How to create a website landing page that is ready to convert



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Website Landing Page Development

First and foremost, it’s important to understand what a landing page is before we go into depth about how to create one that is ready to convert. A landing page is a page visitors land on after clicking an ad or a link. Sometimes a landing page is different than any other page on your website and sometimes not found in your website’s navigation. When running paid ads, like through Google AdWords, landing pages are used to push visitors to complete an action such as a purchase. Each landing page should be related to the type of ad it is linked to. For example, if you’re ad is trying to get the visitor to purchase a watch, then your landing page should be about buying watches.

Goals

Before you start laying out your landing page, the first step is to know your goals. What do you want the visitor to do when they get to this page? You want your visitors to make a conversion, which is getting them to do an action. Common conversions include signing up for email lists, filling out a contact form, or making a purchase. A page can also have multiple conversions. Once you’ve outlined your goals you can move to the next step.

Target Audience

When a layout is all set and your landing page is created, you need to make sure it is mobile friendly and has a fast loading time. More than half of website traffic comes from mobile devices, yet mobile conversion rates are lower than desktop because of loading time.  The goal of having a landing page is for your visitors to make a conversion, and if your page doesn’t have a fast loading time, visitors will leave. A one-second delay in page response can result in a seven percent reduction in conversions.

Mobile Friendly and Fast Loading Time

When a layout is all set and your landing page is created, you need to make sure it is mobile friendly and has a fast loading time. More than half of website traffic comes from mobile devices, yet mobile conversion rates are lower than desktop because of loading time.  The goal of having a landing page is for your visitors to make a conversion, and if your page doesn’t have a fast loading time, visitors will leave. A one-second delay in page response can result in a seven percent reduction in conversions.

Mobile vs Desktop usage

Call to Action Button

The most important asset on your landing page is a call to action. What do you want the user to do? Make it obvious how to complete that action. Whether you want someone to contact you or make a purchase, having a direct button they can click will help. Have the button be easily visible, some websites make it the first thing visitors notice by making it large and a different color. More visitors are drawn to clicking the button if it says “shop now” or “sign up,” instead of it saying “click here.”

Tracking

Lastly, you want to be able to track your conversions and how successful your landing page is. Event tracking allows you to see how many visitors are getting to your page, how long they are consuming the content, and how many visitors click your call to action button. This can be done with many analytic tools that are available, such as Google Analytics. Utilizing these tools will inform you of how well your page is doing and how many conversions are coming from it.

A/B Testing

If your landing page isn’t performing, then fix it! Try a different image, different colors, or different layout. You can even test two pages at the same time to see what performs best. Once you find that ideal combo, you have a successful campaign to bring you a high conversation rate.

Our experts at RSA understand the importance of having a landing page that can draw results. Contact us today to see how we can help.


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