One of the key steps towards increasing your digital marketing ROI is to optimise your landing pages. And as I’ve previously written, it’s also an often neglected one. A small increase in your landing page conversion rate can have a big impact on the overall ROI.
What’s a landing page?
A landing page is a web page with a specific goal to convert visitors into leads. And while there is no fixed recipe for a landing page, there are several best practice techniques to keep in mind.
So how do I optimise my landing page?
Have a clear goal and call-to-action
Each landing page should have one clear goal that aligns with a compelling headline and call-to-action. The idea is you want to steer your audience to complete a particular action without distraction from other content.
Persuasive and relevant content
The content on your landing page needs to be clear, concise and should guide your visitor to take the desired action. It should be persuasive and relevant to your target audience. Be prepared to invest some time in this important component.
Create a good first impression
Visitors to your landing page take seconds to evaluate what’s on the page so its vital that the headline, concise text, form and call-to-action are front and centre so that people know what they need to do before having to scroll. You may choose to include other content that builds trust further down the page.
Clean and simple design
Use a clean and simple design for your landing page doesn’t distract your audience from your key message and the call-to-action. A simple design will also likely be a fast loading page, which increases the chance of conversions. Visitors have come to your page for a specific reason and your gaol is to provide that as frictionless as possible.
Align your landing pages with your marketing
It’s important to align your landing page with any marketing, such as an initial email or Google Ad that brings your audience to your landing page. Your audience wants to instantly feel they have hit the right page. Using the same language and imagery reinforces the link.
Short and simple forms
Ideally, only capture what you need from your visitor in order to fulfil your goal. The more information you ask for, the less likely people will complete your form. If you capture their email address you can send a follow up email to discover more about their needs.
After people have completed your desired action, make sure you say thank you. A well delivered thank you message strengthens the visitor experience and potentially provides an opportunity for a second call-to-action.
Build trust and credibility
Include testimonials, social proof and case studies further down the page to build trust and credibility. Consider including relevant data, like the number of clients you work with and the results you have achieved.
With more than half your audience likely to be on mobile, ensure your landing page works on the different devices. This particularly important with forms.
To finish up
As mentioned, the quality of your landing pages is often neglected, yet it’s one of the most cost-effective ways to increase your return on investment, particularly for Google Ads. It’s likely that your landing pages will drive much of your new business enquiries, so they deserve your focus. If you follow the best practices we covered above, its more than likely you’ll be rewarded with higher conversion rates, which means higher ROI.