How to Increase Landing Page Conversions in the Age of Short Attention Spans
Whether or not the average attention span is eight seconds, most people have better things to do than answer calls to action on lukewarm landing pages. Find out now how to craft a great landing page for a distracted audience.
Landing page content requires more care than website articles or social media posts. Every word, every subheading, every visual element on your landing page matters.
Effective landing pages often blend in copywriting and authentic writing. The web design of your landing page can also make a difference, which is why you may want to work with a visual content creator.
But before you get to that, there are a few other ways to improve your landing page.
1. Match Your Landing Page to Your CTA
Are you trying to sell a product or service? Consider building a custom landing page either as a standalone one-page site or as a sub-page to your website. But if your aim is to generate more social engagement through follows, likes, or shares, a social media landing page like the ones you can create on Facebook could be a better choice. People on Facebook are already in “social mode” so answering social calls comes more easily for them.
2. Create a Powerful Headline
The headline is probably the most important element of a landing page. It’s more important even than the CTA because if the headline is not convincing, visitors may not stay long enough on your page to view the CTA. Bad headlines are one of the reasons why content marketing often fails.
There is no simple formula for writing compelling landing page headlines. But here are some useful tips:
- Make the headline about your customers, not about you
- Use the headline to highlight the key advantage for your audience
- Make it playful, witty, or funny, but don’t make it sound like sales copy
- Find the right keywords for your landing page and include them in the headline
- Use bold typography to make your headline stand out
If you need help coming up with great landing page headlines, try content creation services.
3. Remove Unnecessary Links
Any link other than the CTA link on your landing page can be distracting. It could disrupt the momentum that your copy is trying to build toward the CTA.
If you are citing a source or providing a resource, use a footnote at the end of the landing page. Any other links in your landing page may negatively affect your conversion rate.
4. Focus Your Copywriting On Audience Pain Points
It’s wrong to assume that once they reach your landing page visitors are ready to buy. Some of them may need a few more convincing reasons to answer your call to action. If your landing page greets them with a simple rehearsal of product features, it may fail to convert.
It’s okay to highlight product benefits on the landing page. But for best results, do this after acknowledging customer pain points.
Don’t have the time to polish your landing page content? Consider using content creation services.
5. Polish Your Page for Mobile
Optimizing your landing page for mobile devices is only the start. Once you know that it runs across browsers and mobile platforms, you need to further refine the user experience. Look beyond loading speed and overall look. Here are some of the more specific points you need to pay attention to:
- The size and accessibility of call-to-action buttons
- The length of headlines and whether their impact decreases if they stretch over two or more lines of text
- The scale and visibility of design elements, e.g. is the text under your logo still easy to make out?
- The amount of time it takes for the user to scroll from the heading to the CTA at the bottom of the page
To maximize conversions, you need an engaging landing page design for mobile, including visual content. For best results, work with a visual content creator.
6. Use a Simple Form
If you have to add a form to your landing page, do away with any unnecessary fields. Forms that contain many fields not only take more time to fill but could feel intrusive. A good form helps you solve your customer’s problem, not obtain from them as much personal information as you need.
How complex your form is depends on your market and CTA. But in general, asking for more than a name, an email, and a website or phone number invites suspicion. Even if your landing page tries to capture leads, it should use a complicated form.
7. Include Authentic Testimonials
Boost the credibility of your landing page with authentic testimonials. Include photos of real customers and the name of their company if applicable. If you take any testimonials from user comments on your site or blog, make sure you have their consent. Usually, the best good placement for landing page testimonials is near the call to action.
When choosing testimonials, choose those that best reflect the intent of your call to action rather than general ones which praise your brand.
8. Focus on Visual Content
The look and feel of a landing page are undoubtedly important. A clunky, garish, or formal design may make the wrong impression. Too much text can make your page look stale, even boring.
Whether you use a template, a page builder, or a visual content creator, focus on the visual experience. Turn the content itself into a visual experience, one that’s upbeat and convincing. You can integrate charts, graphs, infographics, and more into your site.
Know your audience and strike a fine balance between your promise and their expectations. Landing pages aren’t the place for hype or over the top marketing. Rather, they need to emanate the insight and confidence that your brand provides.
Finally, remember to monitor and track landing page conversions. By constantly tweaking and improving your landing page, you can keep up with the latest usage trends.
Using website content writing services is a cost-effective way to create custom landing pages. If you’re not sure how to create a landing page, working with a content writing company is a good way to get started. The best part is that you can finely-tune every aspect of your page design.
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