3 steps to creating landing pages that convert People who come to your landing page have a goal in mind - maybe they want to buy a product, or find some information. But if your page doesn’t meet these needs quickly, your potential customers won’t stick around. Here’s how to make sure your pages deliver what visitors want.

A landing page is any page that people ‘land’ on after being directed from somewhere else - not necessarily your home page.

Step 1: Look at how people reach your landing page Use tools like Google Analytics to find out where your visitors are coming from (e.g. other sites, keyword searches). Once you know how and why they have arrived, you can see if the landing page reflects that and creates a consistent journey.

Step 2: Look at what they do when they get there Use page analytics to find out where people are clicking on your landing page. This can tell you whether your site is meeting visitors’ needs. For example, are people struggling to find what they’re looking for because the page is too busy?

Landing page guidelines Use colors and images to draw customers’ eyes to the right places Write a clear call to action (CTA) that encourages people to act Make your page relevant to the link someone clicked to get there Make sure your page is optimized for mobile users Keep your page load time down by reducing your content

Step 3: Test different approaches Use these analytics to come up with ideas of how to improve your landing page for example you might move your CTA or remove some images. A/B test these ideas using tools like Content Experiments for Google Analytics, and measure the results.

You can also add a pop up or CTA that asks users to take a survey about their experience on your site. Ask them why they visited, if they achieved what they wanted and if not, why?

Your landing page checklist

I know what sites or keywords my visitors are coming from I’ve run analytics on my pages to check visitor behavior I’ve checked my page speed and optimized for mobile I have ideas on how to improve my pages I’ve chosen one idea to A/B test I’ve created a customer satisfaction survey for my landing page Once you’ve refined your landing pages, keep an eye on how they’re performing - you may need to update them again in the future.

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