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7 Tips to Make Your Landing Page Effective

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Does your landing page successfully convert visitors into loyal customers or leads? If not, then you might want to re-evaluate its effectivity. But if your landing pages are converting quite well, then implementing a few tips could help you squeeze more benefits.

If you are unfamiliar with the term or recently heard it from the online community, it is any webpage appearing whenever a visitor clicks on an online ad. The landing page is usually designed to guide site visitors toward an intended conversion goal through an online offer.

It is basically the cornerstone of any successful online marketing strategy. It should be persuasive to grab the visitor’s attention, compelling them to convert. Regardless if you have a stellar web design and mouth-watering offer or if your PPC ads are more than optimised to perfection, without an effective landing page, then expect that your business is bound to suffer.

Here are 7 tips to help you make a winning landing page.

Align your offers with your target consumers

Alignment is the most important element in conversion rate optimisation. Your prospective audience searches for products that they need, so your offers or products must match those as closely as possible.

If your products or offers don’t match what they need or that it doesn’t solve their problems, then your target audience will not likely convert and will move on to another site.

Tailor your landing page to your target audience

Now that you have aligned your offers or products to that of your target consumers, it’s time to customise your landing page for varying audiences. Visitors clicking your ads from social media sites such as Facebook or Twitter are different from those arriving from a PPC ad or from those clinking links in your brand’s newsletter.

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Utilise a responsive design

A growing number of consumers are no longer using their PCs to view e-commerce sites online. The trend is going mobile, accessing via a smartphone or a tablet. You need to appeal to your target audience by utilising a responsive web design for your brand.

If they can’t view your landing page using their tablet or phone, chances are they won’t convert or immediately abandon your site. Invest in a good responsive design that looks appealing on just about any device so it won’t cost you sales and leads.

Avoid a lengthy registration

Only ask for your visitor’s email address, if that’s the only information you need, at the moment. The longer the registration process, the lower the number of conversions. So keep your conversions high by only asking information that you really need. If they will become repeat customers, then you can ask for more useful information.

Persuasive CTA

An effective landing page always has a powerful call to action (CTA), which is considered as the second biggest opportunity for you to improve your conversion rates.

Just keep it short, around 5 to 7 words. Use verbs indicating value, such as “Create my account” or “Get my free ___” instead of using “Submit” or other verbs that tell what the visitor has to do.

Visible trust signals

Visitors need to trust your page before they finalise their purchase. One powerful tool you need to use is trust signals or badges or other social proof elements.

These range from third-party certifications, security badges, consumer testimonials and reviews, customer success stories, client logos, number of subscribers and many more. These serve as endorsements of your brand’s quality, skill and trustworthiness.

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Match landing page headline with ad copy

Avoid confusing your visitors with a different headline for your landing page. They might think it was either click bait or a false ad. The landing page’s headline and ad copy must be exactly the same or almost similar. Not only will this create a smooth transition for your visitor, but also this lowers bounce rates and improves your site’s AdWords Quality Score.

Final thoughts

Don’t forget to test! To come up with an effective landing page, conduct a thorough test and track your results to check whether your landing page is effective and if not find out what you can do to improve it.

Remember that your landing page needs to be flawless if you want to maintain and grow your leads and sales. So all elements from the headline to the web design must work together toward a common goal.
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Marc Mazure is head of a team of highly skilled online marketers, web designers and developers at MLA web design London. Executing the highest standards in design, development & e-commerce solutions that are tailored to consumers’ needs. With years of experience in online marketing & web design, Marc offers a multitude of services with the very highest standards and principles.