Site attendance is one of the most important indicators of its successful promotion. Therefore, brands spend resources to get targeted traffic. They use a variety of marketing technologies, including advertising, content marketing, SMM, Email, SEO, etc. The fight for traffic requires constant effort and investment, as potential and existing consumers always need new information.
Interestingly, Internet users have long developed reflexes, allowing unmistakable and quickly identify useless and irrelevant resources. “Landing” on the site, they evaluate it for a few seconds, after which they leave forever or remain for a long time. When it comes to commercial resources, consumers pay attention to the information content and the level of content expertise, as well as product characteristics. This forces brands to constantly create new content and improve business proposals.
Imagine a company that successfully wins the battle for traffic. She invests heavily in maintaining her own editorial staff or paying for agency services. She also invests in the development of new products and their production. Targeted traffic to the site is constantly growing, but this is not encouraging company executives. Why?
The average conversion rate in Runet is about 2%. Imaginary company receives 20 transactions per 1000 visits. To increase the number of transactions, it needs to increase costs: create more content, hire additional copywriters and editors, spend money on advertising and time to search and publish guest posts.
In this case, winning the battle for traffic increases the scale of the business, but does not affect its effectiveness. The brand falls into a vicious circle, from which there is a single way out. As you can guess, it is about improving the efficiency of activities. In particular, the increase in traffic conversion rate.
Conversion of visitors to consumers begins with the landing pages of the resource. First of all, this is true if you are promoting the site through advertisements.
When you place a bet on content and natural search traffic, landing can be any page of the resource. Therefore, pay attention to the conversion characteristics of the entire site. However, the discussion below will focus on increasing the conversion rate of landing pages created to convert visitors, for example, clicking on advertisements, into consumers.
What makes landing page conversion
The landing page goal is website traffic conversion. It is about turning visitors of a resource, who got to him through marketing activities, into customers. Very often, landing pages have poor conversion performance. This happens when the landing page does not meet the needs and does not meet the expectations of the potential consumer.
Conversion of the landing page depends on the convenience, functionality and visual appeal of the layout, its design, information component, trust and other factors. The visual component of the landing page plays a very important role. In fact, the landing page plays the role of the very clothes that are found. Therefore, pay special attention to the attractiveness of the landing.
The logic of creating landing page
Landing layout provides its visual appeal, ease of perception and functionality. The main elements of the layout include the header, the basic information part, the conversion form and the trust elements.
When creating them, use the following guidelines:
The title should attract the attention of the visitor in the first three seconds after the "landing" on the page. It must meet the expectations of the user who came to your site. If this does not happen, the visitor usually leaves the resource.
Therefore, the heading of the landing page should as closely as possible correspond to the message, thanks to which the user followed the advertisement. Note the following example:
Interested in the contextual announcement "Sony Smartphones", the user goes to the site, wanting to get acquainted with the relevant products. The heading of the landing page instantly confirms that the potential buyer has entered the desired section of the site.
Using the Internet to search for specific information, users do not like to spend time on resources that do not correspond to their actual interest. As noted above, they leave the site if the landing page does not meet the expectations generated by the ad.
Use headlines to certify a potential client to meet your expectations. To do this, create catchy headers. Make sure they provide a visual response. If the ad contains the phrase "Sony smartphones", the title of the landing page should also contain it.
Remove site navigation links from the landing page to emphasize the headline. Your task is to engage the visitor in the conversion scenario. And navigation gives him additional options for action.
The main information part
Experienced marketers are well aware that visitors to the classic landing pages only briefly browse the content. Therefore, you should not publish bulk materials on the landing page explaining the advantages of your product at the molecular level.
The main informational part of the landing page should complement the title and superficially detail the essence of your proposal. In turn, the detailing should motivate the consumer to complete the conversion form.
When working on the main information part, use headings, subheadings, and lists to structure the content. Use color solutions and graphics to draw attention to the value proposition of the product. Remember, the main purpose of the information part of the landing page is to encourage the visitor to fill in the conversion form. Do not turn the landing page into a boring description of the properties and characteristics of the product.
