Chances are you’ve heard the term “landing page” before. But what exactly is a landing page? Is it a page on your website? Why are landing pages so important?
A landing page is the first page you end up on after clicking a link, usually in some kind of online marketing advertising campaign. But a landing page can be almost anything - a home page, blog post a product page, or a page to capture potential leads for future campaigns.
When it comes to online marketing, “landing page” usually means a page that is specifically designed to receive and convert traffic from an online marketing or advertising campaign.
Here are a few examples of things you might want people to do on your landing page:
• Make a purchase
• Become a lead by submitting a form
• Call you
• Reach out via chat
• Subscribe to a newsletter or email list
• Register for an event
All of the above actions result in the same basic goal - they progress people towards becoming a paying customer, which is pretty much the goal of any landing page.
There are 5 essential elements to include when creating a successful landing page.
A good main headline will tell a customer, “Yes, you’re in the right place and here’s what you can expect…” But it needs to be more than an overview of your page - it needs to grab the reader’s attention and interest in some way, and straight away.
If it’s too hard to address the who, why and what of your audience in your main headline, you can expand on it with a supporting headline. Think of your supporting headline as your opportunity to fill in important details.
Your headline should always be the most important and compelling argument for taking whatever action you want someone to take, but sometimes a little extra detail can be the push people need to actually convert and spend money.
The key to writing great headlines is understanding who your audience is, why they are on your landing page and what problem they’re hoping you can solve for them. Once you know those three things, it’s fairly easy to come up with headlines to try.
Unfortunately, most people instinctively distrust marketing material. This is understandable as we all know what it feels like to be spammed several times a day!
For example, “Get A Free Quote!”, “Contact Us” or “Get Started” are great examples of CTAs.
Having a specific offer or benefit associated with the CTA also helps to boost conversions. Specific offers make your audience feel like they are getting something in return for their info and gives them an incentive to act now. So, instead of “Contact Us”, try something like “Contact Us Today for 10% Off”.
Finally, making your CTA button a colour that stands out from the rest of the page and placing it prominently will make it easy to find and act on.
Show Them the Benefits
If someone scrolls through your landing page, then that means you’re doing something right. Whether it was your ad, the headline, CTA, or something else, people who read your whole landing page are basically telling you, “I’m interested. Sell me on why I should convert.”
Most businesses don’t know how to talk about themselves or what they are selling in ways that matter to their potential customers. Why? Because most business owners don't feel comfortable talking themselves up, or telling you how they've spent countless hours perfecting their services or products.
The only problem is, the people on your landing page don’t care.
They don’t care about that nifty feature that you offer. They may not even care about the feature at all. Most visitors to your site are asking themselves one simple question:
Will this make my life easier?
Depending on what you’re selling and who you’re marketing to, you might answer that question in a number of different ways.
The important thing is to keep the focus on how your offer will make their life simpler - not how awesome your business, product or offer is.
On the other hand, an actual customer will tell it like it really is.
Testimonials are the easiest way to add social proof to your landing page. Unfortunately, because they are so easy to put together (or even fabricate), testimonials often don’t carry a lot of weight. So, if you want your testimonial to be believable, you need reputable, verifiable sources.
A good landing page should naturally lead a user to the belief that converting is in their best interest. To do that, you need to know exactly what you want them to do and why they might not want to do it. Then, throughout your landing page, you address their concerns and sell them on the value of what they get in exchange for converting.
In particular, if someone makes it through to the end of your landing page, you have a final opportunity to convince them to convert (this is a good place for another CTA). With your closing argument/reinforcing statement, you should summarise everything you covered in the rest of your landing page and then throw in any additional selling points you think might seal the deal.
Honestly, most people won’t read your closing argument/reinforcing statement, but for the people who do make it all the way through your page, a good conclusion can be the difference between them hitting the back button or converting.
By the way, if you’d like help putting together some landing pages, let us know here. We'd love to help!
If you already have a website, do you know how long it takes to load when somebody visits your site either on a desktop computer or a mobile phone? The answer is probably no, and you could be losing a ton of possible leads and sales if it’s not loading - fast.
Why? Because we live in a fast world and people are now notoriously impatient when it comes to information available at their fingertips.
They expect “results right now” when browsing the net.
They want a smooth experience so they can effortlessly receive the information they were searching for.
In recent studies, about half of all web users expect a site to load in 2 seconds or less. If it isn’t loaded within 3 seconds, those users tend to abandon the site.
An even more alarming statistic is that 64% of shoppers who are dissatisfied with an online store’s experience and loading time will take their business elsewhere. (Online shopping behemoth Amazon stands to lose up to $1.6 billion per year if their site was slowed by just 1 second!)
Clicking or tapping on a website link seems simple. But behind the scenes, hundreds of requests are instantly pinged around the world to bring you the images and text.
There’s a lot going on in those few short seconds, and a lot can go wrong in that time. Things can start to slow down, taking your website with it.
The bottom line is that your users expect your website to load fast, and they won’t stick around if it doesn’t.
