Landing Page Creation
In our offices we talk about converions a lot, most of the work we produce starts off with the word conversion. In simple terms a conversion to us (in terms of web or print design) is “when a user views the content and does what you want them to do”. The tricky part when it comes to a conversion is knowing what you want the user to do. In terms of web it could be to fill in a web form, purchase a product, subscribe to your newsletter or even just read your content.
Landing pages are a great way to convert your visitors. A well optimised landing page can convert more users than a page which provides good content and great value. Great examples of landing pages include:
- Optimizely is a more standard landing page, it shows you the benefits of using their product and then works you all the way through the content to finally click the friendly green button at the bottom.
- Bing is a great example of a landing page that converts very well. When you hit the page the only call to action is to fill in the search box and click go, it’s excellent.
- Aweber has three great calls to action, which are all marked in green and signal to go! The other great thing about the aweber landing pages is that you have all the benefits listed between to the two calls to action, great stuff.
Trust factors are definitely worth keeping in mind when designing a landing page. People need to feel that they can trust you when they visit your website. This can be difficult but we have a few ways you can gain trust with your visitors. Make sure that past clients are giving you great testimonials near the calls to action. Display any logos you are associated with and are allowed to display on your site, especially if it is a recognised governing body for your area of expertise.
Calls to Action
Calls to action are overlooked time and time again, even if adding a call to action increases your conversion from 0% to 10%; that is actually a 100% increase in your conversion rate. Calls to action are simple, but be careful not to over do it, simplicity is the key. Also making calls to action friendly and non aggressive are a great way to get your visitors to do what you want them to do. A good example of a non aggressive call to action is “Get Started”, on the reverse an aggressive call to action could be “Get Started Now!”.
All of my previous text includes things like, trust factors, calls to action and optimising your landing page. These all help to increase your conversion rate. If you are getting good traffic but your visitors are not doing what you want them to do, then it’s time to start testing and making changes.
Landing Page Conversion Testing
To make sure you have a good landing page you need to continually test the page to make sure you are getting the most out of it. Something that worked a year or more ago may no longer be cutting it. We can help with testing your landing pages and tweaking them as needed.