First impressions are everything in such a fast-paced digital world. Attention spans are short and competition is vast. Your landing pages are often the first port of call for users discovering your website, which is why it’s imperative you get them right. Particularly if you’ve spent money on advertising to get them there.
How to Optimise Your Landing Pages
As we enter the final few months of the year, many ecommerce businesses will be strategising for 2022 and thinking of ways they can attract new customers after the busy peak period. Before you get started on developing your ad campaigns, you should consider making changes to your landing pages. Improving individual elements of your pages, A/B testing variations and keeping track of the data, can help you to decrease your bounce rate and increase conversions.
Let’s get started with some ways you can make changes to your landing pages that will engage visitors and keep them interested.
Reviews & Testimonials
Believability and trust is paramount to ensuring visitors to your page stick around. They want to feel safe and secure when visiting your site and one of the quickest ways to do that is by displaying reviews and/or testimonials on your landing pages. Use a recognisable provider and don’t fret too much if you have the odd negative review – see these as an opportunity to showcase how well you can respond as a business.
A user sees your banner ad stating there is currently a 50% off flash sale, yet when they click the ad, they are taken to your ‘new in’ products. This inconsistent messaging is likely to frustrate and put off any potential customers visiting your site via this ad. You need to ensure your landing pages reflect your advertising messaging or you will waste the traffic you have paid for.
Keep It Above the Fold
We’re talking about the digital fold in this instance. This refers to the point before the user must scroll to obtain more information. Many businesses have taken to screen-filling this particular area with a video or large image that evokes an immediate emotional response. Sometimes this works well, sometimes it doesn’t. It’s certainly worth A/B testing to see if this engages your customers or not.
The main thing to keep in kind is that you want your key information above this fold. A snappy headline, tagline and call-to-action is all you need – but make them good.
Speaking of a call-to-action, creating urgency is a sure-fire way to make visitors act now rather than later. Offer a lead magnet, discount or some other incentive for the user visiting your page at that moment in time. Having this message be clear and prominent as soon as they click that ad, means they’re less likely to bounce and more likely to convert.
Invest in Your Imagery
Your photos represent your brand, your values and your products/services. This is why we favour investing in your own photography, rather than using stock images. Why does this affect bounce rates? Well, it goes back to trust, reliability and validity. Seeing photos with your branding and/or products makes users see you as a legitimate company worthy of their attention. It shows you’re also invested in your future as a brand and are someone worth remembering.
Stock photography is ok if it’s only temporary, but you should really look to creating your own library of photos/videos that you can use across all your channels.
Fail, Then Fail Again
With landing pages, it’s worth noting that you’re not going to get it right immediately. In order to grow, we need to make mistakes. This is why it’s so important to observe, test, collect data and make tweaks frequently. You’ll better understand your customers and what keeps them engaged.
Our team of eCommerce experts and UX specialists can help you create landing pages that convert. For more information, get in touch by calling 0121 369 5874 or email firstname.lastname@example.org.