeted to the specific user you are expecting to convert. Using data such as the kind of keywords people find your landing page through, what your ad copy is promising to the people that are clicking through, and the target audience you typically appeal to most, you can really segment everything from the language you use to the images you display. This will allow you to critically think about what kind of information will be most useful and beneficial to your target audience, and thus provide that. Take heed though; it’s important to not go overboard in blatantly answering stereotypes, as that can isolate your audience rather than relate to them.

Relevancy.

Some businesses fall into the trap of alluring viewers to click through to their landing page with a broad scope of keywords that get high impressions, however this is highly pointless if it doesn’t have a strong relevancy to your page. Not only can it have a negative impact on how frequently your ad is displayed through Google searches, but it also means people are much more likely to click away when they find they were not given what they were promised. Keep your landing page relevant to what your business offers, what you’re promoting that you offer, and to what your audience wants.

Promotion.

It hardly needs to be said in the marketing world, but your landing page should be all about selling your company. There is, of course, a fine line between nauseating self-promotion and doing so in a tasteful and informative way. If you’re the only supplier of a particularly product in Australia, you should be proud to tell people that! Or if you have a price beat guarantee, it will serve customers well to know that as well. By using elements like headings and dot points, you can make sure the point of difference your company offers to your competitors is portrayed quickly and easily.

Attraction.

Just as with your website, your landing page should be designed to provide maximum appeal. Keeping in mind that it needs to reflect the level of professionalism of your company’s ethos, get creative in the use of your images, banners, and even forms so that viewers get an immediate positive rapport with your brand.

Are your website’s main pages converting customers?

Talk to Traffic today to see how we can enhance your digital strategy and website user experience to maximise ROI. We are a full-service advertising agency located in Melbourne, Sydney and Brisbane. We deliver integrated marketing campaigns from branding and strategy planning to print, broadcast and digital. We provide highly strategic website audits and recommendations based on deep insights into optimising your customer journeys.