And so the January sales have started, after trawling round shops during Christmas I have decided to look for bargains on-line in the January Sales. Being an avid climber I started looking for the best deals on Climbing Boots and was surprised at the number of website that had very poor landing pages or links to the correct product page.
The number of times I found a site within Google saying that they had a sale on boots, only to click on the site and land on a completely irrelevant page which only made be close the page and continue looking for another site that would actually land me on a page showing Climbing Boots.
With this in mind here are some tips on the best practices for landing pages, which should engage the user and be able to show higher ROI.
- Unify the aim – Landing pages perform best when the content is promotion-based. The content should be concise and focused on one message.
- Engage the Visitor – Tell a story or sell a product using impactful imagery.
- Focus Visitor Experience – Landing pages should be used as a teaser to easily point the customer to the desired action.
- Direct Headline – Make a good first impression. A clear and direct headline should be the first thing the user sees when viewing the page.
- Leave Plenty of Space — Visitors tend to scan the page rather than read bulky text. Good use of space allows visitors to scan and understand the key messages.
- Call to Action Buttons – Attracting attention is what the main action buttons are all about. Make the button is above the fold on the page. Also, don’t skimp on button size.
- Convey Trust and Security – Branding, trust/security icons can provide credibility and give confidence to the visitor.
- Provide a Compelling Message — Think of your landing page as your online salesperson. Make sure you have one compelling message directly above the call to action.
Understanding what visitors want and how the interact with your site is essential to get the best ROI, continually monitor your analytics and modify your pages. Just some minor tweaks could really reduce your bounce rate and increase visitor interaction and stop people like me leaving your site within 3 seconds of arriving on it!
