Landing Page Design with Conversion in Mind
The landing page is an important part of your conversions, and it needs to be designed with that in mind. Your ultimate goal is to direct potential customers exactly where you need them to go to further increase conversion rates, and with the right landing page design, you can do that much more effectively than you might think. Keep reading to find out what your page needs, and why it matters to your business.
In many cases, the landing page is a potential customer’s initial interaction with your company. As a first impression, it needs to grab their attention, and move them in the desired direction. A streamlined, easy to navigate and understand page is considerably more likely to get that all important information or sign-up needed to complete a sale. Boring headlines, slow loading, or confusing layouts can cause nearly instant navigation away from your site, rather than the conversion you are hoping for.
Your brand is an essential part of the landing page design, and it should be in line with the rest of your site. Brand awareness is an integral part of your company, and clients need to know exactly with whom they are doing business. A plain page that does not highlight your brand is not going to generate the attention it requires, and it can send some visitors away if they are unsure that the page is actually a part of a reputable business.
Your external ads and your landing page must be cohesive to promote conversion. Users visiting from another site expect the provided link to send them to something familiar. If the language or message does not follow the same style and tone as where they initially see the ad, it can lead to clients bouncing away due to being unsure whether they are on the “right” page. When these elements are cohesive, clients get exactly what they expect when they click the link.
Most people spend an average of 162 minutes on their mobile phones every day, and that increases the chances that they will visit your site in the same way. This means your landing pages need to be optimized for ease of use on a mobile platform. If potential customers cannot easily navigate through the page on their Smartphone, they may just move on to another site that allows them to do so.
Appropriate Call to Action
The point of your landing page is to convert, but failing to use the appropriate call to action may lead to lower rates of conversion. If a person visits your site to download an ebook or white paper, yet your call to action is for a subscription, that sale is likely to be lost. Potential clients are looking for the specific item or action mentioned in the ad, and your page needs to reflect the appropriate option.
Landing page design is one of the most important aspects of seeing results for your business. Failing to capture interest, or direct visitors appropriately will result in a loss of sales. If you are ready to see the increases in conversion rates that your company needs, contact us today to see how Stoller & Co. can make that happen.