Are you certain that your landing page could perform better, but you’re not quite sure where to start?
Here’s 6 questions you should ask yourself right now about your landing page.
If you answer ‘No’ to any of them, don’t worry, at least you know where to start now.
If you can answer ‘Yes’ to all of them – you’re a Conversion Rockstar and I salute you. You’re work here is done.
1. Is the headline relevant?
Think about where the traffic to this page is coming from, is it an ad? An email? Make sure that the headline closely matches what the visitor is expecting the page to be about, based on whatever they clicked on to get there.
2. Is the landing page copy clear and concise?
Most people scan read web pages, so it’s important to keep the messaging clear and the language reasonably simple.
It should be obvious where to move on the page next, and the important information should ‘leap’ out of the page.
If this is an AdWords landing page, it’s also important to consider the relevancy of the content to the ads that are driving traffic to the page. A poor match between these two will have a detrimental effect on the quality score (and therefore the campaigns performance) as well as the user experience and conversion.
3. Is the call-to-action obvious?
This should be one of, if not the most, attention grabbing elements on the page. If it doesn’t stand out or clearly instruct the visitor what next action they should take, you can:
- Use contrasting colours to make it ‘pop’.
- Use directional cues to draw attention to it and promote a sense of importance
- Ensure buttons look ‘clickable’, try adding some depth or texture to them to separate them from other design elements on the page.
- Encapsulate forms or other CTA’s to give them visual hierarchy on the page and draw attention.
4. Is the landing page persuasive?
Does the copy speak to the visitors desires and / or pain points?
All the elements of the landing page should come together to tell a story of why someone should do / buy / action something. You can use emotional language and write in the first person to help the visitor begin to imagine themselves using the product or service. This can also work well to remind them of the uncomfortable feelings associated with the problems this product or service will eliminate.
Is there a sense of urgency or scarcity? A landing pages purpose is to compel people to take a specific action. A successful landing page will urge people to take that action now.
5. Have you included indications of trust/authority?
One of the best ways of building social proof on a landing page is to show some powerful testimonials from clients or experts that are using the product or service. These should be short and to the point, and should ideally include a photo of the person giving the testimonial to make it more authentic.
Badges that represent industry awards or memberships also add a sense of authority, trust and legitimacy to the brand or product.
6. Is the page aesthetically pleasing?
Does the page look busy, or have a lot of clashing colours? Try reducing the diversity of colours, or giving the content breathing space (white space) to make it more comfortable to look at. Using simple spatial positioning allows your call to action (CTA) to stand out from it’s surroundings and give your eye only one thing to focus on.
I hope that’s given you some ideas and you’re on your way to better converting landing pages.
If you need more inspiration, go ahead and download one of our proven high-performing templates below…
If you’d like to talk about what else we can do to crank up your websites performance, Schedule Your Free Online Marketing Diagnostic Interview