A visitor to your landing page decides whether or not to stay within 8 seconds and as many as 50% of users will leave your page after just one glance. Increase landing page conversion rates by incorporating our LPO best practices:
1. Make a lasting first impression
-Avoid using home pages or all-inclusive, multipurpose landing pages. Create a specific landing page for every ad and paid search term, this will help the user find what they are looking quickly.
- Avoid a cluttered design. Google users in particular prefer a clean design where they can immediately find what they want.
- Include important information above the fold. A users eye is first drawn to the top left hand side of the page. Users will not necessarily read text thoroughly or sequentially, therefore the first two paragraphs must state the most important information.
-Include confidence messaging. Allay visitor’s fears at a glance by including information such as online security, a price promise or customer reviews on your landing page.
-Ensure special offers promoted in your AdWords ad are clear & prominent on the page.
2. Use effective visuals
-Use pictures to sell your product. Difference locations, angles, & detail shots of your product can be incredibly persuasive. Make sure that pictures make sense & are clickable as users like to click on product pictures for a more detailed view.
- Use effective background & text colours. Using dark background colours can have a negative impact on your conversions. Using clear bright colours can help promote a sense of trust & encourages users to stay on your page.
3. Ensure your shopping cart process is clear & easy to use.
- Don’t require registration to check out. Not only is it time consuming for a user but it also forces them to commit to a relationship before they have gone through the buying process.
- Use big bold easy to find ‘buy now’ buttons. Users immediately know where to go next. Hiding ‘buy now’ buttons or making them too small can make it difficult for people to shop effectively.
- Always use Progress Indicators. They immediately let people know how long the process is going to take and will keep users from bailing prematurely.
4. Use Google Analytics to track your website.
- Google Analytics can show you where people are clicking & how they expect the website to work. Are people clicking on words or images that aren’t hotlinks? Maybe they want to know more but can’t get it. You can also learn scrolling behavior & the last field a user interacted with before leaving your page.
