Top 10 things to think about

So, you’ve decided to create some landing pages, then here are a few things to keep in mind.  This is a summary of previous articles on Web Optimisation together with new information. Sure you have decided to

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1. Headline

When visitors come to the website, the first thing they will see is the headline. The headline should grab the visitors’ attention in a split second, you need to catch and peak the customers’ attention

a. Keep it simple, you normally want a sweet and simple headline.

b. Be specific, clear and trustful.

c. Tell them what you are offering.

2. Write a better copy

After the headline the opening sentence is the next essential. Basically, there is an average eight second attention span in which you need to impress the visitors. Therefore, the promise in the headline needs to perfectly fit with the first sentence. Remember, when a visitor clicks on the advertisement and is directed to your page, the first effort is that they put time in reading the text. The text on the landing page should provide the information to make it worth staying and continue examining the webpage.

3. Optimize your landing page with the Google mobile-friendly guidelines

On October 9, 2015, Google announced that the number of searches on mobile is higher than the searches on desktop. This recent development is also showing that customers are now, more than ever browsing the web on their mobile phones. That is why on April 2015, Google announced to give mobile-friendly websites priority in the organic search results over sites that are not mobile ready. Recent research showed that 67% of the mobile visitors immediately leave a website if it’s not mobile friendly. This development serves as proof that you must have a mobile optimized landing page to be successful. Thus, more and more organizations make use of responsiveness in which the website or landing page adapts to the device. You can test your page on the mobile friendly test of Google.

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4. Use well-configured forms

The website form is one part of the website that people often pay too little attention to.It regularly happens that a website makes no use of forms, other than a “mailto:” link or a phone number. Anyone could be visiting your website. It could be someone who is new to the internet and online world and may not know how/where to fill out these forms. Thus, it’s important to make these forms “dummy proof”, in other words, make them simple and easy to understand and use. Don’t over-complicate online forms, ensure that your forms are so incredibly easy that visitors from different segments can fill it in with ease. When visitors want to download a whitepaper on a landing page, and they’re asked to enter an email address to send the whitepaper, they think it’s a relevant question. However, when they are also required to fill in their address, things get suspicious. It’s an irrelevant question which can in customer confusion resulting in lower conversion rates.

5. Social proof

The term social proof could relate to anything from testimonials to the reactions on social media. If everyone does it, it must be good. Social influence is one of the most powerful weapons to convince visitors. Visitors are often uncertain but when “like-minded” people already have been through the same kind of experience, making a right choice will be a lot easier.

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6. Integrate pictures

This of course is self-explanatory, but this also applies for landing pages. You can use a lot of words on your landing page because it’s crucial for SEO. But for a higher conversion rate it is better to focus on images. People use images for several reasons, but the most interesting reason is using it for conversion. The viewing direction of other people trigger visitors. We often tend to look where the eyes of the other person are looking at. The result is that we also look in this direction. You can implement this correctly on your landing page. For example, when a woman in an ad looks at the product, people will look at the direction the woman is looking. This could be anything like the headline or CTA. Where people look at has a major impact on where we look at ourselves. This is a classic example of the success of what they call ‘neuromarketing’ in advertising.

7. Keyword research

A keyword research is often overlooked because people are not aware of how important this is. The success of an online store can depend on this. Execute a keyword research so that you are perfectly aware of the words your audience searches. This information is particularly useful because they can be utilized in writing SEO optimized content. When writing such text, it is very important to make sure the right keywords are in the article as this is the best method of gaining a high search engine ranking. Getting the best ranking/score is dependent on the use of the right keywords, this is why it’s very important to know exactly which keywords for your webstore and landing page are most important. After all, without prior keyword research you’re risking the use of wrong keywords in the text and potentially losing SEO ranking, and valuable customers. Free tools like Keyword Planner and Keywordtool.io are great ways to start a research.

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8. Persuasive call-to-action

When running a website, the most important task is probably getting visitors to your website and converting these visitors into customers. Getting traffic to your website could be done by SEO, social media and many other marketing efforts. The easiest and often most important method to achieve a higher conversion rate is a good call-to-action. You want to ensure that it stands out from the main color of the website. Also, think about the color, because each country interprets a color differently.

9. Less is more

Keep it short and simple, in both text and design. The look and feel of your landing pages have an enormous impact on how well your page converts. The main goal should be to make it as easy as possible for your visitors to take action. Research has pointed out that the colors red and green convert the best. It’s best to give your visitors enough information but be careful you don’t overwhelm them with information resulting in loss of interest. The most important content, along with the call-to-action should be visible above the fold. Furthermore, ensure your visitors have the ability to scroll down for more information that they may need and it’s also important to highlight important aspects in your copy, for example by making important information bold, it “stands out” and catches the visitors eye.

10. Redirection to a “thank you” page.

As a seller, you are constantly working to optimize the sales funnel from visitor to buyer. But after the customer has made a purchase, the optimizing of the webpage should not stop there. Many websites underestimate the power of the “thank you” page. It does not stop at showing just the ‘thank you’ page. Firstly, the “thank you” page can be used after the purchase is made, and the customer is redirected to a simple message on behalf of your company thanking them for making a purchase. This simple gesture shows respect and appreciation of your customers and can help in building relationships with them. Secondly, the “thank you” page can be used to allow customers to make suggestions and comments for further improvement of your website and ordering process. Imagine this, the visitor has just put a lot of energy into your ordering process. If the visitor is pleased with your process, a “thank you page” with options to comment on your experience (for future prospects to see), an option to share the website on their social media feed (I just purchased …. From ……….) etc. are great ideas for allowing the customer to express their feelings. However, if your customers experience was unpleasant, then they could also use your suggestion/comment form to express ideas on how to improve your website and ordering process.

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