Having a digital presence is necessary to take your marketing efforts to the next level. If your brand has an account on social media, you must be aware of the importance of conversion. A proper social media marketing strategy can boost your conversion like nothing else. However, if you don’t have a landing page, even a strong social media marketing strategy won’t help you boost the conversion rate.
Creating an effective landing page is not as difficult as people think. In fact, you can create a landing page yourself if you are thorough with WordPress. If you want to generate a high amount of conversions, you need to follow a few tricks to develop the landing page.
Keep it neat and organized:
Have you ever visited a page that made you leave it in a few seconds? Well, most of us have, and the reason is nothing but the unappealing display. If the visitor is repelled by the appearance of your page, there is no way you can generate conversion. So, make sure the look, feel, and the overall structure of the page are impressive.
It doesn’t take much to create a visually appealing landing page. Don’t clutter the page with too many objects. Use the white space tactfully. Most of the high-converting pages make good use of that white space. Use a soothing color scheme. Try to keep a strong contrast between the background and the button color. Also, place visual elements like the images in an organized manner.
- Ensure a smooth navigation:
A neatly designed page certainly improves your chances of generating a higher conversion. However, that is not going to be enough. To make sure the visitor stays on the page for long, you need to work on other aspects of the page, beginning with easy navigation. If the visitor is not able to navigate smoothly to other pages, he/she is not going to be very pleased.
Place the navigation bar within the visitor’s direct line of vision. That way, it will be easier for the visitor to locate it and move to other pages on the website by clicking on the navigation buttons. Be selective about the buttons you are going to use in the navigation bar. It is obvious that you cannot fit all the buttons in one place. So, pick the ones which are frequently clicked by the users.
- Make a solid impression with great headlines:
We live in a world surrounded by print and digital ads. You must have already noticed how catchy headlines can work wonders for brands. It can do the same for your landing page as well. The purpose of these headlines is more than just attracting the users. It also convinces the visitors to stay on the landing page for a while, so that the conversion can initiate.
It requires a great amount of effort to convince a visitor to visit your landing page. But if your headline fails to make an impression in the first few seconds, it is only going to increase your bounce rate. Use headlines (including the header and sub-headers) to broadcast the value of your offer. Use simple language to tell the visitors how your service can add value to their lives. You can check out the landing pages of top brands to get a better understanding of headlines.
- Optimize your page for mobiles:
Do you know that mobile devices (excluding tablets) account for almost 50 percent of the web page view in the world? It’s true, and the number is only going upwards. So, if you have not considered optimizing the landing page for mobiles, now is the right time to start. A number of reports suggest that optimizing the page for mobile devices can improve the chances of generating more conversion.
There are a bundle of initiatives that you can take to make your landing page more mobile-friendly. First of all, you need to develop a responsive design for the website, so that the pages can resize and readjust automatically to different mobile devices. You should also make it easier for visitors to find the necessary information. Make the buttons large enough for the mobile screens. Compress your images and CSS so that the pages don’t take much time to load.
- Use engaging content:
You may have already heard the expression “Content is King”, and it really is. Unless your landing has quality content in it, converting your prospect to a visitor is going to be an uphill journey. To begin, you need to decide what information you want to share on your landing page. Most brands choose to put up content which talks about the USPs of the brand and how it can improve the user’s life.
We have already talked about eye-catchy headlines. The content under the headlines should further explain the offers that you mentioned in the headlines. Mention information that adds value and appeals to the reader. Remember, your objective is to convert. So, prepare the content accordingly. It will be more convenient if you know who you are writing for. However, don’t fill the page with huge chunks of paragraphs, as it might affect the visual appeal of the page.
- Keep it short:
Once your page goes live, you may need to collect data from the users for various purposes. In fact, the more data you can pull the better. However, putting up a long form on the landing page is not exactly a great decision. As you may have noticed, when you ask the visitors to fill a form with too many fields, they choose to leave the page.
Excluding the form from your landing page might not be ideal, as you need to fetch some amount of data from the visitors. It will be more appropriate if you opt for a length that will not test the patience of the visitors. A short form does not intimidate the visitors, and it helps you to fetch the essential user data (like their e-mail addresses and names). If you want to add more fields to the form, you can leave it for the “Thank you” page.
- Use trust signals:
Trust signals are elements of a page that highlight the reliability of the particular page or the brand it is promoting. A good landing page always includes multiple trust signals to tell the visitors that their brand is trustworthy. Testimonials are one of the major examples of effective “trust signals”. Research shows that word-of-mouth from the past customers encourages new visitors to avail the service from the brand.
You can include a “Like” counter which will display the number of likes the service received from particular social media sites. You can even add trust badges. For instance, if your website offers 100 percent confidentiality, you can add the same in the form of a badge. You can even opt for recognition and endorsements your brand has received and use the same to promote your trustworthiness.
- Run a test:
No matter what measures you take to build the landing page for your brand, never put your page online without having a test run. It’s like proofreading an assignment before submission. Without running a test on the landing page, you won’t be able to monitor how your landing page functions.
You may need to run a lot of tests to see how the landing page is performing. Since the loading speed of a page has a lot to do with the conversion process, you may need to check if your page is loading instantly. Testing will also help you find out if the visual elements are aligned with the content.
You can create a decent landing page using these aforementioned tricks in no time. However, you need to make sure that your landing page is worth the click. The sole objective of your effort is to convert the visitor. If your prospective buyers are not satisfied with the presentation, all your efforts will go in vain. So, follow the suggestions given in this post and create compelling landing pages right away!