Clients often ask us about quick-win strategies in Digital Marketing that can help them improve conversions. This is indeed a good question as your Digital Marketing strategy should definitely align with your business goals. Although there is no one size fits all digital marketing strategy, in many cases, switching from a homepage to a landing page is a robust strategy that has proven to be effective for many businesses.
The thinking behind this approach very simple. A conventional homepage encourages users to self-explore across the broad content of a website such as your About page, your Product page and so forth. A landing page, however, focuses on driving users to perform a specific desired action. This action may be to subscribe to a plan, purchase a product, sign up for a free-trial or trade their contact details in exchange for a piece of useful content.
Nevertheless, deciding to switch to a landing page is just the beginning. What is more important is ensuring that your landing page is effective in achieving the goal it was intended to do. In this article, we shall look at three important areas that you should focus on in order to improve your landing page conversion, namely, content, visual and layout, and testing.
We are often told that “content is king” and this is certainly true for your landing page. People had clicked on your link promoting the landing page because they were attracted by the offer you had presented. In other words, they have registered intent and are now in the phase of considering your offer.
Your landing page should focus on helping people make the decision. Focus on the benefits of your offer. Create a sense of urgency by using words such as “sign-up today” or “available for a limited time only”. Remove anything that is not relevant to the offer, even as far the navigation menu of your site. Prominently display the form and the call-to-action button. Focus on helping people make the decision.
Next, make sure the language you use is simple and understood. Don’t overwhelm people with technical jargons or unnecessary information. Again, put yourself in their shoes, and respond all the questions that they may as clearly and as simple as possible. Arrange the information coherently using a strong headline, supporting body copy and the all-important call-to-action.
Thirdly, you want to use content to build trust. People do business with who they like and trust, and this is true for a brick and mortar shop as it is with an online store. The only differences are the ways of which you build that trust. For your landing page, consider including testimonials or reviews from real customers, displaying your company contact information and providing a money-back guarantee or free trial for customers.
Visual and layout play an important role in optimising your landing page’s conversion. As the saying goes, a picture is worth a thousand words. You want to ensure that the design your landing page is consistent with your brand. People trust brands that they recognise. An inconsistent look to your landing page may deter the potential customer from taking the all-important next step. At worst, it may even suggest to them that they are visiting an unauthorised third party site.
Secondly, keep your landing page simple and uncluttered. Most people scan through the page instead of reading everything you write. This is especially true when there are a lot of text on the page. To overcome this, use visual cues such as larger font sizes for headlines and colour contrast to differentiate sections of the site. Don’t be afraid to use ‘white-space’ or negative space to create balance and increase legibility.
Thirdly, use high-quality images. Like it or not, the images that you choose will project the quality of the products or services that you are offering. Hence, it is worthwhile to invest in the services of a professional photographer or stock photography. Moreover, as people may be looking at your landing page through their mobile devices, make sure the visuals and layout are responsive to all screens.
Finally, you should continuously test your landing page. In Digital Marketing, almost every action can be tracked and if you aren’t taking advantage of this, you are truly missing out on the full power of Digital Marketing. A/B test or also known as a split test is a popular method to test your landing page. With A/B test, people coming to your website are directed to two different versions. The performances of these pages are compared to determine which of them gives better conversion rate.
12 Powerful Strategies to Boost Your Business Through Digital Marketing
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