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Hi I am Matthew from CHM Strategy. 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.