The importance of a good landing page for a website’s traffic can never be overlooked. If a book is often judged by its cover, so too is a website judged by its landing pages. In this particular scenario, a good first impression can literally make or break your business. It is for this reason that you should make an effort to create landing pages that are worth staying on.
Now, there are several metrics that can be used to determine whether or not your landing pages are effective. Your primary points of reference are going to be your site’s conversion rate and whether or not it passes the blink test.
The conversion rate is the percentage of users that respond to your call-to-action. A good example of this is when visitors of an eCommerce site end up making a purchase. So, if say, you have 1,000 visitors on your site per hour, and among those visitors, 800 actually respond to your call-to-action, you can claim to have a high conversion rate.
The Blink Test refers to the period in which website visitors determine whether or not the site is worth their time or not. This period, as is generally accepted, lasts from 3 to 5 seconds.
So, now that we’ve established our points of reference, how exactly are we going to be able to ensure that these standards are attained? Well, you can start by keeping your site:
Clean and Organized
Your website needs to have a definite theme. More often than not, if you bombard your visitor with a page that holds the entire spectrum of colors, they’re not only going to get the impression that you don’t know what you’re doing as a business, they’re also going to get the impression that you might not be serious with what you’re trying to advocate. Either way, the result is going to be the same — you’re going to lose the interest of your visitors, which, in turn, also means your website is going to fail the blink test.
One effective way to avoid this is to keep your design and your colors simple. A professionally-made logo is also going to help boost your website’s credibility.
If you haven’t heard that Google has now put a significant emphasis on whether a website is mobile-friendly, then it’s good that you’re reading this now. See, not only does this help improve your website’s search engine ranking, it also makes it so your visitors are able to view your website on their mobile phones. The rationale behind this is based on recent findings that most search inquiries are done on mobile devices versus their full-sized desktop counterparts.
There are very few things that are more frustrating than slow loading times. It’s almost as bad as that frustration you get when you find yourself behind someone who walks incredibly slowly. You want to get out of that spot and you want to move on at your own pace. Slow web pages have a similar effect. So, keeping a minimal design doesn’t just help keep your site aesthetically-pleasing, it also serves a practical reason to help your site load quicker.