A website is not a car salesman. It doesn’t have time to walk customers through all the bells and whistles and take them on a test drive. It’s more like a food truck vendor; if it’s not optimized to convert, it’s trying to sell gyros while driving on the highway to anyone in a passing car with the windows rolled down. While it’s having some luck in traffic jams, it just can’t grab visitors long enough to convert them into customers.
According to this Time Magazine article by Tony Haile, CEO of the publisher content intelligence platform Chartbeat, 55 percent of page visits only last 15 seconds. So even if you have a high click rate, or number of visits to your webpage, people may still be coming and going very quickly. This is called your bounce rate: it takes into account how many visitors come to your site and how long they stay, as well as whether they continue to engage with your site or “bounce” back to their search results.
So how do you reduce the bounciness of your visitors? You need a landing page, an “entrance” to your website for visitors coming in through links in ads or emails that capitalizes on the 15 seconds they give you to grab and keep their attention.
It’s time to park that food truck at a festival.
Here are 7 tricks for crafting landing pages that convert:
Make it unique
A landing page that is effective for your business won’t look like an effective landing page for a completely different business, or even one your competition might use. A landing page can also be its own, unique page on your site, separate from your home page. In fact, this is often where it excels!
Give it a megaphone
The most important thing a landing page does is present a call to action. These are, of course, infinitely varied, but they fall under two categories: clickthrough and lead generation (or lead capture). A clickthrough page usually has a single button that takes customers through a smooth transaction, using this simple call to action to create a conversion. A lead capture page asks visitors to enter some information, usually their name and email, and is used for list-building or B2B marketing, among other things.
Make it obvious
A good landing page is clear and easy to navigate. Remember, you only have fifteen seconds to convert a customer. Use a clean, minimalist format and a short and clear header that broadcasts value so your visitors know where to go, what to do, and what they’re going to get from it.
Offer some trust
Does the New York Times think you offer the best Tiny Cat Hats on the market? Are you certified as a Top 100 Feline Hatmaker? Do you offer a 100 Percent Meow-ney Back Guarantee? Give visitors these trust signals with examples of your customer service and promotions from recognized brands, as well as through testimonials by other satisfied customers.
While it’s understandable to want to offer your new visitors a view of all the products or services your business offers, doing so will only undercut your call to action. Streamline your landing page to focus your customers on one action you want them to take. The fewer links on the page, the more effectively it will convert.
Less is more
It’s natural to want to collect as much information as possible when capturing leads, but a landing page full of forms will make a lot of potential customers bounce. Collect only the essentials from your visitors – you can always ask for more information later. This can also be an opportunity to offer special deals, like a free webinar or free shipping, that could encourage more visitors to offer you their information.
Target your audiences
Tailor your page to individual visitors, or more specifically to where they came from. Did they come to your website from a Facebook ad or an email link? Consider using different landing pages to optimize the experience of these visitors. Make sure the copy on your landing page and in your advertising match up so your visitors know they’re on the right path.
Whether you’re launching a landing page or optimizing an existing one, these tips can help you improve your bounce rate and call your visitors to action. Monitor your new landing page’s progress with Google Analytics or your platform’s tools, test it rigorously, and watch it convert more of your visitors to customers!
Want help creating landing pages that convert? We’d be happy to assist. Contact us here.