By Annabel Thomas
You’ve set up a great ad campaign, refined your target audience, set your budget and location and designed some quirky graphics but you are not seeing the conversions come in. The average landing page has a conversion rate of around 10%; if yours isn’t achieving this, it may be down to your landing page design and structure. But, what exactly is a landing page and how can you optimise it?
A landing page is a page on your website that is created specifically for the purpose of achieving conversions. Landing pages are often the main destination of paid advertising campaigns, and the factors that define them include:
Landing pages tend to be short and to the point, their main purpose is to avoid distraction and create conversions, see an example below:
Including positive reviews from consumers or clients on your landing page is a great way to increase conversions. Doing so builds trust with your users, and means that users are more likely to share their personal details with you. We recommend that you try to include extra information on your testimonials such as the reviewer’s name, location and job title, rather than just a first name which isn’t as trustworthy. Try integrating a well-known testimonial provider such as trustpilot or reviews.co.uk on the page to prove the reviews are authentic.
Using original and on-brand imagery is key when it comes to landing pages. These days, stock images can be spotted a mile off by consumers and we recommend you only use them as a filler between getting your own original content. Using your own images shows a higher level of quality and creates a more desirable product.
Be mindful of the number of form fields you include on your landing page form. Users are much more likely to engage and fill out their personal details if the form is brief and to the point. Make sure you include relevant fields such as name, email address and number, but think carefully about anything else you include. Ask yourself, at this stage do I really need any more information? Could these extra form fields put a potential customer off?
Make sure your offer is clearly stated in the headline and that you use a consistent and on brand tone throughout your copy. You should include a strong call to action that will clearly state what you want users to do. If you haven’t already, check out our post on writing great call to actions.
Testing different variations of your landing page is a great way to find out what resonates with your audience. You can test different variations of copy, headlines, images, call to actions – whatever you want to optimise! Take a look at conversion rates and click through rates to see which version of your landing page is performing the best.
At Frogspark, we have years of experience creating amazing landing pages for our clients that bring in tangible leads. So get in touch today if you need a helping hand.
Part of The Digital Maze Group