Improving your landing page design is the easiest way to boost the conversion rate of your online marketing campaigns and generate more leads and customers for your business.
Every element of the website design of your landing page should be focused on conversion. But creating a laser-focused landing page is easier said than done.
How do you create a distraction-free landing page that will skyrocket your conversions and boost the ROI of your marketing efforts?
Ways to Improve Your Landing Page
Here are ten easy ways to improve your landing page and boost your conversion rate.
1. Remove Navigation Options and Links
When a visitor arrives on your landing page, you need to do everything you can to keep them on the page and convert on your offer.
If you have links on your landing page that direct visitors to other pages of your website, you are creating a distraction and a leak that increases the chances of your visitors abandoning your page before they convert.
The easiest way to eliminate distractions is to remove all the links to other pages of your website.
Don’t include links within your content, and remove the main navigation menu from the top of your landing page.
2. Simple Website Design
Keep it simple, stupid.
These words of wisdom have been integral to marketing and website design for decades. The more complicated your landing page, the harder it is for visitors to focus on what you want them to do.
According to Magicdust, great website design will make use of white space to make the important elements of your landing page stand out. And it is vital to keep your landing page copy short and concise, and make sure all your website design elements serve the purpose of conversion.
3. Showcase Value
When a visitor lands on your page, you want them to be able to understand the value of your offer within a few seconds. Create a short bulleted list of the benefits the person can expect to receive by accepting your offer.
Don’t just list off the features; highlight the value of your offer.
You need to know the problem that your offer solves and put that front and center of your landing page.
For example, instead of listing the feature:
“Smartphone email application.”
Highlight the benefit:
“Check your emails from anywhere on your smartphone.”
4. Limit Form Length
You want to make it as easy as possible for your visitors to convert. That means reducing form-filling to the bare minimum. You want enough information to ensure that leads you generate are worthwhile, but you don’t want to make it over complicated and cause your visitors to bounce.
The more information you require from visitors, the less likely they are to convert. However, the visitors that do fill out longer forms show a keen interest in your offer and are more qualified leads.
The best form length depends on your offer and your business. If you are providing a valuable resource for your target audience, you might get away with asking for more information in exchange. If you are offering less value in the exchange, expect that you will only be able to ask for basic information.
5. Add Social Proof Elements To Your Website Design
The last few years have seen data security and privacy become a concern for many people. According to a 2019 global survey of 23,854 respondents, 53% of people are more concerned about their online privacy than they were last year.
There are several web design techniques you can use to ease the concerns of your website visitors:
- Include a privacy message to reassure people that you will not sell or share their data with any 3rd parties.
- Make sure your landing page is secure with an SSL certificate.
- Leverage social proof by including customer reviews, testimonials, and logos of companies you work with.
6. Mobile-Friendly Website Design
Around 45% of the world’s population are smartphone users. If your landing page isn’t mobile-friendly, you’re losing out on new leads and conversions.
Mobile ads are a great way to engage your audience when they pick up their phone to actively search for a product or service. Your landing page needs to be as easy as possible for these users to convert.
Surprisingly, only 50% of landing pages are optimized for mobile. If you’re one of that 50%, you can easily boost your conversion rate by optimizing for mobile.
7. Compelling Call to Action
Your call to action (CTA) plays a vital role in the web design of your landing page. The whole purpose of your landing page is to get users to click on your CTA and convert. Without a compelling CTA, your entire landing page is useless.
The wording, placement, colour, and shape of your CTA can have a significant impact on your conversion rate.
Instead of using a standard “submit” button, you can utilise a strategy known as “I want to…”
Your CTA is the end of a sentence starting “I want to…”
If you are offering a free guide on web design conversion techniques, you could use the following examples:
I want to….
Boost my conversion rate.
Generate more leads for my business.
Learn how to convert my traffic.
Once you’ve found a good benefit-driven sentence, drop the “I want to” for a strong CTA that compels visitors to take action.
8. High-Quality Images
The first thing a visitor sees when arriving on your landing page are the images. Humans process images 60,000 times faster than they process text. To make your landing page more appealing and encourage visitors to find out more about your offer, you need to use high-quality and engaging images.
Rather than using a standard image of your product or service, emotionally engage your audience by using an image that displays the desired outcome your prospects want to achieve by taking up your offer.
9. Consistent Messaging Between Ad and Landing Page
It’s shocking how many advertisers direct users to landing page offers that don’t match the offer displayed in the ad. Even worse, they direct users from an ad directly to their homepage.
If the messaging between the ad and landing page doesn’t match, you are throwing your advertising budget down the drain. You should aim to make the transition smooth and keep the user engaged to increase the chances of conversion.
The same goes for the visual design elements of the ad and website design of the landing page. Try to stay consistent and make the jump from ad to the landing page as smooth as possible.
10. Video Landing Pages
If your offer is complex or hard to explain in a short landing page, consider using a video landing page to communicate the fine details of your product.
Utilizing video content on your landing page can increase conversion by up to 86%. You can walk your visitors through your product and explain how it works much faster than you can with text.
Landing pages play a vital role in the sales funnel. By making sure your website design elements and landing page copy are laser-focused on compelling your visitors to take action, you can boost your conversion rate, generate more leads, and drive more sales.