Boost Conversion Rates with an Effective Landing Page
A strong argument could be made that the landing page is the most important factor in determining your conversion rates. Your landing page can make or break your entire online marketing campaign. If people immediately leave your landing page or don’t take any action once they get there, everything else you do is for nothing. It doesn’t matter how great your other content or offers may be—because people won’t know about them if they don’t go any further than the landing page.
We now have all sorts of tricks and tactics that can help people find our site, but it doesn’t do any good to drive visitors there if we fail to capitalize on that traffic.
Landing pages seem to be a challenge for many marketers, partly because they don’t seem to really think about what a landing page should be and what it should do. A landing page has a specific purpose, and needs to be designed and created with that goal in mind.
By putting a lot of thought into your landing page and the goals it must help you achieve, you can better optimize it for increased conversion rates.
John Paul Mains at Marketing Land shares some tips on creating better landing pages in his article, “How to Design a Landing Page That Converts.”
Here are some of his suggestions:
Start at the top. Pay careful attention to the header. This must grab a visitor’s attention—within seconds—or they won’t even look at the rest of the page. One important note: the header must be consistent with the email or other message that drove the visitor to the page. Otherwise, they will feel misled or confused.
Keep the text creative and easy to read. The body of the page should be interesting and not overwhelming. It’s best to stick with short snippets and small chunks of content broken up and highlighted by color or design elements.
Conversion elements should be simple. The conversion action is the main purpose of your page, so you want to put a lot of thought into it. If the call-to-action is a button, it should be eye-catching and provide clear direction. If you are using a form, keep it as simple as possible and only ask for the information you absolutely need.
Help the visitor feel like they can trust you. “Trust elements” can be a very valuable part of a landing page. These are things like testimonials, awards, guarantees and other features that provide a sense of security for the visitor.
When it comes to the design of your landing page, you want to balance creativity with purpose. Since a landing page generally is its own separate space, it doesn’t necessarily need to look exactly like the rest of your site. You have leeway to use some creative and interesting design elements, so experiment and try some new and different approaches. But be sure you are constantly testing and tweaking your page based on your analytics. In addition, you should make it a priority to make your landing pages mobile-friendly, so as to ensure you don’t suffer a (possibly big) hit if mobile visitors cannot properly view or interact with your page.
Not sure if your landing pages are getting the best results possible? Contact us for a complimentary marketing audit to find out!
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.