When conversion rates are low, one of the last things we typically analyze is the layout and design of our landing pages. We figure, if it's got a form, people will fill it out, right?
Unfortunately, landing pages don't convert that easily. And while many marketers are quick to jump on modern web design trends, looks aren't everything. In fact, several of the popular design trends don't actually contribute to higher conversion rates.
Find the winning combination of landing page design and functionality with these 10 tips to help you convert more visitors.
1. Place Your Form Above the Fold
Your form is one of the most important elements of your landing page. And where the form sits is equally as critical. Putting the form above the fold will ensure it's seen right away. It will also make sure that visitors on mobile devices won't need to scroll far to see it.
If you hide the form further down the page, your visitors may not see it. Or they may feel misled because they weren't immediately informed that they'd need to provide contact information to access the offer.
2. Keep Your Form Length Short
A long form with several fields to fill out can be overwhelming to users, especially if they're on a mobile device. Consider each field, (except for first name and email address), and what value it offers. Will it help you learn more about your customers? How will you use that data?
The length of the form on your landing page should also be aligned with the type of offer you're selling. If it's an awareness offer, like an ebook, a short form is ideal. A content offer that provides more value, like a vendor comparison guide, can warrant asking a few more in-depth questions.
3. Use Hero Banners Cautiously
Hero banners, or full-width large images, provide marketers with a method to showcase a striking presence with a quality image. But due to their size, users have to scroll quite a ways in order to see any content.
These banners also typically don't provide any value. Sure, they are nice to look at, but is a nice image going to convince someone to buy from you, or share their email address? Adding a call-to-action on top of the hero banner can help maintain that look and feel, but also provide a conversion opportunity.
4. Use Responsive Design
By now, you should have a completely responsive web design, meaning that the page resizes depending on the device your user is browsing on. It's worth another mention, just in case anyone missed the memo. To boost landing page conversions, responsive web design is a must.
5. Avoid Parallax Pages
Parallax sites are very popular right now. This design features one long page which scrolls together using CSS. Some people find this frustrating when they're accustomed to seeing a menu, and choosing a page to navigate to, such as About or Contact.
On a parallax site, all this information lives within the homepage. Parallax sites have also been scrutinized for contributing to lower search rankings because the endless scrolling is not mobile-friendly.
6. Strip Out Distractions
Your landing page should be focused on one goal. If there are elements on the page that detract from, or don't align with that goal, try removing them.
Distracting elements may include things like:
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The menu or navigation
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Newsletter pop-ups
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Chatbot windows
Try testing different versions of your landing page with and without these distractions to pinpoint what's effective, and what's not.
7. Build Trust
Before buying something, 70% of people will check for reviews. At a time when the opportunity to bounce is high, you need to establish trust with your visitors. Help them feel confident enough to purchase from you, or give you their email address.
To establish trust, add testimonials from customers, and trust badges to your landing page. Also make sure the copy on your page speaks to the benefits the user will experience, not the features of the product or download. Without these elements, visitors may perceive your business as new or untrustworthy.
8. Avoid Mega Menus
If you choose to keep your menu or navigation on your landing page, avoid using a mega menu. These are often used when companies have a large number of pages which they feel are all important to include in the menu.
But when users hover over the menu, the dozens of page links that appear may cover up the content on your landing page. Which can cause users to become frustrated, and bounce. Stick to a short menu with only your main pages.
9. Add Some Personality
It seems as though too many businesses adopted the "white space" theme. Everywhere you look online, the white, clean, minimalistic look is prevalent.
Your landing page should leave a positive impression on your visitors, one that they will later recall, (even if they converted). Incorporate some colors and fonts that align with your brand standards to ensure your page stands out, and is memorable.
10. Optimize File Sizes
Giant files, (like images and videos), on your landing page will slow down the loading time if they're not optimized. And we know that people are impatient with pages that take too long to load. Make sure your web developer optimizes file sizes.
Finding that winning balance of design elements on your landing page won't happen overnight. Your best bet is to split test until you can identify the best combination that leads to the most conversions. Most importantly, be clear about what you want your visitor to do, and ensure your landing page design reflects that goal.