One can perform search, social media and pay per click optimization all day long, but without a properly designed and optimized landing page, your conversion rate will be far lower than your campaigns are working to achieve. Here are some tips for creating a good landing page for your site, and in turn, increasing your ROI.
- Create Multiple Landing Pages– This is often overlooked because most people simply assume that a user will take it upon them self to find what they’re looking for. Sure, a well constructed site will make it easier to browse a site, but for anyone searching for specific products, services or information, they more than likely will prefer to be taken straight to what they are looking for. If you’re running an SEO campaign, your title, header and body tags will assist the search engines in finding the appropriate page to return in the result. For a Pay-Per-Click campaign, however, it is up to you to determine which ad brings the user to which page. This is why it is important to optimize your entire site, so that each product or service page can act as a landing page for those keywords specific to the product / service.
- Call To Action– Informative ads are great, but a lot of times, ensuring your customer they can take action is a better way to get conversions. The difference between “Brand Name Toasters” and “Get Brand Name Toasters” can be great. Also, using more than one call to action within your site’s landing page can help your conversion rate. It is important as well to choose less abrasive calls to action, such as a “Try it Now” button instead of a simple “Buy” button.
- Make it Easy to Contact You– We’ve found that a lot of times, users want information before buying, and furthermore, they don’t want to read your entire website in order to get that information. For things like quotes, price comparisons, etc., it may be a good idea to have an easy to find form on your landing page, which will encourage the user to make their inquiry right then and there. Just be sure not to ask for too much personal information, since many users are careful about what they reveal about themselves online.
- Make Browsing an Enjoyable Experience – While the main goal is to take users directly to that for which they are searching, many times, they will want to see what else you have to offer. In this case, it is crucial to have a site that functions well, looks great and does not bombard the user with ads, flash movies and annoying images / sounds. Concerning sounds, there are very few reasons to ever play a sound on your website, and off the top of my head, the only one I can think of is to play music that the user is searching for, in which case there should be a fully functional player that can be stopped, or paused.
- User Control – Just as important as the enjoyability of browsing your site, for a user to be able to browse the way they prefer is a good way to ensure they will not become annoyed and leave. There should be nothing upon landing that prevents the user from clicking links, scrolling, or reading information – including load time. It is good to keep your site simple, but if you must offer a flashy presentation about your product, link the user from the landing page. Your landing page should offer only essential information and graphics, with a link to those interested in learning more or viewing more relavant images. Otherwise, the user may feel forced, leave your site, and never come back
- Thank You – This is key after the conversion. I’ve purchased products on sites that had no thank you message, and simply took me back to the product page after I purchased the item. This can confuse the user, and perhaps make them wonder if they even purchased the product. Additionally, saying thank you lets the user know you appreciate their business, and you can even add a polite call to action like “Please shop online again with us soon.” The key to the Thank You page is polite and, well, thankful.