How to Improve Landing Page Experience
The landing page experience could matter a lot regarding your PPC Ads ranking and your lead conversion rate. You can achieve a better ranking and get more conversions if you know how to improve the landing page experience.
A landing page is the first interaction a prospect has with your brand. This is where they might convert into customers or leave your site with a bad impression.
Many factors decide if the customers will get a great experience on your landing page. If you forget this important step, you may be investing in ads without getting enough conversions! In this article, you’ll learn how to improve landing page experience for your viewers.
Ways to Improve Landing Page Experience
Fast Loading Speed
Many people focus on the content but forget about the performance of their landing page. Does it load fast enough? Do the images and the other content on your page leave visitors waiting while they load?
In today’s time, slow pages are a no-no if you want to retain visitors. It will also impact the SEO ranking and reduce the search engine and Ads ranking.
Even a single-second delay in mobile page load time causes a drop in conversion. According to Google’s research, a 3-second delay in load time can result in a 32% higher bounce rate.
There is no one way to improve your page speed. It depends on various factors like file size, code optimization, server response time, image size, and so on.
Use original and engaging content
People generally tend to have a short attention span. Unless you are presenting fresh and catchy content, they might easily get bored and leave your site. So, two things to consider is that the landing page content should instantly grab their attention and keep them glued.
Secondly, the font size, the color scheme, and the overall layout must appeal to the visitors. The attention of the site visitors should instantly be carried to the engaging part of your content.
You have the creative freedom on how you achieve this. But essentially, it should be useful and relevant to the visitors. If you are using PPC Ads, the content on your landing page should be specific to the corresponding Ad. Here are a few key points to help you achieve this.
Use a conversational tone
Most visitors on your site appreciate reading the content written in a friendly and catchy tone compared to a robotic, informative voice. When you create the text content for your site, it should feel like talking to the audience in a slightly casual, conversational tone.
Use bullet points to make the content skimmable
Let’s be honest. Most people are impatient when they check on a new website. It takes just a few seconds to decide if they want to hang on any longer and check out your content or leave it.
If your content is ‘snackable’, the visitors find it easier to find the relevant parts to consume. Otherwise, they may get bored and leave. Bullet points can also help make the content more skimmable.
Image banners can grab attention better than regular text. But you don’t want to overwhelm them by using several unimportant sliders or popups. Instead of dazzling the visitors, get their attention to something they might want to see or know more about.
Most people usually design and test their web pages on a desktop browser. But most of your actual users might access the website from their smartphones or tablets. If the site is not optimized for mobile devices, this could be catastrophic for your brand.
The page proportions on mobile devices are way different from the desktop page. So, unless every element of the landing page has been designed for all kinds of mobile devices, it would look ugly on these devices and would harm your brand image.
If you consider how the users are migrating to mobile browsing, this is the step you cannot get away from. If you want to improve the landing page experience, you must learn about creating mobile-friendly websites! Here are some tips to make your designs mobile-friendly:
Plan your design to be responsive
Before working on the layout, plan different layouts for different-sized devices. This means that the elements of your design would show differently based on the device’s size. For instance, the top bar menu on the desktop site could appear as a ‘hamburger’ menu on the mobile site.
Using a responsive column width can help make sites look better on mobile sites. This is because columns may become too narrow on smaller screens. A responsive design should adjust the column width to be wider on mobile devices.
Deal with the elements that are not mobile-friendly
Some elements like a banner or a sidebar may not be essential to your main content and could be left hidden on the mobile view of your site.
Yes, it is possible to hide some of the elements just on the mobile version of your site. This would make it easier for your visitors to focus on the main body content, even on the mobile screens.
A pop-up should not be annoying on the mobile sites
We know that pop-ups could be essential to your site. But sometimes they may be awkward on the mobile view. The close button may go missing on the smaller screens, or it may cloud the entire screen.
You can keep the pop-ups on your site, but these should be tested on mobile devices and modified or removed if needed.
Optimize your site for conversions
A common mistake people make is customizing the site to get more converts. So, they may remove other form fields and leave the name, the email, and the phone. Maybe this would get the site more details, but what if they are not your potential customers?
