Landing Page Design: Do visitors leave your site? Here is why

Inet Kemp

Clear and Effective Landing Page Design

Clear and effective landing page design is so important

Clients are spending thousands of dollars on getting leads and acquiring traffic, yet they forget to look at what is right in front of them. Their landing pages. They spend the biggest part of their budget to bring prospects to their landing pages and lose them there right at their doorstep because very little attention is paid to what happens once a client lands on his page.

They will spend huge amounts of money on PPC campaigns, email marketing campaigns, SEO campaigns, content creation campaigns, social media marketing campaigns, and yet they lose their clients that’s coming to their site.

Universal expenditure on traffic acquisition is 92% more on than expenditure on traffic optimization, according to Adobe and eMarketer.

87% of Marketers felt that their departments lack the tools and resources to run effective conversion optimization campaigns.

To design effective high converting landing pages, you need to understand the basic psychological principles and apply that to landing page design and conversion optimization.

Being able to optimize your website and your landing pages will give you a huge competitive advantage against your competitors, exactly because so little investment goes towards that.

Here are some elements to consider that will have an effect on your conversion rate.

Clarity

Make sure that when text is placed across an image, all text is still easy to read. Notice how the text disappears on the dark background below.

Preference is given to black text on a white background.

Ogilvy takes a strong stand on design, layout, and font. He cautions repeatedly about the poor user experience that is caused by white text on a black background.

This is true in particular when there is a lot of text. When you use a single sentence or two such as below, you can get away with it.

Ogilvy’s book is certainly one of my top recommended books to read about the power of advertising. You can find a copy here.

If your image has high contrasting colors, use an overlay to make the text easy to read.

The 5 Second Rule

Get feedback. Ask a few people, at least 2, but if you can get 5 to 10 people to give feedback on your landing page. Of course, you don’t want them to know what you do.

An easy way is to post a screengrab of your landing page on a social media platform and ask respondents for their feedback. Of course, you can do the same with other sections of your website as well. But typically, the place users will land on the most is the hero section of your home page.

Readers should be able to answer the following questions after looking at your page for only 5 seconds.

  • Your product: What do you do or what do you sell?
  • Your value proposition: Why should anyone buy from you? What value or benefits do you bring to the readers?

Avoid trying to get too creative with your headline if this compromise communicating exactly what you do. Be clear. Clarity is key! The art lies in communicating clearly what you do without making it a long description.

Don’t be manipulative or spammy. Readers have grown savvy over the years. We have been bombarded over the years with spammy headlines and click-bait. Just think of your inbox. You will probably be able to see a spammy subject line from a mile by now. Do not underestimate your readers’ intelligence. The internet is no longer new.

Test yourself by asking whether you will send your best friend your headline and feel comfortable doing so. We often forget that we are talking to people when we are writing text online.

Geographic restrictions

If your services are geographically restricted, it is a great approach to let your readers know immediately whether your services will be relevant to them. For example, a dentist can write:

Teeth Whitening Dentists.

We give people in the Cape Town Area their smiles back

Headline

Look at the headline of Conference Badge

They use a simple headline yet describe in 4 words exactly what they do and what benefit you will get from them. Name Badges. Easy and fast.

Then, instead of using long descriptive sentences, they use an image to show you what you can expect and give a clear Call to Action Button with yet another trust building feature just below it: No credit card required. Without scrolling or clicking, you know exactly what you can expect.

Feedback from people on your landing page might come as quite a surprise. Be open to responses. Because you might hear something very different than you expected. But this is exactly why this is such a powerful approach.

Three other important questions

People don’t want to search for important things on your website. They prefer predictive websites. They might not know it, but certain things are best to keep predictive. Along with the above two questions being answered, let the customer know the following things as soon as possible. And where you can have all these elements above the fold. Above the fold contents is everything a visitor can see before he starts scrolling further down the page.

1. Who are you?

Who are you? What is the name of your company? Put your logo left top of the page. Some template does allow for the logo to be at the top center as well. Only, this often takes a lot of real estate and makes it difficult for you to reveal as much as you would like above the fold.

2. What is your contact number ?

Where can they contact you? Place your telephone number and/or email address at the top right of the page. That is where a visitor will most likely expect to find your contact information.

3. What should I do now? The Call to Action Button

One thing we often neglect to do is to tell the reader what to do. Have a call to action button and tell the reader what to do, for example

Learn more – if you want to share more information. This action button will take them to a page or place on the same page where he can get more information on the page.

Sign Up Now! – allows the reader to sign up for a newsletter or offer – on a landing page, you will want to ideally already have the available fields ready for him to fill in such as name and email address. Only add a field for the telephone number and/or address if this is really necessary. For example, when the reader will want you to call him, or when a delivery will be made to an address. Additional fields cause a drop in the conversion rate and you can get those details later if needed. The most important data you want is the person’s name and email address. A good reason to ask for a telephone number is when you intend to do remarketing on Facebook. Many Facebook users sign up with their mobile numbers and not their email addresses.

Give me my voucher Now! – if you offer a special deal, you will typically require the same fields as what is discussed in the Sign-Up form above.

Contact Us – if you want to allow the reader to make an enquiry

Color of your call to action buttons

Make your call to action button stand out! It works well to change the color of your Call to Action button to a different or complimentary color of the color scheme on the page. Remember, this is the one thing that needs to be seen and used. Without that, there is no lead.

Limited choice

Give your readers a limited choice. This is key! And this applies to both your product offering and choice of action that can be taken.

Remember, you can always advertise other products also, but if you give your readers more than one choice, chances are very high that your conversion rate will drop. For example, never offer a client a choice of two or more vacation destinations. Rather develop two different landing pages and run two different ads for two different destinations.

The same applies to your call to action buttons. If you have more than one call to action button on your site, make the color of your most important button dominant. For example, Learn More and Contact Us can be white buttons with a red outline, while the Buy Now button will be solidly red since this is what you want your reader to do most.

Why should they trust you?

Never forget, there are millions of products and millions of websites on the internet. People don’t know you. You need to give them a reason to trust you.

Show your credibility with testimonials and for example the number of clients you have served already. Or how long are you in this business, what are your expertise, anything that will give readers a reason to trust you.

Mobile friendly websites

We have found that all our Facebook Ads get 90% of their clicks 90% from mobile users. Make sure your page is mobile friendly.

There is still much to be said about an optimized landing page, but following the above guidelines will give you a big advantage already.

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Inet Kemp
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