Learning about Landing Pages & Conversion Optimisation

I got up bright and early to go all the way to Komune at UOA Corporate Tower, Vertical, Bangsar South today to attend the Landing Pages & Conversion Optimisation seminar by GetResponse. I attended their Marketing Summit late last year, the first-ever marketing event I have attended in fact, and enjoyed myself, so I was looking forward to this seminar. I was not disappointed. I left the venue with new nuggets of information and learnt new stuff about landing pages and such.

What is a Landing Page?

Well, most people think that a Landing Page is the same thing as a Homepage, but that’s incorrect. A Homepage is the first page, a general page, that people arrive at when they visit your website, but a Landing Page is strictly constructed for one purpose only, such as to promote a seminar, or promote a sales event.

What Makes a Good Landing Page?

A landing page leads to only ONE action. You have to be specific on this landing page. It has to have a good headline, that is relevant, specific and benefit oriented. It is important to use simple and straightforward language that is free from jargon in the content. You have to clearly state what you are offering, and if possible, have some positive testimonials.

A good landing page has short text, but is interesting, and states the benefits of whatever you are offering clearly. A good high-quality image (also referred to as a ‘hero image’) that is relevant and attractive, will make a lot of difference too. A suitable video might be helpful, but the visitor might not click on the video to play it, so it is better to have an image rather than a video. Any form fields must be short and straight to the point. You should only ask the visitor for essential info, such as name and email.

Keep all important info ABOVE THE FOLD. This means that the visitor can see all the most important info once he or she arrives at the landing page, WITHOUT needing to scroll down the page.

Landing Pages and Conversion Optimisation.png
In a good landing page, all the most important information – title, date, time, organiser, price and button to click to register – are all visible without needing to scroll down the page.

It is important to note that people want to know what they can get, or how you can help them. Therefore, always state benefits, not solutions, and not features.

Also, it will be good to use Search Engine Optimisation (SEO) to keep your text relevant, and make your landing page easier to find.

Your landing page has to be easy to view and read. Important factors to take into account:

  • Legibility is crucial – use a font that is easy to read. And a reasonably large font size, say font size 16.
  • Do not use contrasting colours, as they can strain the eyes.
  • Avoid large blocks of text. Break up your text into smaller pieces with subheadings and sections.
  • Make the page clean and uncluttered.
  • Images should not fill up the entire landing page. And only use a relevant image.
  • Consider the audience when you select images. For example, since we are in Malaysia, choose images with Asian people in them. Moreover, images featuring real people have the best desired outcome.
  • In the body text, use bullet points, where possible.
  • All images should have captions.
  • Incorporate relevant keywords into the text.
  • Be user-centric – use ‘you’ instead of ‘we’ or ‘I’.
  • Have a benefit-oriented headline (sell benefits instead of features)
  • Have only ONE Call To Action (CTA). Do not attempt to cram too many things into the landing page.

Last but not least, if you have an advertisement promoting your event/product/service, make sure the advertisement matches to the landing page. Do not advertise one thing, then when the user clicks it but arrives at the landing page only to find you are selling something else. The user will get very irritated.

How Do You Get Testimonials?

You can get testimonials by asking questions. You can ask suitable questions, even on your website, and compile good answers for use as testimonials.

Listing brands that you supply your products or services to will also improve your reputation.

How to Design Landing Pages for Mobile

Consider that 80% of users use mobiles, and about 60% consume information on their mobiles.

Important factors to consider when designing landing pages for mobiles:

  • Do not put important stuff below the fold.
  • Do not put videos above the fold, because the users might not play them – it is a hit or miss.
  • Research has shown that about 50% of people use smart phones with their right hand only. So, anything important must be easy to reach with the right thumb. Do not put anything important on the top-left corner.
  • Long and detailed forms do not convert well in mobile. Only ask for essential info. If you require more info, you can send the user an email.

Nowadays, there are ready to use templates online, where you can drag and drop objects and other things. GetResponse offers this option.

A/B Testing

You can have 2 versions of the same landing page, then test them to see which performs better. For example, you can ask 15 people to try landing page A, and another 15 people to try landing page B.

Mellissa, the head of GetResponse Malaysia, gave a good example. Through A/B testing, GetResponse has found that when they compared an event listed on the GetResponse website vs. the same event listed in FB (social media) then linked to EventBrite registration page, the EventBrite page had a 50% conversion rate. So, the conclusion is that they should just use the EventBrite event page and drop the event page on the GetResponse website.

You can also test words used with A/B testing, such as ‘sign up’ vs. ‘register’. Another thing you can test is the colour of buttons, but avoid from using colours that are hard for colour-blind people to differentiate. Forms and form fields (i.e. 3 vs. 4 form fields) can also be tested.

Landing Pages are Important

In this digital age, never underestimate the importance of a landing page in promoting your event/product/service, because it might lead to substantial sales conversion if designed and written well.