With that in mind, let’s look at the most common reasons why your website is slow to load and ways to optimise your website for the best possible performance - which will increase your sales!
Your website loads from the ground up and it all starts from your browser (Chrome, Explorer, Safari etc) sending a “ping” (response time to a request) to your server.
It’s asking for all the information and data, so it can load up your website.
If your server’s performance is low, it will take longer to respond. It doesn’t matter how quick everything else is, a slow server will always give you a slow start.
Poor server performance is almost always down to your web host. A cheap web host will usually give you a shared server, which means you’re sharing space and resources with countless other websites and you will be charged extra if you use more than your fair share.
If your site is slow, it’s partly because you’re in a queue with a lot of other sites.
If a hosting plan sounds too good to be true, it probably is!
Many of us are bound by cashflow when it comes to what we want to achieve with our business.
Don’t fall prey to a cheap hosting deal as chances are you will end up forking out a lot more of your hard-earned dollars in the long run.
You should check customer reviews before you commit to a website host and remember that cost should only be a factor of the overall services that a hosting company can provide, depending on your business needs. This is the first thing you need to get right from the start.
We’ve all made long distance phone calls, so you already know that it takes longer to make the connection and that’s because the information needs to physically travel to get there.
The same thing happens when you click on a website. One you click, you send a message to the server asking it to load.
If your server is based in America, and an Australian visitor clicks on your website, the information has to travel all the way across the Pacific Ocean requesting access to the server. Then, it must travel all the way back to load it on the visitor’s screen.
Do your research before signing up to a hosting provider.
If your business’ target market is in Australia only, then you may want to consider an Australian service provider with local servers. This will undoubtedly allow your site to load quicker.
But be careful. Some of these companies charge a fortune for their hosting so it’s best to check out what other customers have to say about them first.
Alternatively, there are several international hosting providers that have servers or data centres in numerous countries around the world, and by signing up with them, your site information will be requested from the closest server to your site visitor’s location.
Lexa Digital chooses to use SiteGround for our hosting needs. We find them to be superior in price, speed, ease of use, and overall performance. They also have integrated Cloudflare so your website will load ultra-fast no matter who clicks on it. Check them out for yourself: www.siteground.com
If your website is experiencing a lot of traffic at any given time, it will eventually cause your website to slow down.
At its current level, your web server can only serve a certain number of people at once. Kind of like queuing in a shop. The more people that come into the shop, the slower they get served.
The same thing happens on your website. Your server will try to manage all the extra traffic, but it will slow down somewhere in between.
So how can I speed things up without losing all my customers?
There are a few factors you should assess first in order to help your website perform faster whilst experiencing high traffic. I have listed the integral areas below.
When someone visits your website, the elements on the web page they are trying to access are automatically downloaded and stored on their hard drive in a cache (temporary storage).
So, the next time they visit your site, their browser will load the requested web page very quickly, without having to send a request to the server again.
WordPress offers a vast range of Caching plugins.
The best WordPress caching plugins are W3 Total Cache, which is the most popular performance plugin, and WP Super Cache, which is best for websites with high traffic and underpowered servers.
For those not using WordPress, your site builder will have a caching service available in the dashboard settings.
Remember the good old days of dial-up internet? A large image could take minutes to load. One. Small. Bit. At a time. It was agonising, to say the least.
Thankfully, things have improved greatly since broadband, but the general rule still applies.
After you ping the server, it will start carrying each bit of a website to your browser screen. If you’ve got a ton of large images on your website, you’re adding extra load time for every picture, as they take up most of your page space.
Having lots of images isn’t a bad thing, as they bring life and emotion to a site. But most people go wrong by forgetting to optimise their graphics for page speed and the size of the page.
Format selection, resizing, and compression are the among the biggest factors in reducing the size of a page and increasing speed. Avoid using BMP (Bitmap) images and try to work towards compressing your images down to between 60 to 70 percent of their original size.
Your images will look the same on the screen, but they’ll load faster for your visitors.
If you use WordPress, there are heaps of plugins available to make your images less bulky.
If you’re looking for an easy, straightforward way to alter your images, tools like Smush are a good start.
It will automatically resize, optimise, and compress images for free. You can also compress up to 50 images at a single time and you can elect to automatically compress upon upload, making it super easy to keep your website load time down.
If you prefer to Photoshop your pics before uploading, try using TinyPNG. These guys give you a little bit more control over your finished product and tell you how big your image is without having to leave the site. Try it for yourself: www.tinypng.com
We’ve already explained how big, heavy elements take much longer to load but it’s not just about their size. It’s how many of them there are and ultimately, it’s about how simple the code is that makes your site.
Your server can only handle a certain number of requests per second. If you’re on a small server, that’s going to seriously slow things down when you have a high traffic period.
Flashy websites that are bloated with features will undoubtedly have clunky code that will dramatically lower site speed.
Stay away from pre-built website templates that have a lot going on. Some may look great, but ultimately you need to keep your site clean and simple and you’ll be one step closer to maintaining optimal site speed.
