CLEARED FOR LANDING
Top tips for getting the most out of your landing pages
At Opinary, conversion is what we do. Through years of engaging users and optimizing the conversion funnel for countless publishers, we’ve learned a few things about how to encourage users to convert and solidify their relationship with publishers.
There are various factors at play when it comes to securing sought-after sign-ups and subscriptions, but the most vital part of the process is your landing page. When your users are finally mulling over whether to part with their hard-earned cash or hand over their email address, you need to give them the right experience to ensure optimal conversion rates.
Here are our top tips to making sure you get the most from your landing pages.
Just getting this one out of the way quickly, as we really shouldn’t need to say it. Make sure mobile users can convert just as easily as desktop users. Mobile traffic accounted for 52.2% of all web traffic in 2018, and that share will only increase with time.
A landing page should be streamlined to convert, without unnecessary distraction. No site navigation or click-out opportunities. One single CTA. Short and sweet, clean and simple.
Highlight the most vital benefit to the user – what will be the most effective method of persuasion? What is the greatest value you could possibly provide? Figure that out and go hard.
It’s important to think of each user’s experience in the context of a journey. If the majority of your users are coming to your landing page from an ad, make sure the text on your landing page matches your ad copy. If users are largely coming from onsite, you want the copy to be consistent across your entire site.
According to a Microsoft study, the average attention span of an internet user is only 8 seconds. So, if your images and background are still lazy-loading after that mark, you may as well not have a landing page at all. Use those 8 seconds wisely!
The users who come to your site from paid advertising will need more convincing than the organic users who already have experience with your website. Build one page for organic users, and another for paid leads. This will allow you to target different user groups with the optimal offers, benefits and value. David, 56, who came to your landing page through a search ad, may be more easily won over by the free coffee machine than Delilah, 34, who has already been using your site without converting for months. She may be more interested in the quality of your premium content, or the opportunity to attend some exclusive events with your journalists.
A recent study by HubSpot showed a 55% increase in lead generation when the number of landing pages was increased from 10 to 15, so don’t limit yourself to just one page for all your target users.
Users want to know they can trust your organization before they part with their hard-earned cash or hand over their private email address. Use the right copy to establish your company as trustworthy and safe to increase your conversion rates, and include testimonials or reviews where applicable.
Think about what you’re trying to convey to your users. What makes this offer special to your audience? Are you selling them knowledge, community, or a premium service? Identifying your unique value proposition and using images that effectively portray it to your potential new customers. Conveying emotion using pictures of people is always a good idea, but avoid those cheesy stock images. Use something that feels real.
Most internet users are much more likely to watch a quick gif than read a paragraph of text about what you offer. As the saying goes, a picture speaks a thousand words. If you can portray the benefit of your conversion goal to the user within a 4 second gif, that will have much more value than a few lines of even the most expertly devised text.
A quick glance should be all you need – if users can’t get an idea of the purpose by quickly scanning the page, you’re wasting their time. Ensure your design is optimized, minimalist, and doesn’t feature too much text.
It’s not about you or your product, it’s about the user – use “you” often.
People like feedback from other people. It generates trust. Trust is a key factor when the user is deciding if they want to hand over their email address, or a monthly fee.
The internet is full of buttons that say things like “Submit” or “Click here,” but this kind of bland action should be avoided. Use a conversational tone in your CTA button that will clearly tell the user what will happen after they click. Try something like “Start my free trial” or “Sign up now” to make it clear and effective.
Different colors inspire different feelings in people, and the contrast between your CTA button and your background could be vital.
If you’re asking the user to fill out 17 text fields before they sign up, you’re losing out. It can be tempting to try and collect as much data about a user as possible, but this comes with a lot of risk. When weighing up the decision to convert, a user has a vast array of things to consider. Just the process of filling out several fields can be too much effort for some, and others may be turned off if it feels they’re handing over too much private information.
Whether it’s a button or a sign-up field, it should be easy to access. We’ve seen too many landing pages where the CTA isn’t even above the fold. The most desirable option is a single page where users don’t even need to scroll, but if your page is longer you should ensure CTA buttons are readily available at different points in the page.
It may seem obvious, but this is an essential part of optimizing your landing pages. The process is not complete when the email addresses start flooding in. Experiment with different text, images, and colors to see what works best for you target audience. Go through your site metrics with a fine-toothed comb and identify any factors negatively affecting your conversion rates.
Here are a few of our top picks for high quality landing pages. Take a look and see how they compare to your own.