There are many types of conversion blocks for landing pages, but the most popular are call-to-action buttons and conversion forms. For example, buttons work well when it is necessary to stimulate the consumer to perform any conversion action: buy, add to cart, get more information, download file, etc.
Conversion forms are appropriate if you collect any information about potential customers, such as email addresses.
If you are using a conversion form, ask the client to provide the minimum information necessary to engage him in the conversion scenario. For example, it can be a name and email address or just an email address. Avoid conversion forms with too many fields. We talked about these in the article "21 typical landing page problems" (example 12).
If you use call-to-action conversion buttons, select them against the general landing page background. Use for this contrasting colors, place the buttons in a prominent place and make them large enough. Do not make the user think what will happen if he presses a button. To do this, use short and clear calls to action: "download the file", "buy now", "add to the basket", etc.
Landing creators often forget about trust elements, which include user reviews, awards, certificates, disclosures of user data, etc. Please note that many potential customers who came to the site from search engines or through advertisements have never heard of your business. They want to see on the landing page confirmation of the reliability of your company. In addition, trust elements are necessary so that the client does not doubt his decision. The less doubt the client has due to the landing elements of the trust, the higher the landing page conversion rate will be.
What should be the design of the conversion landing
There are many ways to organize landing pages. Currently, simple one-step landing pages are the most popular. However, the two-step landing pages also remain relevant.
A one-step landing page is a landing page that directly contains the conversion form or button. Two-Step Landing - a page offering a potential client several options. Choosing one of them, the buyer gets to the additional page where he performs the conversion action.
Note the following example:
The first landing page gives the customer a choice. He can buy goods at his own expense or arrange a loan. In addition, the client has the opportunity to add additional products to the basket or to buy goods in one click.
Selecting the option "Buy in 1 click", the client makes an application, indicating your name and contact phone number. Thus, use a two-step landing if you want to give the client a choice. One-step landing is suitable if the sale does not imply additional options.
Choose the length of the landing page depending on the specifics of the product and the purpose of the landing page. There are many examples of successful one-page sites and landing pages resembling sheets. Also, you can easily find landing pages that do not require scrolling. It is worth noting that the most conversion are short or medium page lengths, the left side of which contains the main information block, and the right one shows the conversion form.
The design of the landing pages may differ from the design of the corporate site. So do not miss the opportunity to experiment. Use split testing to determine the best landing variant in your case.
How to check landing page performance
Use the Analytics Experiments module to perform a split test on the landing page. A / B testing will help you constantly improve your landing page, as well as understand the needs of your audience.
To evaluate the performance of a landing page, use the following metrics:
- Waivers. Use Google Analytics filters to find traffic sources with the most bounces. You may find ads that do not match the landing page. Maybe the audience of a resource is not interested in your offer. Or maybe your landing leaves only the owners of mobile gadgets. About mobile traffic will be discussed below.
- Unique visitors. This is the easiest criterion for the effectiveness of marketing activities. Please note that the number of unique visitors has nothing to do with the effectiveness of landing. However, this metric is needed to calculate the conversion rate.
- Conversion rate. This criterion shows what percentage of visitors to the landing performs a conversion action. The higher the conversion rate, the more effective the landing page.
- Time on page. If the user stays on the landing page for a long time, it means that something is keeping him from buying. Perhaps you should simplify the design and change the text.
Why do we need a responsive landing page design
The share of mobile traffic is constantly growing, so responsive design is a critical factor in the performance of landing pages. The article "Responsive Design as an SEO Tool" describes our experience using responsive design. In short, adaptive layout will help you reduce the number of failures.
So, creating a landing page, make sure that its layout has all the main elements of the conversion landing page. These include the catchy relevant header, the basic information part, the conversion form and the trust elements. Use single-step landing pages if you sell a simple product. A two-step landing pages are suitable if you offer a client several conversion options.
Use split testing to select the most effective landing variant and understand the needs of the audience. Evaluate the landing page by the number of bounces, conversion rate and time spent by the user on the landing page. Create pages with responsive layout so as not to lose mobile traffic.
Adapting How To Design A Landing Page That Converts by John Paul Mains.