Landing pages are some of the most effective ways to convert potential customers into paying ones. However, Internet advertising isn’t fresh and new anymore, and we’re facing a wiser and jaded audience. The same old techniques no longer work, or at least they don’t work nearly as effectively as they used to. It seems trivial, but there are so many small things that can really affect how well your landing page converts customers. Little things that you would probably never think of have an incredible effect. By following the core advice laid out below, you can start to tweak your landing page into something more effective without spending a single penny!
It’s All About the Eyes
When someone visits your landing page, they have about five seconds to decide whether or not they care about what your page offers. If you lose this potential customer in those five seconds, you’re not getting them back. The quickest part of this process is what your potential customers are looking at. It’s all about where you drive their eyes.
It’s not enough to have a good-looking and colorful landing page; you need to get deep into the science of it and make sure your landing page converts people in seconds. This is done by figuring out which elements draw your customers’ eyes and then testing out what works best. For instance, a boring element of your page will not catch people’s eyes. Instead, you should test different elements, such as photos, text, quotes or testimonials. The element that catches people’s eyes and keeps their attention beyond those five seconds is the one to go with. From there, you can build in all the other relevant information your landing page needs.
Test Rigorously and Don’t be Afraid to Change Things
What you need to remember is that your landing page is perhaps going to be the first thing a potential customer has ever seen about your brand or service. You better get it right. Testing is a lot like practicing: It can deliver near-perfect results. Testing is the only way you’re going to find out what needs to change and why. One of the best ways to do this is to monitor data from visitors, but that requires a live website and could cost you money. You could also test a dummy of the page with colleagues or friends to get their opinion.
Testing is the only way you’ll be able to get some direction about what to change. Once you have that direction, don’t be afraid to change course. In fact, some of the simplest changes suggested to you might make all the difference. If you’re using testimonials, for example, you might be encouraged to change the font or its size. Such a small change could keep people on your landing page longer, and even convert them into paying customers.
Encourage Visitors to Become Customers
On its own, a landing page is nothing to visitors without a little coercion to keep reading or actually click on something. Testimonials and harsh truths are great encouragement tools, as they intrigue visitors and entice them into learning more and perhaps even parting with some money. Take the landing page for natural gas scams as a good example. When visitors land at the page, they’re given some simple and easy-to-digest text that reads, “Avoid getting scammed,” “We’re here to teach you” and more. This entices the visitor to read more about what’s offered. Nobody wants to be scammed and with its simple landing page, the OilScams website comes across as a source you can trust.
Above all, Keep it Clean and Simple
No matter what you do, keep things simple. The Internet has turned people lazy and the less they have to do on your landing page, the better. After all, there’s no fun in having to sift through marketing mumbo jumbo just to fill out a form or purchase something. Keep it simple and easy to use.
Keeping your landing page clean is also important because less really is more on the Internet. In today’s Internet, striking websites are made up of few elements that stand out together, rather than a whole bunch of smaller elements. Keep this in mind and you’ll be more likely to attract customers.