Valentine’s Day is fast approaching, and we know you may already be planning for your annual display of red, pink and white hearts. 

We endorse attracting visits to your ‘brick-and-mortar’ through these traditional advertising measures.  Still, we want to encourage you to use your digital resources as well. And, your landing page is an excellent place to start.

As you know, landing pages are quite useful for advertising and marketing promotions.  Whether you’re attempting to sell off stock or draw a seasonal crowd, your landing page can help acquire leads and grow sales figures.  When done effectively, it offers access to what any business desires—a sound return on investment.    

The critical aspect, of course, is conversion.  For businesses unfamiliar with this digital marketing tool, several landing page best practices can help.  Then, there may be those of you who are getting the ‘eyeballs’ but wish to improve your landing page conversion rate.  Wherever you are on the landing page conversion continuum, this article should prove helpful.

Before we jump into the tips, let’s ensure everyone is on the same page.

What is a landing page?

A landing page is a single, smartly designed web page used primarily to promote goods and services.  Usually, it’s linked to a business’ ad (Google, Facebook, Instagram, YouTube etc.).  Once the visitor clicks the ad’s link, it takes them to a page that highlights the single offer being made and invites the visitor to engage by way of a call-to-action (CTA) button.  The CTA will prompt the visitor to purchase or register with their email address to which further instructions will be forwarded.

Landing page vs Home page, aren’t they the same?

No, they’re not. As mentioned above the landing page stands alone, and is specifically constructed to promote your product.  The CTA can take customers to a page on your business’ website from the landing page.  However, it’s not recommended that your advertisement link take the visitor back to your home page.  Remember, your homepage is designed to introduce your company; usually, it’s not structured in a way to sell a specific product or service. Landing pages are focused and intentional in design.

Now we’ll address the question of the hour: how to increase landing page conversion.

Align your promotion with your sales campaign goals

Be clear on the purpose of the landing page. To do so, begin by reviewing your sales campaign goals.  For which product or service are you aiming to increase sales?  Once you’ve identified what’s to be offered, create your landing page with that focus.  Writing for Marketing Land, Khaled Saleh, notes: “Many landing pages have multiple offers which confuse users.  It’s key to create landing pages that focus on only one offer or solution; this way, your users don’t lose sight or get confused.” We can’t say it enough, maintain focus.

Keep it simple—the page that is

You want your visitors to get to the page, and get to the point quickly.  It’s Valentine’s Day soon, we’re chocolatiers, and we are offering custom-flavoured chocolates, place your order.  What we’re trying to say is don’t make it overly complicated or text-heavy.  We endorse SEMrush’s guideline for content: “your rule for content on webpages and otherwise should be minimalism. Say only what you need to and don’t focus on too many elements in any one place.” Also, for page layout and design go for something simple but visually appealing. 

Let your brand’s voice be heard

We know we just said keep your content minimal, so the challenge will be to do so while communicating your brand’s voice.  Aim to connect with your visitors and potential customers with authenticity and be personable.  Don’t merely spin sales rhetoric; make a human connection because it has the power to build trust.  Let your customer know you’re paying attention in an intimate, fun and engaging way.   Images and videos are tools are useful tools that can help create personality.

Don’t complicate the process

A complicated process; it’s what stands between a high conversion or bounce rate.  There’s nothing that can cause a lead to bounce faster than a difficult process.  Remember we’ve all become like ‘Dory’, basically, we have a very short attention span.  That said, ensure your procedure for purchasing the product or service being offered is simple and straightforward.  Similarly, if you’re inviting visitors to register, don’t make it taxing.  Typically, they will leave your page, frustrated, if they experience difficulty completing the purchase or signing up.  Sawaram Sutah for SEMrush advises that if using forms, they should be concise and easy to follow, because: “more fields = more effort = more [drop-offs] and abandoned carts.” 

Create a CTA button that prompts…action

It may seem simple; after all, it’s a very short phrase.  However, several factors can hamper the purpose behind your call-to-action button.  Carefully consider the text to be used, and be sure you start with an arresting verb.  Whatever copy you decide on, the action you’re prompting should be explicit.  Additionally, The Daily Egg suggests including words that compel action.  In their article, 8 Characteristics of High-Converting CTA Buttons, they proffered words such as ‘you; easy; guarantee; save; new; proven; results; free’.

Next, place the button in an uncluttered space where it is easily noticed.  You don’t want it to be overlooked by your visitors.  In terms of its shape, while people tend to play with its appearance, it’s common practice to use a rectangle; it’s the shape with which your visitors will be most familiar.

Is a landing page part of your digital marketing strategy?  If it is, then, wonderful as these tips may prove helpful in designing a high converting landing page.  And, if we’ve led you to consider employing this tool, then may it provide a good return on your investment.

Sources: Unbounce, The Daily Egg, The New York Times, Marketing Land and SEMrush.