While there’s no better way to improve your landing pages than to get qualitative and quantitative feedback from your target audience, research shows that there are many ways to generally increase their effectiveness. If you don’t have the resources to get feedback from your audience for page improvements (you should try to get them, if possible), try some of the following data-backed tips of the trade.
- Design mobile-friendly – With one-third of people using their smartphones as the primary way they access the internet, it’s worth weighing mobile and desktop visitor needs equally. (HubSpot, 2016)
- Get your point across quickly – Humans now have an attention span of just 8 seconds, officially shorter than the 9-second attention span of a goldfish. This means you need to grab people’s attention and say what you need to say as soon as possible on your page. (Statistic Brain)
- Watch your word count – While it’s tempting to let the visual elements of a page communicate for you, don’t forget about your content copy. The average word count for a first-page organic search result is a hefty 1,285. (Searchmetrics, 2015)
- Make sure your page loads quickly – Given limited modern-day patience, it’s no surprise that 53% of mobile visitors will abandon a website that takes longer than three seconds to load. (Google, 2016)
- Limit the number of form fields – If you’re in B2B marketing, studies show that 79% of respondents identify between three and five fields as the ideal, while more than six fields is described as ideal by only 16%. (BrightTALK, 2015)
- Don’t skimp on the aesthetics – Clarity and communication are key, but don’t let these things push the importance of design into the shadows. 59% of global consumers would rather engage with a page that is beautifully designed as opposed to simply designed. (Adobe, 2015)
- Avoid the right-rail – If you have house ads or other notifications on your page in the right-rail, chances are consumers will ignore it. In fact, 70-80% of consumers ignore what appear to be ads on the sides of websites, as they often find them to be less trustworthy. (User Centric)
- Make it easy to contact you – If a visitor has a question, and can’t find an easy way to get it answered, it’s a problem. 44% of website visitors will leave a website if there’s no phone number or contact information. (KoMarketing)
- Include video – Adding a video to a landing page can increase conversion by 80% more more. (Visually)
Are the improvements you make to your landing pages backed by research or audience insight? What have you seen work (or not work)?
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