SEO News – How To Create the Perfect Landing Page
Author:
Nick Rinylo
SEO Videos
Hello and welcome to this week’s SEO video blog with me James and my colleague Joel. Here at Creare we talk a lot about direct SEO techniques such as link building and on site optimisation, but today we want to look at little more closely at conversion rate optimisation.
Yeah more specifically, we want to offer a few useful tips on how best to optimise your landing pages to keep bounce rates down and send conversion rates up. It’s great having loads of traffic coming to your site through your keywords, but if a large % of your traffic is bouncing away or not converting, it can all be in vain.
1. Are your visitors navigational, informational or transactional searchers?
The first thing to do is to work out if your target audience are navigation, information or transactional, and to make sure your landing page accommodates their needs accordingly.
Navigation searchers know of your site and are simply using the search engine to find it, so make sure you page has clear navigational links allowing them to access the rest of the site. Around 10 links in your navigation is probably the most we’d recommended.
Informational searches often come in on longtail phrases and are looking for information so they need relevant info which is easy to digest, so think bullet points, specification info etc. Remember to emphasise calls to action too to turn these searchers into customers.
Transactional searchers are more ready to buy, so they’ll be interested in product specific information, such as price, shipping details etc etc. Make that checkout button nice and prominent on these pages.
2. Make your pages relevant to your keywords.
This may seem like a basic tip but if your customers come through on the keyword ‘boxing gloves’ and your page is mainly about football kits then your conversion rate will be low. Staple your colours to the mast early by including your keywords in headings, bullet points and titles.
3. Use images
Following on from this then why not use images above the fold to reinforce the relevance of your landing page? Images are instantly recognisable, and tell the visitor that your page is relevant to their keywords. Local landmarks are also reassuring for regional campaign landing pages and help to build trust in you as a local company.
4. Calls to Action
Once you’re confident that your landing page will have a healthy bounce rate, add some vibrant calls to action to encourage user to do what you want them to do. Contrasting colours are important for call to action buttons and numbers, and be sure to leave plenty of blank space around them to guarantee that they stand out.
5. Product Videos
Video is an excellent way of engaging users when they land on your page – especially for product pages. Why not use a short video to praise the virtues of your product or service, but be sure to keep videos brief and ensure they don’t take up too much space on your page.
The placement of videos can also be crucial to conversion rates. If you have a product which is available in multiple brands but there’s one specific brand which is cheaper and which you make the most money from – why not place a video about the more lucrative brand on the other brand landing pages to ensure it’s the more profitable brand which sells most.
So that’s all for this week, we hope you can take something useful from this video. If you have any to add please feel free to do so in the comments below.
Thanks for watching!
