The sole purpose of a landing page is to interact with users in a safe and controlled environment in an effort to move them to some sort of value-producing action. Thus, engagement is the precursor to success. If you’re lacking in this area, then you’re directly hurting your results and putting a limit on your landing page’s potential. Wouldn’t you agree that it’s time to make some changes?
4 Tips for Increasing Landing Page Engagement
Knowing if your bounce rate is too high is never a straightforward process. You can look at average bounce rates across your industry, but even this can be misleading. The type of product you’re selling, how you’re acquiring traffic, and what specific conversion goals you have all impact your rate. So don’t get super worked up when you see that your bounce rate is 55 percent compared to someone else’s 43 percent.
Understanding this, you still want to do everything within your power to lower that rate. The best place to start is with engagement.
1. Use the Inverted Pyramid Style
If you’ve ever taken a journalism class, then you’ve been exposed to the inverted pyramid style of writing. “This method means giving away the most valuable information at the top of the article, and following it up with less important information,” explains Single Grain, a leader in the digital marketing field. “If readers tend to scan and rarely make it to the bottom of an article, it makes sense to give them what they want as soon as they land on the page.”
The same concept applies to landing page design. The most important information goes at the top of the page, while the less significant details are pushed to the bottom. This maximizes engagement from the start and prevents visitors from getting bogged down with elements that don’t matter as much.
2. Use Video
Let’s be clear about one thing: people are lazy. This is why the average person prefers video over text. If you can find a way to incorporate video into a landing page, you’ll most likely see an immediate bump in engagement. One study suggests that the average increase in conversions is 80 percent when video is added.
3. Get Rid of Distractions
Distractions defy engagement. If you want people to perform a certain action, you have to eliminate everything that doesn’t directly feed that goal. While a landing page often needs multiple elements to work, you should weed out things that don’t matter as visitors make their way through the process.
Peep Laja of ConversionXL is a believer in what he calls the rule of noise: “The closer you get to closing the sale, the less things you should have on your screen. Once they get to checkout screen, you shouldn’t have anything on the page that doesn’t directly contribute to conversion.”
4. A/B Test Like a Maniac
If you aren’t A/B testing your landing pages until your eyes glaze over, you aren’t doing things right. It’s impossible to know what will maximize engagement without gathering actual data and analyzing it. From headlines and conversion buttons to the color scheme and layout, leave no stone unturned. In terms of engagement, it’s often the smallest details that make the biggest difference.
5. Give Your Landing Page a Boost
It’s time to stop short-changing yourself. You need to do everything within your power to increase engagement on your landing pages. Exactly how you do this will depend on a number of brand- and user-specific elements. However, there are some general things you can change and improve to see an immediate boost.