1. Extreme Tests get Extremely Useful Results
Many Marketers and Business Owners that create a landing page will often create one and feel that it is almost good enough, so they will either use it without tweaking it or they will tweak it very slightly giving them results that may be a slight improvement.
However, they could’ve gone in the completely wrong direction from step one. It’s possible that changing the color of the entire page, or the placement of the call to action button could have a drastic effect on leads/sales. It is also worth trying a long worded page, a short worded page, a video, changing the font, trying different pictures, or trying different backgrounds. The tests are endless.
Each audience is different so this is why it is very important to do the huge tests from day one, then you can gradually fine-tune until you have an almost perfect landing page for your audience. It’s not worth assuming what your target market will like, let the tests show you.
2. Remove all Distractive Links
On a landing page, the purpose is to get leads and/or sales. This is achieved by customers engaging and clicking through. With the human attention span diminishing at an alarming rate, it is important to not give any distractions that could take them away from that lead/sale. We want them to click-through as soon as possible.
So on your landing page remove the website navigation bar, any social media links, and any other distractions that could divert them away from the next stage of your funnel.
After you’ve collected the lead and potentially a sale, create a thank you page. This can contain links to all your social media, your website navigation bar, and any relevant articles as you now want them to carry on being engaged with your business.
3. Less is More
In most cases, less is more on a landing page. This ties in with the above tip, you don’t want your potential customer getting distracted whilst reading some long copy. Ideally, you want the smallest amount of text possible, packed with power words plus some bullet points highlighting key benefits. Another benefit of doing this is that after the text you can have the form (if you’re collecting a lead) and action button above the page fold. Regardless, the action button should always be visible without having to scroll down the page. INSERT LINK TO POWER WORDS
4. Every Half-Second Counts
No matter how well a landing page converts, it’s irrelevant if it doesn’t load fast as these statistics below show.
A 100-millisecond delay in website load time can hurt conversion rates by 7 percent
Source: Akamai
Pages that load within two seconds have an average bounce rate of 9%, while pages that take five seconds to load have a bounce rate of 38%
Source: Pingdom
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