Your website landing pages are your most important online assets for conversions. They are literally the online version of you going to a sales presentation and trying to sell your service. What is unique about landing pages though, is that they need to appear to wide range of users, delivering a message, design and conversion process that will maximize goals on a micro and macro level. In this post, I talk about 8 conversion rate optimization questions you should be asking yourself about your landing pages.
Are you using modern landing page techniques?
Generally, more modern landing pages will have less text (or better organized text in the flow of the page), simple color schemes and clear simple images. Here is an example of a poor landing page with older techniques. Now I don’t know this company, but i do know that this page is too text heavy and doesn’t have a modern landing page design.
Here is an example of a newer design. This is a current client who has done a good job with their conversion rate optimization. As you can see, clean and modern design with easy calls to action.
Are you mobile ready?
Mobile traffic is growing very quickly. Already composing about 50% of the traffic online, it is growing at an exponential rate. A Google representative stated that it will have 10x the growth rate of desktop over the next few years. Because of this, you should be mobile ready and implement mobile CRO strategies. Here are a couple good posts for you to check out on the subject.
- Infographic – Why Thumbs are Critical to Mobile CRO
- How we Increased Mobile Conversion Rate by 86% and Revenue by 162%
Do you have a clear pitch?
At the very beginning of any landing page, you need to have your elevator pitch. Here is an example of a page on our site that does a pretty good job at this. Here you can see we put out best foot forward right away. Now, please keep in mind I know we need to update this page with a more modern design. It is in the works…
So you have supporting information?
When thinking about the psychology of most users, you need to consider those that are looking for a quick impulse buy and those who need more information. In the case of the elevator pitch above, that should be enough information to get someone to convert who is impulsive. But others will need more information. Here we see an example of site that has done a good job laying out supporting information.
If you take a look at Zillow, you will see they layout a map on the left, the property listings on the right, nearby locations under the properties and pagination of more properties and why use Zillow on the bottom of the page. This is a well crafted landing page for this query. It offers immediate satisfaction for the user that wants that, as well as supporting information and similar information for those who need more.
What is your color scheme strategy?
Color scheme is very important. Generally, if you have too many colors going on it will be distracting and deter the user from completing a goal. Keep it simple and basic. Just take a look at 1800Dentist. This is a past client, they have done an excellent job with their call to action and color scheme.
What is your call to action strategy?
My philosophy is that you can only have one main call to action on each page. That element needs to be the brightest thing on the page. You can have 1 to 3 secondary calls to action for other items, but those calls to action cannot standout as much as the main call to action. 1800Dentist is again another great option of this. They really have 3 calls to action on the page. Find a dentist is the main call to action the phone number the secondary and call us Toll-Free the third.
Do you have micro and macro conversions?
A macro conversion is a goal that adds to your bottom-line, such as revenue or a lead. A micro conversion would be an email newsletter sign up or something like joining a social media community. These need to be much less prominent on the page. But if you cannot get someone to commit to a macro conversion, maybe a micro is the best option for them for now. If you get them into your community, they may convert later.
Does the page breath the right feeling into the user to get an action?
At the end of the day, people look for different services for different reasons. While almost all are meant to solve some type of problem, you need to be very intentional about the type of feeling you want to convey to the user. Are you looking for an SEO company? You probably want to send a feeling of trust and the ability to deliver. Are you looking for a dentist? You probably want the patient to feel that it will be a easy process and positive. Your images, text, pay layout and calls to action all need to revolve around the intended emotion your are trying to deliver to your personas. If you take a look at our home page, you can see a good example of this. This is how we want to make clients feel.
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