Your website is looking slick, your blog is ticking over nicely and you’ve turned your staff into your own personal social media army, herding prospects in the direction of your website with top quality content and enticing links.
But what do they do once they get there?
All the above is well and good, but if your landing page content isn’t sealing the deal and scoring as many of those all-important conversions as you’d like then surely your content marketing strategy is kind of missing the point.
That’s where conversion rate optimisation (CRO) comes into play. According to last year’s annual CRO study from Econsultancy and Redeye, 89% of primarily UK-based content marketers feel that CRO is crucial (55%) or important (34%) to their overall content marketing strategy. It was also noted that CRO was a growing area of focus for the majority (82%) of respondents – SMEs shouldn’t allow themselves to get left behind.
Focusing some time and effort on your company website landing pages is an important consideration when focusing on CRO. Here are a few of our top tips to make sure they aren’t letting you down:
1) Include an image or video
It goes without saying that you have done your best to ensure your website looks attractive and is easy to navigate. Now further capture the imagination of the highly visual consumer with a well-placed and eye-catching image or short video. An A/B test run by marketing site Highrise found that by including a photograph on their landing page – instead of solely featuring text – sign ups increased by a whopping 102%.
2) Stick to one offer
Keep it simple with one offer per landing page. Instead of confusing prospects with the offer to sign up to an email list as well as a free trial and download an ebook for some light reading, pick one clear instruction to keep things as directed as possible. Anything more just gets confusing.
3) Design a goal-specific form
It’s easy to state that ‘fewer forms are best’ but it is not always so easy to put this advice into practice. Of course, if your company objective is to attract potential customers to sign up to your mailing list then a name and email address is all you need. But what of the SMEs that are hoping to generate leads for their business? It is more a priority to collect relevant and useful information than worrying about cutting down on form fields. Instead, assess what key information you need for your purpose and design your form with a concise focus.
4) Keep distractions to a minimum
Bear in mind that each customer that arrives on your landing page could be a conversion. Don’t allow any to slip through your fingers by allowing too many distractions to cloud a visitor’s vision and snatch their attention away.
Ensure that flashy graphics and auto-play videos aren’t exploding right, left and centre and remove any unnecessary links which might lead prospects away from the page. Additionally, think about that navigation bar. Yes, the one that offers potential customers a whole selection of distractions away from the task at hand. A test performed by Hubspot found that landing pages without a navigation bar saw up to a 28% increase in conversions. Get rid of it.
5) Include customer testimonials
Boost your company’s credibility by incorporating customer testimonials into your landing pages. Personalised details such as a photograph, logo, quote or link to the satisfied customer’s site can help cement trust – one of the cornerstones of any sale. A past study by WikJob found that using testimonials actually helped to increase conversions by 34%.
6) Be clear and concise
Don’t confuse prospective customers with landing pages that showcase a load of waffle and jargon. Business2Community.com suggests that the optimum length of landing page content should be no more than around 200 words in order to not only grab attention but hold on to it. A study by Hubspot also found that shortening landing page content contributed to a 10.7% decrease in bounce rate on mobile. Keep it short and sweet.
As an SME, we understand that time can be short. If creating optimised content has eluded you due to lack of resources, consider outsourcing to a company that eats, breathes and dreams content while you get on with what you do best – running your business.Ben Hollom
November 26, 2015