If your goal is to drive conversion through your Speakol campaigns, you must invest time and effort in creating your landing page.
Landing Pages are where your users are directed once they click on one of your campaign ads. The better the user experience the landing page provides, the smoother it will be for users to navigate the page, find the information they need, and eventually, sign up for a service or purchase a product.
Here are some tips that can help you achieve better results:
Write your Content:
- Inform First, Sell Second:
For first time users visiting your page, you need to clearly introduce your service or showcase your products. Your primary focus should be on communicating with your users rather than drowning them in marketing content; otherwise, you risk losing your potential customers. - Be Precise:
Directly introduce your service or product. Let your visitors know what it is and what its value is. Make a good argument as to why they should register, employ your service, or buy your product.
Design your Page:
- Keep it Brief:
Keep your written content brief ranging from 400-600 words. This is more than enough to introduce your service or product and win over the user without risking any confusion or repetition. - Keep it Simple:
Ensure that your design is simple and engaging. - Make it Readable:
Highlight the headlines. Write short, clear, engaging paragraphs. Ensure that the font you are using is readable. - Choose the Right Image:
Insert an exciting picture that reflects the content either at the beginning or in the middle of your page. Ensure that it does not take up the page’s whole width, so the reader knows there is more content underneath.
User Experience:
- Smartly Add Links:
If there is a need to add a link to an external page, make sure that the new link opens in a new tab or window, so that your user can easily return to your page. - Pop:
Note that users usually close pop up windows before reading them. Therefore, if there is a need to add a pop-up window, make sure that it is triggered after the user is fully engaged with your landing page.
CTA (Call To Action) Do’s and Don’ts
A. Location:
- Around one third down your page, you can add a hyperlinked text in a separate row to encourage people to take action. This is considered a mildly aggressive CTA.
- You can place your primary CTA immediately below the body of your article.
- Do not place your primary CTA on the right rail of your desktop or below share buttons and/or comments; otherwise, there is a risk that users will completely miss the button.
B. Copy
- Tell the user why he/she should take action
- Give the user an incentive to take action. A discount, price quote, or other added value will help motivate the users and increase your conversions.
- Don’t confuse users with multiple actions. Your CTA should focus on one primary action.
- Use precise action-oriented language so that the user knows exactly what to expect once he presses the CTA button. Words like “Buy” and “Sign up” are better than other vague, unclear words.
C. Format:
- Explore creative ways to gamify your action. Use a quiz format, for instance, to motivate the users to follow through and take action.
- Avoid creating the CTA in a banner form. Many times, users completely overlook banners and ignore them altogether.
- Do not add a CTA in the footer. Users will be more likely to miss it.
Tips and Tricks:
- You need to regularly A/B Test major elements on your landing page to ensure that you can achieve the desired conversion rate.
- Experiment with new formats and continue to be creative and innovative. Use videos, photo galleries, games, and other unique content to attract more users.
