Sometimes in life you find yourself in a position where you have everything you need to make an idea work, but you just can’t seem to manifest the culmination of your strategy into something of substance which reciprocates the effort and value of the initial idea.
You're not the only one...
It’s no secret even the most intelligent of history’s geniuses have had great difficulty just bringing it together. And when looking at your landing page conversion we often find ourselves at a loss as how to create the pinnacle of our strategy on a blank page in cyberspace.
After some intensive research I discovered that since last year landing pages all over the world have lost approximately three truck loads of money because of over “perfected” landing pages.
See graph below;
It's not not a pretty sight, is it?
So what does a French pilot have to do with landing page conversion?
When creating our landing pages we fall into the trap of trying to create the “perfect” landing page and in doing this we are masterminding our own downfall before we even begin.
Antoine de Saint-Exupery a French Pilot and Writer said “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”
What Antoine understood is that perfection comes by simplicity
There are specific key elements which make up a high converting landing page and they are not the specific elements used to compile the page. They are the key elements which create a mindset that works methodically in synchrony with the criteria and assessment of on-page landing page elements.
What the hell does that mean?
It means we need to look at the page objectively with a plan in mind. Every element that is placed on the page needs to have a reason to be there.
Below arer some of the requirements and elements you should be thinking about when you begin building your landing page. These are important factors to think about. When using this list always keep in mind that before you use it you have to apply it to your audience and see if it “fits”. Remember, you create your landing page to sell a product or service, your customer lands on your page looking for a solution to their problem. You have to make a connection in the most simple and easiest way possible.
The real secrets to landing page conversion
The number one secret to landing page conversion may seem obvious but many find themselves oblivious to it. The real secret and number one factor of landing page conversion optimisation is engagement. Engage the user and you will sell. You can engage the user in many ways, usually by paying attention to what the user is looking for, what they need, what they need to buy and then looking for an interesting point of difference to deliver it to them.
The conversion thought process (And the three most important questions of conversion)
Landing page conversion begins with the user travelling through a thought process. The best way to define this thought process is in three questions that the user will internally want to digest and understand. By answering the questions you will help the thought process along and help engage the user. Those questions being;
Where am I?
The first instinctual thought a user asks is “where am I?” Ensure you make it clear what you offer and where the user lands. This is also the foundation for the user to build trust.
What can I do here?
The first instinctual thought a user asks is “where am I?” Ensure you make it clear what you offer and where the user lands. This is also the foundation for the user to build trust.
Why should I do it?
The mainstream of your page will consist of explaining to the user why they should choose you. When looking at this point, think about what you competitors have to offer and try to connect with the user’s needs by empathizing with their situation. Use language they understand.
The value of the value proposition
One of the most important elements of landing page conversion is your value proposition. This is the one product, service or piece of added value you can give the user with which your competitors can’t. The one undeniable piece of information which makes you the most valued provider in the user’s eyes. This is not “high quality” or “best service”, it is a proposition you have to offer which your competitors can’t. For example “We offer free delivery and £10 off your next order”, “Free trial for 30 days cancel whenever you want” or simply stating that you are the lowest priced provider in your market.
Every element must have a reason for being there
When looking at an element ask yourself “Do we need it?”, “Is this useful to the user?” “Does this add value to the page?”. This is a simple yet extremely overlooked factor when looking at landing page optimisation. We often find when analysing and improving our clients landing pages that there will be elements of text or banner which pull the user's attention away from the content and provide no value to the user. Breaking the flow and fluency of the page.
You have 3 seconds, go!
Research shows the average user takes 3 seconds to decide whether to leave a page once they click a link, that’s including loading time. Considering pages usually take around 1-2 seconds to load, that leaves you with a second to grab their attention. Always use the bounce rate statistic to benchmark your site’s ability to retain users and split testing using this statistic is usually an effective tool when improving a landing pages’ performance.
Grab the user’s attention with an interesting headline
An interesting headline with a point of difference and a twist can be very effective at captivating a user and engaging them in the content. This does not mean create a headline which is misleading. It means adding a slight twist which captures their interest. See our conversion Facebook page for articles on how to write effective headlines.
Make the content column the focus of the page
Keep the focus of the page on your main column of content. One simple technique is to make the background of the other elements slightly darker and the content area you want people to read bright and simple to read.
Analyse your user’s experience
Ask your users for feedback and ask them questions on every detail of their experience. It is also a good idea to split test different landing pages and compare the feedback. Ask them to fill out a survey about their experience and adjust your page accordingly through benchmarking and split testing.
Visual engagement using video and images
Video has been proven to be extremely effective at engaging a user and depending on the video, helps communicate on a level which the user can identify with. Images can play a large role in landing page conversion optimisation by grabbing the user’s attention and focusing the user’s attention. They also provide an excellent opportunity to communicate who you are and what you are all about in a very fast and efficient manner. User’s landing on your page will likely determine the purpose of your page through images and visual stimulation before reading and digesting your site for the same purpose.
Ph.Creative are experts in conversion and we work creatively with clients such as Balfour Beatty, Apple and Facebook. We are Web Designers, Web Developers, SEO Consultants, Search Marketers and CROers(Conversion Rate Optimisation) and everything web related.
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