No matter how you spin it, first impressions are everything. Whether you’re swiping your way through Tinder, interviewing for your dream job, or searching for a product on a site you’ve never heard of, the initial perception of something new has profound impact of what’s to come.
It’s no secret that the digital sphere has become increasingly saturated, not to mention the influx of eCommerce sites has established some thick competition, so, now more than ever, the market has to respond accordingly. But how? There are a million mediocre ways to give your webpage a facelift, but the real task at hand resembles an emerging need to entice your audience by sparking a sense of curiosity. Doing so generates authentic engagement by taking the user’s interest to a level that’s untapped by competitors.
Before I get ahead of myself, there’s one crucial piece of advice you must consider as you read through these tips. If you want to see a big change, you have to be willing to avoid making small adjustments. The answer to a successful landing page isn’t to make small modifications to the current design, but rather to rethink it altogether. As you’re reading these, process each tip with the thought of how you can transform your landing page from the inside out. In other words, how can these top-tier tips inspire change across different aspects of your site?
First, consider your attention ratio. A concept made known by Oli Gardner, attention ratio embodies the number of things a user can do on a page in comparison to the number of things you want the user to do on a page. When you think about it this way, your attention ratio should really be 1:1, but that’s not typically the case. It’s common for landing pages to have anywhere from 50 to 100 elements competing for the attention of the user, which really puts that 1:1 attention ratio in to perspective. You’ve got to eliminate any unnecessary distractions so you can guide the viewer in the most effective way possible.
Next, think about how you’re implementing urgency and scarcity in to your design. WiderFunnel published a LIFT model that identifies six opportunities to boost the conversion rate of your landing page. You might cut back on elements that elicit anxiety or translate as a full-fledged distraction. Or you could improve one of the following things: the relevance your page has to the user, your value proposition, the value of what you have to offer, or the urgency of what you have to offer. Increasing urgency is an underestimated tactic that can be highly-beneficial for brands. Adding something like a countdown timer, or letting your audience know you’re low on inventory of a product they’re looking at can play a crucial role in guiding their decision-making skills, and help to incentivize their rationale for purchasing said product on the spot. With that being said, don’t implement strategies of scarcity or urgency unless they are authentic through and through. Implying a fake sense of urgency gives your audience a reason not to trust you, so don’t even think about going there.
Third, reimagine your CTAs (call to actions) with an added value proposition. Call to actions are often overused, so there’s an opportunity for brands to rethink the way they prompt a user to do something. By integrating a value proposition, you’re delivering a CTA that feels more relevant, and more beneficial, to the consumer. Say you run a firm that aids clients with their finances. Instead of promoting a generic CTA like “Get Started” consider saying something that nods to your mission statement. Something like “Start saving money” elicits the same action but in a more meaningful way.
Lastly, reinforce your credentials by incorporating both types of social proof. You’ll want to show the support you’ve received from industry experts and those in position of respected power. Having this sense of authority nodding to your credibility goes a long way. However, you’ll want to make sure you counter this by including customer reviews that feel relevant to the audience you’re targeting. Consumers want to know that the products/brands they’re looking at apply to the needs of people like them, so customer testimonials can, in a few ways, act as your best friend. Again, establishing a sense of trustworthiness with your current audience and potential new clients will help you reach those long-term goals.
What types of things have you found to be most effective or most engaging on a landing page? We’d love to hear more of your thoughts in the comments below.