So, you’ve got your landing page done, and you think you’ve got a winning design. Unfortunately, you just aren’t seeing the sales and conversions you thought you would see. The truth is, you can have the most amazing-looking landing page on the whole Internet, but it can be totally useless for generating sales if you’ve ignored some basic principles of landing page user experience design. Here are the things to check, and improve on, if you want to see your sales and improve your landing page conversion rate.
Get Your Users On board With You
Just because Joe User visits your site, it doesn’t mean Joe is going to stay on the site and use it. You need to make it as easy as possible for Joe User to know how to get “on board” your site: signed up and able to draw all of the benefits of your site. Make sure you have a very clear road map for what the user needs to do in order to get completely onboard with your site.
Is Your Site’s Purpose Clear?
People don’t want to think about what the purpose of your site is. Make sure you put the purpose of the site right out in front of them, like in the tagline right under your logo. This simple addition to your site can dramatically improve your success in generating leads and sales, because people know immediately what your site can do for them.
Create Great Content
They say that content is king, so you want to make sure you have content that is as effective as possible at generating leads and/or sales. This means paying attention to how users actually read Internet pages. They don’t come to your page looking to read a novel or your profit and loss statement; they skim and scan, looking for what’s beneficial to them. This is where amazing headlines, subheadings, bulleted lists, and well-placed images help you. Use them wisely.
Get the Users Engaged
Users don’t want to be talked to, they want a dialogue. Look for ways to get the user engaged in your site, like badges and progress bars showing how far they’ve come in your site. Don’t overdo it, though; use gamification wisely, and you’ll be rewarded with better sales and leads, as your users enjoy their on boarding experience and want to stick with your site.
Use a Responsive Layout
According to recent stats from Google, 73% of mobile searches these days result in a trigger action, like a purchase or a lead generation. Take advantage of this by making sure your site is responsive, so users on mobile devices can easily use your site. If you don’t have a good mobile presence, you’re missing out on a ton of potential sales and leads, and responsive layout is easier than ever to achieve these days. It just makes sense.
Thank Your Users
At the end of the day, the user wants to feel appreciated. Show them that appreciation by thanking them! Even if they haven’t made a purchase or given you a lead, you should thank them for stopping by. The chances they will come back and generate a sale or a lead for you are higher if you show them appreciation than if you don’t.
Check Your Metrics
Running an effective landing page is more of an art than a science, because what works at first may not work later on down the road. Still, there is some science involved, since you can use your metrics to tell you when things aren’t working as well as they used to. A successful landing page is constantly analyzed and tweaked in accordance with how the metrics are working out, so you should make sure to check on your page frequently to analyze its performance and look for ways to improve it.
Run A/B Tests
One way to bring some more science into the mix is to run A/B tests on different landing pages. Set up two landing pages (Page A and Page B), and run a side-by-side comparison to see which landing site performs better. Compare the headings and subheadings of these sites to analyze which landing pages are working best and which ones are falling flat.
By following these 8 UX tips, you can ensure that your landing page conversion rate performs to your needs and expectations. Then, you can continue to tweak and refine them to ensure they keep producing the leads and sales you need.
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