Landing pages are an important part of lead generation. A landing page is a great way to send visitors to highly targeted pages to generate leads more efficiently.
Because landing pages direct your visitors’ attention to a single offer, doing away with distractions, they are highly effective at generating leads. However, converting the visitors into leads/sales isn’t easy. You need a conversion-optimised landing page.
Here are some of our top tips for building a compelling, conversion-optimised landing page.
You’ve perhaps heard the phrase, “Keep It Simple, Stupid” (KISS). Applying this principle to landing page design will make a huge difference to your conversions. A cluttered page creates confusion, is distracting and tends to overwhelm the visitors.
When it comes to designing a clutter-free landing page, remember that less is more. Don’t clutter your landing page with unnecessary frills. Instead, use white space to your advantage and keep the images and text on your page simple.
Leverage the Fold
When visitors arrive on your landing page, they begin at the top of the page. The area that they first see upon landing on your page is known as above-the-fold. Make the most of the first few moments by placing your most important message and call to action here.
This not only helps grab visitors’ attention but you provide all the essential information they need to make a decision.
Of course, that in no way means that you shouldn’t place any content below the fold. The main purpose of prioritising above the fold is to grab your visitors’ attention so they will want to scroll further and engage with your page more.
For best results, be sure to place calls to action below the fold at regular intervals. This is a great way to boost your conversions.
Choose the Right Colours
Whether it’s your website or the landing page, the colours you choose will have a direct impact on your conversions.
Colour psychology is something you can use to improve the effectiveness of your landing page. After all, colours affect the way we respond. When used properly, colours can boost readability and affect people’s emotions.
For instance, blue signifies strength, trust and dependability, and that’s the reason it’s the chosen colour of financial businesses.
Green signifies harmony, growth and freshness, which makes it a favourite choice for health and wellness companies.
By using colour psychology, you can invoke the right emotions in your target audience and make your landing page all the more compelling.
Offer Visual Cues
When people land on your page, they are wondering where to head next. Make it easy for them by providing visual cues to direct their focus to your primary message and CTAs.
When you think of visual cues, the first thing that comes to mind is perhaps arrows. That’s the most obvious way to direct people’s attention.
However, there are many subtler ways to achieve that. If you are using a photo on your landing page, place it so that the elements point towards your primary message or buttons. Here are some ways you can do this with images:
- A person in the picture looking at your message.
- Someone pointing toward your CTA button.
Keep Forms Short
When it comes to forms, less is more. You don’t want to overwhelm your users by asking too many things. Limit your form to only the information you need.
The fewer the fields in your form, the higher the conversion.
With every additional field in your form, you are creating more work for your visitors, which will directly hamper your conversions.
A lengthy form looks like a lot of work and people may prefer to avoid it. However, the more information you collect, the better the quality of your leads, so it’s important to maintain a balance.
For example, if you are looking to grow your email list, ask for an email address and name.
In today’s times, people are extremely reluctant to share their personal information. And for good reasons, given the amount of spam happening all around us. However, there are some elements you can add to your page to reduce your visitors’ anxiety:
- If your form asks for sensitive information, provide a trust seal or certification that assures visitors that their data is safe with you.
- Include social proof such as reviews and testimonials.
If you need help building a compelling landing page, feel free to contact Walker Digital and we can help!