A quality landing page is one that reinforces ‘conversion intent’. To do this, you need to consider the mindset of your visitor and provide just enough information to persuade them to convert. And no unnecessary distractions… ok?

So what are the 10 things you need to know about designing landing pages? Read on to find out…

Firstly, let’s remind ourselves of where Google is at. In emails sent to Adwords advertisers Google says:

“There is no one specific formula to determine the quality of a landing page or website. On a case-by-case basis, we will evaluate the content, structure, and navigation of a website. Keep in mind, the most relevant landing pages will include a substantial amount of content that is highly relevant to not only your choice of keywords, but also to your ad text.”

Curve ball alert. Google must be automating this process, regardless of that statement about ‘a case by case basis’. There are potentially millions of landing pages, so surely Google isn’t doing this manually? And if it is automated, then your landing pages must be text-based (which isn’t always the solution to increasing conversion rates, but hey ho…).

What else does Google say about landing pages…?

“The best way to figure out whether your keyword, ad, or landing page is relevant and useful is to put yourself in the shoes of a user. Do your ad and landing page include language that makes sense in the context of the keywords you have chosen? For example, if you have selected the keyword ‘hiking shoes,’ have you made sure that your ad mentions hiking shoes or related name brands? Does your landing page actually offer the name brands you mentioned, along with detailed information about this shoe type?”

“Targeting your keywords, ads, and landing pages in this way likely will lead to several positive results. First, it can help you gain the trust of your customers and therefore keep them coming back to your site. You will also minimize the money spent on clicks from users who might not be interested in what your website offers. And finally, you can increase your overall Quality Score and lower the minimum bid necessary for your ad to appear.”

Ok. That’s the official line from Google. It contains some useful pointers and sensible advice.

Now, here’s my 10-point checklist to help you create a quality landing page, aimed at improving conversion rates:

1. Brevity
Keep it short and to the point. Paragraphs should be no longer than three sentences, if they are used at all. One idea per paragraph is plenty.

2. Relevancy
In the case of PPC landing pages you need to match the offer to your text ad copy. Keywords should be highlighted or displayed prominently. Keep it relevant to that person’s search query, because that’s all they care about.

3. A direct approach
Bullet points work well online, to help communicate the benefits of a product or service. Keep in mind that people skim read on the web. Use bold text to reinforce key messages.

4. A clear call-to-action
That potentially means a big Buy Now button, above the fold… or Sign Up Now, or Download NOW.

5. Fact over fiction
Stick to the key facts and be transparent, especially when the landing page is related to an ad campaign. Do not hide the price. Avoid flowery prose.

6. Persuasion
Persuasion means removing any links that might distract, focusing the consumer’s mind on the end goal: the checkout. This means writing compelling copy. Persuade visitors not to drop out by limiting their options - remove link navigation, for example. Prominently display delivery options and costs. Sell the product or service.

7. Clear scent trails
How easy is it for a novice web user to get from A to B? You need to encourage visitors to walk / run down that conversion path. Conducting usability testing on your landing page templates may also provide you with some answers.

8. Grammatical accuracy
Its important, right? Because people don’t like spelling misteaks (lol) and stuff like that. First impressions count.

9. Reinforcing credibility
Testimonials, press, partners, visible customer support options. All these things convey trust and respectability. They ease the mind of the prospective buyer, who might not know your brand. Trust is very important.

10. Good use of images and color
Presentation (eg: colors, graphics, icons) can play a big role in reinforcing purchase intent. Avoid clutter. White space and big fonts. Smart layout.

source: econsultancy

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Landing page optimization and testing can have a dramatic impact on your online marketing profitability. But even without testing you can quickly eliminate several common mistakes that can instantly skyrocket conversion rates.

These approaches work across a surprisingly wide variety of circumstances and industries:

1. Remove Choices

You should be very clear about your desired conversion action (whether it’s a sale, download, form-fill, or simply a click-through to another page). All other clickable links or choices on the page should be eliminated, or at least visually de-emphasized.

2. Keep Your Promises

Your visitors arrived from somewhere, and an expectation was set before they even landed on your page. This could have been in your PPC ad, a third-party blog posting, or a comparison shopping engine. Make sure that you understand the context from which they arrived. It’s critical to align the content of your landing page with their intent and expectations.

3. Don’t Be Loud

Minimize visual distractions as much as possible. Don’t use a wide variety of font styles, colors, and sizes on your page. Remove images and interactive rich-media content unless it directly supports your conversion goal and is a clearly superior way of conveying important information. Bland landing pages are often the best-converting ones.

4. Reduce Anxiety

Unless you work for an internationally recognized company, you have no brand-strength or credibility with your online audience. Do everything possible to reduce anxiety on your page by using safe shopping seals and other indicators of your trustworthiness. The logos of trade associations, acceptable payment methods, and money-back guarantee seals can all be powerful ways to make your visitors feel safer.

5. Enhance Connection

People want to feel a connection to your product or service. Transferring recognition or awareness from other sources can help you reinforce their desire to act. Tastefully use logos of well-recognized client brands. Add the badges of media sources that have covered or mentioned your company. Prominently display glowing testimonials from existing customers.

6. Have a Clear Call to Action

Make sure that you spell out exactly what will happen if someone fills out the form or clicks on the desired link. Don’t clutter the area around the call to action — let it stand out by its isolation on the page.

Keep in mind that with each PPC visitor, you are being charged anywhere from .45 cents upto $12.00 for that click, and some instances (depending on your niche) maybe more. You want to ensure that your Call-to-Action dominates the page and encourages the visitor to click.  Use colors, text styles, catchy phrases, facts etc.  If you know your market you will know what they want to see.

7. Cut Down Your Text

People don’t read on the Web. Study after study has shown that less content on a landing page leads to higher conversion rates. Ruthlessly edit your text down to simple headlines and short, bulleted lists. Cut out the self-promoting marketing speak that people won’t read anyway. You can link to detailed information on supporting pages.

Follow these best practices and your cash register will be ringing more often.

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