Landing pages, often referred to as lead capture pages, are crucial to those who would like to sell products and services online, as many experienced online marketers will attest. They are designed to convert visitors to a page into paying customers and can be thought of basically as advertisements for a product. Landing pages are highly targeted to a product and give visitors to the page the final encouragement to buy.
Landing pages can help improve conversion rates. When people reach a landing pages through a paid ad and other promotions, they have already shown an interest in the offer. What they need is more information and direction. The very specific information and call to action landing pages offer are much more likely to lead to a conversion. On the other hand, a visitor may forget the original reason they clicked on the page if they are directed to a more general website.
Good landing pages can lead to lower PPC spending. Aside from improved conversion rates, highly targeted landing pages can also help increase your Google Quality Score (QS), and this can result in lower CPC (cost per click) and improved ad rank. With a higher conversion rate and a lower CPC, you can expect better profits over time.
Knowing how important it is, creating highly effective landing pages should really be one of every business owner and online marketer’s top priorities. So, what are the secrets of a landing page that converts and how does one create such a page? To help you come up with a highly effective landing page, here are some suggestions that you may find useful:
- Do your research: Before writing the copy or designing the page, it is important to know who your target visitors are so you can meet their specific needs. Needless to say, the more targeted your landing page is, the better your conversion will be.
- Try to keep your landing page relevant to your promotions: Whether your visitors arrived on your landing page through PPC ads, search engines, article directories or third party blog postings, you need to make sure that the message and the design of your promotions and your landing page match. Let them know they reached the right page, since failing to do so can hurt your conversion rates, and that is clearly not what you want.
- Provide some testimonials: Improve your credibility by providing testimonials from satisfied customers. With the anonymity of the web and the sheer number of shady characters online, some people find it hard to provide any personal information or subject themselves to any online transactions if they are not given a reason to trust.
- Optimize your landing pages: Making landing pages more search engine friendly by using the proper SEO techniques can work in your favor in the long run.
- Use an interesting headline: An attention grabbing headline can definitely help keep visitors on your page and increase your chances of making a conversion. Remember, the longer you keep them on your page, the higher your chances of making a conversion.
- Communicate your message effectively: Using clear, useful content can spell all the difference between your visitors’ decision to convert or to leave your page. Tell your visitors why they should take you up on your offer without doing any hard sell. Just let them know why your offer is the best way to solve their problems or fulfill their needs. Remember, communication is the key to conversion.
- Keep it simple: A page with too much will distract people and cause them to lose focus on the product. Give them what they want as quickly and simply as possible. Use bullet points instead of long paragraphs to make your copy easier to read.
- Make no room for errors: After writing your copy, don’t forget to check for any typographical and grammatical errors. First impressions last so do your best to provide your visitor a positive experience.
- Create a sense of urgency: If the visitor leaves the page, chances are they will not come back. They need to understand they may not get the same deal if they don’t buy now!
In Designing the Landing Page
- Maintain focus: The sole purpose of the landing page is to convert visitors to loyal subscribers or paying customers so don’t distract them by presenting too many options or putting any outside links, even if they point to your own website.
- Have a prominent call to action (CTA): Whether you are building your list or selling something on your landing page, make sure your visitors understand what you want them to do in the simplest way possible. Display your CTA prominently on your landing page, preferably above the fold (the top part of the page visible without scrolling) where all your most important points should be, as about 80% of all internet users usually don’t read what is below the fold. Still, there should be more than one CTA, and they need to be found lower down the page too.
- Don’t ask for too much information: This is a definite turn off, especially when the user cannot see a clear link between what is being asked for and the product. In many cases, name and a valid email address should be the only things requested. A percentage of visitors (estimated at about 30% in web marketing) are lost for every field.
- Ensure your visitors’ safety: Let your visitors know that their personal information is safe with you. This alone can increase your conversion rates quite considerably.
- Use directional cues and simple images: Using arrows, converging lines and dynamic shapes can help direct your visitors’ attention to your primary CTA, so use them wisely. Using simple images on landing pages can also be a good idea, especially if they help direct visitors’ attention to your CTA. However, avoid using images that are either too large or complex for they will only distract your visitors’ attention.
- Use color and white space to your advantage: Using enough white space can make your primary CTA stand out from the rest of your message. On the other hand, the right use and choice of colors can affect your visitors’ mood and help your CTA jump through the roof.
- Utilize brand and social validation effectively: Providing visitors with a stamp of approval from recognized brands and social media sources can help make your offer appear more valuable and validate your credibility. So, what’s there not to like about it?
- Test, track and test again: There is simply no way of knowing what will work best without testing. Split test with different versions of the page, record how they do after a certain number of visitors and pick a winner.
- Follow the eyes: One form of testing that can be done immediately is to have an acquaintance look at the page. Remember, visitors usually look over pages in a “Z” pattern. Watch their eyes as they look over the page and ask for feedback. It is important to find the parts that are slowing them down and what they may not understand.
- End with a good encore: The encore page, the page seen once the visitor has completed the desired action, should not leave them hanging. While a thank you is nice, it should also inform the visitors as much as possible and can be used to make another offer to them.
Now, if you want to create landing pages without tinkering with all those complicated codes, you can use several WordPress themes designed specifically for this purpose, or you can use some landing page generator software instead. However, the work doesn’t end after you have created your landing page. You still need to split test it and fine tune it until you have a landing page that converts well. Don’t worry, all your efforts will be compensated appropriately.
Specifically focused landing pages
Since landing pages are relatively easy to create, customized versions for different markets can be created quickly. This is great when traffic is coming from known sources and a known demographic. Some types of pages that may be worth creating include:
- Pages targeted specifically to men or women
- Landing pages with and without pop-ups (while pop-ups can be effective, some consumers hate them, and they are forbidden by PPC networks)
- Pages that offer specialized offers and giveaways
- Squeeze pages to gain email addresses and other contact information from visitors for later use in email marketing. A pre-launch squeeze page is an example of this.
Tools for creating landing pages
While landing pages can be created with virtually any website building software, most use some specific tools to automate and speed up the process. Those using WordPress have the following WordPress landing page creators to choose from. When using other software, there are many landing page generators to choose from.
Keep in mind that squeeze pages are designed to capture customer information for email marketing and are covered in squeeze page building.
The landing page can be one of the best tools for business owners and online marketers alike. When properly implemented, these can be very effective in converting your traffic to paying customers. Don’t you think this the best time to create some for your own marketing campaigns?