Singapore Business News

Five Ingredients for a Successful Landing Page

A visitor comes to your landing page… Great! You have between three and five seconds to get them to understand what you want them to do. Not so great. Making the most of your landing page involves the use of a few simple elements. Do you have these five ingredients on yours?

1. A Clear Purpose: What is it you want a visitor to do when they end up on your landing page?

A. Purchase a product
B. Sign up for your email-marketing list
C. Learn more about your company
D. All of the above

If you’re not sure, neither is the visitor. And if you think the answer is D, all of the above, you’re hurting your conversion rate by trying to get away with a multi-tasking page. Within five seconds someone visiting your page for the first time should know exactly what you offer. The landing page – including every word, graphic and navigation element – must have a single specific outcome as its main focus. It’s how you measure its success.

2. Simple Forms: If you are collecting information from visitors, make sure your forms are as simple as possible. Do you really need to collect data like job title, company name, birth date and mailing address? If the answer is yes, then fine. But if you don’t expect to be using snail mail or acknowledging birthdays, eliminate the unnecessary questions or make the answers optional. The fewer boxes that need to be filled in, the better your conversion rate will be.

3. Engaging Graphics and White Space: Text-heavy landing pages tend to contribute to a high bounce rate. Instead, use engaging graphics and white space to create a page that is easy on the eyes. Include cues such as brightly colored arrows and buttons that will point readers in the right direction.

4. A Video: Consider adding a video to your landing page when appropriate. Analytic consultant KISSmetrics found that a visitor is between 64-85% more likely to purchase a product after watching a video. And the video advertising company Eyeview found that adding a video to a landing page can increase conversions by up to 80%. Why? Watching a video is a passive activity, as opposed to reading. Videos also increase the amount of time visitors spend on your page.

5. Testimonials and Badges: Finally, build your credibility by including testimonials on your landing page. If the purpose of your site is to sell a product, consider getting reviews from current customers. If your conversion is getting a purchase, include proper security badges from your credit card processor.

These subtle additions will build trust and increase your conversion rate.