A web user is first drawn to look at the top left of the page and then their eyes follow adiagonal line across the centre to the bottom right of the page. Always match the colours of your landing pages with the overall look and theme of your website. If users move between your landing pages and your site’s home page, it should feel like a natural progression and be synergistic with your brand’s values. Social is also great to include on landing pages. If integrated as a social widget, the user can get real- time feedback from other customers. The “thank you” page is a great opportunity to ask for additional engagements from your customers and then track and see what they are interested in.
The more copy you use related to keywords and ad copy you’re showing on your ads, the less you’ll have to pay for paid search ads. Good copy is also important to give the user a positive user experience, and it’s also a key factor that Google uses in its search algorithm to rank and list companies in search results. By nature, users look at websites and tend to ask, ‘What’s in it for me?’ If your copy takes the guesswork out of the equation, your customers will be happier and click on ‘buy’ or ‘purchase’ or ‘get a free inspection’ much faster. it’s important to maintain a consistent message from your display or search ads to your landing pages. From the perspective of search marketers and brands, try to match the paid search advertisement to the landing page as much as possible.
Images and video are important to a certain degree, because they can increase userengagement and create a personal connection with users. Use white backgrounds for product photos. Don’t show corners in your images so that it looks like the walls curve and you don’t see anything in the background of the image. Having a wide variety of product images is just as important as showing multiple angles and 360-degree views of those products. Try to match your photography subject to your audience’s demographics and needs/wants, and even better, create multiple pages that match different market segments.
A call to action is a header image, offer or slogan that is asking for some form of action from customers. A call to action should be initiated within an ad unit, and it should be reiterated on the corresponding landing page. Users should be taken to a specific page that will follow through on the already promised CTA [call to action]. A landing page should be transparent about pricing to prevent users from exiting or bouncing off the page. It is often accompanies by a button that users click to begin the process. CTA button size and placement should also be tested to maximize your conversion opportunity.
When it comes to landing pages, you need to see what works and what doesn’t work if you want to improve conversion rates. Multi-variate testing is the process of testing many variations against one another in order to find the best combination for higher results. For a business, you’re always looking to increase your conversion rates and testing can easily mean the difference between a 10% conversion rate and 20% conversion rate.