Since the inception of e-commerce development, a lot of things which signify other things are usually tagged as those things they signify. In simpler terms, certain things are mere representatives of the things they are assumed to be. One of them is traffic and conversion rates. Traffic has to do with the number of people visiting your website either through search engine results or through visiting your website directly while conversions are the rate at which people patronize your business online. This could be by subscribing to a newsletter, paying for a product or employing a service. Traffic can be related to people coming to your office to make inquiries while conversion is when they actually pay for what you have to offer. Keeping that in mind, I can say that you can have traffic without having conversions. Just as people can also make enquirers from your office without purchasing your product or service. This could be as a result of certain factors, such as lack of quality content, poor page loading speed, and poor landing page optimization. A landing page is a page that is designed to turn leads into conversions by making them take the call to action. Every web page on your website is a potential landing page so you can apply the principles of your landing pages. However, these landing pages are designed specifically for the purpose of conversions.
A landing page could be the difference between a high conversion and a high bounce rate. An optimized landing page caps all your marketing effort while a bad landing page kills it. This article will provide you with the dos and don’ts of optimizing landing pages so as to enable you to make the most of your traffic.
Don’t be scared of flat designs
A good number of marketers misunderstand landing pages and marketing pages and consider both as same. However, this is not the case. The marketers often get mistaken while designing a web page in terms of page load time. The high page load time is not a good practice especially when it comes to developing an ecommerce website. In such a case, stick to flat designs.
Do not be scared with popup Ads
Am I the only one who hates popups? Definitely not. Probably because previous research showed popups as a way of catching people’s attention, marketers have abused it. These days, popups are more like a violation of your right to the internet. I wonder what is the use of popups on a landing page when you have done the marketing already? Instead of scaring individuals with popup Ads on your landing page, you can use it as an overlay when the web user is about leaving your website.
Do use multiple calls to action
This is where I expect marketers to drive their point home instead of overkilling the landing page itself. It is not always safe to place your call to action button at the bottom of your page with the belief that your web visitors will be patient enough to read the entire content of your landlord page before using the call to action button. What if they already have an understanding of what you have to offer and are just looking forward to converting straight up? You can place a call to action button at strategic places. In addition, you can use buttons for your call to action instead of using links. You can even go a step further by using animated buttons to inform your website visitors that they are doing the right thing.
Do add online forms as they are great for capturing leads
Sometimes, your lack of conversions may be due to the fact that you are more interested in conversion instead of creating leads. In other words, you may not be making leads because you are more concerned about making sales than about creating a condition that will prompt prospects to convert. One way to create a lead is by the use of online forms. These online forms are an upgrade on the usual newsletter as they help you get more information about the person that could become your customer. You can customize these forms to suit your needs and you can also use animations to guide users during the course of filling these forms. Forms are also great as web users tend to see them as being harmless and less intrusive compared to newsletters.
Don’t duplicate processes and information
Your website will most likely be considered an amateur website when the processes contained in prior pages that led the individual to the landing page is repeated on the landing page. Human beings are stressed by facing a lot of challenges, your website should not be adding to the number. Avoid repetition if possible as this will irritate your prospects and cause them to leave your website. You should instead make it clear that you appreciate by redirecting them to a “thank you” message page.
Sometimes, failure comes from over trying or trying too hard as much as from not doing anything. When it comes to marketing, business, and e-commerce development, the simple actions are usually what gives the maximum or optimum rewards.