Both new and seasoned marketers already know that one of the online marketing strategies that can help boost sales for a brand is creating a Landing Page on a website. A good Landing Page is like a store's very first salesperson, who has to be the best and understand customers the most, because they must welcome and persuade visitors to become customers of the store, whether by offering a way to collect customer information through filling out various Contact Forms.
However, many new marketers may still wonder how to make a Landing Page highly effective so that it can generate a good Conversion Rate. On this point, credible research has consistently reported that User Experience is one of the key factors that most effectively influences visitors to interact with a Landing Page. In this article, we share 5 user-experience tips on a Landing Page that you must improve if you want to increase your Conversion Rate.
1. Boost appeal by using video clips
Related research indicates that using video clips on a Landing Page can increase the Conversion Rate by as much as 80%, because it helps build greater trust with customers.
For this reason, investing a certain amount of budget in producing quality video clips for your Landing Page will surely deliver a worthwhile return, for the following reasons:
2. Consider your use of CTAs carefully
Choosing where to place a CTA (Call To Action) or what format to use may seem like a small, insignificant matter, but in reality this small detail is important. If thought through carefully, it can help your Landing Page achieve surprisingly good results. For example, choosing a good button color helps persuade visitors to click and move forward more easily. Therefore, the CTA must stand out, whether through its color scheme, the wording pattern you choose, its placement, or specific words that help stir the emotions behind the decision. If chosen carefully, we guarantee your Conversion Rate will skyrocket.
3. Website speed matters too
One of the biggest culprits dragging down the Conversion Rate is slow Loading Time on a website. A large body of research indicates that 79% of users will stop using a website as soon as they find that it has poor page-loading performance. Of course, this is not limited to the Landing Page alone; improving loading speed can be applied to every page on the website to ensure that visitors' moods are not interrupted by a slow-loading page that causes users to leave the site.
The recommendation is that, at the very least, if you don't have much knowledge about improving the back end of a website, you might look for a tool that measures Page Speed to check your website's loading speed, or you could make basic improvements to the website, such as avoiding large image files that may cause the page to load slowly. However, the best approach is to consult an expert, as this will be the way to save time and most effectively improve your Landing Page.
4. Make your Contact Form as simple as possible
For E-Commerce websites, having a Contact Form is extremely important for generating sales for the brand. But of course, no one wants to spend a long time filling out information on a Contact Form. A study by Google on the structure and format of Contact Forms used for signing up on website Landing Pages found that the complexity of a Contact Form has a major impact on whether users will choose to fill in their information, as follows:
- If a Contact Form has any requirements for entering information, "they should be clearly indicated for users to see." For example, if a password must contain at least 1 special character, don't forget to note that clearly so users can see it.
- You should indicate which fields are required to be filled in and which are not (Mandatory and Optional).
- Labels must be clearly displayed above the fields where information is to be entered.
If you choose to use a Contact Form on your Landing Page that is easy to understand and reduced in complexity, it will certainly help the website generate Conversion Rates more easily.
5. Keep monitoring regularly
Many marketers tend to have a habit known as "Set and Forget," especially when it comes to creating a website Landing Page. The important point is that improving a Landing Page to meet the user experience must be done continuously, whether by tracking various back-end statistics to see what the current results look like, in order to determine whether the improvements made earlier are working.
Finally, please remember that User Experience (UX) is directly proportional to the Conversion Rate. If you can create a good experience for users, the resulting Conversion Rates will certainly rise accordingly, which means the business as a whole will have a greater chance of success. If you want to improve your website's Conversion Rates, don't forget to try applying the tips above.
Consult on Digital Marketing at Relevant Audience
Relevant Audience is a company that provides services as a Digital Performance Marketing Agency, with the main goal of delivering digital marketing services that help businesses reach their target audiences who are looking for products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads and SEO (Search Engine Optimization), through to Influencer Marketing, and we are also part of the Google Partners program.
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