Capitalising website traffic is one of the biggest challenges in digital marketing. Landing pages play a pivotal role in conversions, however the success depends the optimisation of the same. Here are some tips to optimise the landing page and improve conversions after you build a website. More conversions means, more leads, calls and sales which will positively improve return on investment (ROI).
1. Message on the Landing page should match with ad copy
The landing page should go in line with ad copy and the messages should be consistent. A person clicking on the advertisement might be enticed by an offer or price. If the offer or price is not displayed on the landing page it will increase the bounce rate, which will be a loss for the business.
2. Clear call to action
Make the call to action easy to find and more prominent. Your call to action can be an enquiry form, a phone number or buying online. Call to action needs to be prominent without having to scroll down to find it.
3. Less noise and distraction
Do not fill the landing page with lot of informative text and external links. The purpose of the page is to capitalise the traffic into conversions. So keep the page clean and simple with an appropriate margin of clear space. Keep the important text in bullet points and use check boxes to show key elements.
4. Add Promotional messages
Add any promotional message that will entice the visitors to initiate the call to action. It can be free shipping, half price, price beat guarantee, customer satisfaction guarantee, 30 days free trial etc. These messages will add value to the page and will make it distinct.
5. Colour combination
Each colour has a message and colour combination gives a visual appeal to the pages. Colours should flow naturally and should make the page attractive. Make sure that appropriate colour is used for call to action to make stand out.
6. Brand logo
Adding business logo will give trustworthiness and authority to the page. This will bring confidence in the visitor and should be visible, preferably at the header.
7. Optimised enquiry form
Make the enquiry form with basic data to be collected. If the enquiry form is cluttered and long, visitor may be hesitant to fill the details and may leave the page. To make it simple, name can be in one text box, state can be a drop down and gender can be radio button. In summary the more you ask, less the chance of completion. Images speak a lot better than text and always add relevant images to the page. Using images that correlates the products you are selling will improve the conversion rate. Also studies found that adding characters and people will make a difference to the page.
9. Review competitors
There is always something to learn from the competitors. It can be creative ideas, room for improvements, things to do better etc. Always keep an eye on the competitors and try to outsmart.
10. Add unique selling points of the business
Find unique selling points to the business and add to the page. It can be awards, certifications, memberships, patents etc. These will make the business unique and will give an competitive edge.
11. Add value propositions
Tell the customers why they should buy from us and how the business can add value with the purchase. For example the product is environmentally friendly, locally produced, local support, 25 years warranty etc. This will bring confidence and interest in the visitor about the business.
12. Compelling Call to Action
Clicking the submit button or to keep the phone ringing is the goal we are talking about. If you want more phone calls, add text like ‘call now’ or icon of phone with phone instead of blank phone number. If you want a visitor to click on the submit button, use the terms like ‘submit now’, ‘enquire now’, ‘buy now’. instead of just ‘submit’. The text size, button size and position of the call to action also plays an important role in conversions.
Conversion optimisation varies from nature of the industry, size of the business, scale of operation, level of competition and type of products/services being sold. There is no fast and rigid rule to achieve this goal and businesses need tailored solutions and custom approach.
At Netable we worked with number of clients to improve their online conversions and helped to grow their business overtime. If you want to capitalise your website traffic and increase your online conversions contact Netable today!