When it comes to creating a landing page, readability is the key to success. Readability not only makes it easier for your landing page visitors to navigate the page and find the calls to action – and click on them – but increases retention, with visitors far more likely to stay on a page that is accessible and easy to follow.
CPV Lab Pro allows you to track who’s viewing your landing page, what they’re clicking, what devices are using, what is their preferred language, etc. With this data, you can quickly see how successful your landing page really is.
But what if it’s not performing well?
1. No Distractions
Distracting visitors from your calls to action is the last thing you want to do – not only will it reduce your conversions, but it will increase your bounce rate.
What qualifies as a distraction on a landing page?
While a navigation bar is crucial for your main site, on a landing page it ultimately hurts more than it helps. Your goal here is to drive attention down the page to your calls to action, not to other sites on your website.
2. Choose a Readable Font
While an unusual font might look interesting, ultimately it will prevent your visitors from actually reading your text. Choose a clear font and set it to a size that will be readable for the majority of your viewers. When in doubt, old favorites like Arial or Helvetica are a good option.
3. Your Background Matters
It may sound obvious, but choosing a readable font is all for nothing if the background makes it difficult to read. Bright, busy backgrounds are distracting, while backgrounds with a low level of contrast to the colour of your text will result in your text fading into the background.
In general, aim for dark text if your background is light and light text if your background is dark.
But you can test multiple variations and see which one works best for your audiences.
4. Clear, Concise Copy
How readable is your landing page text?
Does it clearly communicate the benefits of your service or product?
While you want to make sure you give enough information, long and rambling copy is likely to lose the attention of your readers – keep things to the point, clear and concise. Bullet points are a great way to summaries your selling points into an easy-to-read format.
5. White Space
If your text and images are all crowded together, readers are likely to simply click away to a website which is easier for them to read.
Likewise, don’t use so much white space that your readers find themselves endlessly scrolling. The key to white space is within a single glance – does your landing page feel comfortable to look at or not?
If not, revising the white space could make a world of difference.
CPV Lab Pro comes packed with features that make optimizing your landing page for more conversions simple and easy. Find out more when you get in touch with us.
You may also find useful this article about how you can monitor multiple variations of one single landing page and improve your CTR and engage rates.
