Fast Landing Page Benefits
When one thinks of an effective digital marketing campaign, we might value a poignant visual language, ad targeting, or the benefits of conversion optimisation. But even if your web and landing pages are aesthetically flawless, it can mean nothing if you haven’t put any consideration towards page download speed. For context, if it takes more than three seconds for a page to load, just over half of your visitors will leave. For every second of impatient agony you’re causing visitors with slow load times, you’re losing conversions and ultimately profit.
The other issue with a slow loading landing page is that it also influences how your content ranks with Google. In July of 2018, the search engine announced that speed will have a larger impact on the ranking of mobile searches. This means that, if you want your landing pages and web pages to appear in the SERP (paid or search), you need them to be loading fairly quickly.
Landing pages are used to generate leads. The actions a visitor takes on the landing page determine the advertiser’s conversion rates. Landing pages are often where social media, email campaigns, or search engine marketing campaigns lead a customer to, it’s your brand’s business card.
So your goal should be to put your website visitors first. A good landing page is clear, concise and quick to load.
How do landing pages work?
An effective landing page is a great way to directly influence your campaigns, research projects, product creation, future sales, and customer service initiatives. It’s a great way to gather relevant data about your audience that you can then use to better cater to their needs. When creating a landing page, you should consider several factors - layout, content hierarchy, visuals, call to action and any other elements you think are essential.
But as Google encourages, page speed needs to be a priority too. Your visitors don’t like waiting, so always consider load time - regardless of device - just as much as traditional design elements.
Long forms can scare off visitors, encouraging them to move and not taking the opportunity you’re offering.
If you just cannot trim the form, divide it in steps and let the user see exactly where they’re heading. For example, entering your name and address may be one of four steps. By optimising landing pages to fill in fast data forms for example, you can analyse data to identify public factors such as demographic information and social preferences. Ultimately, optimising your landing page or website to keep its loading speed anywhere between 2.4 to 3 seconds on mobile and desktop is a smart move.
Increase SEO and Conversions
The purpose of the search engine is to provide the most relevant content to its users in the search results pages. They prefer organic content that cannot be found on other websites. Adding a good, quick loading landing page to your website will increase search engine rankings.Just as your site contains information that affects the visitor’s decision, a good landing page will do the same.
A landing page defines a clear action that it wants its users to perform - Call-to-Action - and makes it as easy as possible for them to go through with it. Therefore, you will see more of this action, or as we call it, a conversion.
Pages that load within two seconds have an average bounce rate of 9%, that means 9% of people leave the page. Pages that take five seconds to load have a bounce rate of 38%. A high bounce rate indicates visitors aren’t staying on your website for very long - they’re not consuming more content than the page they’re on right at that moment. This can mean they’re not clicking your Call-to-Action to a next step, so you’re not getting a conversion.
In an age where so many users are on mobile, it is mandatory to adapt your landing page to mobile, and make both versions - mobile and desktop - as fast as possible when it comes to loading time. The more time it takes to load, the more potential customers you lose and that’s not a great premise for any business.
Let Adfront Help
We know that for a small company starting off advertising can be daunting. Adfront specialises in digital marketing products. We can help optimize your SEO , allowing your company to gain more traffic, sales and engagement. We can also help manage your social media platforms and content allowing you to focus on what matters, the real day to day running of your business.
Why not call us today?