Landing pages are a very important aspect of not only search engine optimisation (SEO) but also the success in keeping visitors compelled into staying and viewing more pages within a website, whilst achieving a desired goal. The importance of retaining visitors can be for many reasons. Many eCommerce sites would love to achieve conversions for each visitor and many bloggers would love to have their RSS feed subscribed by each and every visitor. Fortunately, there are many methods that can be used to help achieve these goals.
Below are several points that can be followed to ensure that all your chosen landing pages are successful to achieving the desired goals:
- The importance of the URL is greatly underestimated. By using a clear and concise URL that can be understood by the user is important because with a clear structure the user will be able to find the location they are currently within the website. Also, when using Pay Per Click campaigns the destination URL can help promote clarity and ensuring the there is a coherent path that the user will take and when reaching the landing page there will be no surprises.
- Website copy writing plays large role for both the user experience and also for the ranking algorithms. The copy on a webpage can make the different in conversions and high bounce rates. Therefore engaging content is a must but it must also target keywords and key phrases that are associated to each page. Ensuring that there is a supporting header that includes the relevant keyword/key phrase also.
- Loading Times - User experience is everything, including Google who use the load times towards their quality scores. There is a large array of tools available and guides that can help reduce load times.
- Is all valuable information to the user above the fold. This will include any call to actions. Try and maintain all the useful and relevant information above the fold as to not lose the users attention.
- Strong Call-To-Actions. Whether it is asking users to 'Click Here' or 'Buy Now' make sure that there is encouragement towards the users to make an action and progress within the site rather than leave.
- Testimonials - Will help create levels of trust within a site. Being able to clearly display awards or certificates showing that the site is secure can be another assurance that many users require particularly when shopping online.
Remember that covering the basics of search engine optimisation (SEO) and conversion rate optimisation (CRO) will be highly beneficial to any kind of business that is currently trading online.
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