It’s an all too familiar situation; you’re thinking about how to get more of the right kind of visitors to your website. And you want them to make that all important conversion, be it filling out your enquiry form, or picking up the phone, or placing an order.
You want even greater numbers of the right kind of visitors. Fair enough.
But before you do that, perhaps the question you should be asking yourself is this – are you really giving yourself the opportunity to convert even more of your existing visitors before you bring even more visitors in? Good websites should be evolving all the time, learning from visitor behaviours, refreshing the user experience, and this is a great opportunity to step back and focus on getting more bang for your buck from what you already have.
I’m suggesting below you should consider five elements to address on your landing pages.
It goes without saying, but I’ll say it anyway: without measuring you can’t evaluate if you’re getting a real return on investment. Therefore get your Google Analytics installed and working for you before you start tweaking your landing pages.
Step 1: Does your Landing page actually address your visitors’ specific needs?
How often have you clicked through from a search or advert to discover that the page bears no resemblance to your enquiry? I was recently searching for a white boardroom table, and I was presented with an advert at the top of the page from the venerable Marks & Spencer. Now, it crossed my mind that this generally great company does a lot of things very well, but I wasn’t aware that it sold boardroom tables. Out of curiosity, and as a loyal M&S customer, I clicked through and was presented with their home page. No mention of even a table, unless I wanted to navigate my way somewhere else. No thanks.
Step 2: Make your landing pages useful.
Carry out the 5-second test; how easily can you find what you want? Do you know what the page is for?
And focus on the benefits, not the features. So tell them what problems you’re going to solve, not what your products or services do.
For example, don’t tell us that your vacuum cleaner has amazing suction and 45 different nozzle heads. So what? Tell us that it will pick up all the pet hair from the sofa, or it can save us ten minutes every time we vacuum the house. Structure the page towards the user’s goals.
Step 3: Consider emotions.
Emotions; we all buy with our emotions, and we use data to support our decision-making, to a greater or lesser extent, depending on our individual character.
With this in mind, be sure to use your content and images to inspire your visitors’ emotions. Ask yourself this – what are the emotions associated with your business’s products or services. It could be a time saving issue, for example.
At Hallam we talk about our “ethical SEO services from a company you can trust”. As a long established company in this sector, we recognise that there are a good number of less scrupulous SEO agencies out there giving our industry a bad name. We’re addressing this emotion within our message; in fact only this morning a new client said that we were the only one of three companies pitching for her business that wasn’t hassling her for a decision, having found us through our website.
Step 4: Make it easy for your users
By this I mean that you don’t want people to guess what the next steps are, you need to provide certainty if you want them to do what you want them to do. This is often the case when you’re asking someone to provide information. For example you might want to consider eliminating unnecessary entry fields when you don’t need them, or automatically progressing the user to the next box once one field is complete.
Or, how about asking only for an email address to encourage a quick sign up? You can then open a dialogue with them once you’ve sent them a reply mail.
Also, think about your Calls to Action (CTAs) on the page; try the Blur test. Either squint at the screen, or take a snapshot of your page and put it into Powerpoint or similar, and see how easy it is to see what it is that you’re asking the visitor to do. Your eyes should be drawn to these CTA area(s). What do you find?
Step 5: Build Trust
Build Trust; simply put, pack your page with trust cues which signal to your visitors that yours is a business they should want to do business with. This will vary according to your business, of course, but the goal is the same. It might be promises on delivery or price, credibility from logos of other customers you do business with, or independent review sites such as TrustPilot or Qype.
I like these trust signals from an online garden furniture company; all its promises are at the top and easy to see. The 5 star service links to the Review Centre, and the other key things that influence buying behaviour are easy to see and understand.
To summarise; take a look at your landing pages from the perspective of your visitors and ask yourself this. Is it obvious what I want the visitor to do, and how easy it is for him or her to do it?
If the answer to either of these is no, then get testing!