Do you have such experience? When you are browsing a website, a pop-up ad attracts your attention. However, after you click the ad, the landing page sometimes is not that interesting than you thought. Isn’t it disappointing?
Successful online marketing shouldn’t stop at the pop-up ads, and the landing page is also important. Therefore, let’s look at some tips to increase your landing page conversions!
Attention Rate 1:1
Attention rate means that the ratio of the number of things you can do on a page to the number of things you should be doing. Sometimes, we want to put many ideas on a page, when we are designing our landing page. Yet, a lot of information on a page usually distract reader’s attention. As the attention rate goes down, the conversion rate goes up. A successful marketing campaign should only contain one goal. If we focus more on the most important goal, it’s easier to grab the reader’s attention.
Pre-click Promises
When readers are attracted by our ads, the landing page that come into view needs to meet their expectations. Different inbound channels should show different pre-click promises on their landing page context. For example, visual relevant ads’ context needs to include design and message match. A great landing page shouldn’t make readers distrust the ads, but should expand the reader’s interest in the context.
Polish the CTA Button
After knowing the only and the most important thing that the reader should be doing, make sure your call-to-action (CTA) button is special enough. The design and the text of the CTA button are both essential. You need to use the design to attract attention, and use the text to evoke a more emotional response. The most important thing is that your CTA button has to excite you before it excites other visitors.
Optimize for Mobile
These days, more and more buyers click the ads through their mobile. Focusing on the landing page for desktop is not enough, the mobile experience is important too. Especially that young people usually use mobile to browsing the internet instead of the desktop. Hotjar can help us track how many readers are viewing the landing page on desktop and mobile. After using this tool, you may realize the importance of how your landing page shows on the mobile.
Ask Outsiders
Sometimes, you may be satisfied with the landing page you spend a lot of time to make, while other people may not like it at all. Therefore, asking outsiders’ opinions is important before using the landing page. Here are some resources you can use:
- People who fit your buyers’ personas
- Website testing tools (e.g. crazyegg)
- Other well-designed landing pages
Reference:
Gardner, O. (2019). The 7 Principles of Conversion Centered Design – Stukent. Retrieved 11 October 2019, from https://www.stukent.com/expert-sessions/the-7-principles-of-conversion-centered-design/
Klongerbo, S. (2019). 7 Proven, Creative Strategies to Boost Landing Page Conversions. Retrieved 11 October 2019, from https://9clouds.com/blog/what-makes-a-great-landing-page-7-strategies-to-increase-your-conversions/
Hari, B. (2019). Landing Page Not Converting: 17 Ideas That Work Best For Us. Retrieved 11 October 2019, from https://klientboost.com/cro/landing-page-not-converting/
Image: Digital Marketing. (2019). Retrieved 11 October 2019, from https://images.app.goo.gl/Hw8GKCAYzVcwoVze7
