Your Ultimate Guide to Landing Pages

A poor performing landing page can affect more than just your business’ conversion rate. It has the potential to decrease your search engine ranking, increase negative brand perception and increase the amount you pay-per-click for ads. 

Your landing page is the first touchpoint between your business and potential customers, so you want to make the best impression possible, quickly and effectively

If you’re ready to improve your user’s page experience, keep reading to see our ultimate guide to landing pages that can increase your conversion rate and search engine ranking! After the quick version? Get our Anatomy of a Landing Page guide here.

What is a Landing Page?

Simply put, a landing page is the webpage that you ‘land on’ after clicking a link. An example of a landing page could be a homepage, a blog post, a lead generation form, a product page, the list goes on! Take a look at an example of a landing page template below. 

Example of a landing page

Whatever type of landing page you’re creating you need to make the page engaging, easy to navigate and harmonious with the ad or social post you’ve used to promote it. 

Whether you already have existing landing pages or you’re just getting started, the following guide will be your go-to resource for all thing’s landing pages, SEO and ad success! 

Fast Loading Speed

Believe it or not, loading time is one of the main factors in making or breaking a potential converter. According to LoadStorm, one in four visitors will abandon a website that takes more than four seconds to load, and 74% of users will abandon if a mobile site takes more than five seconds.    

In the days of instant messaging and 24-hour accessibility to individuals and businesses, customers expect responses immediately. Therefore, businesses need to apply the concept of instant gratification to their websites and landing pages as well. 

You can use Google’s PageSpeed Insights to measure and test the speed of your web pages on both desktop and mobile devices. 

Strong Copywriting

Copywriting refers to any written text relating to the publicity or advertising of a business, therefore its extremely important that the copy featured on your landing page quickly snags the user’s attention with reasons to read, engage with, and ultimately convert. 

Infographic showing Simtail's tips to strong copywriting.

Message Match

Message matching relates to how relevant and consistent your landing page message is compared to the campaign ad/social post/EDM that took the user there. 

Imagine you walk into a burrito store and find out they only sell pizza, this is an example of poor message match and in terms of landing pages, can hugely increase your bounce rate and search engine ranking. 

People click on your content or ads because they’re looking to fulfil a specific need. If you can’t fill that need, they’ll leave – simple! Keep your messaging consistent, relevant and compatible. 

Functional Design

When a landing page has a functional design it means that the journey a user takes to convert is easy to navigate and optimised correctly. Check out our top tips for functional design below.

Standout Call to Action

The call-to-action (CTA) is the most important inclusion on your landing page. It needs to be placed high up in the page order so it’s the first thing users see. It must stand out to viewers (different font, colour, size etc), and finally, your CTA needs to be an enticing offer that’s relevant to the user.

Mobile Responsiveness

Any page on your website, whether it’s a landing page for an ad or a homepage must be mobile responsive. Statista found in Q3 of 2020, mobile devices (excluding tablets) generated 50.81% of global website traffic. 

Over half of your customer base percentage are searching for you via mobile, so make it easier for them!

Readable

This may seem like an obvious point, but you would be surprised how often readability slips beneath the radar! Whether you’re uploading some outstanding original copy or using images to break up the text, always follow the F-Pattern reading rule.

The ‘F-Pattern’ refers to the horizontal movement across the upper part of content, which then scans in a vertical line down the left side of the screen looking for points of interest. This rule will help you to separate your content into a hierarchy of most relevant to least, and uploading your content accordingly.

Clean

When it comes to landing page design, less is more. The best landing pages are minimalist and concise, and allow the user to easily navigate from ad to landing page, to conversion. 

Take a look at this dummy ad and landing page we use to show our clients: 

Image displaying the importance of message matching between ads and landing pages.

As you can see, the ad and landing page message match, they’re using the same language, it reflects the Leemr. Brand,  and the landing page has a clear focus and obvious CTA. 

 

Now that you’re an expert on all thing’s landing pages, it’s time to start creating one!

If you need a hand along the way contact the Simtail team through the form below. One of our friendly team members will be in touch shortly to provide advice, suggestions and helpful pointers.

    How Your UX Affects Your Online Conversions

    Picture this, you own a small local restaurant located in the heart of the city. You have a loyal group of customers that regularly make bookings, and you’ve started to gain some traction on your social media profiles. 

