Landing page anatomy: The 5 elements every high-converting page needs
So, your landing page is getting traffic, but your conversions are lacking… Now what?
If you’re having this issue, or if you are prepping for an upcoming launch or campaign and want to optimize your landing page, keep reading! We’re digging into 5 elements every page needs!
The Flash: Website speed matters
Let’s start with the basics and one of those is speed. Have you ever clicked a link and felt like the webpage took forever to load? You probably felt frustrated and maybe just closed the link and carried on. According to Portent, each extra second your website takes to load can lower your e-commerce conversion rate by about 0.3% on average. So needless to say, you should ensure your landing page and links on there are speedy.
Ease of use
Speed kind of goes hand in hand with this one, in my opinion, but ease of use is an important aspect of any landing page. This means actions and navigation should feel natural and clear, information and images should be easy to scan and accessible, and yes, it should be mobile friendly!
Tip: Be mindful of the text, colours, and visuals you’re using. Text should be easy to read. That means choosing a font that’s legible and using contrasting colours. You should also use alt-text. Alt-text (or alternative text) is a written description of visual content which supports users that have visual impairments. It can also improve your visibility in search engines as it adds a description of your content.
Value
If you want your landing page to convert, you need to clearly communicate the value of what you’re offering. With that in mind, here’s what should be clear to users:
What you’re offering;
Who needs it;
Why they need it; and
What are the benefits.
Call-to-Action (CTA)
Think about what it is you want people to do when they go to your website. Do you want them to purchase a product or service? Do you want them to book an appointment?
Now think about whether or not that action is clear to those visiting your website, if you need to, actually review the page or have someone take a look, is the CTA clear? For example, are you using language that is action-oriented, such as “Book Your Free Consultation” or “Shop Now.” If this information is unclear, then update your page to clearly tell your audience what you’d like them to do next.
It’s not enough to just tell them what action you want, you should also make sure you are making this easy and obvious. This could look like using different coloured buttons that display the action (e.g. Shop Now) or repeating it in a few different spots on the page, if necessary.
Social Proof and Credibility
I think it’s safe to say that when most people shop for a product or service, they look at reviews online and that’s because it helps build trust and credibility, so your landing page should have indicators of social proof and credibility. That might look like an overview of some reviews you’ve received, images that users have tagged you in on social media, logos from clients you’ve worked with, or “stickers”/seals that highlight any awards you may have won.
If you’re currently trying to optimize or create a landing page, use this guide as a checklist!