A landing page can make or break your conversions for your website. You spend a lot of time, money, and effort driving people to your site. Once they arrive, are you funneling them to the proper location and meeting their expectations? In this article, you’ll see if your small business landing page is working and learn how to find it out.
At Inbound Marketing Conference, Marcus Sheridan spoke on how to increase conversions. He mentioned businesses can increase conversions by as much as 80% simply by answering the concerns buyers have.
How can you know if your landing page is working for your small business? Here are some questions you can ask and how to fix any underlying issues.
1. Business Landing Page Working: What Is Your Goal?
What is the objective of the page? If you don’t fully understand what you’d like users to do, you’ll be unable to convey it to them. If the user lands on the page, there should be a singular focus pushing them to the next phase of the sales funnel.
Make sure your goal ties into the user’s goals in some way. So, If you want to convert them into a newsletter subscriber, what’s in it for them?
2. Business Landing Page Working: How Can You Gain Trust?
If people don’t know who you are, it’s hard for them to trust what you say or that you’ll stand behind your product or service. A recent survey shows that about 79% of consumers trust an online review as much as a recommendation from family and friends.
Online feedback is powerful, so make sure you offer some insight into your business through the ones given to you. Even negative feedback is an opportunity to showcase how you overcome problems and fix issues for your customers.
3. How Well Do Your Images Work?
One mistake a lot of startups make is relying too much on stock photos. Unfortunately, they aren’t specific to your business and may even appear on competitors’ websites. Moreover, make sure you’re using relevant images. It’s better to take some still shots of your office, your building, or your product than to go with something generic for the process of your business landing page working.
You can add a video of your workers in action, serving a happy customer, or how your product performs. Think about the goals of your page and whether the photos and animations answer any concerns the user has before taking the action you want them to take.
4. Should You Limit Options?
A frequent mistake on landing pages is offering too many options at a time. The user may feel overwhelmed and bounce away. If you don’t grab the user and move them toward the goal quickly, you’ll lose them.
Ideally, you’ll have one option for the page, such as moving to the next stage of the buyer’s journey or signing up for a newsletter. It’s much easier to give away a free ebook or webinar and collect an email than to convince someone to part with their hard-earned money.
Think about the objections you’d have to buying an item or sharing your email and offer the counterargument. So, you may get ahead of consumer concerns and secure a sale.
5. Business Landing Page Working: Is My Landing Page Ugly?
People do judge your site on first impressions. You want an aesthetically pleasing page so the user wants to read more. Pay careful attention to your color palette, headings, and the hierarchy of your page.
Take a step back from the computer and see how it looks from a distance. Check out the page on mobile and make sure it aligns correctly and everything is readable. In addition, do images and navigation respond to the smaller screen?
6. Is Your Navigation Distracting?
There are two schools of thought about navigation. Some believe it is best to have no navigation on the page, while others want it to be clear and non-distracting. Whatever course of action you choose may rely on whether your homepage serves as a landing page or you have specific slots for different buyer personas.
Make sure your page is uncluttered and the navigation is in expected places near the top of the page. Your navigation should condense for smaller screens and your logo should link back to home to keep your business landing page working.
If the goal of your landing page is to move the user in one direction, adding navigation can negate those efforts. Look for ways to move the user along the path you have planned, but still provide a reasonable escape strategy such as the logo link.
7. Does Your CTA Work?
Your call to action (CTA) must be clear and encourage the user to engage. Some of the factors impacting how successful your CTA is include placement, color, size, language, and how much white space surrounds the button.
Try different methods and see which ones work best for your needs. So, conduct multivariate testing and see which things work best with your particular audience. Keep trying new things until your conversion rate matches industry standards and then exceeds them.
Is Your Landing Page Excellent?
Only time will tell how well your page works for your customer base will determine how successful your landing page is. So, don’t be afraid to add new pages to better meet the particular needs of different buyer personas. Change things until you’re happy with the results.
The great thing about landing pages is that you can always add new ones and change the current ones you have until you land on the perfect formula for your success.
Eleanor is the editor-in-chief at Designerly Magazine. She’s also a freelance web designer with a focus on user experience. Eleanor lives in Philly with her husband and dog, Bear.
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