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Building the Best Landing Pages

landing-pages

Landing pages are the first things that potential customers glimpse after clicking on advertisements. The goal is to inspire visitors to respond to your call to action and purchase your company’s products or services. However, statistics show that the conversion rates for most landing pages are abysmally low. Here are some tips on strengthening your landing pages so that your digital marketing campaigns are sure to succeed.

Create a Simple but Compelling Design

Landing page designs that are unnecessarily complex distract and confuse consumers. Instead, keep your designs simple. Have a simple color scheme, plain graphics, and readable fonts that fit well with the brand identity of your business. Implement contrasting colors only if you have specific reasons for making call-to-action buttons or other elements stand out. Be sure that your advertisements and landing pages are visually cohesive so that visitors recognize the similarities. This engenders trust in the consistency of your brand image.

Focus Consumer Attention with Your Layout

On your landing pages, focus the layout design to simplify the decision-making process of your potential customers. Be sure that the most vital portion of your messaging appears before visitors are required to scroll. Use subtle navigational elements such as arrows and animations to lead consumers towards your calls to action. Limit options that may confuse visitors from your primary purpose.

Have Effective Content

The sales copy on your landing pages should be succinct and compelling. Since visitors tend to skim content rather than read in depth, be sure that your headlines are gripping. Keep paragraphs short, and separate them with subheadings. Content should remain clear, simple, and liberally sprinkled with pictures and graphics. Highlight the benefits that your products or services offer to consumers.

Use Data Analysis to Make Improvements

Data analysis tools help you locate areas on your landing pages that require improvement. For instance, scroll maps enable you to monitor the effectiveness of your copy by registering how visitors scroll, skim through, or pause on a page. Heat maps allow you to find out which buttons visitors click on. Click reports compile statistics on the various aspects of your pages.

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