What makes a high converting landing page tick? What factors influence? What a user does on your page, and whether or not they could convert and become a customer. Well, you’re about to find out after this.
Hi, guys, my name is Darren Taylor, aka The Big Marketer to give you tips, insight, and opinion on all things marketing. If that’s up to your street, you might want to think of subscribing. Today, we’re going go through what makes a landing page work. How can I increase the conversions on my website looking at factors on the page? Let’s get going. Number one, if you watch my other videos, you may have heard before, but the key here is in your copy on your website, stop talking about yourself and talk about the customer’s problems and how you can resolve them.
Now, a lot of people love to ramble on about the history of their company, the CEOs history, what they had for breakfast yesterday, all kinds of irrelevant rubbish that the user of the website doesn’t want to hear. What they want to hear is what you can do for them. What could your service your company, your business do better than your competitors, and how you can help them with their problem. Always write your copy with the user in mind, and particularly the question the user has in the back of their mind when they’re browsing, which is, “What’s in it for me?”
Number two, how easy is it for the customer to get in touch with you? What I mean is can they see your phone number or a contact form on any given page that’s meant to be selling your services? This could be the home page. It could be a services or product page. It could be a number of things. Whatever the action you want the person to take is, it needs to be there on the page. If it’s, for example, an accountancy practice, then you want your telephone number to be visible and maybe an inquiry form as well. Make sure what you want the user to do is easily visible on the website.
Number three is the squint test. Now, what I mean by that is if you look at a webpage and squint your eyes, that everything gets blurry, you’ll only see things that are highlighted on the page standout to you. Now, your call-to-action should be one of those. It should be your telephone number or your contact form, or a key message you want to get across. Next time you refine your website, have a look at the screen, squint your eyes and see what stands out. If the key call-to-action don’t stand out, you need to make some changes in terms of size, in terms of color, anything you can do to better highlight what youth want to do and what business is. Think of your call to action and squint your eyes, and see what you can see.
Number four is also related to call to action because that’s how important this factor is on a website. Number four is to define your call to action based on the action you want the user to take. If you’re an online service, for example, software as a service selling some kind of service online, then maybe an action like get started or take your free trial might be a good option to have here. If you want someone to give you a call, then call me now, or call now, or call free, or four today. All these are call to actions. You’re going to make sure they work with the service you’re offering, and of course, go ahead and test those out over time and see which call to action gives you the best results for your business.
Number five is to ensure you have a strong brand identity. You will be absolutely surprised how many websites I’ve seen that don’t have a logo, or a brand, or anything to define themselves differently in any way, shape or form. What they might have is just a text area saying what their business name is, or an inconsistent on old brand, or things that don’t quite add up on their page.
Now a person browsing isn’t probably going to go to just your site but also go to your competitors’ sites as well. It’s so important to make sure you have a strong branch that can really stick into the user’s mind because that opens up other avenues as well in the future for things like remarketing, so they see your brand over and over again and get used to seeing you guys in their industry. Make sure your logo and your brand is fantastic. If you can’t do it yourself, there are numbers and hundreds of agencies out there that can help you get that right.
Onto number six, and that is if you can’t make the sale, try to add value. Now, what do I mean by that? What I mean is if somebody isn’t going to get in contact with you, or call your number up because they’re not quite sure the purchase, they’re not quite there yet, add value to the user by offering them something for free. Now, in exchange for this free asset, it might be a white paper explaining how your industry trends are going, it could be some insight or some analysis, in exchange for giving the user this piece of information, you get their contact details, so it starts a conversation.
Give a user more than one option as a call to action where you can because this can really make a huge difference in getting the sale because even if the users not ready yet, you’ve already added value to their business and what they want to achieve.
Number seven, time is money for the user browsing a website. Make sure it loads quickly. Now, there’s a lot of way [unintelligible 00:05:02] my load speed which goes into technical SEO and things that are quite complex to do, that your webmaster should be able to do for you, but the one thing you can do on your side to help improve load times, that I’ve seen time and time again cause issues, is to reduce the size of your image in terms of file size. By doing this you’re going to get faster loading speeds, and it’s going to really help you maintain the customer’s interest when the page is loading because the number of customers that drop out from a page loading slowly is absolutely phenomenal, and it’s a reason why page load speed is actually a ranking factor on Google as well.
My final and bonus point number eight is based on a book I’ve read many times over, and that book is called Don’t Make Me Think. That’s very important with conversion optimization. Don’t make the user dwell on things, get rid of any junk that doesn’t add value to your site. Some cheap enough sections on their website that go into their history, that go into general updates about their business that aren’t that important, like, “We just hired this new guy.” That’s on their home page on selling pages. Put that aside. Put that somewhere else. Create a blog or something like that, and make sure the articles are only visible via the blog for example.
Make sure the pages that are geared up to sell are doing just that. They are pages to sell your business. Don’t confuse the user, give an extra option and too many choices because users get bored, they look around, they see things, they might get put off by many choices of pages to go to. Make sure key pages are visible only. If there are pages you want to get on your website that aren’t that important, put them in the right place, away from the user for now, and when they become to your customer, then they know where to find your blog for example.
Thank you so much for watching. If you liked this video, go ahead and like it. Don’t forget to share your comments and thoughts below. Let me know what you think, how successful has your optimization gone on your website, and most importantly, don’t forget to subscribe. I will see you next time