Think about it. What if they are not from your desired location, are not from the right demographics, or are not interested in your product? Then getting their name and contact details won’t do your business any good?
The end goal of your site is not to get more people to register. But to also have filters to get the relevant convertible leads!
Prequalify visitors for conversion
Everyone who visits your site may not be your potential customer. To understand how to improve the landing page experience, you need to keep in mind that you want to identify your real leads and look at the downstream metrics.
You want to direct your genuine leads through the right channels to give your business a boost. The landing page should not just create irrelevant traffic. You should keep this in mind when creating any form on the landing page.
Use minimalism in your design
To explain this briefly, every element on your landing page should add value to the user. You don’t want to dazzle the visitors with many elements or colors. Also, too much irrelevant content could distract your visitors from the more important part of your page.
It has been observed that a minimalist design can benefit the website. The actual purpose of such a design is to create a smooth experience for your end-user. They should find it easier to search to navigate your website and find what interests them.
How to Improve Landing Page Experience for Increased Conversion Rate
Keep the landing page content consistent with the Ad
When running a PPC Ads campaign, the message of your landing page should not be mismatched with your Ad. The visitors who came through clicking on your Ads should find the landing page relevant and fulfill why they were drawn to your website.
Whatever the PPC Ad promotes should be a feature on your landing page. The message on your landing page should be clear and concise. If it matches that on your Ads, it could help create a positive user experience.
Call-to-Action on the landing page should be easy to spot
Call-to-Action or CTA plays a vital role in lead conversion. You don’t want visitors to miss it. It should be placed so that any visitor would notice it. Also, make sure that the CTA button has a contrasting color.
Using an actionable and enticing word on it could make it more likely that the visitors would click it. It is a very effective way to boost conversion.
Use trust signals
Quality content can hold the user’s attention for a longer time. But conversion rate usually depends on whether the visitors trust you. Today when several sites are trying to scam people, you need to take extra measures to build trust with your visitors.
Your contact information should be easily accessible to potential customers. You don’t want to clutter the page with the entire address, but at least the phone and email should be visible to the visitors on your landing page.
Reviews, ratings, and testimonials can also significantly impact the conversion. Many users are influenced by seeing your other customers’ positive reviews and testimonials. You can offer some space on your landing page for customer reviews or endorsements.
Mention your Unique Selling Point (USP)
The landing page is a good place to brag about your brand. You want your customers to know right away what makes you special. It could be something like a free trial without a credit card, or you can mention having been featured in a prominent magazine or something like that.
So, if there is any unique value prop or some selling point about your brand, you can mention it on the landing page to boost the conversion rate.
Things to Avoid on the Landing Page
Too many “Call to Action” buttons
A CTA is essential but too many of them on the landing page would negate all. This will distract the users from the main intent. You need the visitor to stay focused and follow through with your marketing funnel.
Badly written copy
Your readers prefer clear and concise information over large bodies of unbroken text. An excessive amount of copy could be a major turn-off for your readers. Share the information in easily digestible chunks of content to create an intuitive path toward conversion.
The content should be engaging, but it shouldn’t be too long so that its size repulses the visitors. Chunked content is also quite easy to understand and retain. Using bullet points could further make your landing page text more reader-friendly.
“A picture is worth a thousand words”, you have probably heard this. So, using images on your landing page could be a great idea but make sure those aren’t low-quality pixelated images. Generic or corny images must also be avoided to create a good impression.
This is one of the most important things to remember. Nothing could annoy your readers as much as bad typography on the web page. The size, color, and font all affect the readability of your text content.
If your text is too difficult to read or focus upon, the visitors will spend far less time on the site. The background color also impacts the readability of your text. You must try various color schemes, font styles, and sizes to develop what looks the best.
The landing page is the first point of interaction between your customers and your brand. This is their first impression of your brand and could easily decide if they end up as your customer or not.
With these tips and tricks, you can exponentially increase the chance that the visitors would like your website and take more interest in what you have to offer.
This information should help you design a user-friendly landing page that perfectly represents your brand’s message. We hope you will help you understand how to improve the landing page experience and get more conversions.