All of your marketing and SEO efforts amount to nothing if a potential customer visits your landing page and is not engaged. Analysing your bounce rate, which is to say the percentage of people that land on a webpage and don’t click on anything, can be frightening reading. Even a relatively good bounce rate under 40% still means a lot of potential sales have been lost at the very first step.
We’ve previously covered the core aspects of design and user experience in this blog, but in this post we are going to focus solely on landing pages – what is it that makes some immediately grab a potential client’s attention while others are a dead end?
A landing page is a unique type of page on your website. Unlike the homepage, which will contain all kinds of information, links and calls to action, a landing page is focused on achieving just one goal. This is the page that visitors will land on when following a link from your marketing campaign. It will have a single and clear call to action. Even product pages, which are the backbone for most eCommerce stores, still contain a lot of details and site navigation links. But with fewer distractions than other pages, landing pages achieve a higher response rate to the single call to action.
Most successful landing pages will include:
- One simple and clear call to action – this page exists for one purpose only, and this is it. Consider the size, placement, design and content of the CTA button. It must be large and stand out from the background. It must also be obvious what you want the visitor to do, whether it’s filling in a form on a lead-generating landing page, or to “Get Started”, “Join Now” or “Buy Now”.
- No navigation – to increase the effectiveness of your CTA, you don’t want any other distractions, and that means none of the usual navigation links that you would see on your homepage, product pages, or any other page. We want the visitor focused on one thing and one thing only, and that’s engaging with the CTA. There is nothing else they can do.
- Clear headline – this needs to be simple and direct. What is the value proposition of your offer? In as few words as possible, why should the visitor engage with the CTA? Does it reflect the visitor’s expectations? In terms of formatting, while all rules are made to be broken, it’s best to be centre justified, big and in dark colours on a light background or big and in light colours on a dark background, Capitalise Each Word, and don’t use a full stop at the end.
- Full-width background image – there’s no benefit to empty spaces on a landing page. Fill up the full screen with an image that will immediately engage the visitor. This image must be high resolution, but run it through a compressor first, so that load time is minimised. We use tinyjpg.com.
- Social Proof – as we discussed in our recent post on utilising user-generated content, people respond well to other people’s endorsement of a product. Including a testimonial quote from a satisfied customer can often work better than direct marketing messages. This can be supported by the use of other trust signals, such as verification by VISA, Norton Security badges, media coverage or client logos.
- Urgency and Scarcity – people react at higher rates when they think there is a limited opportunity to do so, whether that’s due to a limited time that a product is available for, or because there is a limited amount of the product available. Special offers can also be included on the landing page, such as free shipping or discounts off a first order.
These are the key factors to consider in creating a landing page. There are, of course, many others to get it just right for your needs. Click the button below to set up an obligation-free consultation with The Playhouse Group, and one of our specialists can discuss this or any of your other eCommerce related questions with you.
With decades of experience and as a certified Magento partner, The Playhouse Group can help your business maximise its online sales capabilities. Get in touch with our team and we can talk to you about this or any other other eCommerce questions you may have.