You can never get a second chance to make a great first impression, which is why your landing page matters so much. Think about it, regardless of what digital marketing technique you’re using in order to grab the attention of your audience, eventually they’ll wind up on your landing page. If they don’t like what they see, chances are that you’re missing out on a potential lead. So, here are six strategies to help you avoid this nightmare scenario and help your landing page increase its visitor retention rate, as well as boost the overall user experience.
Focus on responsiveness
The first impression of your landing page is not formed based on the visuals of the page. Instead, it’s based on the speed of response. In the mobile online world, as many as 46 percent of users claim that the worst thing about browsing the web on mobile comes from waiting for the page to load. So, by merely managing to avert this disaster, you’re already placing yourself in the top bracket of the industry. You can start by keeping your website simple and mobile-friendly. In fact, given the mobile traffic in today’s world, you can even justify the decision of going mobile-first with your landing page.
Minimalism and contrast
Providing people with too much information or too many interactive elements to choose from is not a good thing. In one particular survey, the researchers gave two groups of people a $1 coupon for a jam of their choosing. The first group was offered 6 varieties of jam, while the latter was presented with as many as 24 varieties. Needless to say, the latter group was 10 times less likely to make up their minds. This is why you need to make it easier for your audience to focus by eliminating the unnecessary choice. Simply give them several elements and make sure to draw more attention to them through visual contrast.
Visitors are not your only audience
The next thing you need to keep in mind is the fact that human visitors to your website aren’t your only audience. Namely, search engines have their own bots which operate on a sophisticated algorithm, specifically designed to index your landing page and award it a search engine ranking. In other words, aside from being user-friendly, your website needs to be crawler-friendly, as well. In order to create reliable long-term results, what you need are some white label SEO insights. The more you know, the better results you achieve.
Put CTA after the introduction
The question of your use of CTA (call-to-action) is also a pivotal one. From various surveys, we know that the shape and even the color of your CTA button affect your CTR (click-through-rate), however, one of the most important aspects of it is the actual position of your CTA. If you add the CTA button in question after the introduction, you stand to see a much higher CTR. This is due to the fact that your audience is more familiar with your offer and is ready to take the next step.
Add contact information
As we’ve already mentioned, your landing page is merely a tool that you use in order to formally introduce yourself to your audience. Like with any good introduction, you need to end with the contact information. From here, your audience can decide whether to read more about you, proceed to your e-store or even visit your brick and mortar establishment in person. Keep in mind that about 78 percent of all local mobile searches end up being offline purchases. A part of this is due to the fact that people want to check your physical address before coming by.
Focus on the headlines
In one of the previous segments, we’ve mentioned that you can use contrast in order to award the priority with which people see your content. Nevertheless, there are some elements that naturally come to the forefront. For instance, the headline and sub-headlines are always the first things that a visitor notices. This is hardly surprising, seeing as how people prefer to skim rather than actually read the content. By making an improvement on this front, you can, indeed, stand to do quite a bit.
As you can see, all of the above-listed tips are quite simple to execute, as well as pretty straightforward. Still, this is something that requires a lot of dedication and attention to detail. With so much depending on so little, no amount of work, research or analysis can ever be considered as excessive. Your landing page is an asset on which the entire future of your business depends.
Jennifer Hahn Masterson is a senior business strategist, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena.