Landing Page Optimisation – The Dos And The Don’ts Of The User Experience

One of the most important factors to consider when trying to improve your conversion rate is your landing page. The landing page is the first element of the customer’s journey and experience with your product/brand therefore it is important to make sure that you follow certain rules when designing this part of the user experience in order to get the most out of it. So, without further ado…

The Do’s Of Landing Page Optimisation

• Do highlight how you offer the best solution– Tell your customers they made the right decision by coming to you instead of going to your competitors. Keep it brief, and ideally use bullet points and short sentences to drive your point home in easily digestible content.
• Do give your customer all the information they need– You have created your landing page keeping a specific target client in mind so speak directly to your audience, and make sure you address their needs and don’t leave them searching for the info they’re looking for. A positive user experience will convince them that you are the right fit for them and they will feel more inclined to stick around.
• Do test Your Landing Pages On Different Browsers – You do not want your landing page to appear jumbled up and unreadable to users who are viewing it from their smartphones. Make sure your test your landing page on a wide variety of browsers, platforms and devices to make sure your viewers get the best user experience no matter how they are viewing it.
• Do remain Consistent – The theme of your landing page should match the theme of the ad that the visitor clicked to get to you. Using a different theme will confuse your customers, and they may then have doubts about dealing with you if they think you are trying to deceive them.

The Don’ts Of Landing Page Optimisation

• Don’t ramble on – Stick to the point. The purpose of your landing page is to attract potential customers and convert them to actual customers. You don’t want to confuse them with volumes of irrelevant copy and information as it may put them off. Decide on the main points that you want to communicate to your customer and stick to them.
• Don’t make promises you cannot keep – Committing to something that you will not be able to deliver will only make you unreliable.
• Don’t place your call to actions below the first fold – Some customers may not bother to scroll further than what they see below the first screen, which means they may not even get to your call to action if it’s placed below this line. Place all call to actions upfront so that your customers know what they need to do straight away without having to think about it.
• Don’t try to be everything to everyone – It does not work in offline marketing and there is no reason for it to magically start working on the web. Define your target audience, and make sure your message appeals to them and only them.
• Be smart about your landing page. Make sure you keep your potential customers’ goals, needs and wants first and foremost; remember – you are not designing the user experience for yourself! Give your audience all the information they need to make an informed decision but do not overwhelm them with unnecessary information either. Most importantly, remember to keep monitoring the number of visitors on your page, and tweak things around when you see things are not going in the direction you want them to go.
  
  Always analyse and improve!
  
  

Get advice on your landing page: 
Claire Freshney
07805407049
www.clairefreshney.com