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Important tips for creating effective landing pages
Ilya Nasedkin • 27 February 2018
If you're trying to engage with more consumers and drive traffic to your website, it's vital that you invest time and resources into creating engaging landing pages. Research has shown that landing pages can have a big impact on the consumer journey and buyer cycle. Here are some top tips to inform your landing page creation for lower bounce rates and bigger conversions.
Clean-cut design The design of your landing pages has a big impact on how consumers will interact with your website and the length of their sessions. When a web browser lands on your website, the design of the page should reflect your brand image and create a unique but simplistic user experience. The imagery and colours should follow popular industry trends in order to appeal to the current market. The layout should be streamlined and make it easy for the user to navigate and find what they're searching for. Use videos Research has shown that including animation or video clip can increase conversions by up to 86%. The use of images and video content is a growing trend and has been proven to increase engagement from web browsers and consumers. Things like explanation videos and customer testimonies will improve your brand image and entice more consumers to explore your products or services. Seamless optimisation Mobile has overtaken desktop as the primary form of browsing for internet users and online shoppers. The majority of searches are now carried out on mobile devices which means that your landing pages must be optimised for this. Take the time to test your landing pages on all major devices and platforms. Even with a responsive design, you may well find that certain images don’t look great or text is too long and off-putting. More is better When it comes to landing pages, it has been proven that having more can improve traffic figures and increase leads. In fact, online companies with 15 or more landing pages see a 55% increase in the number of leads when compared to websites with 10 or less. That being said, quantity doesn't trump quantity. Ensure that as you increase your landing pages, you are maintaining high standards. Use trust signals Trust signals are a great way to illustrate legitimacy and competence to new consumers or browsers that come across your website. These signals can come in various forms but are often placed in a subtle but easily seen area of the landing page. Testimonials from satisfied customers or high-profile clients work well to show the success of your brand. Like counters that are linked to your social media accounts can also show that you have an established following.
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