Getting visitors to your website is not enough, you need to convert them once they are there. This short video shows you how using optimised landing pages.
Hi, I am Matthew from chmstrategy. We are focused on helping your business acquire and convert high value clients using automated online methods. Now to that end a lot of time that I spend with people is talking about improving their conversions on their landing pages. So whether that be people that you are driving to a page from either a traditional print advert or whether it be say a PPC campaign or just general organic search, there are certain things that you can do that are going to make a landing page much better in terms of the conversion and to make it much better for your visitors so that they get more benefit out of it as well.
Now this excellent diagram here was put together by a gentleman by the name of Neil Patel and it really outlines the essential things that you need to be looking at when you are building your landing pages. So this gives you a little bit of an overview here really what we have got here is we have got things about your headline, images, bullet points, calls to action, things like being responsive, minimal links. You also want to be looking at things such as further body copy, testimonials and sort of trust verification elements and so on. So I am just going to talk a little bit about each of this in turn.
Now your headline is probably the most important thing on the page because when somebody comes to your page you have only got about half a second or three seconds to actually convert them into some sort of customer or even to somebody that is actually going to engage with your side further because about eighty per cent of people will read the headline whilst only about twenty per cent of will actually read the body copy. So you headline needs to be concise and clear, it needs to be benefit orientated in that it explains to your customer exactly what your product or service is going to do for them and how that is going to improve their lives or their business or whatever. Then you can have a little bit of a sub-heading which can sort of flash that concept out a little bit but that heading is really the most important element on the page.
The next thing you really need is some sort of image or video on the side. Now a picture is obviously a thousand words we have all heard that before but it is very true because it can convey and sort of an emotional content about the product and the service that words alone can’t. And sometimes even better than that is some sort of video in which you are explaining what the product does or whatever. Really one thing you have to do with landing pages is you are going to split test to see whether or not one thing works better than the other and so testing a video versus an image may well sort of work out whether it is better for your customers to have videos or images.
The next thing you should do is you really should break down the benefits of the solution into specific points. So people when they come to websites they really don’t like reading heavy body copy, they want to be able to take on board information quite quickly and so to do that it is best if you sort of summarised the specific benefits that you offer your clients in a series of bullet points and as a consequence people can take that on much more quickly and therefore likely to stick around on your site.
The fourth thing, you really need to look at your call-to-action. So your call-to-action has to be something that is compelling and that is going to stand out. So you could do some sort of download button or click here or add to cart or depending on what sort of situation you are in it can make a big difference. You really need to make sure that those buttons are clear and useful to people.
Fifthly, you need to make sure that your important elements are above fold. So the fold is basically the bit that is visible on the page when the page actually loads. So it is great if people have got lovely huge monitors they can usually see a lot more of the page but those who are looking on laptops or tablets or even mobile phones they are not going to see anywhere near as much of the page as somebody who is looking at it on a very big screen. And if your important information is hidden bellow the fold or below the line of the screen then people are not going to see it or a lot of people are not going to see it because eighty per cent of people spend their time above the fold and so if you don’t do that and make sure that those important elements are at the top you are going to miss out on potential conversions that way.
Number six, you really need to be sort of reducing the navigation links and the options available to somebody when you are bringing them to a landing page. When you use landing pages when you have a very specific goal in mind that you would want the person to be doing, so either you want them to sign up for a course, you want them to download your e-book, you want them to buy your product or whatever and giving them too many menu options gives them the opportunity to actually leave the page and get diluted amongst the rest of your site and that is really not what you want. So you don’t want to box people into a page but you do need to sort of try and minimise it if possible.
You then need to sort of go into a bit more detail about your product and service. So this is the stuff that ends up being a bit further down the page and the stuff that people who have sort of got through the headlines, they have got through the bullet points, they have looked at the image and they are thinking okay, this is something I am interested in but I want a little bit more information before I actually sign up. And so in this situation you are going to spell out more about the benefits and the products and features and how your product compares maybe to your competitors and things like that and just flush things out a little bit.
And then the second last thing you really want to look at is you want to try and include some testimonials if possible. You want to try and have the full name, the job title and the company that they are from particularly if we are talking about a business related website and a picture is ideal because that really adds that extra layer of trust, you can sort of point out that it is actually a real person. And your testimonial should be ideally sprinkled in amongst the rest of your contents so that you are actually reinforcing things as people are going along.
And then lastly what you want to be doing is you want to be looking at including trust elements on your side. So things like logos of companies who have used your service or things such as security seals and so on which is going to verify that you are a genuine company and the people aren’t going to get spammed of scammed by subscribing to you or purchasing from you or purchasing from you or whatever.
So if you would like to learn more about conversion optimisation and how you can use it to improve your business visit our website at chmstrategy.com. There you will find all sorts of information about how you can go about improving your conversions, we have got a number of articles there and also more information about the services that we provide. So that web address again chmstrategy.com.