Anyone who has ever run an (online) campaign, large or small, will have created one: a landing page. A separate environment on your website, other than your homepage, where visitors from, for example, Google, a paid advertisement or campaign on social media. With a landing page you want to convert as many visitors as possible: purchase something or register. In this article we give you nine practical ones landing page tips to achieve that. But first: how do you get visitors to that landing page at all?
It starts with traffic
As a store needs customers, every website needs visitors. Some, like casual passers-by in the shopping street, will walk into your website. However, you will have to attract the lion's share to your landing page yourself. That starts with thorough SEO (Searchmachine optimalisation) in the content on your landing page. Anyone who has ever built a website will recognize the importance of SEO. It ensures that search engines such as Google find your landing page (and therefore website) relevant for internet users. However, there is a disadvantage: it can take a long time before Google finds it.
To generate faster traffic, you can therefore use paid ads in all shapes and sizes. Think of banners, campaigns on social media, but also offline advertisements such as a commercial or print. In particular Facebook Ads and Google Adwords are used the most. In addition, you can work with you own marketing resources, such as a newsletter, your social media channels or a poster or flyer on which you announce an action.
You would prefer to let visitors who lead you to your website with such means on a specially designed landing page. But how do you ensure that the landing page works optimally?
Your perfect landing page: 9 tips
A landing page can be compared to a runway. As a traveler you expect a soft landing, that you arrive for which you boarded and that everything runs smoothly. With these nine landing page tips you ensure a perfect landing:
- Landing page for mobile. Outdated website? For many websites, soon * fifty percent * of the visitors will come in via a mobile device. So make sure your landing page mobile friendly is! If a visitor enters a mess via his smartphone, he will not try it on his laptop later. You can check which part of your website visit is via a mobile device by means of Google Analytics.
- Landing page that continues the story. Let your landing page seamlessly connect to the advertisement or campaign with which you brought the visitor inside. If a certain photo or title has led your visitor to click inside, it is so nice for the recognizability that the same photo or text appears on the page on which it lands. In fact, if it is not, he may feel a bit misled and he clicks away quickly.
- Write landing page from the visitor. You naturally fill your landing page with relevant content. When writing the text for your page, always remember from the visitor to write and not from yourself or the company. Explain what the benefits of your product, service or event (or whatever the subject of your page) might be for your reader. Do not explain your product, but explain why it helps your visitor. Benefits not features.
- Landing page that works. Construction rely on. Your landing page must look professional and as a visitor you must experience complete confidence. You do this by mentioning customer experiences, webshop logos, research figures, numbers of customers who preceded, and so on. And do not lose sight of security in particular: today's consumers expect an https URL! Just like Google, by the way.
- Landing page that converts. Provide one clear and unambiguous story. Your landing page serves only one purpose: to get the visitor you have converted! This is not the place for long stories or atmospheric sketches. On this page it must be fast and to the point. Use summaries, a powerful title, a relevant image and use white space tactically. Attention must go to the call to action.
- Landing page that thinks along. The content of that clear story consists mainly of it removing any thresholds with your visitor. He is already on your website, so there is interest. Consider what arguments would still be for the average visitor not to take action and spend your content to refute these arguments. Take away all doubts!
- Landing page that encourages action. You can choose to increase the conversion on your landing page urgency-increasing incentives. If your visitor has the idea that he needs to respond quickly - because there are a limited number of places available or because the promotion is only temporary - he will take action much sooner.
- Landing page that is clear. Provide an obvious one call to action that differs from the other content. A large button or a tight form for example. Ideally, such a button should appear in various places on your landing page: at the top (immediately visible when you land), halfway through and once again as the end of your page. If you offer a form, only ask for what is strictly necessary! Discourage long forms and in the context of the AVG you may in any case only request necessary information.
- Everything that does not contribute to the call to action: delete. No pop-ups for your newsletter, no menus, sitemaps or banners for another offer. All content must amount to the CTA.
The next tip: conversion optimization
These tips are real buyers. Ready for the step to the next level? This is called conversion optimization (CRO) and it elaborates on the temptation and influence of the visitor. A red button or a green button? The photo left or right of the text? Conversion optimization is the methodology for determining this digitally and thus gradually increasing your conversions. In the blog Conversion optimization in practice you can read all about it.
Want to know more about setting up a landing page? View our service landing page.