Here are a few ways you can ensure that you have an effective landing page.
Craft the perfect headline
A headline is the first (and sometimes only) thing a user sees on your landing page, with majority of the users skimming through the copy. Hence, it is important to make sure that your headline is well-written. Avoid having ambiguous, incomplete, or incorrect headlines. It is important that you cover the content of your landing page in your headline, whole making it engaging, concise and eye-catching.
Make sure that the headline also conveys the benefits of your offer as this will make more users to continue reading and act on the CTA. Lastly, ensure that your headline is optimised, including a keyword you’re a targeting which will help improve your SEO ranking.
Build a separate landing page for each active promotion
It is crucial to ensure that the content the user clicks on, matches with the headline and body content of the landing page. This is called ‘message match’ and is very important to provide a good user experience to your target audience. Simply sending users to a homepage or a page different to your promotional page won’t allow the message to match up properly and may lead to many disgruntled and dissatisfied customers. This could not only cost your business a sale, but taint the experience in the users’ mind, leading to a bad brand image in their minds.
Use images carefully
While the use of images is important on a landing page, it is important to pair your images with your information, rather than having irrelevant images. Remember, your images should help you earn conversions, not distract your visitors. Be very careful while using images of people because faces are magnets for the eye and might take attention away from your body, however, having them face the call to action or the text will divert the user’s attention from the image to the content. Your images also need to be inspiring, original and eye-catching to drive conversions.
Don’t overcomplicate your forms
A poorly designed lead form can stop your conversions in their tracks. User’s don’t want to spend a lot of time giving out large amounts of personal information only to claim an offer. Only ask for information you really need, and remember that the users can provide additional information later in their customer journey. A/B testing your forms could help you best understand which form would lead to more conversions. Many companies also give users the option to fill in their information directly through their social media platforms.
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