Three easy steps to better landing pages

Written on 04 March, 2014 by Karen Lim-Sam
Categories: Search Engine Optimisation, Web Design & Content | Tags: content

Generate better leverage from your website with efficient landing pages. Gone are the days when one fairly basic and generic landing page would do. Now you need to start thinking about new ways to tempt to your customers to stick around and spend their money.

Variety is the spice of life, especially when it comes to your website, so learn how to improve your selection of landing pages in three easy steps.

Video landing pages

Not only are videos more likely to help your landing page rank well in the major search engines, they can also help your customers make a decision about your product and encourage them to buy. According to a white paper from Eyeview, including a video on your landing page could boost your conversions by up to 80 per cent.

An ‘explainer’ video can be great for getting across a lot of information quickly and simply, leaving your customer confident they are making the right choice. Other great ways to connect include a quick company profile or a useful how-to video that will encourage social sharing.

Split-testing landing pages

Tweaking the content on your landing pages so that you have more compelling copy or interesting images can make a big difference to your bottom line, but how will you know which combinations are most successful? Start split-testing your landing pages and you’ll be honing your content to perfection in no time.

With A/B split testing through your Google Analytics account, you can compare your original landing page with one or more new versions. Google Analytics can measure the efficacy of each version to determine the most effective one with the help of its advanced statistical engine. Start conducting some “Content Experiments” on your landing pages and find new ways to improve.

Create custom pages

A brilliant way to boost your conversions is to create custom landing pages that relate directly to the ads or links that brought your customers there. Rather than letting your customers fall on your homepage, where they might become distracted or overwhelmed, create landing pages that are light on content and designed to guide them through their desired conversion path.

Your pages should also match the language and intent used in your AdWords advertising or social media links as closely as possible. There’s nothing more frustrating for a customer than clicking on a tempting deal only to find they’re pushed onto a generic landing page that doesn’t contain the very offer they came in search of. Deliver what you promise.

Simply put, the more landing pages you have and the more varied their content, the better. So start whipping up some star landing pages and watch your conversions increase.