Getting your target market to visit your website can be difficult, but making them feel like they have landed at just the right place is another thing altogether. Here’s how to give your website visitors confidence to move forward with intent, with the perfect combination of relevant calls to action and responsive website design.
Relevant and direct landing pages
To convert customers from your website, you need to get them visiting in the first place. It is common practice for businesses to run marketing campaigns to generate website traffic through social media advertising, email campaigns or Google Ads. However, a website visitor campaign is no use if the visitors end up landing on a generic page with no direction, undoing all of the hard work it took to get there in the first place.
This is why a tailored-for-purpose landing page is ideal, as it has more of a chance of maintaining visitor interest and boosting conversions. According to a report conducted by landing page platform Unbounce, the average conversion rate for landing pages is 9.7%. This goes to show that some extra insight into what your potential customers are experiencing can smooth out their journey, prompting them to request more information.
Clear calls to action
Before designing a landing page, it will help you to get familiar with the term ‘above the fold’. This is the first full screen view your visitor will see when landing. Ensuring that everything the customer needs to move forward is seen on that first page is essential, as any barriers (even something as little at scrolling down) could hinder your conversion rate. By keeping calls to action (CTAs) above the fold, as well as at other points around the page, the visitor has ample opportunity to move forwards with their enquiry.
Remember to personalise your calls to action. Rather than a simple ‘Find out more’ button, try adding more context. For example: ‘To receive our 10% new customer discount, click here’. Findings by Hubspot state that personalized CTAs convert 42% more visitors into leads than untargeted CTAs.
Responsive design
Your landing page may look great when designing it on your computer – but have you checked it on all devices? Research by Statista has found that mobile devices account for approximately half of web traffic worldwide, so avoid potentially alienating half of your audience by ensuring your landing page is responsive to visitors from any device (and doesn’t just look pretty!)
Getting your target market to visit your website can be difficult, let alone encouraging them to consider your business’ offering. With responsive design and thought-out insight into the customer journey, you can give your website visitors confidence to pick up the phone. Our team of web design experts are stars in web conversion, so if conversion is proving tricky, we’d love for you to get in touch.