When a customer arrives at your website– either from an online search result or from a link in an advertisement — the page they are brought to is called a landing page. This could be your home page or any other page that you create for that matter. Since your landing page can be critical in converting casual browsers into paying customers, it’s important that they are optimized for maximum engagement.
If you’re concerned that your current landing pages may be driving visitors away instead of encouraging them to engage further with your content, you should consider the following strategies to optimise your landing pages:
Your website landing page exists to form a bridge between your traffic referral source; such as a link in an advert or from social media, and the rest of your website. With this mind you should create custom landing pages tailored to the individual visitor’s needs. For example if you are a guttering and roofing company, and your visitors click on your guttering advert, then it is essential that they are brought to a custom landing page about your guttering services. If you simply refer all your website visitors to your homepage they will more than likely leave your website. People expect to go straight to the relevant page, without looking all over your website.
If your plain text landing pages, aren’t giving you the results you would expect, it may be a good idea to try out video landing pages instead. With a video landing page you will have a single video file instead of blocks of text. This often results in higher engagement rates, so you may capture visitors’ attention better by conveying the same information via video instead of text.
Split testing essentially allows you to compare two or more versions of a web page to determine which elements or features are most effective.
We have learned from this article that putting just a little extra effort into your website’s landing pages; whether through customized text-based pages or engaging video files, you will improve your conversation rate.