A Perfect Landing Page

A landing page is defined as “the section of a website accessed by clicking a link on another web page, usually the website’s home page”. Usually websites have an about us landing page and a contact us landing page among others. The following 10 point list describes the features of a great (hopefully perfect) landing page that you can use to increase your conversions, decrease your bounce rate, and improve upon your site’s user experience.

The 10 Best Ways to Improve a Landing Page

  1. PAGE HEADLINES AND AD COPY
    • The landing page headline and advertisement wording should compliment each other.
    • Your AdWords Quality Score allows a site to discover the cost-per-click. This score can be improved by having content in the landing page copy that is relevant and useful to someone looking at your ad.
  2. CLEAR AND CONCISE HEADLINES
    • Headlines are one of the first things a visitor will read, so they should not confuse or bore, but compel a visitor to take a closer look.
    • Making a specific point that is related to the content of the website will catch a reader’s attention more than having a vague or uninteresting headline.
  3. IMPECCABLE GRAMMAR AND SPELLING
    • If there are spelling errors and grammar mistakes in the copy, then the trust of the viewer is compromised.
  4. TAKING ADVANTAGE OF TRUST INDICATORS
    • For an effective way of building trust, include testimonials, press mentions, guarantee seals, and third party trust and security certifications where applicable (Better Business Bureau, VeriSign, etc.).
  5. USE A STRONG CALL TO ACTION
    • After a visitor reads the landing page headline, it’s crucial that they know what to do next.
    • For example, Mozilla Firefox changed their call-to-action text from “Try Firefox 3” to “Download Now – Free”. It resulted in an increase of 500 downloads during the test.
  6. BUTTONS AND CALL TO ACTIONS SHOULD STAND OUT
    • Do keyword research about the products/services related to the page and use action words such as “buy”, or “download now”. Alternatively, use powerful adjectives such as “free”, or “new”.
    • A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. It should be big, bright, and above where a visitor would have to scroll to it no matter what.
    • Orange or yellow buttons for a call to action attracts the human eye.
  7. GO EASY ON THE LINKS
    • Links connecting the visitor to too many external sites or pages is a distraction and has a negative effect on conversions.
    • Having plenty of navigational links might make sense on a regular homepage, but simplicity is key on a landing page.
  8. USE IMAGES AND VIDEOS THAT RELATE TO COPY
    • Including motivational speeches, videos of testimonials, and product images in a landing page has a positive impact on viewers, as well as give shoppers extra incentive to look further into a product.
  9. KEEP IT ABOVE THE FOLD
    • The portion of the site that is visible without scrolling down is the most valuable real-estate of a landing page.
    • Place the call-to-action button above the fold where it’s visible without the visitor having to scroll down. Never put it in a place where it has to be searched for.
  10. ALWAYS BE TESTING
    • Optimize a landing page for conversions over time. Run A/B tests, edit copy, images, and call-to-actions to see what has a greater effect on the audience.
    • In addition to A/B testing, comparing the test results between two unique site designs against will be beneficial in the long run.

Author: Anonymous

General Manager of Qingdao Saint John IT Co., Ltd.

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