Our latest contribution was in collaboration with in writing an article about landing page optimization for the purposes of creating successful google ads campaigns. You can read our contribution below. We recommend you to read the whole article as well, where you can find more than 40 great ideas of how to improve your landing pages shared by many digital marketing professionals.

Simple User Interface/Navigation – Creating a one-of-a-kind website is something you might think is a great idea! Having tons of buttons, many calls to action, blocks of text, different colours, a menu that comes up in a special way and drop-down menus at different levels, hidden sections… It will definitely distinguish you from the competition, right?

You do not want to copy anyone else, you would rather spend more time and money to have a customised website created for your own brand to make it as detailed as possible, as interactive as possible, etc. This would generate you many sales, you would think…

The truth is that the more your website differentiates itself from other websites, the more lost your visitor might feel. There are best practices for creating user navigation, which will lead the user straight to their goal in as few clicks as possible.

It is important to take into account the way average user thinks and the way they are used to finding the information they need on any website. Every little change might make the user feel lost and this means they will drop off your site.

Of course, you should try to keep people on your site and make them explore further. You can create a variety of links to inspire the user and make them curious about what great offer they might find behind every button. However, you need to make sure that there is an easy way back or an easy way for them to navigate to the place you want them to. If you’re selling stuff, you don’t just want visitors interested in reading your blog, you want them to buy. So make sure all your paths end up there. The user should never be more than 3 clicks away from the end-goal. You can still use nice fonts, colours, images, videos, form designs. However, do that keeping in mind that no matter how pretty your lead form is, what is most important is that users can find it.

People are used to finding certain types of information in specific places on a website. For example, if they were interested in the delivery options or payment methods, they would look in the website navigation menu, on the product page or the website footer. You need to make sure you have that information covered in all three places.

If you are not sure whether you have built an easy to understand flow of steps to conversion, you can check Google analytics. You can see how many pages users visit on average before leaving your site. Alternatively, you could check on which step or landing page users leave your site. Then you can change the navigation flow. If the users end up on your testimonials page and then leave, then you might want to update that one or even remove it to see if that changes their behaviour. If you have too many fields to fill out on your lead form, that could harm your conversion rate.

To conclude, you can add as much content and as many links to your website as you wish, but limit the number of clicks required from entering the site to the conversion to the absolute minimum necessary.


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