We have built our ready-made website templates around speed and overall functionality using a feather-light theme in WordPress. That way, customers know they’re not getting a bulky back end that will drag their site down with unnecessary code.
There are several tools available to help diagnose your site load speed, however, keep in mind that varying factors may cause this speed to differ throughout the day.
High traffic periods and a visitor’s personal internet connection are just a couple.
We recommend conducting 2-3 tests per day. That way you can get an overall picture of how it’s performing.
But first, let’s see how quickly your site is loading right now. Here is a simple speed test tool you can use:
https://tools.pingdom.com/ - enter the page URL in the first field and then choose a location from the drop-down box to the right.
Eg. For Australian websites, you would choose Pacific – Australia – Sydney.
Remember that it is running a test on individual pages of your site, not the whole site itself. Take note of the detailed report it produces which is choc-block full of useful information.
We recommend testing every page on your website so you can get a clear picture of what needs to be fixed, and where.
If you would like more information on anything discussed here or anything website related in general, get in touch with us today.
Want to know how to double your sales with just a few website optimisations?
The truth is that there is no single way to improve sales page conversions – it’s just not that simple. To start with, you must first ensure you have sales pages that tick all the right boxes for the product or service you are promoting in order to improve results. Your potential customers want persuasive sales copy, customer reviews, testimonials and anything else relevant to your product or service.
Secondly, look at how you drive traffic to the page for an initial and follow-up visit. You should think in terms of a sales and marketing funnel to expose potential customers to different forms of marketing to help build confidence and trust in your product or service.
Check out the following five tactics from our conversion rate optimisation playbook at Lexa Digital:
The quality of traffic sent to the page should have a strong association with the results. If your visitors come from poorly targeted ads then your conversion optimisation will be a struggle from the start. Your site could have hundreds or thousands of visitors, but if they are just looking at a page or two and leaving, then what’s the point? You want to be attracting visitors who are going to stick around, peruse the content for awhile, and maybe even fill out a form or place an order. If your traffic is highly relevant and primed to buy, then everything will fall into place easier.
Everything starts here, and you need to understand your customer. Try to really understand the pains, potential gains and jobs a potential customer can find easier with your product or service. If you know their struggles and clearly explain how your product helps solve these problems to help them achieve their goals, then you are on the right track. If you sell the same products as many other people, include information on why people should buy from you and not your competitors. Are you an industry leader? Have you won awards? Are people raving about your services? If you can convince people that you are the best, then you’re likely going to increase conversions.
All is not lost if someone has viewed the page and left, but if you continue to convince them, they may well come back and buy. Remarketing is your friend and driving further visits and engagement with content and ads pushing the benefits (value) will increase your conversion rates over time. It is essential to also build trust with your audience, so you can try putting a face to your business online. You could even add a video where you show the people in your company or have them demonstrating the products or services you offer. Pages with video convert 5 times higher than those that don’t.
Maybe you can’t make the sale initially, but you can offer some form of a download or other service that you can exchange for an email address. This in turn will add to your customer database and can be utilised for any email campaigns you might run in the future. Micro conversions give you an insight into what users are most interested in. If there are micro conversion rates that hit the roof, you know that these are some of the best areas for conversion potential and you can target your audience through more effective traffic quality.
Experimenting with different headlines, content, calls to action and design features can all have positive results. Free tools like Google Optimise can help you if you’re not sure where to start. We recommend making substantial changes to the page, as the bigger the changes, the easier it will be to have a significant test. If you conduct several split tests, your conversation rate will increase. A/B testing should be ongoing with at least a master page and one or more variations being tested to constantly test and improve results over time.
The important thing to remember is that each product, service, marketplace, and the customer is different – so you should work with this mindset of constant improvement. This is how you will boost your leads and ultimately gain more sales.
So that’s the “bigger picture” framework we follow in order to get people to your website. Now let’s look at some important on-page strategies that you can adapt in order to keep them there, or even better, to buy from you!
Keep your sales page short, sweet, and to the point. Remember, most of your potential clients will be using a mobile device so make sure your website is mobile optimised. Make your copy very clear and concise with emphasis on the benefits and what problems your offer solves. Your offer is taking the visitor from where they are now to where they want to be by purchasing your product or service.
It’s better to provide a user with other options if they are not ready to make a purchase right away. Talk to them through some informational content, such as reviews from your other happy customers, videos or posts where it’s clear how your product helps to solve the user’s problem.
Pay close attention to where you allocate a CTA button. Don’t overdo it but do add it where applicable within the page. While a simple ‘Contact Us’ can sometimes do the trick, more appealing options that are in line with the rest of the content will get your service page more conversions. Lastly, make sure your CTA button is in a different colour than other colours used on the page. You want that button to stand out amongst all the other design elements and the readers’ eyes to be drawn toward it.
So, there’s a good starting point for your new business venture. If you follow these tips and tricks then you’re sure to be on the right track to success. Remember - a sales page that is structured well, engaging, and easy on the eyes with clear calls to action and strategically crafted content is going to convert more of your existing traffic into buyers!