Landing pages are the forefront of your brand’s reputation for new customers. How can you maximize their effectiveness to increase conversions?
Every campaign needs its own landing page to ensure that visitors click on the most relevant page. A successful landing page needs to add value while delivering the message that the campaign promised.
It’s easy to fall into the trap of setting up a landing page as fast as possible, without considering several important elements that maximize its performance.
By A/B testing different landing pages, brands can find the sweet spot of UX and marketing that drives the maximum level of conversions.
This means that there should be a balance of:
- quality content
- a good browsing experience
We chatted with Megan James, a clinical psychotherapist and content strategist for MGID, to learn more about how an effective landing page can increase conversion.
What makes an effective landing page?
User-friendly navigation, site speed and compelling copy are all critical. Good user experience design (UXD) and site speed are two main precursors for whether someone will sign up. Winning copy and strong headlines should be customer centric emphasizing clear benefits versus features.
First impressions are formed quickly and that headline is a huge factor for keeping a user on your site.
What’s the most important thing to consider when creating a landing page?
The targeted audience’s wants. It takes more than a beautiful page. Some of the ugliest landing pages have the highest conversions! Those designers know to focus first and foremost on the users’ needs with simple and straightforward layouts.
How can marketers take advantage of an effective landing page?
Affiliate marketers can put successful landing pages to work: supporting business goals, building credibility, improving search, and generating data and insight.
Ultimately these advantages will lead to higher CPAs.
How do visitors benefit from a successful landing page?
Approximately 96% of visitors that go to a website are not ready to buy. Effective landing pages often include current testimonials, and consumers can use these to research before buying.
The landing page can also provide additional information and details about what the visitor will get a free consultation, for instance, convincing them it’s worth providing their contact information on the landing page’s conversion form to take advantage of the offer.
What does the testing stage involve for the best performing landing pages?
Measure as far down the funnel as possible. Your A/B test might have a positive impact on your landing page conversion rate but not sales numbers. You may find that a landing page that converted fewer prospects produced more sales.
Ultimately, you must A/B test with different headlines and calls to action to find out what works for your audience. Run one test at a time with isolated variables. If you A/B test an email campaign that directs to a landing page while you’re A/B testing that landing page, your results will be confusing. Same goes for different elements of your site.
What are the common landing page mistakes that tend to sabotage conversions?
Not carefully considering the intent of their users and giving off a bad first impression. Poor navigation and bad user experience. Confusing call to actions. Poor mobile experience. Landing page and ad design don’t align. All these issues should be avoided.
As a content strategist, what are your favorite tools to track campaign performance along with the conversions of the specific landing page?
Myself and a creative team work very closely with our in-house analytics department to make sure campaigns are where they need to be.
Browse our Strategies section for more cutting-edge strategic insight on ClickZ.