Landing page conversion
Landing page: Web page where user lands after clicking on a particular promotional link or creative
Conversion: The process by which a visitor to a web page becomes a lead for example registering to website our buying a certain product etc. whatever that generates revenue for a certain website.
We can say that landing page conversation is a process of making a visitor on a certain website interested in doing what a certain website needs to generate revenue.
To improve or increase the conversion rate we need to develop the landing page in such a manner that it attracts more and more visitors for conversion. This can be done by following Conversion Rate Optimization.
Conversion rate optimization is a process that helps in generating better results from the visitors to website and increase sales.
To maximize conversions we need to take in account the following things on a web page:
1. Headline: Using headlines that clearly state the biggest benefit(s) that the website offers helps in improving the conversion opportunity to 80% as it is the first line that visitor will come across
2. Offer: Presenting offer in a good way is also very important as it is the call to action i.e. It asks visitor to act(buy, register etc)
3. Benefits: All the benefits that the product on your website provides should be clearly stated starting with the strongest and moving towards the weakest point. This should display why your product is better then other and why a visitor should opt for it
4. Images: Images provide a big impact on the conversion rate, images should be used describing benefits of product they should be meaning full .Adding caption or text under images is also a good practice as people like to read text or caption under images. Images should also be made click able so that they can be used to sign up or order
5. Look & Feel: The web page should have a professional and a trust worthy look so that the visitor is convinced to buy from your website .In other words they should feel safe to purchase from the website.
Conversion Process:
We can divide this process to have:
Macro action: Complete set of steps performed by user that helps in generating revenue for a website.
For example completing a purchase for certain product, registering, downloading etc
Micro action: These are the smaller set of steps that club together to become a macro action.For example adding a product to shopping cart, adding your billing/ shipping information
Some important factors for improving conversion rate for landing pages:
One conversion goal per landing page: A landing page should only serve one purpose if we have various options on one landing page it will tend to confuse the user. for example if we have a landing page for ordering a product it should not have other links such as register or subscribe for newsletter etc.
Further we can say that if we have a page meant for purchase it should have a conversion process such as adding a product to cart, adding payment info and then finally ordering similarly if we have landing page advertising subscription for email newsletter the process would be entering name, email address and confirming subscription.
Direct customer to right page: Making sure that customer is entering the conversion where you want them to. We have to make sure that the anchor text used is correct for example order now button or text is not taking user to newsletter subscription page.
Accessibility: This means that the landing page should be accessible through a web page directly and even through the search results in search engines as mostly people don’t know about you web page.
To accomplish this we need to take care of search engine optimization like using proper page title keywords and Meta tags.
Minimum off page links : There should be minimum links on the landing page making sure we have only those links that are required for the conversion process we can even remove the home page navigation from this page so that the user does not gets confused or distracted.
Test: Testing your landing page is very important this is the thing that most people miss. By testing the landing page we means that whether it is solving the purpose it is meant for and are there any micro actions that can be removed to make the conversion faster .This can be done by:
Using a group of users to check your lending pages and making different versions of landing pages for test purpose and on the basis of user feedback making certain changes
We can even use tools for this purpose such as Google’s Website Optimizer
Screen resolution:
People have diffrent screen resolutions on their systems. So lower screen resolution may hide certain content on the landing page. Taking in account that the first screen of visible content a visitor sees is what makes them to decide to convert or not (buy certain product, register ect.).
It is important to keep the most critical elements in the landing page such that it is visible to all visitors without scrolling. The best way to do so is keeping the content inside the upper 300 pixels of the page. This works good for almost all the resolutions as visitor is able to view the required content no matter what screen resolution is being used.
