Landing pages are a crucial element to any marketing strategy. They are also a big challenge for marketers. It takes a lot of experimenting, optimizing and observing to get things right.
Here are some tips and tricks on how to optimize your landing pages:
1. Test Your Landing Pages
There is no better way of knowing what appeals to your audience the most than experimenting.
Create two identical landing pages and change details like font color, images, videos, CTA etc. This method is most commonly known as split testing or A/B testing. It will make it easier for you to track how your audience behaves and which page works better.
This is not a one-time thing since you’ll have to continuously update and optimize the pages to come-up with a good end-result.
Another thing that you should definitely test and pay attention to is the loading speed. If it’s anything more than two to three seconds, potential users will take off. Even though it’s optimal that you add imagery and videos to your landing page, you should try to make them as fast as possible. In other words, sometimes speed outranks images.
2. Prove it with Social Proof
Social proof is a good way to get people to trust you more. It is simple as it is: people tend to buy or subscribe when there are others who have already done this and benefitted from it.
You can take it a step further and put a few customer reviews in there or a newspaper article about your achievements, certificates, badges etc. All of this is to create a sense of safety for your customers and invite them into this community of happy consumers.
3. Use Images and Videos
In today’s fast-paced world, it’s hard to get someone to actually read what you have to say. People would rather skim through than pay attention and stick to a body of text. This is why you need to bring out the necessary emotions by using compelling imagery and informative videos.
When it comes to images, you should always keep them in sync. Your page header should complement the rest of the images. They should represent what you are trying to say and help you achieve your goals. You can find images on photo stocks or hire a photographer to take pictures specifically for that occasion.
4. Include CTAs
Calls to action can often seem like they are only a button, but that is the best way to push users into action. The conversion rate of visitors converting on a landing page is affected by the CTA. Everything about them should be impeccable.
Use bold color, readable font and a message that encompasses everything that you are trying to achieve. The size of the button matters as well – don’t go overboard with a huge button that will scare them away. Make sure that it’s visible and easy to click on – both on the computer and on a mobile device.
Videos are a great way to provide information in a human way. Video content is popular and a great way to introduce your customers to an influencer who can make your business seem more trustworthy and inviting.
5. Be Open And Develop Trust
This one isn’t easy. It takes time and patience. However, there are some things that you can do immediately to improve the trust users have in your company or website. Here are some basic but effective rules:
- Display your contact info: phone number, email address, physical address, etc. It makes you more reachable and therefore likeable.
- Don’t oversell. This is a sure way to disappoint your users. Be honest about what you offer and then, if you have a way, surprise your users with something extra. This will be unexpected and it will make your users happy.
- Keep your campaign consistent. This is essential. Make sure that all the messages you are sending out through various funnels are identical. Being inconsistent is what makes your customers doubt you.
- Show a face. People like to see a human behind the brand. Show a picture of you with your team or someone from your organization. A smiling face is even better, it promotes trust from the get-go.
Creating a perfect landing page might seem as not an easy feat. Following these tips will definitely make it easier for you on this path of creating the most effective landing pages.