Must-Have Conversion Factors for Your Landing Page

Posted: 23 Jun 2015

If you’re running a business, whether it’s ecommerce or small business, landing pages are crucial in informing potential clients and customers and generating leads. Landing pages are different from standard web pages and blog posts because the intention is to encourage a user through your sales funnel. Regardless of what part of the funnel the page corresponds to (informing, entertaining, conversion) you want to ensure that users will take the action you want them to.

Make sure you’re putting your best foot forward by ensuring these features are present on your landing pages:

 

Good Web Design

 

A nice user interface with ecommerce design features that encourage buying will influence your bottom line. Design principles like white space, layout, contrast, and hierarchy will provide a richer experience for the user and result in more sales. A page designed to convert customers should fast and easy to read.

You want a clean website with clear calls-to-action. Avoid clutter while making important conversion tasks (Buy, Search, Contact) prominent by using buttons rather than links with anchor text—it makes it more clear what the action is supposed to be.

 

Be the Solution

 

If you can show how your products or services can save a buyer time, money, or stress, you’re on to a winner. A potential customer should feel like whatever you’re offering is the solution to their problems. It’s one of the most important questions to address in your landing page copy: “What will this product/service do for me?”

This comes down to getting the right content on your landing page. Grab the user’s attention and get to the point. Barclays does a good job of this: a large photo with a feature that addresses an issue that people have with other banks.

 

Personalisation

 

Where such a significant amount of interaction is happening online, customers appreciate when a business goes the extra mile to make them feel like an individual. Create landing pages that are relevant to your specific user. There are a few ways to do this:

  • Keywords. Ensure that the copy on your landing pages match the most common searches people make to get to your website. If you pull a bait-and-switch on your landing page you’ll be left with a high bounce rate.
  • Referral Sources. Different referral sources may need different landing pages—someone who arrived from your page via social media versus another who clicked a retargeted ad might be looking for different content. Find out by doing testing.
  • Location. Content should reflect any regional differences in language or style; the page should show the store nearest them rather than your head office store, for example.

Payment Options & Trust Signals

 

If you’ve noticed that users are abandoning their carts at the payment page there could be a few different reasons for this. First, you website should have trust signals: testimonials, customer reviews, VeriSign or Google Trusted Store badges, and so on. This will help reassure customers that their personal information is safe.

Contact information should be easy to find and up-to-date—people want to know that they can get in touch with you easily if necessary. Social proof will also help with conversions because people trust their peers when making buying decisions. Display fees upfront: ecommerce shops lose credibility if they surprise customers with fees at check-out.

Finally, accept a number of payment types: PayPal, Skrill, Visa/MasterCard, and so on. Make it as easy as possible for people to part with their money.

 

High Quality Photos

 

Pictures are worth a thousand words, and these days nobody wants to read a block of text when one image can do all the talking. A study by eConsultancy found that increasing image sizes increased conversions, so provide good photos in a variety of sizes and angles. Godiva offers large, high resolution photos of their products—and that certainly makes them irresistible. If you get the images right, you’re halfway there.