How To Improve Your Landing Pages

What's a landing page? It's usually the designated area of your site that is the first point of contact for internet users when you're running some sort of campaign. If you're not building these pages specifically for your campaigns you're really missing a trick as they can significantly improve your conversion rates. Some businesses don't need them, usually when a campaign involves advertising a specific product, in that case the product page is usually the landing page, but even then, it can still be optimised for conversion.

First rule - Mobile first, everything else second.

What this means is that if you design your site or landing pages for mobile first and then build backwards for desktop you'll usually save yourself time. This is down to the fact that not everything on desktop can be adapted for mobile but, usually, everything on mobile can be adapted for desktop. It's a way of thinking you need to get into the habit of doing on an ongoing basis.

For a lot of businesses, a phone call or email address submit section is the primary objective: getting the user to give you their data or get in touch for more information. After that you can then discuss, at length, the product or service you have on offer but the hard part is getting their details. Here are a few tips to ensure you're making the most of your landing pages:

Button Placement

Think about how you hold your phone. It's usually in one hand, little finger underneath supporting with a thumb to scroll and interact. This means if you place your buttons out of the reach of the thumb, you're making it harder for them to do what you're asking them to do - make sense?

There are many variations of where buttons should go, what colour they are, how but they should be etc but this is always specific to your audience and I would advice A/B testing on this. If you're not sure how you can complete some A/B testing then get in touch and we'll give you some free advice.

Scrolling CTA

So the scrolling CTA is basically when the call-to-action follows you down the page so, no matter where on the page the user is, they can always convert. This is particularly important when your landing page has a lot of content (although we'd always advise as little information as you can get away with). Mobile pages show a lot less information than their desktop counterpart so there is always going to be more scrolling - let that CTA follow them down the page.

Click-to-Call Buttons

As said, often a business's objective will be to get people to call up and enquire about A, B or C. To make this as easy as possible for the user you should include Click-to-Call buttons. This is a button with your contact number pre-programmed so than when a user presses it, it calls you directly. This is a very smooth and user friendly experience. You could see some major increases in call traffic when implementing this.

Short Content

As I've already touched on, we always recommend that as little as is possible information is included on a landing page. This isn't to say that you withhold key information, you obviously need to include all the information required for the user to make a decision, but if your landing page is for downloading a e-book, don't include the first 5 chapters of the book before the CTA. Give them a short snippet and let their intrigue do the rest.

Conclusion

An optimised landing page can be the difference between a failed or successful campaign. If you're spending money on advertising we highly recommend going over your landing pages and seeing where you could improve them. This is usually done by analysing the user experience and any data you might have on that. If you need help with anything mentioned above, don't hesitate to get in touch for some free advice.

Posted
August 3, 2017
How To Improve Your Landing Pages

Dan

I love all things Digital Marketing. I love getting creative but I'm also not afraid to dive into the data and discover golden nuggets of information to develop actionable insights. I have a fantastic team supporting me and our clients so if you need any support in the marketing arena, please get in touch.

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