Landing page optimization doesn’t happen after making a few adjustments. It takes time, patience and diligence to see results. This is why marketers often get frustrated and give up. If you’re not seeing the results you hoped for with your landing pages, don’t throw in the towel. Continue collecting more data so that you can best understand your audience and what will help them convert.
To ensure you’re not following old or outdated practices, we’ve compiled a list of the best practices for landing pages in 2019.
Make People Feel Smart
Customers want to feel smart. They want to know that they are choosing the right product, and that the product will help them achieve their goals. Apply this thinking to your offer to boost conversion rates. How can you make people feel smart and empowered by choosing your product or service?
Keep the Design Simple
The best landing pages are simple and straightforward. They tell visitors what they should do and what they will get by following through with the action. If you have too much visual clutter on your landing pages, clean them up. Otherwise, you’ll lose customers who are distracted or confused.
Add a Sense of Urgency
Tap into FOMO, or the Fear Of Missing Out. People don’t want to lose a great offer to someone else. Use words like “limited time offer” or “limited quantities” to urge customers to act now. You can also include a countdown clock that shows people how much time they have to claim the offer, much like Amazon does with its Lightning Deals.
Make Your CTA Buttons Obvious
Don’t get creative with your CTA buttons. They should be obvious and entice people to click. Use simple words and phrases like “get your copy today” or “join now” so that there is no confusion as to what the customer is signing up for. Using contrasting colors also helps the buttons stand out.
Include Your Contact Info
Give people plenty of ways to get in touch with you. This builds trust and helps visitors to feel more comfortable sharing their information. Offer a number of contact methods, such as a phone number, email address, messaging app or contact form.
Play Around with A/B Testing
Continue testing the different elements on your page. You can run A/B tests on just about anything – the headline, CTA, offer, image, etc. Just be sure that you only test one thing at a time, otherwise you won’t know which element is responsible for the change in conversions.
Remember, it takes time to see improved results from your landing pages. In the meantime, don’t get discouraged. Continue collecting data, performing A/B testing and updating your landing pages as necessary. For an honest assessment of your landing pages, contact WSI Internet Partners today.