A landing page is a webpage designed for a specific user journey and conversion. This could be guiding a user to checkout, sign up, or subscribe. A well executed landing page can convince a user to take the desired path and convert.
Here are a few Key ways in which you can better improve your landing pages so they convert and don't confuse.
Don't jump straight into the design stage without understanding the goals of your landing page, and establishing a user flow to guide the user to complete the goal.
You wouldn't construct the millenium falcon without the schematics, and you shouldn't construct your landing page without a plan.
A landing page that is created without a clear goal and clear user journey, is just going take up space on the internet. It won't properly demonstrate the value you are providing your viewers, and it won't guide the user to complete the goals of the site. Now you are stuck with a landing page that is doing nothing but causing potential user frustration, creating a high bounce rate, and will lead to a disconnect with your audience.
Always plan your pages.
Pages with too many call to actions and cluttering the page with too much information can create a negative impact on how users interact with your page. Instead, keep your copy concise and utilize strong hierarchy to help users quickly scan for information they want. This also helps to guide the user through the landing page and increases the chance that the client converts.
Research supports the theory that you have approximately 1.8 seconds to capture the attention of your user and get them to scroll past the above the fold or follow your call to action.
This doesn't necessarily mean using grabby catch-phrases or eye popping visuals. This also means answering your audiences questions quickly, or providing them with clear user journeys.
In order to provide your user with a clear journey, the communication needs to be clear, concise, and preempt any possible user objections.
Having a solid understanding of your target audience will help you develop the copy that will lead to a higher conversion rate.
Your product or service offers to solve some problem for your target audience. Whether that be a service that saves them time, provides an expertise, or offers a tech solution - you need to make that value crystal clear.
Don't lose your audiences understanding of the value you provide by cluttering the message with filler words or cliches.
A value proposition is a clear statement that sums up why your audience should choose you over another product or service provider.
A strong value proposition, accompanied with visuals makes the likelihood of you connecting with your audience higher.
If you don't have a strong idea of what your value proposition is, I highly suggest doing some target audience research and putting some serious thought into your proposition.
I see this mistake time and time again. People try to fill what they see as blank space with a random stock image they feel will add value.
The issue is, more often than not - it doesn't add value. Random stock images that lack context don't evoke the connection you're looking to create with your viewing audience.
When you provide photos or animations with context, you create a believable story for your audience. This in turn creates a better understanding of your business and an emotional connection with your audience that helps you turn that viewer, into a consumer.
As of August, 2024 61.95% of website traffic comes from mobile devices. Its more important now, than ever, to optimize your landing page across different screen sizes.
A site that doesn't optimize necessary information across all platforms typically have a higher bounce rate due to user frustrations. These frustrations stem from content falling off the page, links that are broken, images that take up too much of the screen size or are proportionally off, and the flow being completely thrown off.
