Written by Netania Engelbrecht.
Landing pages are a fundamental part of a successful web design and marketing strategy. It can be a hub of lead generation and enables the opportunity to explain your business or brand to your users. It’s with such importance weighing on the landing page that designers and UX practitioners should have a clear idea of what makes an effective landing page. Below are great tips to increase clarity, usability, and optimization for your current or future land page.
Usability and conversion optimization go hand-in-hand. And the truth is, one cannot thrive without the other – it’s all about finding the sweet spot. The better the usability is of your landing page, the more likely users are to convert. So just how can you create a landing page that does just this? We’ve come up with 7 ways for you to improve the usability of your landing pages in order to increase conversions.
1. Minimize Distractions
You have an average of 8 seconds to grab a user’s attention. Your users are browsing the internet and so if you don’t meet their expectations, they’ll move on to a site that does. Your landing page has a single task – to get your users to convert. To do just that you should ensure that you make it very, very easy for them to do just that. But remember: one conversion goal per page.
For some examples of landing pages optimized for conversion, take a look at thisarticle.
2. Clear CTA’s and Hyperlinks
If it’s not clear to your users where they can ‘buy’ an item or perform a desired action, they’ll simply become frustrated and drop-off. Ensure that your CTA stands out clearly on any landing page. Though it might be obvious to you, you need to make sure it’s clear to your users as well. The easier it is for them to spot the CTA, the easier it’ll be for them to convert.
If you’d like to look into how you could improve your CTA conversion rates, take a look at this article on CTA formulas for higher conversions.
3. Simple Designs
When your users land on your page the first thing they’ll ask themselves is “was this what I was looking for?” And if the answer is “no”, they’ll simply go elsewhere. To have an effective landing page, it’s essential that that it “looks great”. Most of the time the deciding factor on whether users will stay on your site is whether or not it “looks professional”.
Your landing page could be the best-looking out there, but if it isn’t reflective of your brand and offer, you’re wasting your time. Landing pages are not there to impress your visitors, their purpose is to inspire conversion. Ensure that your landing page, though simply designed, strongly conveys the value of your offer.
4. Create User-Friendly Forms
What makes a form user-friendly? The most important element that defines a user-friendly form is the fact that your offer meets users’ expectations. Kissmetrics’ form shown above clearly describes what users will get in return for their personal information. The key to optimizing conversions is that if you ask for personal details from your users, make it clear to them exactly what they’ll get in exchange.
In a nutshell, the more certain your users are that the content they’ll be given is worth them giving you their information, the more likely they are to convert. A good rule here is to strive to create content worthy of personal details. We cannot stress the importance of meeting expectations on forms; quality begets quality!
5. Keep Your Copy Neat
Don’t Overdo It
Above all avoid using excessive jargon. What might sound really professional to you but it might not necessarily mean anything to your website visitors. Directly and simply explain what it is you’re offering on your landing page. Also, using words like “sexy” or “world class” might come across as pretentious, especially when it doesn’t match your identity or the promise landing page aims to deliver. Keep your target audience in mind and tailor your copy to match their persona.
Read It Out Loud
Read all copy aloud to yourself and to someone else. In doing so, you’ll be able to figure out if you’ve successfully gotten your message across in the clearest way possible. If after you’ve read your content aloud some things still don’t make sense or the UVP of your landing page is unclear, rework it. After all, if it doesn’t make sense to you it won’t make sense to your landing page users!
A good rule of thumb is to have 3 people proofread your website copy. While two heads are always better than one, it’s a good idea to have an extra set of eyes to settle any disagreements or uncertainties. The more feedback you gather, the more likely it is that your landing page will be digestible to a wider user base.
There are many tools available on the market to help you with testing to optimize your landing pages. You just have to find the right one for your business – a little testing can go a long way.
6. Align Your Ads and Landing Pages
A landing page has one job: to give users what they expected when they clicked on your ad. This isn’t only important to your SEO efforts, but it will ensure that you’re meeting your customer’s expectations. As mentioned above, your visitors are browsing the internet looking for something specific and if they don’t find it on your landing page, they’ll look elsewhere.
Don’t be afraid that you’ll give away “too much” while creating your ads. The more transparent you are, the more likely it is that the ads users click on won’t disappoint them. There’s nothing more frustrating than clicking on an ad and having the content not match your expectations.
7. Create a Great Post-Conversion Experience
Your strategy should be founded on the philosophy that every interaction counts. Each interaction a customer has with your brand influences their customer experience. Your objective should be to delight your users even post-conversion.
So simply by saying “thank you” already makes a big difference. Try to link to other content that you feel might interest your users post-conversion. Not only will this increase their time on your site, but also foster their relationship with you. Most importantly though this potentially means multiple conversions per user – something well worth considering.