24 November 2016 | Joe Paul

Digital Santa Presents – Landing Pages

Welcome back to our Christmas blog series ‘Digital Santa Presents …’ With the help of the Digital Santa, we will be talking you through how to optimise your website this Christmas.

In our last post, Digital Santa was focusing on the speed of his sledge, but what about landing it? So this week, we will be focusing on landing pages – often the users’ first point of entry to your websites.

If you want to keep the bounce rate of your website low this Christmas, having a landing page that is both well optimised and appealing to users is crucial.

 

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Keywords AREN’T everything

If there was one element that is more important than any other in regard to landing pages, this is probably it. Although keywords are a major part of optimising other parts of your website, when a visitor finds themselves on your landing page, the hard work is essentially already done. Now is the time for making them stay.

You have captured their attention, now you need to maintain and focus it. The best way to do this is to ensure that you have relevant and purposeful content. It can be achieved by ensuring that the topic is covered in detail, and includes related terms and not just the popular money keywords.

A cluttered landing page full of money keywords isn’t going to keep the visitors attention, and the chances are they will ignore your call-to-action. In regard to the content on your landing page, it should be clear and concise. The visitor shouldn’t have to make too many choices.

 

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Design IS crucial

With user experience high on the agenda for optimising your landing page, it would make sense that having an attractive design is another important element.

The page needs a good hero image. Being the primary creative element of the landing page, the image should reinforce the message that got the visitor there in the first place. Remember, the average time spent on a landing page is five seconds, so it really needs to grab the visitor.

The headline should focus their attention. After all, you’ve worked so hard optimising other parts of your website, you wouldn’t want to lose them based on a poorly written headline – right?

Like anything, poor design will turn away them away. Through this well-designed imagery and text, the unique selling point of the product should be clear, in one way or another.

 

cc7758b0e4a492f8cca2fb634a9a5855-2                 good landing page

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bad landing page

Short vs. long

Although some people might argue that ‘long form’ landing pages don’t do well, this isn’t necessarily true. Too little content on your landing page could equally be detrimental to your conversion rate.

As a general rule, if your product is more complicated in nature, you may well need longer content as a means of building up trust with the visitor. This can be done through elements such as ‘recommendations’. So generally ‘short form’ landing pages work well with easy to understand products. If you are selling a service – perhaps you need more content on your landing page. If it’s an ecommerce site, or visitors already understand your brand, there may well not be as much need for it.

Never forget about user intent

Without a doubt, ignoring user intent will have a huge effect on the conversion rates of your landing page. This starts before they even click on the page itself. You don’t want the visitor to have clicked on your landing page, only to realise it’s not really where they want to be.

Once they get there, what is it exactly that they want? If you can refine this, and make sure that all the elements of your landing page (content, design, etc.) are built with the user in mind, you shouldn’t have any problem in keeping it optimised this Christmas.

Don’t forget, the Tamar elves are always on hand to help you ensure your site is optimised, so if you have any questions about creating high-converting landing pages why not get in touch?

Joe Paul

Joe Paul

Digital Marketing Specialist