One of the most important aspects for growing your online business is the landing page. Marketers and business owners spend vast sums of money buying online traffic and sending it to these pages with the hopes that users sign up, purchase, download or perform some other action.
Landing pages are dedicated assets for specific marketing campaigns, providing users with a clear message to perform a certain action, enabling website owners the ability to monetize their website traffic.
Here are some best practices to follow when building a landing page. Testing and optimizing these few key elements of your landing page can be the difference of a high converting page that delivers countless new customers.
The headline is one of the most important parts of your landing page. It's one of the initial communications your website visitors will see and should be catchy and draw the user's attention. It should also be compelling and relevant to the users, setting the stage for what they can expect and encouraging them to continue.
The relevance of your headline to the content on the page can help with the scores you receive from various marketing networks, such as Google, Bing, Yahoo and others. Making sure it stays close to the subject or theme of your content can be financially beneficial.
Copy and content:
You have likely enticed your visitors to your website through a 3rd party advertisement and should continue the seamless user experience once they land on your page. When writing your content, think about what you were messaging or promising in your ad copy - your lading page is the follow up to that, where your promises are delivered and your user's expectations are fulfilled.
Most paid website traffic spends a matter of seconds on a page; make each of those seconds count with easy to digest content. Make it easy for the user to skim your page and find the benefits of your business or product. Detail the problem they're experiencing or the value your business or product provides, enticing them to complete the action.
Calls to action:
Calls to action are the messaging around the buttons that compliment your web form, check out page, download box, etc... These messages and buttons need to have carefully chosen words which are compelling and related to the action you're requesting your user to take. Some examples include: "Free *Product*", "Buy Now", "Download Here", "Sign Up", etc...
Make sure that your call to action stands out from the rest of your page. Make it bright, big, colorful and bold. Make the text simple and to the point, focused for the user to know exactly what to expect.
Since no one really knows what calls to action will work best for their landing pages, it's best to build these so they can be modified and tested, frequently. Optimizing the calls to action on your page is often one of the most impactful testing you can do - it directly impacts your conversion rate and the value of your website traffic.
Imagery and video:
A picture is worth a thousand words. You won't have much time to communicate all of the amazing benefits which makes your business what it is today, so conveying as much as you can during those few seconds you have can make the difference of a conversion or not.
Having images and video to compliment your landing page copy and content is very important. It's been proven that "hero images" help increase landing page conversion rates. It helps your users emotionally connect with your business or product and can give them that extra nudge to take the desired action on your page.
Keep it above the fold:
The "fold" is what is referred to as the content on your site/page seen on the typical user's screen, without having to scroll. It is estimated that 80% of time spent on your page will be on content above the fold. Make sure the most important messaging and information is as high up on your page as possible, this includes your logo, navigation bar, headline, hero image, content, calls to action, etc...
Trust and credibility:
Use flawless grammar and spelling. It's important to build credibility and trust when you're getting your brand in front of potentially first time visitors who aren't familiar with your brand.
Use third party certification and validation logos, if possible. These can be testimonials, press releases, Better Business Bureau, VeriSign, TRUSTe, SSL Certifications or associations you /your website belong to. These validation messages have been proven to help with increasing conversion rates and increasing revenue per visitor.
Test, test and test a little more
Because your landing page is so critical to the monetization of your paid online traffic, it's important to know exactly what performs best with your audience. Testing the different elements of your landing page is so critical and can make or break your marketing campaign.
You can never test too much or have high enough of a conversion rate. Always be testing.
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