If you already have landing pages and your conversion rates are particularly low, there may be a number of reasons. The world of digital marketing is competitive, and users are becoming more and more distinguished by the content they read and interact with, and for this reason, even the slightest problem or mistake on a landing page. may cause them to stand up and look for an alternative.
Some of the most common mistakes include misunderstanding what potential customers want, poor design, inadequate titles, lack of consistency, poor CTAs, and lack of clarity in what the page is trying to do or sell.
If you receive high traffic pulses, but very few visitors are converting, you’ll need to collect a range of data and adjust your landing pages accordingly. This is where your landing page best practices come in. (See in the Weryon.ro audit Best Practices!)
For over 14 years, Weryon has served hundreds of clients in successful SEO battles. We continue to adapt and refine our offering in response to the challenges of Google’s changing algorithm.
So what are the best practices?
Landing page optimization works in a similar way to optimizing your website, the key difference being that your landing pages will be created with one goal in mind – to convert.
Whether it’s signing up for a newsletter, downloading an e-book, making a purchase, or subscribing to a service, you need a clear, concise, and fully optimized landing page that can help you encourage potential customers to make that final move.
So how do you go about optimization?
The Title Is Your Greatest “Good”
As with any good content, you need to think carefully about your title. Without a catchy title, you don’t get noticed. Although it is difficult to determine exactly what will make the title perfect, it is crucial to take a look at the ongoing trends when building the title and keeping it clear, concise and fun.
After all, the title is the first thing your potential leads will see when they get to your website. However, there are some statistics that are worth considering, including the fact that eight-word titles can increase by 21% compared to longer titles, and 38% of people prefer titles on the list.
The headlines won’t always match the service or product you’re trying to promote, but taking a look at what your audience is looking for will give you an overview. No user will enter any query on Google without a search intent, so capturing your ideal customer’s attention can help you clarify your goal and improve your conversion rate.
The clever design for shapes is invaluable
Forms are one of the biggest culprits for lost or failed conversions on any landing page, which is why you need to pay close attention to their design. In general, interactive forms go beyond those that are one-step, not least because of the lack of the intimidating factor. Being faced with a single form field, such as a question or entering your email, is much less intimidating than a complete form with multiple questions. Similarly, saving the request for personal information to the last step may make them more likely to complete it, in order to avoid losing the progress made with the rest of the form. In addition, you can add a progress bar to build motivation to fill out the form.
Creating a sense of urgency, playing with pain points and providing a solution to avoid loss or “pain”, each plays a role in creating an emotional response that ultimately encourages a user to make the final move.
The more you add to a landing page, the more distracting you are from the action. Unlike the homepages or main pages of services or products, a landing page does not need a lot of information. Just list the key points, enough to persuade your visitor to buy or take some form of action so that adding blocks and blocks of text distracts or turns them away.
Content can create or break any landing page, so you need to make sure it’s high quality, but concise and relevant. Each user will intend to visit your landing page, so it’s important to make sure you capture this in content, whether it’s text, image, video, or even the form itself.