The goal of any online marketing or advertising is conversion. Small businesses spend hundreds and thousands of dollars on online advertisements to promote their products and services. Many of those adverts direct potential customers to the main website or a generic web page. The result is, poor lead conversion. Valuable leads are lost because of poor quality landing pages.

Here are some tips on how to improve your conversion rates using better quality landing pages.

Technically, a landing page is any web page that a visitor lands on after clicking through your search engine result or advertisement. Optimising those landing pages to ensure that a visitor converts into a lead is called landing page optimisation.

A good landing page is generally a dedicated web page focused on promoting a certain offer or campaign, with some kind of ‘call to action’ buttons and minimum escape links.

The idea is to let people know about your product or service and then encourage them to make a purchase or submit an enquiry. Landing pages are generally two types — click through pages and lead generation ¬pages.

Lead generation landing pages

Lead generation pages are the most common type of landing pages designed to generate leads. They are ideal for lead generation for near future or future sales. They will help you get visitors to the top tier of the sales funnel. You could use these for subscriber registrations, free trial/ service/sample/download, product launch etc.

In essence, good landing pages present a pitch to visitors in order to persuade them to make an enquiry or a purchase. Ensure there is measurable ‘call to actions’ on each landing page and use Google analytics or a similar tool to track performance.

If you are looking to optimise your web pages to better your conversion rate, opt for our free 1 hour consultation to get started.

Click through landing pages

Click throughs are landing pages that are placed just before the key conversion action page. You could use these to break the conversion cycle in two stages. They are ideal for ‘warming up’ the visitors to encourage them to proceed to the next or final stage of the sales life cycle. You could also use them for high-ticket products or services where you don’t want to intimidate your visitors at first with a ‘buy now’ button. This way you will have a better chance of conversion, after having generated enough interest. These pages will help you get visitors to the bottom tier of the sales funnel.

Steve Jobs once said: design is not just what it looks like or feels like, it is how it works. Every user is different and so is every website or app. In many cases, the engagement and interactivity boils down to one thing; how user-friendly it looks and feels to your users. User experience (abbreviated as UX) is exactly that; how users feel while using with your digital product. It is why Apple became Apple.

Design and interface play an important role. It’s not just usability— it’s about taking it to the next level. It is about understanding who the users are, what are they looking for, how are they behaving and being able to design your website or app to respond accordingly. UX is more about intuition and emotional connection with the user.

Here is a three step process you can follow to improve user experience:

1. Identify

Two things you need to identify are— who the user is and what device they are on. What you’re your user group demographics? What are their perceptions? Take time to clearly identify the traits of your users.

2. Understand

Understand what are they looking for, their expectations, what they are used to. They will have different expectations on mobile devices versus personal computers. A 20 year-old user is likely to behave differently to a 40 year-old user. Take the time to understand their behaviour and what drives them.

3. Empower

Users feel comfortable when they feel they are in control. Empower them with functionalities. Keep the user interface simple and user- friendly. Don’t restrict users for the sake of it. Let the back-end programming do its bit. Guide them by providing visual feedback for each interaction. Anticipate their actions and try to make their life easy.

There is a reason, even after so many years, Google’s front page has just one simple search option in the centre of the page. Perception is reality and experience is everything. Keep your interface consistent throughout the website or app.

If you are looking to improve the user experience of your website or application, opt for our free 1 hour consultation to get started.