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Does your landing page make or break your website?

6 tips to ensure your digital marketing is working for you, not against you.

You’ve likely worked very hard and spent a lot of money to bring prospective customers to your digital marketing campaign landing page, but the process of converting that visit into a sale has only just begun.

If not optimized properly, landing pages can sour a visitor’s perception of the brand and discourage them from completing a transaction. When properly assembled and rigorously tested, however, digital marketing campaign landing pages can be a powerful force in converting traffic into sales. 

As a result, landing page design is itself a delicate, high-stakes art form that has the potential to make or break a digital marketing campaign. Here are a few tips on how to get it right.

1. Display information clearly and neatly

Though it may seem obvious, many businesses fail to clearly state what they offer and what they’d like in return directly on their landing page. Shoving testimonials in the visitor’s face before they are even sure about what the product is or what it costs is a surefire way to lose their attention and patronage.

Instead, ensure that the most important information — your product or service — is front-and-centre and clearly stated while using as little text as possible. Remember, visitors typically won’t spend a lot of time on your landing page, so you need to grab their attention quickly.  

2. Include a clear call to action

If you’re working hard to get customers to come to your landing page, you likely have a specific intended action you’d like them to complete. Whether you want visitors to sign up for your newsletter, take a test drive, enroll in your program, book an appointment or buy your product, make sure that the call to action is clearly stated and as simple to complete as possible.

Using bold contrasting colours or heavy shadows around your call to action button is a great way to attract attention to it, and the fewer clicks and scrolls between your visitor and that action, the more visitors will likely complete the process.

3. Stay focused

While you may have multiple products or services, it’s important to keep the message clear and direct — showcasing the information that will give you the best chance of converting. That often means putting your best seller front and centre with a very clear explanation of its value proposition, rather than a range of different products and services, which might confuse or distract from the main attraction.

4. Keep load times to a minimum

No matter the quality of information on your landing page, few will actually see it if the page takes too long to load. While you may be tempted to tack on some heavy graphics and video content, it’s important to ensure that the bells and whistles don’t reduce the usability of the primary attraction.

You can use Google PageSpeed Insights to test your page’s loading speed. The program will even search for sources of slowdowns and provide suggestions on how to improve load times. Increasing page speed will not only get more customers onto your landing page, but also improve your search engine rankings, as Google takes load times into consideration in its results.

5. Keep your form fields short and easy to complete

Landing pages typically ask the user to complete an action. The simpler the action is, the more likely it will be completed. Having users fill out pages of personal information in order to complete an action or transaction is a great way to lose leads.

Instead, keep form fields short and to the point, ideally only asking for an email address and keeping any additional fields as straightforward and easy to complete as possible. That will often require including drop-down menus, auto-fill responses, sliding bars and any other features that keep the visitor’s input burden to a minimum.

6. Test, retest, then test again

Testing is absolutely vital for the optimization of your landing page. In fact, according to a study by Steelhouse, using the correct testing and targeting methods can help a retailer increase conversion rates by 300% or more.

A/B testing, the most common type of test for landing pages, directs users to one of two different landing pages, tracking the relative success of each. The page that ultimately converts the highest proportion of visitors is ultimately the stronger landing page.

For example, if you’re considering a new layout, send traffic to both pages and track which layout leads to more conversions. The more A/B tests that you can run, the greater you can optimize your page for your target audience. There are even dedicated online tools like Invesp and Unbounce that can help you track and optimize the effectiveness of your testing.

Up Next: Make sure your site won't get lost online with proper Search Engine Optimization. 

6 easy steps to boost your website’s SEO

Jared Lindzon

Jared Lindzon is a freelance journalist based in Toronto, covering a variety of topics, including technology, careers, entrepreneurship, politics and music. His work regularly appears in major publications in Canada, the United States and around the world, including the Globe and Mail, Fast Company, Fortune Magazine, Rolling Stone, Politico, the Guardian and more.

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