So, you got a potential customer to click on your pay-per-click ad — you’re halfway there.
Now it’s time to turn them into a quality lead with an enticing, goal-driven landing page: the page your customer lands on right after clicking your ad!
Did you know that 55% of people spend fewer than 15 seconds actively on a web page? This means that most people are skimming and deciding very quickly whether your offer is worth their time.
When designing your landing page, here are some best practices to help turn those paid clicks into paying customers.
Before you start designing your landing page, give some consideration to an outline of how you want to structure your page. A good rule of thumb is to design the layout into 3 sections:
You should have a plan of “One Page, One Goal” in an effort to get everything accomplished and to give your visitor no reason to leave your page. Use whitespace to give your elements breathing room and try using bullet points as opposed to paragraphs of content. Make your visitor want to call or fill out a form by answering their questions quickly with a page structure that is easy to absorb.
Visual Impact is determined greatly by colors and color variations. While the idea of using a certain color like orange for your call to action may sound like a great idea, this may lose its effect if the majority of the site is orange. This Carfax landing page is a great example of color selection. The blue makes your eyes travel from the main headline “Buying a Used Car?” to the call-to-action and finally to some supporting details of how their product works. Consider using a primary color like this sparingly on only the most important elements.
Now that you have decided on a layout and some color variations, you are ready to start writing some content, including the most important part: a well-crafted header. A main headline can be creative, but it is important that it either explains a core benefit, asks an enticing question to get the right crowd interested, or explains what your product or service is.
If you decide to use a secondary headline, this should back up your main headline with supporting information such as a statistic, number of customers, etc. It’s also important to note that simple jargon helps with SEO, as it mirrors the query someone might use when searching for your product or service.
When putting forms and buttons on your landing page, it’s important that the call to action is consistent with the other calls to action on the page. If you are trying to get a phone call, a form filled out, or e-book download, try separating these into three separate landing pages, as all of this at once may be overwhelming for a visitor.
The number of fields on your form should be kept to about 4 to not appear as a daunting process, and should convey the urgency for ‘Now’ (e.g. “Start your free trial today!” rather than “Free Trial”). Finally, never use “Submit” as your send button, as this leaves the situation open-ended on what happens next. Use phrases like “Get in touch with a specialist today!”, so your visitor knows what to expect from your company.
Images will probably be the first thing that catches your visitor’s eye, so it’s important that photos are clear and high-quality. Make sure you can tell what they are and that all people can relate to them. If you sell multiple products, use an image that many customers can relate to instead of a singular product. If you have limited space, consider adding a caption or combining images in that area to add value. Visitors will quickly judge and evaluate the quality of your photos, so select these in the eyes of your varied customer base.
Good landing page design can go a long way for a high conversion rate. More often than not, you will have less than 15 seconds to convert your customer, so make sure you are following through with a well-designed landing page.