Industry Conversations, Tips & Ideas

How to Make Your Landing Pages User-Friendly
Posted by: Jules on Thursday, 27 December 2012
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While crafting a new landing page, there are usually a ton of question that strike the minds of the marketing professionals associated with the project. Questions like: “Who’s really visiting our website and how often they are abandoning the landing page forms? How can we lower our bounce rate?”

In order to find out the answers to these questions (as well as design some brilliant landing pages in the process), use the following three tips recommended by marketing veterans.

1) Use only object-oriented copy

While composing the content for a new landing page, use as many action verbs as possible in the active voice. The idea behind this tactic is to grab as much of your users’ attention as possible and make them understand the benefits of using your products or services instead of analyzing the features.

Also, make a point to address the readers directly, as “You”, making him or her feel more connected to your pitch. Remember, an average user will be willing to spend merely a few seconds on your landing page and if you cannot impress him within those few seconds, there is no stopping him from abandoning your form outright. Thus, writing with clarity and utmost conviction is the only way to turn your landing pages into lead conversion pages.

2) Present your call to action with utmost clarity

Explain to your visitors how following your call to action can benefit them. To accomplish this, you not only need to have your CTA button designed well, but also give readers a clear overview of what will happen once they click on it. Make a point to stick to just one CTA button per page, or, put another way, each of your landing pages should be configured to promote only one offer. If possible, mention an attractive reward next to the CTA button for people who respond to the call. The reward does not have to be an expensive one — a free eBook or white paper related to the products or services that you deal in is sometimes enough, but make sure it has value for your client.

3) Highlight your privacy policy convincingly

No matter how exciting or lucrative offer you come up with, an experienced web user will always be wary about giving his personal information to a website. Reassuring these users that the data they will be sharing with you will be in safe hands is pivotal to a successful lead conversion page campaign. Don’t go into huge detail, but assure your visitors that you won’t be sharing their information with any third parties, no way, no how.