Improve Your Landing Page with Conversion Rate Optimization

4 Tips for Beginners

A landing page is often the first chance your website has to make a first impression. Good landing pages have a specific job — to convert visitors. However, many sites struggle to achieve this; they lose the quality typically showcased on a website, or fail to give visitors a clear path forward.

So what are some considerations for making sure your landing page makes people take action?

Consider these initial 4 tips and tick them off your list as you create a solid landing page that converts.

1. Keep it simple and consistent

As with all good design, simplicity and consistency are crucial to the overall UX. Simplicity allows for a logical progression through the page and clarity of your messaging. Consistency reinforces this and creates cohesion.

The design elements of a landing page should be there to support your one key message and call to action. If there are too many competing elements on the page, chances are you’ll create a level of confusion and lose conversions.

Keeping it simple requires discipline, while keeping it consistent requires a detailed approach. Importantly, you don’t want any of the information or imagery on your landing page to contradict what might be presented elsewhere on the site.

Your landing page doesn’t need navigation links, a gallery of images or long-form copy. It has one job and one job only — to convert.

Always remember the one main action you want the user to take and ensure that every part of your landing page is helping them to take that action.

2. Bold CTAs to compel action

If your landing page doesn’t feature clearly defined and compelling calls to action (CTAs) it’s simply not going to convert well.

Experiment with contrasting and bold yet complementary colours. If it’s bold, stands out, yet doesn’t detract from the aesthetic of the website, then you know you’re onto something good.

Readability will be an obvious factor. Depending on your design, you’ll want to make the CTA the right size to be eye-catching and easy to read.

As for the CTA button copy, this is a crucial element that can make a big difference. Often downplayed as ‘microcopy’, the words on your CTA button couldn’t be more macro. Depending on your offer and tone of voice, there might be some experimentation and testing in order for you to get it right. We recommend simple, clear copy in the active voice; and nothing that screams sleazy salesperson.

3. Build trust

Building trust through your landing page goes back to the basics of how you want to be perceived. Do you want to appear professional, authentic and relevant? How you achieve the right balance will come down to a combination of factors on the page.

First you should ensure your landing page has mastered the basics:

• Easy to understand call to action
• Concise copy
• Correct grammar
• Branding including logo and company name are present
• Contact information (usually at the bottom)

To build even more trust, consider featuring a couple of testimonials from happy customers. You may also want to add third-party seals of approval from other brands you’ve worked with.

4. Use high quality imagery

As any designer knows, finding that elusive perfect image can be an impossible and time-consuming task. For your landing page, images need to capture interest and promote flow, without causing distraction.

If you’re going to use imagery of any kind on your landing page, make it count. Original, high quality photography or illustrations can truly set your landing page apart.

If you’re going down the stock images path, be wary. Use your expertise and design knowledge to judge whether the image is right for you and ensure that its dimensions and visual impact work in your favour.

This is just a starting guide. There’s a whole range of supporting factors to consider when it comes to increasing landing page CRO. What works for you?