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5 Ways to Improve a Landing Page Experience

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For a digital marketer, it’s pretty much a no brainer when it comes to emphasizing just how important a landing page can be to a functional business. They are crucial in terms of bringing in leads that can prove vital. While creating a good looking landing page can be rewarding, it’s hard to praise its existence if it doesn’t bring in the leads.

While it’s true that a well-created landing page can bring in a significant amount of leads, there’s always scope for more. Businesses do tend to make a number of mistakes that could hamper the conversion rate overall. In fact, research suggests that a mere 22% of businesses are satisfied with their conversion rates and fewer take up effective measures to rectify the experience.

If you’re one to work on improvement, then you’re in luck. Here are 5 ways to improve a landing page experience.

  • Maintain a Reasonable Length

When it comes to content in general, the standard consensus is to keep it short, crisp and more specifically, to the point. Should you decide to keep the page high in terms of content, the chances are that most readers would get frustrated and overwhelmed in fact by the large chunks of content. Therefore, the chances of these readers turning into leads will be low.

maintain_reasonable_length

Image source: img.abendblatt.de

The thumb rule here is that the ideal landing page must contain no more than 200 words. The challenge here is determining what’s most important to the audience. Certain instances may require more information, especially when there’s money involved. Trying to sell something like a travel package which is in the thousands (no small amount), will surely require more information so as to convince the audience to take action. This is just one of the variables. Many more will eventually come in to play when determining page length.

  • Format is Key

A lot can come down to overall formatting. Nobody likes to see an ugly page. As a matter of fact, audiences may never take it seriously. Maintain consistency in terms of fonts as they do matter. Organize headers and sub headers so as to maintain a sense of differentiation.

format_is_key

Image source: leadpages.net

This would also mean maintaining bullet points so as to keep information crisp. Color can also play a pivotal role. Having a color scheme that’s too extravagant will mostly take the attention away from what’s important. Try to keep it simple to maintain a sense of clarity.

  • Go Mobile

By 2014, overall web traffic from mobile exceeded that of desktop. It’s no surprise that analyses of today highly emphasize the importance of mobile technology, the role it’ll play in the future and how it’s essential to create a mobile based experience of a web page.

go-mobile

Image source: aggregatetraffic.com

With the estimated number of mobile phone users to reach 4.77 billion in 2017, and smartphones being made available in abundance to all, it’s clear what the ultimate medium of communication will be for the years to come. Since many prefer their experiences on the go, the same could apply to landing pages as well. Creating a responsive design for your landing page to cater to more than just desktops should be a priority.

  • Speed Matters

It’s no secret that modern day internet users are impatient. With the growth of technology, everything is available at the snap of one’s fingers. It’s also very easy to distract them. Loading times play a major role here. How your page loads up can certainly be the difference between gaining a conversion and potentially losing them.

optimize-website_speed

Image source: tapscape.com

There are ways you could go about trying to reduce loading times. Around 80% of loading times can be attributed to downloading images, heavy texts and other elements. Therefore, reducing HTTP requests could surely prove useful. In addition to this, using methods such as CSS to minimize file sizes instead of having to embed elements such as images can also help. 

  • Relevant Content

This one’s quite simple. The question any digital marketer should be asking is whether the content within the landing page matches with the ad copy that’s used to promote it in the first place. Keep in mind that when promoting a landing page, the ad copy created is intended to make a promise (with regards to offers, sales and services). The purpose of the landing page is meant to reaffirm that status and therefore reassure the reader of that fact the moment they open your page.

Image credits: media.sproutsocial.com

This means that the ad should be just as identical to the landing page, both in terms of display as well as content. This means maintaining a greater sense of consistency through ads as well as content on a page. A lack of consistency can prove to be a huge mistake and worse, the loss of a lead. Consistency is therefore, key to improving brand recognition which could correlate to better lead conversions. Communicating such consistent messaging can go a long way towards improving such results. 

Creating a landing page may be considered by many as a work of art. It takes time, creativity and above all, patience. While these steps are just a few things that can be incorporated, there are a number of other variables that can prove quite pivotal to better a landing page’s overall experience. And while these improvements may seem smaller in nature, it would be hard to doubt the huge difference they can make.

This article is written by Gaurav Arora who is the Co-Founder of Social Panga, one of India’s fastest growing digital marketing and branding agencies with several Indian and International clients such as Metro Cash & Carry, MTR, Decathlon, Titan, Luminous, Snapdeal, and more. He has personally worked with 50+ brands and trained over 300+ working professionals from leading organizations. Connect with him on https://www.facebook.com/gauravisthere and https://twitter.com/thebigvella. 

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