How to optimise your landing pages and increase conversions

Apollo moon landing

Don’t underestimate the importance of a good landing.

Landing pages play an integral role in maximizing online conversions. Yet, a surprising number of small online businesses overlook their importance.  A good landing page should engage your visitor, generate a response, increase conversions, answer your customer’s information needs, reduce your ‘bounce’ rate and support your brand.

“Landing pages can be described as the entrance doors to a website that only selected customers are directed to” (Gay et al, Online Marketing, 2007)

Put simply, your landing page is the destination web page a customer arrives at when they click on a link – usually from a marketing communication or referring site. The landing page, the page on which your customer enters your website, is incredibly important as it is often the first impression that they get of your business.

Do you recognise this all too familiar scenario? You spend time putting together a fantastic offer and communicate it effectively to your customers via a great, targeted email campaign.  Your customer, enticed by your exciting offer, clicks on the link through to your website – then inexplicably exits your website immediately? So what might be going wrong? One possibility could be down to the web page you have sent your recipient to – the landing page.

Exit signBounce rate – how are your landing pages performing?

“In a nutshell bounce rate measures the percentage of people who come to your website and leave “instantly”. Thought about from a customer perspective rather than I came, I saw, I conquered, the action is I came, I saw, Yuck, I am out of here.” Avinash Kaushik

The bounce rate is a really useful measurement to use when you are evaluating the effectiveness of your landing pages. Your bounce rate is essentially the number of customers who arrive at your website then leave immediately – without looking at any other pages. The basic rule of thumb is the lower the bounce rate the better. A high bounce rate may suggest some issues with your landing page.

A good starting point is to look at your Google Analytics (or equivalent) Landing Page report and look at the landing pages with the highest bounce rate. From here you can visit those landing pages and review what might not be working so well – unrelated or irrelevant content, no call to action, confusing format and so on.

So what is an average bounce rate to measure your performance against? Actually, an average bounce rate is difficult to pin down as it will differ for industry and web page type (for example a contact us page is automatically going to have a high bounce rate due to the nature of it use – in fact a high bounce rate in this case would indicate your contact page is doing its job). However to give you a ball park figure , Google put the average around 40%-60% so this is probably a good starting point to begin with.

“According to Google the average bounce rate for most sites falls in the range of 40% – 60%.  If your site bounce rate is below 40% you are doing well and if it’s above 60% then you definitely need to find out why”. Anders Analytics

Welcome mat imageWhat makes a good landing page?

So, your hard work has paid off. You have successfully grabbed your customer’s attention and they’ve clicked through to your site. How then do you make sure you don’t lose them? The first thing to remember is that the page your customer arrives at may be the first experience they have had of your website. You need to make them feel welcome and reassure them they’ve arrived at the right place.

1. Create different, campaign specific landing pages

Often the first place that visitors are automatically directed to is the home page, and sometimes this is appropriate. However, the problem with the home page is that due to the broad  job it has to do, it can’t be very message specific. This can make  it difficult to develop a customer’s interest and elicit a particular response.

You need to consider where it is the customers is coming from – be it an email newsletter, search engine, social media site or a specific marketing promotion – and direct your customers to a landing page that is appropriate to the message being communicated. For example if your customer has been enticed by a special promotional offer, then you should have a specific landing page dedicated to that offer. The landing page should enable the customer to easily find out further information about the offer and there should be a clear call to action.

2. Think about it from your customer’s point of view.  

Before you write the copy for your landing page, think about what it is that will drive your customer to click-through to your website. What link has bought them to you – what are they expecting to find? You then need to write your copy accordingly. Your landing pages should provide additional, relevant information to your searchers based on the offer or referring site that they have just clicked through on.

3. Have a clear and specific message

Make sure that the message you are conveying to your customer is clear, targeted and specific. Don’t get distracted and try to be all things to all people. Keep your message concise, relevant and to the point.

4. Have recognisable and consistent branding

Make sure your landing page reflects your brand and is consistent with the rest of your website – even if your landing page is just temporary for a time-specific promotion. Remember, even if your ultimate objective is conversion, you must try to ensure all visitors (even those who choose not to convert at this time) have a positive experience. As we mentioned earlier, this maybe your users’ first time on your website and so you need to create a good first impression if you want them to come back.

5. Clear and easy call to action

Make it as easy as possible for your visitors to convert. Your call to action should be obvious and it should be easy for your customer to respond to. If you’ve got them this far, you don’t want to put them off with a complicated call to action or a request for too much information. The more straightforward it is, the more likely it is you’ll get that conversion.

6. Well thought out page design and layout

As with any other web page, think carefully about page design and layout. It should be easy to navigate, user-friendly (for example how easy is it for your user to complete an action?) and visually appealing.

I’ll leave you with some solid landing page advice from Web Analytics guru Avinash Kaushik on improving your bounce rate:

“If you want to have high performing web pages make sure that you:

1. Have a clear understanding of what the purpose of that page is and

2a. a clearer understanding of what drove customers to the page and

2b. what they want to accomplish to ensure that

3. #1 and #2 are in alignment.”

We’d really love to hear your thoughts and experiences on this topic, so please do leave a comment.

Exit sign image courtesy of cbenjasuwan at FreeDigitalPhotos.net

Welcome mat image courtesy of John Kasawa at FreeDigitalPhotos.net

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