The Internet is packed with tips and tricks for maximizing the effectiveness of landing pages, but it may be time to think outside the box to improve results. Although tried-and-true methods of Web design often deliver traffic, if you’re looking for a way to shake things up, it could be time for a change. Here are some landing page design tricks you may not have previously considered:
1. More Than One Call to Action
This tip goes completely against conventional landing page wisdom, but it can pay off when used appropriately, according to Crazy Egg. Most Web marketing experts will say one direct, specific call to action per page prevents users from being confused. Utilizing multiple CTAs adds more opportunities for website visitors to convert. However, it’s important to let the page length and content dictate the number of CTAs you use. While more than one can contribute to higher conversions, don’t overdo it. Multiple CTAs are most effective when they appear on a longer landing page. Traditional landing page design tips would recommend to keep pages short with the primary CTA appearing above the fold. It’s important to consider the overall flow of the page when using multiple CTAs.
2. Use Keyword Optimization for Images
Search engine optimization is crucial for increasing landing page traffic, but you may be overlooking a few small aspects of your page where you can improve results. Keyword optimization for images is a great way to boost on-page SEO results, Web Ecommerce Solutions reported. This strategy does not require a great deal of effort. All you need to do is name the image file to reflect your keyword targets before uploading it. Keywords can also be entered in fields for image properties, such as descriptions, titles, tags and comments. Not only does this make your page appear more frequently on search engine results pages, it also increases the chances your products will be found in a Google Image search, which is particularly important for e-commerce vendors.
3. Longer Content
Going back to landing page length, long form content can be beneficial when used in the right context. Shorter pages make sense in many ways: You want visitors to find what they need in the smallest amount of time possible. However, the goal behind longer content is to provide readers with more resources that answer all of their questions. If you’re wary of creating a lengthier landing page, it’s important to remember that content needs to be engaging to keep viewers on the page. Again, you need to consider the overall objective of the landing page and customer preferences. If potential customers need a lot of information before converting, longer content may be effective. It won’t necessarily be applicable for a quick, short-term offer.
4. More visuals
In the past, it was always thought that simpler landing pages were better because there was less to distract visitors from converting. However, images are quickly establishing themselves as a vital part of a content marketing strategy. Visually compelling imagery can make people more likely to stay on your page. Photos, videos and infographics can make your landing page convert prospects. Visual content works well because it’s a great way to distill complex information in an easy-to-understand format, which is useful for business-to-business vendors that sell highly technical products. In particular, video can significantly increase conversion rates. This is a major change from conventional thinking that landing pages should be as simple as possible. Providing an interactive experience can drive conversions, making your pages more successful.
About the Author Juan Pablo Castro works as Community Content Manager at Landerapp, a landing page platform. He’s an author for the company’s blog, where he writes about Landing Page Optimization, Social Media, SEO and SEM. He also curates content for the company’s Twitter at @landerapp.