Landing pages have existed as long as the Internet itself. They have been and still are the best way to attract leads. Their main advantage is that they are fast and easy to create, and can be customized according to the needs of your product. However, lots of entrepreneurs undermine their value and don’t think that they are worth much attention.
Having a landing page and conducting its analysis helps to understand the behaviour of the visitors of the site. A thoroughly studied analysis will enable you to make timely changes and learn what the weak spots of your landing page are.
First of all, we’d like to stop at the points you should pay your attention to in order to increase your landing page performance.
#1: Think of simple and clear headlines
The headlines are the first thing that your visitors will see. If you don’t manage to attract their attention and “catch” them, the chances that the visitors will remain on your site are rather low. So, it’s essential that your headlines are clear for everyone who visits your page.
#2: Pay attention to the content
Here were are talking not only about the text itself, it goes without saying that it should be relevant and clear, but also about its general look. It should be pleasant to look at. In other words, the text on a bright-green shade is not what you may need (unless it’s really required by you brand concept). Anyway, at the beginning, it’s better to dwell on the classic black & white combination.
#3: Choose right visuals
Most of the people better get the information when they see it. That’s why a correctly chosen image is something that can play a crucial role. Firstly, the photos should be relevant to the product you sell and at the same time, the picture shouldn’t grab much of the visitor’s attention. Besides, according to the researches, the photos which are genuine but not taken from some online resources are more appealing to the visitors. So, next time you are going to make a landing page, don’t be lazy, take the camera and make a couple of relevant photos with your product, or spend a bit more of your budget and hire a professional photographer.
#4: Make a clear call to action
One of the reasons why you may lose the visitors is that your CTA isn’t clear enough. In other words, the users cannot understand what steps they should make next. If the page isn’t user-friendly the visitors will leave it and will never return again. Remember that those few seconds is all the time that you’ll have to attract the potential client.
#5: Keep in mind the responsive design for mobile devices
Every year the number of users that are using mobile devices instead of desktops is growing. That is why you shouldn’t forget to optimize your landing page for the mobile.
#6: Don’t forget about A/B testing
As we’ve already said, landing pages aren’t difficult to make. They require neither lots of technical knowledge nor much resources. We strongly advise creating more than one landing page for carrying A/B tests. Consider the following changes:
- Texts (both headline text and the text for your offer);
- Placement and design of the CTA;
- Images.
During this test, you’ll be able to find the variant that is the most effective for your purpose.
But keep in mind that only when you have at least 100 visitors on your page you can get more or less accurate data for the analysis.
So, now you know what the crucial points for boosting your landing page performance are. The next step for you is to know how to measure its effectiveness.
#1: Bounce rate
The first and the most important thing you should pay your attention to is the bounce rate. It’s metrics that shows the percentage of users that come to your website and leave without visiting any other page.
If the bounce rate of your landing page is high it means that the users don’t find the information they are looking for on it or your CTA is not clear enough.
To get more information about bounce rate, we recommend you reading the article Google Analytics Bounce Rate (actually) Demystified.
#2: Visit duration
This metrics is the simplest and the clearest to understand — the longer the visitor stays on your page, the more engaging content you have and thus there are more possibilities that they’ll be converted into your customers.
To learn more on this topic you can read the article How a Web Session Is Defined in Analytics.
#3: Conversion rate
The conversion rate is the percentage of sales that was achieved from all the visitors of the site. When you manage to attract lots of visitors to your website it’s great. But when they not only click through several pages but also buy from it, you may feel that your goal has been achieved.
For getting more information on conversion rate, we advise you to read How to Calculate Sales Conversion Rate & Lead Value.
#4: Content shares
It’s great when people read your content. However, if they not only read but also share it that’s much more valuable. A well-written piece of content that is shared among the others shows that it has the value that people are willing to pass to the others. Besides, shares have a positive influence on the search ranking results.
Well, and the last question that you may be interested in is what tools to use for measuring all these parameters. No doubt, that the first tool that comes to the mind is Google Analytics. Of course, it’s not perfect and it definitely has the drawbacks. We are just not going to talk about it in details in this article, as far as it’s the topic the deserves a special attention. But, in the case you want to learn more about the tools for tracking website performance, we recommend you to read the article 7 Must-Have Landing Page Optimisation Tools in 2017.
So, optimizing and creating an effective landing page is a hard task and, to tell the truth, there is no one-way formula to it. The aim of this article is to tell you about the fundamental things. However, only after having made your own mistakes and testing your idea you’ll be able to create the landing page that will be effective for your particular case.
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