Article by: MaryEllen | Thursday, July 20, 2017

By Darcy Coulter, Leadpages


If you’ve been using landing pages for a long time, you know how effective a well-designed page can be. Once you find that special balance of attractive and high-converting pages that works for you, it’s easy to create similar looking pages and stick to what works. After all, why mess with success?

Why indeed? I was wondering about this recently: do newer pages tend to convert better than older ones? Or is it better to hold onto your first successful landing page indefinitely?

So I asked our business analyst to do a little digging into the relationship between publish date and conversion rate.

What we discovered: there really isn’t one.

But when we looked into our highest-converting templates, we did notice something interesting. Four out of the five templates with the highest average conversion rates had been created within the past year and a half. That suggests that up-to-date landing page designs can give you a bit of a performance boost.

What does that mean for you? If your pages are converting as well as ever, you might do just fine keeping things as they are.

Conversion Rates Stuck?

But if you’re watching your conversion rates plateau or just feeling like your page designs are a bit out of date, I’ve got you covered. I talked to Leadpages web designer Kayla Sawtelle about some of the design elements that can make your page look dated without even trying. As the creator of a number of our most popular modern landing page templates, Kayla has lots of experience with conversion-first page design.

So, how do you know it’s time for a landing page redesign? Here are the top signs:


1. It’s No Longer Converting

This is the clearest sign that you need to take another look at your landing page design. Even the oldest page is probably just fine as long as it’s getting results, but when you start to notice your opt-ins dropping off, it’s time for a refresh.

For instance, website designer Kayla Sawtelle says that designing with empty space in mind is one of the easiest fixes that keeps your page feeling modern. “A lot of older landing pages try to fit a bunch of information above the fold,” she says. “I think it’s important that you guide people to the information that they need at the right time.”

 

 

 

 

 

 

 

 

 

 

 

This example was featured in one of our Landing Page Roundups a few years ago, but is a bit too busy for more modern design standards.
Sometimes, that means pushing things further down a page and adding some visual separation between sections.

Plus, this breathing room can help your conversions by allowing you to get right to the point and be very clear about why someone should opt in. Rather than filling your page with information just to fill it, thinking carefully about the information needed to opt-in, and include only the necessary details.

“If you use color and white space wisely, to direct the eye to the proper place, then you shouldn’t need to just throw something else on there to fill space,” Kayla says.

 

 

 

 

 

 

 

 

 

 

 

 

 

In this example, Allie Casazza keeps the area above the fold clean, simple and straight to the point. The space around her button helps it stand out and the clean page offers minimal distractions from the action she wants site visitors to take. She provides additional information after a scroll, but, with a 66% conversion rate, this minimal design is clearly getting her opt-ins.

If your page is no longer converting, try editing the above-the-fold section to just the most important information, and include plenty of space around your button.


2. It’s Hard to Read on Your Phone


It’s pretty clear that the era of mobile traffic is upon us, and these days, a page that isn’t optimized for mobile is a page that’s stuck in the past.

“Especially on a landing page, where you really want them to find your information and take action on it, it’s frustrating if they’re having to scroll sideways or zoom in,” Kayla says.

Always check how your page looks on mobile before you publish it. If you use Leadpages, you’ve got three features that make this easy.

First, every template is guaranteed mobile-responsive, so you know you won’t confront your visitors with unreadable text and untappable buttons.

Second, you can see what your page looks like on mobile right inside the Leadpages builder-just click Preview for device-specific views:

Finally, you can also hide certain elements of your page on mobile. If you have an image that might distract from your call to action or push it below the fold on mobile, you can just hide it on mobile instead of redesigning your entire page.

In Leadpages, you can choose to display or hide sections on specific devices by toggling the section on or off under “Device Specific Display.”

If you’re relying on organic search as a traffic source, you’ll also need to make sure that any timed or exit pop-ups are turned off on mobile devices. As of January, Google penalizes sites with automatic pop-ups on mobile. (Important note: if you’re using Leadpages, you don’t have to do anything. We automatically keep timed and exit Leadboxes from showing up on mobile.)


3. It’s Getting Traffic from a Different Audience


Whenever you build a new page, you’re probably thinking about your ideal client or the persona of your target customer. But you also need to consider the traffic source your leads are coming from.

For many businesses, that can shift over time as their business grows and their marketing strategy evolves.

Maybe you create a landing page that you initially use to get your email list to join your weekly webinar. A year down the line, you’re still running that webinar-but now you’re sending traffic to it from paid media and social.

Those audiences probably need different amounts of information in order to convert. Your list knows you and your credentials, while your new paid visitors may be coming to the page totally cold.

So if you’re attracting different visitors now than you were when you built your page, ask yourself if the landing page still serves them. If they’re coming from social media, did they just find you? Do they know anything about your product or service? Did they click from an ad or on a call to action for a specific opt-in incentive?

Make sure your page format and content meets readers where they are and provides exactly what they’re looking for, increasing your conversions.

You can see how this might play out on Caitlin Bacher’s website below.

 

Caitlin’s homepage asks visitors what they’re looking for and then directs them to one of three landing pages, each with a download designed to meet their needs.

 

 

She sets the expectation of what you’ll get on the next page with a button that says “Get my Free Worksheet.” Then, she follows through with some information and a way to download.

That’s a pretty straightforward example. But remember, your own landing page visitors have also told you what they want to see-with their click.

Keep in mind where visitors are coming from and what they’re expecting based on that first click.

For instance, if you know that your page traffic is coming from Facebook retargeting ads, you probably don’t need to do quite as much explaining about what your product is, and you might instead illustrate how easy it is to use with helpful photos.

Put yourself in the place of your page visitors: what do they need to know to convert?

~~~~~~~

Those are the first three signs that you need a redesign. Be sure to join us for the next issue when we will share the last 3 signs you may need to redo some pages.

(And go here for more info on Leadpages and updating your own landing pages.)