How to Make Your Landing Pages More Effective
All websites have some sort of landing pages on. They are pages which customers can “land on” either via the homepage, or directly through searching online. Most website owners design their sites to have a number of different landing pages to show off different product types, or services. It is important to make sure your landing pages are built with customers in mind, as it is through these pages that you are likely to look to convert into sales. Here are some of the best ways to make the most of your landing pages, and increase your conversions to sales.
Customise Each Page
Creating content for each landing page should definitely be done on a page by page basis, thinking carefully about what your customer is going to want to find. If your landing page is about different types of service you offer, such as on our own website – we have landing pages for different types of SEO we offer. It is important that the content is customised for each individual page. Any duplicated content across your site will almost certainly be picked up by Google first of all, which can result in lower rankings. It can also look to customers like you have a rather boring site! The landing pages should be completely different content which is specific to the topic or item you are talking about.
Make Things Easy for Your Customers
You need to ensure that any CTAs (call to action) are visible above the fold. This is the point where a user needs to scroll down the page. Make sure buttons to add to basket, enquire for more information, or perform some other type of action are easy to access from the first view of the page. The easier you make it for your customers, the more likely they are to convert to a paying customer! You can also check that any useful information is in view without too much reading. Things like item specifcations, sizes, options and colours are good to put in easy view, with more detailed descriptions further down. The customer does not need to wade through reams of information to check that the item or product is right for their needs.
Install a Live Chat Software Option
We use a live chat program called Zendesk, and it is by far the best converter on our website. It allows prospective customers to quickly ask a question (usually related to the price of our services!), or find out more about something without needing to click around the site to get an answer. There are lots of free options available for you to see how you get on, but we definitely recommend having this available. The only draw back is that you need to have someone able to have the window open on their computer throughout the day.
Contact Forms Need to Be Simple!
Finally, check your contact forms are not too complex or irritating to fill out. Customers want to quickly send their information to you, without needing to write a small essay. Just have fields for the information you actually need, such as a name and contact number or email address. If you really need to have a selection of which product or service they are interested in, try to have this as a tick box rather than a lengthy drop down menu item. Be sure to have trust signals and information there to reassure clients that you won’t be passing their details onto third parties (because nobody wants that).