After your sponsored listing advertisement, your landing page is the next and best opportunity to make a sale. You are simply selling your self-short if you do not invest the time and effort into making a quality-landing page. A great landing page is the difference between a potential sale and the visitor going off to look at one of your many competitors. Get in the mindset of thinking that the landing page is the one shot you have of converting your pay per click investment. Check out the great tips below to help increase landing page conversion.
Know your target audience.
Know who you are writing for. If you’re selling household pet food, tailor your copy for the potential buyer. Put yourself in the buyer’s shoes – what would you want to know if were buying the same product?
Keep it simple.
Less is more. Internet users have too many options and limited patience. If they cannot quickly see what you are selling, they will move on. Provide a simple call to action option such as “sign up here” or “enter in contact details”. Do not have an overly long contact form as most first time users are unwillingly to supply too many personal details like a phone number. What would you like to be contacted about, when and how is sufficient.
Have clear goals for the page.
Always have a plan for what you are trying to achieve with a landing page. Conversion is the obvious one but know where you want to send the visitor and what experience you’re hoping to achieve.
What happens next?
Let the visitors know what will happen after they have entered in their details. Will they be called or emailed, if so when – will it be 24 hours? or 48 hours?
After the advertisement, the landing page is the next contact point for your business, always project a professional image.
Visit your own site’s landing page. How do you rate the experience? Compare your landing page to others – is it better? what improvements can be made? A good trick is to run two pages simultaneously; one with a subtle difference like an image or different headline. This will let you compare the performance of the two pages and which factors perform better.
Have more than one.
Depending on what is being sold, each product should have its own landing page. The visitor can be confused if there are greatly different products being offered on the same page.
There are no hard and fast rules regarding landing pages, but by not doing the basic things will effect conversion and have a negative impact on an online business. The landing page is one of the faces of your business it should always look good and make the visitor want to interact with it.