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The best part is that you don’t need a fancy landing page. A simple mindful design
will do the work! No matter whether you want to ask for an email address or
want a signup form customer for a free trial of a product, a landing page is
your best rescue.
A good landing page is bound to make an impact. Yet, an ill-planned landing page
can have the exact opposite effect. Without proper planning, designing a
landing page is a total waste of time, effort, and resources. That being said,
mastering a landing page design is not as easy as it may sound. Several factors
affect the quality of a landing page.
Let’s
take a look at the top mistakes that marketers need to avoid while designing
their landing pages. (And some tips to follow)
Confusion! Confusion! Confusion!
First
and foremost, there is a plethora of content out there that is simply
confusing. A good landing page design has easy to digest information. If your
landing page readability is low for example it takes the reader more than 5
seconds to understand – chances are your landing page won’t convert. In short!
You just lost a potential customer.
Common
elements of a good landing page: -
1. Headline: A clear and crisp heading is the key to make your landing page
more impactful.
2. Sub-heading: A little bit of high-level introduction here can do that
magic.
3. Visual:
INVEST in high-quality visuals – nothing is more important than the looks of your
landing page.
Again,
creating a valuable landing page is not an easy task. It would require
competitive analysis, target audience research, and creativity. Many of
marketer’s use the 'grandma approach’ in designing the landing page. In other
words, if your grandma can understand it chances are those other audiences will
get it too!
What Do I Need To Do?
One important factor to understand is the ‘what’. What do your visitors need to do
once they reach your landing page? Are there some takeaways or any important
information you offer? So, when you are creating a landing page ensure to
highlight the vital aspects. That is why adding CTA is an important part of
conversion as well as a landing page.
Your
landing page should be easy to navigate! It must crush the problem of your
visitors right away. Remember the presence of a confusing CTA is as good as
having no CTA at all. However, it’s important to give CTA, so by aligning your
landing page elements you can create more energy on the page.
Landing Page Loading Speed
You
must have heard about it – slow internet is worse than having no internet.
Somewhat similar is the case with landing page loading speed. In case your
loading page is taking more than 2 seconds to load, chances are the interest of
the visitors has already decreased and so does the rate of possible conversion.
Improve on the loading speed of the website. In case you are not so sure about
how to optimize your loading speed then it’s time to use some tools. Using
Google’s PageSpeed Insight will help you identify and improve the landing page
loading speed.
Note:
Use image optimization to make your image lighter so that they load
faster.
Mobile-First
In recent months the number of mobile users has increased dramatically. Since COVID-19 most of the users now prefer using their smartphone to collect information and to answer their queries. That being said while designing your website it is necessary to keep in mind that there would be desktop users as well.
Don’t
limit yourself to only smartphone users! Focus on the audience who are going to
access the landing page using different screens.
Do I Need To Test My Landing Page?
The answer to this question is in the greys. Since there is no hard and fast rule
on testing the landing page it depends on individuals. Certainly, adding a
testing layer might help you in fixing errors (if any). One of the ways to do a
test on your landing page is by using the A/B testing method – or split testing.
Split
testing is a method of creating a variation of the landing page to track
conversions and to improve the overall impact. The process includes changing
different elements of the landing page. Some of the basic elements to consider
for A/B testing are: -
1. Images
2. Text
3. Type of offer
4. Page headline
5. Background color
Note:
Around 60% of companies believe that A/B testing makes a high impact on
conversions.
Using the Same Landing Page
It’s
natural to use the same landing pages to narrow down your business targets on
the market. Yet, it’s important to take into account who is your target
audience. To understand this in a better way you need to dig down a bit more.
Learn about consumer behavior. This would give you some important insights into
how each individual behaves differently in the same target marketing. Avoid
converting them using the same landing page.
Making a specific landing
page allows you to use a variety of elements. You can further give your
audience a broader insight to date points. In other words, it’s more contextual
and increases the conversion rates.
Invest In High-Quality Visuals
The point cannot be emphasized any more. Our brain processes 90% of all information in a visual format. In other words, visuals are processed approximately 60x faster in comparison to text content. So, when designing your landing page it’s important to effectively use the visual element. A quick gif here, an infographic there and you are all good to go…
Bigger Commitments
It’s
essential to know that not all visitors on your landing page are going to be on
the same level. In other words, some would readily share their contact
information, while others would need a little more nurturing. Most of the time
the landing page demands a lot bigger commitment from a visitor in comparison
to what is offered. It’s essential to bridge this gap. To do so you can add
free trails demos without credit card and newsletter subscriptions.
Too Much Clutter
The enemy of good content its cluttered design. So, you must design your landing page around one goal only. Avoid overwhelming your visitors with multiple offers. Adding multiple offers a sure-shot way to clutter the entire design. It confuses visitors and decreases the chance of a conversion.
Are you ready to test your new landing page? You can optimize your landing using these tips and make it work for you! There are a plethora of other ways to capture an audience. Even online resources can help you in finding the right way to reach out to the audience. If what you’re doing right now is working for you, GREAT but if what you’re doing is not producing results then you need to change your strategy or hire a responsive web design service to improve your landing page experience and convert leads into sales.
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