    Valentine’s Day is approaching, and you direct followers on your social media platforms to an online bookings page that asks customers to submit a booking request form. A week goes by and… nothing. 

    After asking for customer feedback, you find that customers were less inclined to wait for a response for a booking slot when they could secure a booking through another restaurant’s website instantly. 

    This scenario is an example of a bad user experience, which can have a huge effect on your business’s online conversions. Conversions are desired actions you want a visitor to take on your website and in this case, were table bookings for Valentine’s Day. 

    Well, what is user experience? Why is it important? And can it actually lead to increased conversions? Keep reading as this blog will cover all this and more! 

    What is User Experience?

    In a nutshell, user experience is about making visits to your website as meaningful and valuable to the user as possible. 

    Ideally, you want a website visitor to easily navigate and find their desired content in a timely manner, and leave your website after either converting or with the information they were looking for. 

    In the example above a good user experience would be: 

    A helpful flow chart indicating what a good user experience would look like.

    In this example, customers searching for a booking are given instant gratification on whether their preferred time slot is available and also provided with immediate confirmation.

    A study by Chartbeat found that 55% of webpage views get less than 15 seconds of attention. 

    If a user has to put in extra effort to book a table with your restaurant vs. a restaurant across the road that offers immediate bookings, chances are they’re going to go with the business they can receive instant gratification from. 

    Why is User Experience Important?

    Poor user experience might look like these scenarios below. 

    Images displaying examples of poor user experience.

    These examples and more can drastically affect your: 

    Bounce Rate

    A bounce rate is the percentage of people who leave your website after visiting only a single page. Not only do bounce rates mean that you’re losing out on potential business, but they have the ability to damage your search engine ranking as well. 

    Depending on your website’s purpose, bounce rates don’t always mean your landing page experience is negative. Some websites are designed for a single purpose where the bounce rate will be high as users will find what they’re looking for immediately. 

    Negative Brand Perception

    According to research by BrightLocal, 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation. 

    Put that in terms of your customer base. 91% of your potential customers will be reviewing your competitors’ websites, as well as your own, before making a purchase decision. 

    If your website has a low user experience level, you’re not only losing business but also damaging your reputation.

    Website Abandonment

    A term coined by webopedia, used to describe when a visitor to your website decides to leave without completing the desired action, e.g. a purchase, booking or form completion.

    Website abandonment often occurs when a payment process is too complicated, or when a website demands that you register or subscribe before checking out. 

    Search Engine Rankings

    All this and more can affect your ranking on search engines like Google, Bing, Yahoo etc. Your search ranking refers to your website’s position on a search engine page. Still not convinced your search engine ranking’s matter?

    A study by Ahrefs found that only 0.78% of Google searchers click on results from the second search page. That means that a whopping 99.22% of searchers won’t even view your business’s name if it’s not ranking on the first page. 

    Trust us, user experience matters.    

    How to Improve Your UX to Increase Conversions

    To help improve the quality of your website and it’s content, see if it passes the User Experience Honeycomb test! 

    Image of the User Experience Honeycomb

    Useful: The content on your website needs to fill a need. If you don’t think it will provide anything beneficial to the user, then cut it. 

    Usable: Your website’s conversion funnel is easy to navigate and use. By conversion funnel, we mean the different stages a visitor will have to take before leading to a purchase or ‘conversion’. 

    Findable: Information on your website needs to be able to be found easily! If a user runs into a problem, they need to be able to find a solution, quickly. 

    Credible: Your business and the products or services you represent need to be ethical, credible and responsible. 

    Accessible: Your website needs to be accessible for users with disabilities, just like brick and mortar stores are. 

    Desirable: Your website needs to look attractive! It’s often the first touchpoint in enticing potential customers towards your business and represents your business’s brand. 

    Valuable: Above all, your website needs to be valuable. If your website has no market searching for it, then there’s no point creating it. 

    Businesses that employ this approach towards their website’s user experience see much higher reach, engagement and conversion rates than those who don’t.

    In fact, a study by Forrester found that every $1 invested into UX results in a return of $100 – that’s an ROI of 9,900%! What are you waiting for? Get started on improving your website’s UX experience today!

    Stuck on where to begin, or not sure whether you’re website needs to improve its user experience? Get a FREE user experience evaluation today by the Simtail experts. Fill out the form below and a team member will be in contact within 24 hours.