We have seen lot of online businesses focusing on driving as much traffic as possible to the landing page(s), but they didn’t pay much attention to conversion levels and conversion rate optimization (CRO). Focusing on conversion rather than additional traffic is usually cheaper and way more effective approach to generate incremental business.
So here’s our view on the perfect landing page and top 10 areas which you should consider when building one for your business. To make it more straightforward we assume the traffic coming to the page is qualified (e.g. coming from the relevant source).
1. Strong & Visible Call-to-Action
Your CTA button must be the most prominent element on the whole landing page. It has to be the thing user will note immediately and we recommend placing it above the fold although there could be some exceptions (read more about fold position on Kissmetrics Blog or ConversionXL).
Besides the position it’s also important to make it actually visible and readable. Stay away from the “ghost buttons” which has transparent background. Also make sure the background color and text have good contrast levels as not everyone is having the latest retina display. For checking the contrast level use WebAIM or Contrast Checker.
Font size is important too, often we see CTA buttons having a same font size as paragraph text. Don’t be afraid to make it bigger so it stand outs.
Last but not least make sure the label and actual call-to-action is clear, explanatory and playful (if your brand allows you to be) to encourage visitor to click. Try to avoid vague phrases like “Learn more” and don’t be afraid to use longer texts like “Click here to read about all cool features”.
If you have more CTA buttons on the landing page make sure to differentiate between them to clearly show which one primary and which one secondary (e.g. less important). Below are some good examples of CTA buttons having all what it takes.
Great thing about CTA buttons is they could be extremely easy tested using A/B testing (label, colors, size, layout etc.).
CTA Summary Make sure your primary CTA button is visible and readable (avoid “ghost buttons”) at all times including landing; actually looks like a button; have clear and explanatory copy to encourage user to click. A/B test it to perfection.
2. Good Performance & Fast Loading Times
This area is often being overlooked by many online marketing and CRO experts while its impact on conversion is massive.