You never get a second chance to make a first impression, and those few seconds that visitors spend on your landing page are critical for determining if they’re going to convert or bounce. In her article on the Ion blog, Jessica Collier offers four landing page tips for increasing conversions.
Have a Strong Call to Action
Your landing page should perform two functions. It needs to assure your visitors that they’re in the right place, and it needs to encourage them to take action. “Conversion optimization efforts start with a strong call-to-action,” writes Collier. “Don’t just tell visitors what to do, remind them of what they are going to gain by taking your conversion action.”
Keep It Simple
Avoid overwhelming your visitors with too much information on your landing page. Your visitors won’t initially care about how many awards you’ve won or how many folks you have working for you. Instead, you should focus on providing them with information about the ad that brought them to you in the first place. Provide them with information that will encourage them to take the next step (i.e. convert). Just bear in mind that simple doesn’t mean plain or boring!
“Being able to edit your landing page down to only the most powerful, convincing elements is one thing that separates the best landing page programs from the rest,” Collier writes. In particular, you should focus on keeping your design accessible and your message consistent.
If you want those visitors to fill out a form and give you their personal information, you’re going to have to earn their trust. Try incorporating testimonials, privacy statements, and or social signals into your landing page design so potential customers will know they can trust your brand.
Tie Your Offer to Your Unique Selling Proposition
A unique selling proposition (USP) is what sets you apart from your competition. Make sure you convey this information to your visitors on your landing page. “Instead of creating another free report or software demo that says the same thing as your competitors,” suggests Collier, “make it unique and tie in what makes your product or company unique too.”