Web Design 5 Tactics To Create Efficient Landing Pages
You must have heard of the common expression “first impression is the last impression”.
While it sounds somewhat impractical in a real-life scenario, in the world of marketing, this expression is 100% true.
How? Let me explain.
When someone visits your website either through an advertisement or some other medium like social media, etc. and they leave unimpressed, there’s a very high possibility that they will not return.
Now, in this scenario, every marketer has to analyze, plan, and implement strategies that are powerful enough to convert the visitor into customers.
One of the top ways marketers plan to do that is through landing pages because they are built (from their content to design) to impress the visitor.
So, here are 5 tactics that can help you create efficient landing pages for your website that ensure conversion.
- Direct The Visitor’s Attention to CTAs
When I say your landing page has to be interactive that does not mean you should fill it with unwanted elements; those will only force the visitor to bounce-off of your website. It is understandable that the intent behind such elements is to boost the engagement, but these will only act as a distraction from your main goal. So, you must cut down the clutter and direct the visitor’s attention to the CTAs.
The call-to-action must be the only thing on your landing page with which your visitors must interact. Anything else will only drive them away and leave a bump on your traffic, engagement, and conversions.
This is 100% practical and can drive desired results when implemented correctly. Yuppiechef, a popular e-commerce store, cut down the clutter on their landing pages to an extent where they removed the navigation bar. It is a BIG risk to take for a brand of that stature, but it proved successful. After removing the navigation bar from their website, the signups on Yuppiechef increased by 100%.
- A/B Test Your Landing Pages to Determine The Best One
A/B testing is the most powerful tactic at your disposal, and it can deliver promising results.
For example, for the presidential elections in 2007, President Barack Obama’s Director of Analytics ran A/B testing on multiple landing page formats to zero-in on the best one. Eventually, during the course of the campaign, they were able to raise an additional $60 million through their finalised landing page.
Here’s the landing page that raised such massive funding:
For those who are not very familiar with the term A/B testing and what it encompasses, let me tell you.
A/B testing is the process of boosting engagement on your landing pages, advertisements, content, etc. by using different versions of the same for a group of visitors prepared randomly. Through this process, a marketer is able to zero-in on the best performing version of a landing page, advertisement, content, etc. that can drive the most engagement and conversions.
Moreover, Google is also a fan of A/B testing. The leading search engine of the world has been using this tactic for nearly 14 years. In their industry, they A/B test the search results displayed in the SERPs and their numbers as well. Using this tactic, they are able to choose the optimum results for the searchers along with the number of results they should show on a single SERP.
- Optimize Your Forms The Right Way
When it comes to capturing details of a visitor, one of the most common tactics used by marketers is forms. There’s a high possibility that you might be using them right now on your website.
But the question is, are the visitors filling out your details?
If they are not, then it is time for you to revisit your forms. Do you know that even the numbers of fields on your forms can impact the conversions? It’s true, and most marketers don’t know that yet.
A survey conducted by Wordstream stated that the average number of fields in a form is 11, which is a lot because the optimum number is 3 fields. In fact, when you create forms with 4 fields, the conversions and rate of people filling out their details can increase by 120%.
After the optimum number of fields lets discuss how to select its fields -what kind of information should you ask from your visitors for more success? Forms that ask for just the name and email address of the visitor receive more responses. On the other hand, if you ask for details (or use words like) age, phone, call, address, etc. the response rate experiences a sudden fall.
- Visible CTAs Describing The Action
After putting in hours of efforts to drive visitors to your website and allowing them to interact with the best version of your landing page, nothing hurts more than watching them bounce off of it. This happens when the visitor is unable to find the CTAs, and even if they do, the CTAs are not clear enough to invite a click.
So, you should know EXACTLY where to put you CTAs on the page and also create short yet informative content for it that does not misguide the visitor.
To help you out, here are some of the ways to come up with efficient CTAs for your landing page:
- Make use of powerful yet persuasive words to grab the visitors attention.
- Optimize the CTAs with the right keywords that deliver the relevant message.
- The CTA must be written in a compelling tone that can entice the visitor for an action.
- Provide value and refrain from using commitment-based words like ‘Submit’ or ‘Subscribe’.
- Do not overuse the word free. It would be best if you used it intelligently and exclusively for eBooks and sign-ups for a tool.
- You must make sure that the design of your CTA stands out from your landing page’s design.
- Use MULTIPLE Versions Of Your Landing Page
First, let me clarify. This is not similar to A/B testing.
When I say use MULTIPLE versions of your landing page, I imply that you should use different versions of the same landing page; they must all be active and existing in real-time. But they should be shown to visitors based on their demographics or the phase of the sales funnel in which they fall.
To help you better understand this. Here’s an example of an eCommerce website, a customer who has already added a product to his/her cart will be shown a different landing page as compared to the new customer, who is visiting the store for the first time.
Apart from that, websites that have a high majority of multilingual users can show different landing pages to visitors from different locations/countries.
Several websites also use the data that they have collected on each visitor through forms, caches, and their actions, to create the most relevant landing page versions for effective targeting.
Such a practice is called personalization, and it helps to provide the visitors with an experience that they find valuable, relatable, and relevant. Basically, it is an experience which is tailored to the user’s needs; this helps in building trust and thereby marketers an increase in conversions.
…and that’s it.
As a final piece of advice, I will tell you to focus on optimizing your page in such a way that the visitors are motivated to perform specific actions that you want them to perform. But remember to keep in mind their needs. Also, don’t use background videos on landing pages; this is because of two main reasons:
- Background videos slow down the loading speed of the landing page.
- They are VERY distracting and continuously try to grab the visitor’s attention.
The above steps are enough to create an efficient landing page for your website with the potential to convert the visitors into customers.
So, what are you waiting for? Improve the effectiveness of your landing pages right now!
If you have any doubts or more ways to create efficient landing pages, let me know in the comments below.