Getting clicks to your site is easier now more than ever. Anyone can drive clicks using a range of different platforms, from Google to social media sites, on any budget.
Relevant- the page that the link takes the user to needs to be exactly what the user wants to see. If it’s not then the user will simply go back to the platform from which they came, after all the user clicked through for a reason. There should also be distinguishable similarities between the advert or link they clicked and the landing page, whether in the imagery, branding or copy.
Clear- the page should have one end goal, and this should be as clear as day. The aim of the page is for the user to take action, now! Don’t distract users with multiple requests. With clear copy and messaging, ensure that they know why they have clicked-through and what they need to do.
Professional- the page must look established and trustworthy. I don’t know about you but if I land on a page filled with display ads or simply looks messy and confusing, I am more likely to avoid rather than stay. You can add credibility to the page by visibly showing testimonials or reviews on the page. People love reviews, and this kind of “social proof” boosts conversions.
Monitor and improve- tweak and experiment with your page, in the form of small and incremental changes. Never totally re-design your landing page. Learn what works and what doesn’t work for your audience, and optimise the page for higher conversions. You could test things such as the format, copy, branding, CTA buttons, imagery, etc… An effective headline is arguably the most important part of your page, it needs to grab the user and captivate them into reading on or clicking onto another page.
Simple- the user does not want to see an overload of information on entering the site, nor do they want a lack of information. It is essential to find a good balance. Use of imagery and videos are a good way of engaging the user quickly and effectively, while offering them all they need to know about your product or service, because people are lazy. There should only really ever be one call to action from your landing page, with the aim of not confusing the user about your proposition.
Efficient- The number of steps from entering your site and completing the desired action should be as close to zero as possible. Amazon have nailed this with their “1-Click” buying system, which they patented back in 1997, which they later licensed to Apple Inc. This basically cuts out the checkout process of purchasing online, and makes “impulse buying” a reality. Amazon’s patent has recently expired so expect to see this on all major sites soon!
Once you have perfected your landing page, user experience, and mobile site, you can now make sure you efforts count towards more wins. Here’s how: