The overarching
aim of any online campaign is to
increase brand awareness and boost sales. A significant amount of emphasis is
placed on inbound marketing material
such as blogs and social media posts which are created to drive traffic to your
site. However, enticing visitors to your site is often not enough. Once they
have clicked and arrived on your landing page, you need to engage them in the
content there and convert their presence into something tangible. This article
looks at how to increase your sales conversion rate through your landing page website design.
Firstly,
communication is key. If the inbound marketing has done its job, most visitors
to your site will have a general idea about why they are on your site and what
they want. However, a clean, organised and communicative website design is
crucial too. If your online campaign has a leading offer or deal, make sure it
is obvious the moment visitors arrive with a big, bold banner telling them what
a great deal they can get and keeping your promise from the initial inbound
marketing lead which brought them to your site.
Secondly, make
it quick and easy for visitors to find out more about what you have to offer
them. If you’re selling insurance, for example, offer a generalised quotation
system on your landing to entice people to read further. Be sure to keep the
amount of information you require visitors to enter to a minimum in order to
keep their interest and not deter those in a hurry. No one likes filling out
forms. An interactive quote generator such as those used on insurance websites
or a simplistic flight searcher immediately engages visitors and brings them
one step closer to making a purchase.
Thirdly, show
off your products in the best light. If you’re selling something physical,
we’re talking about great photos (which should be used throughout your online
campaign). Multiple shots from multiple angles allow potential buyers to really
learn what they’re getting but these are only needed on the product pages. The
landing page itself just needs beautiful shots of beautiful things. If you’re
offering services, consider a comparison table which aligns you beside your
competitors and shows why your company is the best option. Make it obvious why
they should buy from you above other businesses with simple facts and figures
which communicate this message instantly.
Finally, make
the act of purchasing as easy as possible. This goes from having a large ‘add
to cart’ button and making the cart itself obvious. Website designs which don’t
place enough emphasis on the cart itself often find visitors leave this site
after failing to purchase items placed in the cart. You can add an exit overlay
(pop-up) which appear if a visitor seeks to leave the site without buying the
items in their cart but with clever website design, you shouldn’t need this.
Minimise the number of steps in the buying process, encourage consumers to
create an account so future purchases are even easier and be sure the final
total has no hidden cost lurking within the bill.
Remember, your online
campaign doesn’t end when a visitor lands on your website. You have to follow
through, close the deal, make that sale. No matter how much traffic your inbound
marketing creates, the visitors are worth little if they don’t become
customers. Drive them to your page and then coax them carefully towards the
cart and complete the final step in your online campaign.
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