How do I create a landing page that converts? It’s a common question and an important one for many industries including and outside of e-commerce. Unfortunately, there isn’t a one-size-fits all answer to the question. There are, however, several steps you can take to make sure your landing page is converting your site visitors to customers, and it all boils down to simplicity.
Here are our tips for how to design a landing page that will increase your conversions:
1. Keep it Simple
The key to a successful landing page is simplicity. Clarity is a second important key. Your landing page is not the place for thoughtful questions, nor is it the place for distracting sidebars and floating advertisements. Your goal with the landing page is to convert your website visitors to customers, so make it easy for them to decide that they want to be your customer. Stick to your main points to convince site visitors to click on your call to action, whatever that is. This doesn’t mean that your website shouldn’t include other information about your company. You can always include information about your company, your philosophy, and your trusted partners on a separate page of your website.
2. Make Buying Easy With a Clear Call to Action
When we’re talking e-commerce, the call to action is getting customers to buy your product, but the call to action could take on various forms depending on the business. Signing up for an email list, downloading an app, taking an online quiz, or getting an insurance quote are just a few examples of calls to action. While they aren’t all trying to sell something, all the examples of calls to action are trying to get site visitors to do something, which is what leads to conversion.
Site visitors don’t want to waste their time trying to figure out how to actually act on the call to action, so make it easy for your visitors to convert to consumers by placing the call to action button (whether it’s a shopping cart or a “buy now!” button) in a prominent position on the page. Your website visitors should have no question about what to click to make their purchase. To that end, applying visual cues such as arrows or an image of someone clicking on the button can be useful to lead visitors to the button. Make sure it’s clear what will happen when visitors click on the button.
3. Treat Your Homepage Like a Landing Page
Your homepage might not actually be your landing page, but follow the above rules about simplicity and ease to keep website visitors engaged and interested in your company so that they can actually get to your landing page. Too often businesses try to put too much information on their homepage, which can be aggravating for consumers who just want to make a purchase but can’t figure out how to navigate a confusing website that is overloaded with information, advertisements, and/or extra links.
4. Don’t Overthink the Headline
Once people are on your website, they don’t need a cute, catchy headline to grab their attention, especially if that headline doesn’t clearly state what the product being sold is. Instead of using your wit and cleverness, keep your headline simple. Customers want to be sure of what they’re buying, so a simple headline followed by a short, one-sentence explanation is sufficient. This can actually be harder than it sounds to execute, but it will be worthwhile to pare your product down to a single sentence. Customers don’t want to read a full paragraph to figure out what your product is and are more likely to move on if something seems complicated.
5. Keep Visuals Simple
Sure, there might be a dozen fantastic stock photos that work well with whatever you are trying to sell, but that doesn’t mean you need to use all of them. Or any of them, for that matter. There’s no need to go overboard with visuals that end up distracting site visitors from your product, your purpose, and most importantly your call to action. When in doubt, less is more.
There might not be a one-size-fits-all formula for creating a landing page that converts, but the rule of simplicity applies no matter what industry you’re in. The bottom line when it comes to conversion is to keep the landing page simple and to make it easy for site visitors to become customers. For expert guidance and help creating a landing page that converts, contact us. McAllister Marketing specializes in defining consumer markets and developing winning marketing strategies to attract people to your brand. Let us do the heavy lifting for you.