1. Visible, simple, reliable form
Improve landing page conversion
Example of a landing page for downloading content
The form should be simple, with simple instructions on the requested data and formats, reliable (with accessible and clear legal conditions) and visible. It seems obvious, but many times, in favor of certain design criteria, the form is relegated to the background, leaving the spotlight to the image or certain content. Sometimes it can be positive to drive the user's action, but it is something that must be checked, since generally, to increase the number of registrations, the form must be visible upon entering the landing page, without the need to scroll.
To learn more about how to optimize the registration form, you can read this post.
2. Highlighted benefit
What does the user get by carrying out the action? We must highlight and highlight the advantage it represents. Make the user want to register, buy, participate... The benefit united arab emirates business email list must be clear through the images and texts of the landing page.
3. Summarize
Compress the message and transmit it in the clearest way through the copy and images of the landing page. Avoid anything that doesn’t add value, simplify and don’t add “filler” elements. Make texts simple and clear, images relevant and consistent with the message.
4. Responsive
More than half of users open email on mobile devices, we already know the importance of spending time viewing our email in these environments, but it wouldn’t make sense for the user to click on the message and the landing page not adapt to their device, since we would spoil the user experience.
5. Usability
Is the path to action as easy as it could be? Is there anything that could improve it in terms of user interaction? When carrying out the action, do we find any obstacles? Buttons that don’t work the first time, long loading times, lack of confirmation page, lack of information formatting instructions, ambiguity of the information requested… Let’s detect any detail that could interfere with the process and correct it.
6. Generate a sense of urgency
“Only during this weekend!” “Gift for the first 100” Give one or more reasons for the user to take action NOW, since “leaving it for later” often means abandoning the process altogether.
7. Test
Improve conversion
In the same way that we test the performance of different elements in an email, we can and should do so with landing pages. Sometimes, slight variations in the copy, colors, typography or position of elements can significantly impact the results. Tests can also help us choose between pages that are more image/text-based, long and with developed information/short and concise, etc.
8. Consistency with the email
The content of the landing page must be consistent with the content of the email in several aspects: adapted to mobile devices, consistent with the branding and visual style (images, fonts, colors, etc.) and with the tone of the message (corporate, colloquial, fun, etc.), etc. A consistent image and message smooths the process and improves the user experience. Consistency of the CTA is also very important. If our CTA varies from email to landing page, or even appears several times in a different way within the same landing page, it can confuse the user and generate friction in the process.
These are just some basic ideas to optimize the conversion of our landing pages, but there are surely many more tips, based on your experience, that you can use to complete this article.
