The NZS.com Conversion Rate Optimisation resource gives you information on landing page optimisation for best conversion rates to your website.
How to Improve your Landing Page Conversion Rate
Want to know how to improve you website's visitor to customer conversion rate? Stick to the four E's of conversion rate analysis and learn some inside tips on effective page landing strategy.
Many businesses focus on one aspect of their website's performance, when they should be tackling their Web strategy from all directions: increasing traffic, raising the average customer spend and improving 'visitor to customer' conversion rates. A higher conversion rate will mean greater long term profitability and can be achieved with ease by following the four E's:
- Easy usability - make it easy for visitors to find what they're looking for with clear navigation, fast loading pages and clean layout.
- Embracing your point of difference - think about what makes you stand out from the crowd - and from your competitors!
- Enticing your customers - make your landing pages and home page appealing with images, colour and good design, and incorporate a call to action.
- Evaluating your performance - keep a long term strategic focus, regularly reassessing your sales tactics, testing different methods and tracking your progress.
Optimising your landing pages - visitor entry points to your site - has become increasingly important in online marketing. The most effective landing pages are targeted to specific advertising campaigns, but how can you form an effective landing page strategy and increase the conversion rates for your advertising? Ask yourself:
Am I sending visitors to the right landing page?
If you're using paid advertising, ensure that the page is specific to the product or keyword that has been searched for, rather than taking your visitor to your homepage. Look at the bounce rate to determine if visitors are staying to browse your site or leaving straight away.
Where is my incoming traffic coming from?
Find out as much as you can about the major sources of your traffic and design landing pages to suit, incorporating relevant page titles and headers.
How can I ensure visitors stay on my site?
Once you've got someone to your site, you've only got five seconds to grab their attention, so keep information relevant, include discounts or special offers, and show off any points of difference you may have.
Am I communicating well with my visitors?
Make sure your written copy is accurate, interesting and concise.
Are my landing pages cluttered or clean?
Don't overwhelm visitors with too much information or clutter. Strategic use of bold text, colour, italics or larger text can help organise content for your readers.
Find out more on how your site could benefit from Web Promotion and professional Web Design services.
Usability : User Behaviour images from Flickr: New books, Clean Study Bag and Corporate.
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