Optimizing your website’s landing page

Image credit: Pixabay

User experience should always be at the forefront when developing a website. If the experience is poor, visitors will quickly move on, probably to a competitor. According to Hubspot, if visitors leave a site without going beyond the landing page, it suggests they either didn’t find what they were seeking or they arrived on a page where the user-experience was unfriendly.

First impressions matter

Ideally, your site should deliver what it promises and its design should be clear and easy to navigate.
First impressions matter. That means it’s really important to pay attention to your landing page. Moreover, designing your virtual front door to be user-optimized is a great opportunity to differentiate yourself from competitors. A well-designed landing page also creates other natural benefits – you can lower bounce rates, generate customer loyalty, increase buyer retention and, ultimately, boost the primary metric, conversions.

Features to consider adding to a landing page

Being mobile-friendly is a given. Other features you can consider to improve a landing page include:

• Scroll-over navigation 
• Demonstration videos 
• Anchor tag visual cues 
• Placing your CTA button to “follow” users as they navigate (this way if they need help or have an urge to buy, they don’t have to look far) 
• Creative CTA copy 
• Contact forms that ask relevant questions, not just fields to capture personal information 

Additionally, consider whether your market is domestic or international. Do you need to have a visible translator on your main page? Is your site optimized for regions that may not have a strong bandwidth?

Value of a good UX

In the age of social media and mobile, you don’t want your brand presented poorly. Every user experience matters. Did you know that even if a website has many good reviews, just one or two bad ones can really hurt a brand’s reputation?

Being highly user-friendly demonstrates to visitors you care about what they need, want and feel. The more engaging and helpful your site is, the more it will influence users’ decisions to stick around and see what your company can do for them. Ultimately, this increases chances of getting that coveted conversion.

No matter what features you ultimately choose to add, the primary goal is to provide enjoyable and welcoming experiences for your visitors. By doing so, they will see you as the company they turn to for their wants and/or needs. 

Have you looked at your landing page lately?