Well-structured landing pages are essential to the success of your search engine advertising campaign.
Because search engines crawl your website and assess your landing pages to determine if they offer a great user experience. Improving your landing page can improve your ad position and assist with the overall success of your campaign.
If you’re wondering what you can do to improve your landing page experience, here are six tips to get you started.
Make Your Page Easy to Navigate, By Removing Navigational Options
Consider removing your menu bar to reduce distractions on your landing page. When a visitor arrives on your landing page, you want to keep them there. If there are other pages and links for them to explore that increases the chance of them leaving without becoming a lead first. That’s why having a clean, clutter-free and attractive design is the best way to improve user experience and convert visitors into leads.
Ask for the Information You Need
And nothing more. There isn’t a magic number of form fields to include on your landing page, but best practices is to collect only the information you really need to qualify leads. Think about how you’ve felt when filling out forms – the shorter, the better – right? Ideally, the fewer fields that require answering result in higher conversion rates. Longer forms look time-consuming and make visitors feel like more work is involved, which they may tend to avoid.
Less is More
This doesn’t only apply to the number of form fields you include on your page but also the information you provide. You want to provide your visitors with the right amount of engaging material without overloading them. We recommend embracing white space on your page and keeping text and images short, easy to comprehend and to-the-point.
Create Click-Worthy Call-to-Actions
Enticing and clear call-to-action buttons on your landing page can easily encourage your visitors to complete a form submission online. Tell your visitors what they will get for submitting their information. For example use buttons such as “Download Your Free Ebook”, “Subscribe to our Newsletter” or “Get a Complimentary Quote”. Also visually style your button to stand out by using colour and bold fonts making it furthermore clickable!
Keep it Above the Fold
Keep your key elements and call-to-actions above the fold. This means all your vital information should be visible to visitors without them having to scroll down. It is unlikely that people look any further than they need to unless they are motivated to do so.
Timing is Everything
The five second rule applies to landing pages too. You’ve got roughly five seconds to attract, draw and retain your customer. If you can’t do this immediately and it takes too long for your page to load, your prospect may leave. Additionally, this lets the search engines know that your landing page experience is poor, and it will lower your page position. To prevent this, make sure your website loads quickly on both mobile and desktop versions and prioritise the most relevant content at the top of your page so users don’t have to scroll down to see it.
By making improvements to your landing page, you will have more conversion success. If you would like one of our campaign professionals to review your landing pages contact us today!