So you’re experiencing poor conversion rates, what do you do? The truth is your landing page is probably to blame. This is a mistake many people make whilst opening their eCommerce website. Without an impactful landing page, you’ll struggle to reach conversions or even attract engagement.
What is a landing page?
A landing page is your homepage or the first page your customers land on from following an external link. The content from this page will define if your visitors stay or purchase products from your website.
Designing a Converting Landing Page
Every good landing page has 5 elements. You can tweak or add more based on your websites niche and goals.
Define Above The Fold (ATF)
Every page on the internet has a page header, also known as above the fold, which is viewable on mobile and laptops. You want people who land on this page to directly understand what you are offering and who you are. When doing this visitors can clearly understand whether you are offering a product or wanting them to sign up to something, instantly!
TIP: Keep your ATF short as possible and avoid using irrelevant words. This will also improve upon your SEO (Search Engine Optimisation) and increase conversions. Keep your website design minimal and branded – you can hire a graphic designer for this such as Lewis Edgar or do it yourself.
Copywriting is often overlooked when creating a website. This includes product descriptions, keywords and increasing your word count and quality of articles, whilst keeping the website up to date. This will ensure better SEO, which will improve your organic traffic!
TIP: You can hire people online to do this for you affordably. We recommend you check out Fiverr! However, you can also hire someone to write content for you professionally on job boards and forums.
A call-to-action (abbreviated as CTA) is an image or line of text that prompts your visitors, and customers to take action. It’s certainly the most important aspect of the landing page. Your visitors need a clear action to follow – whether this a button to buy a poster or a newsletter signup. By improving your CTA on your landing page you can increase your sales and leads.
The power of video is very much overlooked by brands online. Adding videos to your website can decrease your bounce rate and increase your sales – due to adding a visual aspect to your brand. Show off your products and spend time on your videos. Using videos can increase your conversions by 86%, according to Eyeview Digital.
It’s important to focus on mobile responsiveness with the internet being flooded with mobile devices, such as laptops and cell phones. Every screen has a different aspect ratio, with your website being responsive it makes it more viewable on mobile and visually appealing – increasing your sales and conversion rates.
Your website must be snappy to make your landing page convertable. In fact, a whopping 77% of internet users have said that they’ve come across a website that takes too long to load. People are getting more impatient in today’s fast-paced technological age. Page loading time is a significant part of what plays into a website visitor’s experience on the page. You can check your page loading time on Pingdom, you will also receive valuable insights into what elements are slowing down your website.
TIP: We recommend you install a caching plugin to your server or application. Doing so will make your website snappy! If you are using WordPress we highly recommend WP Fastest Cache. Alternatively, you can invest in a Content Delivery Network (CDN). An example of this would be CloudFlare which is fully compatible with the CloudFlare network. Both are free and are relatively easy to set up.
Measuring your Landing Page Success
It’s always a good idea to install Google Analytics. This way you can measure your successes and failures of your Landing Page. Simply changing one word in your CTA can increase your sucesses. Every website is different! Just rememeber, focus on your brand, include a video and write quality content. Let us know how you get on!