5 Tips for Creating a Landing Page that is Conversion Friendly
Whether visitors stay on your website after clicking through from an ad depends on your landing page. Here’s how to make an effective one that would move them to action.
Ever run a Google Ads (formerly known as AdWords) or Facebook ads campaign to increase traffic to your website, only to realise that your web page's bounce rate is abnormally high? Bounce rate refers to the percentage of visitors who come to your website on that particular page, and immediately leaves the website.
Running paid media campaigns can drive traffic to your website, but it cannot guarantee that new visitors will stay and be converted into leads. One way to increase conversions is to ensure that your landing page is effective at convincing them to take action.
What is a landing page?
A landing page can be defined as a web page that serves as an entry point for a website. It can be a campaign-specific page, or a page on your website that you want to direct visitors to. Naturally, if a new visitor enters your website through a paid ad, it would make sense to direct them to the page that is most relevant to your ad, and that would be your landing page.
Here are 5 tips for creating a landing page that is conversion friendly.
1. The landing page must correspond with offer, value or content of your ad
If you visit an Apple store, you would not expect (or desire to) see Samsung products. Similarly, if you are running a 1-for-1 promotion, the landing page for that promotion should not be your ‘Contact Us’ page. Make sure that the offer or value you were promoting on your ad is the first thing your new visitors see.
2. Keep your form concise
Forms are a great way to convert new visitors to leads. Once you have a new visitor’s email address, thus converting them to a lead, there are various tools you can use to track that lead’s activity on your website. However, marketers and business owners can be tempted to request for more information than a new visitor is willing to give (e.g. NRIC, date of birth).
If your offer is a simple newsletter, request for nothing more than first name, last name, and email address. However, if you are offering tickets to the latest Bruno Mars show, you can afford to ask a little more than five questions. Also, make sure the form is easy to fill out—you don’t want leads getting confused.
3. One call-to-action
Another temptation marketers and business owners face is to include too much information and more than one call-to-action on a page. Advertising a 20 percent storewide discount? No need to talk about next year’s Great Singapore Sale promotions or feature winners of a previous campaign. Ensure that your new visitors only see one call-to-action for higher conversion rates.
4. Clean and simple design
It is also equally important to ensure that your landing page is kept clean and simple. Don't overload your page with text, keep more white space balanced with images and have your one call-to-action button in a prominent place so visitors see exactly what they are looking for and know what to do. If your landing page is for a campaign, it is good practice to remove the navigation bar to reduce distractions and the possibility of your visitor venturing to other pages, and not converting.
If you are still in any doubt that smartphone penetration in Asia is at an all-time high, you only need to look around at fellow commuters on public transport. Having a mobile-friendly website is no longer a ‘nice-to-have’ but a ‘must-have’, and this goes for your landing pages too. Ensure that user design and experience are optimized for mobile. Check that your images are aligned and fonts easily legible and consistent.
- Your landing page must correspond with offer, value or content of your ad.
- If you’re directing customers to a form, keep it short and easy to fill out.
- To avoid mixed messages only feature one call-to-action.
- The landing page needs a clean and simple design – less text and more white space
- A landing page must be mobile-friendly.