3 Easy Tips for a Conversion Optimised Landing Page

Introduction

Once your users are familiar with who you are and what you offer it's a good idea to start focusing on a single entry point and end goal for your users. A good place to start is with your home page (or landing page) as this is how most users will enter your site.

There are three key points you should consider:

1. Create a page focus
2. Content selection & priority
3. Tools for conversion

These three points work like stacking building blocks, where each block relies on the previous in order to remain sturdy & strong.

1. Create a page focus

Firstly you’ll need to choose a focus. Put simply this is an idea, service or product you want to sell/promote to your users. To create the best possible outcome we recommend you choose one focus, this will help to minimise distraction and direct your users more effectively.

For example purposes we will choose "Increasing our client database" as our focus.

2. Content selection & priority

Now that we have selected a focus we need to create content that complements what we want to achieve. Seeing as we chose "Increasing our client database" we need to ensure we have content that incentivises user towards signing up to our email marketing service, for example:

1. Hero Banner
• A graphical banner with benefits & incentives for signing up.
2. Key benefits & services
• List of key benefits that our business can offer the user.
3. Clients our business has worked with or testimonials
• To help promote trust in our brand.
4. Newsletter sign up form
• The goal for our users to reach.

You will also need to think about the ordering of this content, what takes priority and how this priority will affect your users opinion. In our example we have a main call to action in the hero banner, two sections convincing them we are a good company & then a final capture point with a signup form.

The idea here is that we want to try and get a response from our user in the hero banner but if they need more information they can simply scroll through the content and then be prompted to sign up again later down the page once we have earned their trust.

When applying this to your own site, you'll need to tailor your content to the focus you have chosen but these points should hold as a good base template when starting out.

3. Tools for conversion

Your tools for conversion are items like contact forms, checkout pages, information pages, phone numbers etc. This final step will vary based on your focus & content. In the case of this example our tool is quite obvious, a newsletter sign up form.

Sometimes your final conversion tool maybe be unclear or you may have a few ways to convert your user into a lead or sale. In order to find the most effective method, you should invest in user testing, this way you can get feedback from your users about what's working the best for them & trial multiple methods.

Conclusion

Make sure your page has one key focus, content to backup that focus & a way for users to take action on what you’re offering.

Finally make sure you are tracking and testing these changes via user testing & analytics so that you can get real data on your alterations and whether or not you need to adjust your approach.