There is at least a single objective as to why each Website exists. For an Online shop the objectives of the Website is likely to get sales whereas for a doctor’s Website it may be to retain current customers through providing regular local medical news. One of the first things I always ask clients wanting a new WordPress Website is what the objectives of the Website are. The objectives then define the functionality and the look of the Website.
Measuring Landing Page Conversion Rates
I recently commented on eCommerce conversion rates where I explained a bit about landing Page conversion rates. I won’t repeat here what was written but the it’s important to understand that a conversion in terms of a Website is measured via the ratio of Website (or Page) visitors that perform a specific action. This action may be purchasing a product or service, signing up for a newsletter, sharing on Social Media (e.g. Facebook, Twitter, Google+) or anything else aligned with the objectives of the Website owner.
Examples of High Converting Landing Pages
Below are five high converting landing Pages. All of the examples excel at meeting the objectives of the Website.
The freemium email newsletter provider Mailchimp is a leader in landing Page brilliance. From the colours used, to the cute monkey to the monkey’s eyes looking at the Sign Up Free button, everything on the landing Page is very carefully designed to do one thing; get people to click the Sign Up Free button.
The Manpacks Home Page follows a similar recipe to the Mailchimp Home Page in that it uses illustration effectively, describes the service in a few short sentences and has a very obvious call to action which is the Create Your Manpacks button. The arrow to the button leads the eye to the button and the logos and text join 1000’s of men already signed up add to the visitors perception of trust.
Childrens Healthcare of Atlanta
Although the Children’s Healthcare of Atlanta Website isn’t the best looking, it does have one feature that absolutely excels in getting people interacting with their Website; the Find it Fast options to the right of the Page. This section is perfectly placed and allows people to find the information they want very quickly. Making people waste time trying to find necessary information through clicking all over the place encourages Website visitors to go to another Website.
Kayak provides an outstanding example of only asking for necessary information on a form; there is no nonsense nor multiple-clicking for the visitor to do. The visitor is asked for only the essential information and is, without fuss, delivered results.
Another plain and to the point landing Page that results in a high conversion rate. Many people visiting the Dropbox Website know what Dropbox offers therefore there is no need to have explanation text nor images. For those wanting to know more, there is a prominent but not distracting video.
Please contact me should you want a high converting landing Page.