Oli Gardner, Unbounce co-founder reported on the SearchLove 2014 conference dedicated to SEO, inner site analytics, development strategies of the link building and marketing campaigns.
You don’t only measure conversion of a landing page but pay attention to usability and comfortability for the users to repost content. He mentioned Wikipedia in example of well source of good links – Wikipedia could be used for effective link promotion.
It’s useful to place Wiki links on your website and even mostly important if information about your company will appear on the Wiki.
Speaking of the landing pages, reporter stated that they aren’t only to contain information about product and services.
The way to improve audiences attention to target page is to place useful books for download.
Page loading time also matters as well as how fast do the images appear – if it’d be too slow, users will leave, no one is going to wait over 26 seconds, further research showed.
Oli drews attention on fact that 8 percent of men have colourblindness and they don’t distinguish colors.
«Create, publish and study reaction on your landind – measure nearly everything. Content is the snowball and if it’s interesting, it’ll collect more and more user content on it.»
– noted expert.
On landing don’t overweight users brain with difficult to understand texts – all information he needs of the subject he surely able to get on specialized web page. Outbound links from the target page could forward to necessary sources, but you also should be awared of the situation when user falls not to the desirable target place and refuses to contiune work with your website.
Before you even create landing page it’s useful to answer a few questions to yourself:
What happens on CTA click? (Calling to action contextual element)?
Could this page be trusted one?
Another important element of any good landing page – passwords. Oli noted that you must not bother users to construct long passwords, it’d be better to make password tip, because people do often forget them.
Forms, used on landing page shouldn’t be hard and freightening for user – 2 or 3 columns are enough. The charity form, if the one is one the site, should appear to user at the very last moment.
Users must be sure in security of the page with form – removing a ‘traps’ and suspicious links from check-out page improves conversion of nearly 25 percent!
Generally you should try to make people satisfied of user experience from the website usage. Treat them personally and also thank them. Moreover it’s necessary to urge users in security of methods used by company as well as to offer them a variety of comfortable options.
What about reviews, search for the users who write them among the whole Web to make your audience trust this reviews.
Reporter also mentioned importance of working with negative reviews – if you leave them raw, the trust to your site falls nearly for 6 percent.
Social proofs became one of suspicious things, thinks Oli Gardner. Everyone say about them but how to work with them no one knows so far. «Test your proofs on if they really trustworthy.», – he added.
Point users to target action – color of the target button doesn’t really matter, because higher attention goes for contrast and picking a right color for the main objects.
Segment, test and adapt form page for the mobile devices. Besides, don’t forget about target buttons CTA (click-to-action) for they are also need to be tested. The buttons must be clearly visible and a bit vivid. Target button should always stand out and not be the same as the refuse button.
«Do not ever start marketing campaign without deserving landing page! The main page isn’t enough!»
– ends Oli.