Landing page optimization is maybe the most game changing part of your marketing efforts. Rangin from sales and lead generations to newsletter sign-ups or webinar meetings, whatever your goal is, you should optimize your landing pages according to it. Even if some businesses do not use landing pages, they send a link leading to their regular web pages or homepages. In most cases, it has a negative effect on your performance.
LET’S CHECK TIPS FOR LANDING PAGE DESIGN!
Overall Design: If your design is boring or clutter, your conversion rates will not go up. The quality of your design is a strong criteria for your users’ decisions.
Copy: Is your copy readable? Does it provide information about your product, or brand? Do your best! Do not use cliches or boring long texts.
Product: If your product is not very good, different or cheap, it is normal for your conversion rates to be low. As a digital marketer, you cannot change the product, but you should be aware that your job is quite difficult in this scenario.
Photos: Users are familiar with cliche stock photos. Try to use original photos or illustrations.
Your Offer: Even if it is less common, we still come across with sloppy e-commerce product pages. Such pages that you can never be sure what kind of a product you are actually buying. Colors, quantity, model and features should be included in your offer. If you fail to make user shopping experience better, it will have a negative impact on your sales and rates.
Surprise Costs: Anyone would feel bad when they utter a sentence like this: “Hey, this product is not cheap as I thought; with shipping costs it will be more expensive.” Explaining shipping and additional costs on the product page or running a campaign offering free shipping upon buying worth of $50 or more will be more honest, and users will like that.
Product Photos: High quality photos taken from different angles and a theme can increase your conversions rates easily!
Badges: Show your SSL and security badges. If your website looks untrustworthy, users will not go through with their purchase.
User Comments: Only include the real comments, please! Users are very skilled at detecting whether comments are fake or real. Encourage your users to make comments. You should approve comments of dissatisfied customers, as well. Providing real comments will make your e-commerce sites more trustworthy, which shows your customers that they are shopping on reliable sites.
Avoid Complexity: Your purchase or sign up path should be easy-to-use and simple. If your conversion process is long and tiring, users will abandon your pages along the way.
Product Description: Never underestimate the power of product description area! Users will want to see product details. Create useful, appealing and correct product descriptions.
Hierarchy: Not all users view pages from top to bottom. Also, some users exits the page without even scrolling down. So, make sure your landing pages look absolutely perfect!
Delivery Time: Delivery time is vital for users. Nobody likes waiting. Specify the dates of shipping.
Mobile: If your site does not work perfectly on a mobile device, you will lose a lot of customers. No need to educate you about the importance of mobile device compatibility. It is VERY important.
Speed: We just told you that nobody likes waiting. Most tend to leave the website immediately, if the response time is too high. Optimizing website speed can change conversion rates.
Tests: Sometimes carry out an A/B test for landing pages. This little detail can be very helpful for your customer experience.
Social Proof: Just like user comments, social proof can increase your conversions. Do not forget to get customer testimonials after the purchase.
Breadcrumb: It is good to know where users are located in your website. With the help of breadcrumbs, you can track where your customers come from and where do they go while they are on your website.
Recommended Products: Your users might not like seeing a product upon landing to the page. Rather, they might want to click another product from “Recommended Products” tab.
Payment Methods: You do not need to make your payment methods seem very remarkable, as having a different payment options is not something new or special. Defining payment methods on the product page is good for preventing your customers abandon your page due to a payment method related problem. It is a helpful detail to keep in mind.
COMMON LANDING PAGE MISTAKES
There are a lot of ways to ruin your landing pages. Let’s look at the most common landing page problems:
- No information about the product: If it is an e-commerce site with a a lot of products; it is understandable as it is not easy to give detail about every product, but we have seen e-commerce sites with 1 to 10 products and they did not have any product details. If you do not write any description, then your conversion rates will go down.
- Slow website: What causes a website to be slow might be insufficient hosting, heavy images or something else. Detect the cause and make your website fast.
- Not giving a reason for buying: Your landing page looks alright, but you wonder what the problem can be? Customers need a reason to buy a product, so convince them! Your landing page should attract the customers.
- No contact information: It is normal if your users want to ask a question about the product. They need to be sure about the product they are going to buy. If your contact info is not included in the landing page, it means that your shopping experience is poor.
- Poor or Complex Design: If your landing page looks boring or complex, it will annoy users.
- Price: We admit that wrong pricing may not necessarily be the digital marketer’s fault, but the end user will compare prices. Why would someone want to pay more for the exact same thing?
CHECK YOUR LANDING PAGE
There are a lot of way to test this, but first, you need to be sure about the testing part. For example, if your product page has been empty, then you should add some information about the product, so that your conversion rates increase slightly. If you solve your speed problem, it can also be effective. You may consider not carrying out any tests because of various reasons, and one of them might be the testing price!
It completely depends on your organization/website budget, time and density. Testing is time and effort consuming, but also it is a great and scientific way to know which aspects to improve. Also, especially with the high density web sites, even the unremarkable changes can effect conversion rates, and it can be converted to a lot of sales!
You might use tools to measure if landing page optimization is effective.
Here are few things to consider when you are testing.
- Neutralizing factors/Testing one thing at a time: For example, if you change design of a landing page and improve website speed at the same time, it would not be possible to tell which has what kind of effect on your conversions.
- Enough Data: Inadequate data can mislead your customers.
Design of your landing page can effect your ROI more than you think. Never underestimate the power of landing page optimization. You can (and should) work more on your landing pages!