Do visitors come to your site only to bounce away again? This can be a serious problem, because if you can’t keep the visitor on your page long enough to see what you have to offer, then you lose business. Bounce rates can vary widely by industry, but the principles for improving your rate are quite simple and have to do with the effectiveness of your landing page.
There are a few things your landing page should always have and a few things you want to stay away from for success.
1. Fast Loading Speed
One of the best things you can do for your landing page and your website in general is to improve the speed at which your page loads. For example, the average mobile user will only wait six to 10 seconds for a website to load before bouncing away. The slower a page loads, the higher your bounce rate will go.
Amazon is well known for its rapidly loading pages. No matter what page you visit on Amazon, it will pop up in mere seconds. Even though it has a lot of different elements on its landing page, it loads quickly.
2. Conversion Funnel
Strong landing pages also have a strong conversion funnel. The user is funneled directly to where the business wants them to go without too many distracting elements. You must decide what the purpose of your landing page is so you can guide users toward that purpose. Also, remember that each step in the funnel should have that narrow focus. You don’t want to take them from your landing page to a long list of additional choices. Each page should guide them to the next step clearly and firmly.
Harvest offers an example of a narrow funnel and focus on its landing page. The image and call to action (CTA) button draw the eye. The CTA words are an action as well: “Try Harvest Free.” In addition to offering that clear funnel, the site also has “Try Harvest Free” in the upper right corner. That tab is boxed to set it off from the rest of the navigation.
3. Great Headline Copy
Headlines are one of the most important parts of your page. They set the tone, let the reader know if they’ve landed where they wanted, and can even grab the user’s attention. A strong headline can also stand out in search engine results as the user scans the top list of results to figure out which site to visit. Great headline copy for your landing page is a must.
Impact offers some enticing headlines on its blog that are meant to draw the reader in. In bigger font are the words “Free Guide: How to Generate Even More Leads From Your Blog.” Just in case that doesn’t entice you, there is an invitation in a smaller headline to learn about this topic and optimize your conversion rates.
4. Engaged Visitors
Engaged visitors are more likely to hang around your site and learn about what you have to offer. The longer you can keep a visitor on your site and the more engaged the visitor, the more likely he or she is to purchase something or become a newsletter subscriber. There are many ways to engage your visitors, from sliders to videos to polls to free offers.
Sliders are an excellent way to keep site visitors engaged, such as the sliders with sales offers at Sincerely Nuts. Not only does this type of slider highlight the products, but it also highlights special offers and draw in new customers. In addition to the slider, note how it offers icons to specific categories. Using icons allows visitors to get to where they want to go quickly.
5. The Kitchen Sink
One thing your landing page should not have is everything and the kitchen sink. In other words, your landing page should not be cluttered. Your purpose and focus should be very narrow so the visitor is funneled directly where you want him to go. It is tempting to show visitors every single amazing thing your site has to offer, but this can just create confusion. Visitors might grow frustrated and leave your site.
6. Stock Images
Companies have gotten into the habit of using generic stock images, but these aren’t the best choice for your landing page. If you can help it at all, it is much better to feature your own work, your own products or at a minimum an image of your company headquarters. The more personal you can make the images on your landing page, the more visitors will relate to your company. In addition, you don’t want your page to have the same image as another page, which is a real possibility with stock photos.
7. Multiple CTAs
If you truly understand the purpose of your landing page, you don’t need more than two CTAs — and even those two should be toward the same purpose. Some sites try to throw in every potential conversion scenario. They will offer a free book, a special sale offer, content, something fun, and on and on. This is not conducive to getting the visitor to where you want him to go. Instead, keep that focus narrow and use a single CTA and goal for your landing page. If you have other goals, create additional landing pages.
Know Your Purpose
When it comes to your landing page, your first step should be to figure out what the purpose of that page is. If you don’t fully understand the purpose of driving traffic to that particular page, then you may wind up with a lot of missed opportunities. Know what your purpose is and where you want your customers to go, and then design every element on that landing page to point the site visitor toward that conversion goal.
Source: Lexie Lu