IYBI’s latest infographic is designed as an introduction to the concept of landing pages and the best practices associated with the design of that page
Our latest infographic is an introduction to the best practices of Landing Pages – the first page visitors see when they land on your site. You have your audience’s attention for a matter of seconds before they make a judgement about your site and ultimately your business.
There are a lot of opinions out there and some do go to extremes, but there are not really any black and white answers, as each market is different. However the majority of sites, when boiled down to their singular purpose – is to make conversions.
Whether it’s sales, a phone call, a job, or a subscribe, most sites want something from their audience. And the simple fact is that some very small changes to that initial view can have a huge impact on this conversion rate.
The fundamental question asked by so many website clients out there (second to how to get more visits to their site) is how to get more out of visitors coming to their site. While it’s an ongoing process, one that now provides full time jobs for a significant portion of our population, ironically you can boost sales and conversions for free by editing existing content on your site.
With over three quarters of consumers dubbing ‘Ease of Use’ as the most important factor of a website, it’s no surprise that this infographic is all about making your site simple. It’s only natural to want to say everything about your business and what you offer, but a consumer centered, easy to use site will win hearts and minds far quicker than a dense page filled with every aspect of your business. Determine the thing your consumers want and make it more important than anything else on the site. What do they want? Simplicity.
You’ll be scared of this. It will feel unnatural and sparse. But resist the urge to add that extra paragraph here, or the extra button there.
Let the content speak for itself. If your site is doing it’s job people will be clicking ‘there’ without you prompting them to. If you need some additional convincing, Steve Krug wrote a book dedicated to this subject called ‘Don’t Make Me Think‘. Published almost 10 years ago, the core principles still apply today.
If we had to pick three things to focus your landing page on, it would be straightforward content, device-compatible design (you’d be suprised how many non-mobile friendly sites are out there), and clean design with enough breathing space. Yes, the white space is your friend. If there is anything you take away from this infographic, let it be these.
What are you reading this on right now? Do you catch public transport? Stats show about 15% of Sydney’s population catch public transport – next time you’re on a bus have a look at how many people are using smart phones.
With a steady growth in mobile purchases and our unlimited access to the internet the need for a mobile friendly site is greater than ever. 9.2 million Australians browsed the internet on their phones in 2012! That’s almost half the population, and a huge chunk of potential conversions (especially as we wont count kids or grandparents)!
Being plugged in 24/7 has made us impatient. More than 7 seconds and you’ve lost your audience. While you’re helpless at the hands of service providers, reducing large images, sliders and video can significantly reduce your load time. And ease up on that content, most of us only skim to find what we’re looking for!
Social Media also has a big part to play. Integrating and properly managing social media onto your landing page will help boost your community and your conversions – 22% of consumers use it to find out more about your business and products. Sharing information from your page on Social Media and vice versa is a great way to leverage and connect with existing and potential customers.
So what exactly do you want your website to do? While conversion or a sale is the ultimate goal – what will get you there is gaining your customer’s trust and making them feel good. Call To Action (ie. Call Us) helps seal the deal while using testimonials, existing client logos or press releases create authority and trust.
If you have a shop one of the biggest deterents is ‘visitor anxiety’ – put their minds at ease by using Safe Shopping Seas (providing you have done due diligence of course), money back guarantees and how they can get in touch with a human being.
Beware of selling too hard on your customers – your site works the same way as a Sales Rep! No one likes a sales rep that is too clever and makes them feel small.
Clients want to feel respected and valued, so respect that they are free willed individuals and ask for the sale with a clear message. If you’ve done everything else right, chances are by this stage they’ve already made their decision.
A bounce rate is a hit to your site but no further interaction – something has deterred your visitor. Whether it’s a pure accidental click or not what they were after, they have left your site. By following some of the pointers outlined in this infographic hopefully you’ll be able to retain them a little longer.
Even so, you have a little over 3 minutes to convince your customer that you’re the one their looking for. This is all the more reason for simple content.
A few tips to improve bounce rates is to eliminate anything that is distracting and unrelated to your site. Pop Ups are often annoying and distracting, so minimise these where you can. Secondly, you want to keep visitors on your site so make any external links a ‘target_blank’ meaning they open in a new window.
The third and final thing? You guessed it, clear and simple navigation.
Test your site constantly. It’s not unusual for links to break, images to disappear or someone upgrades something somewhere resulting in website weird-ness.
The easiest way is to think of your website as a living creature that needs nurturing. To assume working once = working forever can be a fatal mistake! The World Wide Web is a brutal market – a 1 second delay can cause a decrease in conversions. Be your own harshest critic. Test frequently and thoroughly and across all devices.
You may have heard of the term ‘The Fold’ before. While it varies on different screens and browsers, the average position of the ‘Fold’ is 768px. So a rule of thumb is to keep anything that is important above this point. The top right corner is a common place for Call To Actions.
The best way to test where people are clicking on your site is to use a heat map or even some user testing. Sit a customer or friend down (ideally someone who is unfamiliar with the site) and run through a series of scenarios with them (ie. run through a Sale, ask them to pint out features of the site, ask them to tell you what the site does). Someone completely removed from the site may see things in a completely different light to you and can potentially highlight any major flaws in the usability of your landing page.
Finally, we understand that you’re busy and don’t necessarily have the time or resources to fix or update your site. Web Lists are big in our studio. When you find things, make a list and add to it. That way when you have time or need help you’ve got all those things in front of you to constantly improve that landing page!
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