Drafting A Landing Page

So what exactly is a landing page and how will it help you convert your visitors into leads? To answer these questions, let’s first discuss what a landing page actually is, how it’s used, and where the visitors will come from…

Essentially, it’s a standalone web page dedicated to a single marketing campaign that focuses on conversion. The idea is to lead the visitor to complete one specific action… you want them to volunteer their contact information in exchange for a high value offer that leads them to the next stage of their buying journey with you.

A landing page should ideally include a compelling header, interesting copy, minimal navigation, and an optimized call-to- action form.

Unlike a typical multi-page homepage that focuses on exploration, a landing page has no external links or navigation bars interrupting the flow of the page. This helps to focus the visitor’s attention solely on your campaign’s offering, providing a frictionless experience that guides the visitors toward completing your singular campaign goal.

How Landing Pages Are Used…idea

Landing pages are generally used to generate leads for digital campaigns such as eCommerce, Lead Generation, Webinars, Trial Sign-ups, Contests, eBooks, Product Launches, Product Demos, Coupons, and more.

Getting Traffic…

Email campaigns and pay-per-click (PPC) ads are perhaps the most popular way to get traffic to your landing page. To keep the visitor’s attention and provide a smooth transition, make sure there is a tight match between the email/ad and the landing page. Both the email and PPC ad should reflect the same look and style as your landing page, as well as echo the same words and phrases.

Although this may all seem very straightforward, designing a successful landing page that actually captures the visitors attention, and converts them on your offer, requires some detailed planning…

Here are 11 helpful tips that can make your landing page a huge success:

Tip #1 – Keep It Simple

With less than 8 seconds to capture someone’s attention, your landing page needs to be simple in both copy and design, visually appealing, and easy to navigate; while keeping focused on your objective and visitor motivation.

Instantly upon arriving on the page, it needs to be clear on what action you want the visitor to take. The visitor needs to quickly understand what your company actually does, see how they can get what they came for, and get out.

Visitors will feel more at ease on a landing page when their eyes aren’t bouncing from one location to another. The logical flow should start with a headline; continue with an explanation and testimonials, followed by a capture form and a call-to-action (CTA).

Tip #2: Make It Interactive

Make It InteractiveTo engage more effectively with the visitor, the best approach is to make your landing page interactive, rather than static.

First off, it’s a great way to grab attention right from the start. The visitor will stay longer, retain your message better, and convert at a higher rate. Research suggests that conversion rates increase by 10% or more.

In an interactive landing page, you’re giving visitors the opportunity to actively participate in the experience by having them respond to questions about themselves or their business. This process of contributing to the meaning and value of the content secures better engagement. Their anticipation about seeing the outcome sustains their attention and keeps them motivated.

Having collected information on the visitor, you’ll be able to present them with results that offer a more personalized user experience, allowing you the opportunity to come across more intelligent about their specific interests, needs and desires – making them far more likely to respond to your call-to-action.

Finally, with an Interactive Landing Pages, always check to make sure the design is visually consistent across Internet Explorer (IE), Chrome, Safari and Firefox – programming languages (Javascript, PHP, MySQL, etc.) sometimes render the design differently across different web browser.

Tip #3: Attention Grabbing Headline

Using a short set of words (no more than 10)), immediately grab the visitor’s attention with a catchy, sticky, benefits-driven headline that triggers curiosity and pulls them in. The headline is the visitor’s first impression, so it should boldly stand out against everything else. It should emphasize the value of the offer and use a strong value proposition. Keep the headline succinct, clear and relevant.

Tip #4: Entice the Visitor to Stay

Entice The Visitor To StayThe headline must be followed underneath by either a sub-headline or a short list of bullet point benefits.

Remember people don’t read, they scan. So make the text easy to read while at the same time provide a clear, concise, persuasive explanation of the important benefits of your product or service in a way that entices the visitor to stay on the page.

This text must be accompanied by a hero shot. The image must demonstrate relevancy to your product or service. Keep the image consistent and within the context of your overall message. And more than anything, make sure that this hero shot is professional looking.

Tip #5: Solving the Form Conundrum

The contact form is probably the most important section of a landing page.

So let’s start with a few hard and fast rules… your form, in it’s entirety, should be above the fold; always use plenty of white space as not to intimidate the visitor; use visual directional cues to point the visitor towards the desired action; and, don’t have more than 7 fields in the form – after that, conversion rates drop off steeply.

Determine whether you want to have short form or a long form. A short form, with its low hurdle to conversion, will generate a lot of (potentially) lower quality submissions. Having a long or extended form will generate a smaller number of higher quality submissions. For longer forms, you may want to break it up into multi-step experiences giving progress bars and/or written & visual indicators of what to expect.

Keep in mind that if the form is too long, you risk deterring visitors from converting because it may feel like it’s too much work. Too short, and you may not gather the information you need to qualify them as a valid lead or prospect worthy of passing to your sales team.

Tip 6: Call-To-Action

Call To ActionAt the end of the day — this is the most important element on the page. It’s what you want visitors to do. It’s the sole reason for having a landing page in the first place. Focus your visitor’s attention on ONE call-to-action: make it big, make it clear, make it compelling, make it urgent … and make sure it’s a button.

Use a contrasting color. Contrasting colors help to attract the eye, and compel the click. Your landing page has a color scheme, so whatever color you use on your CTA, make it different.

CTA positioning is also important. The positioning of the CTA underneath the image helps to draw visitor’s attention to it, thus enhancing the noticeability and clickability of the CTA. Don’t be afraid to make it very visually obvious – use cues such as arrows or fingers pointing to the call-to-action.

To get the visitor to opt-in, the CTA has to offer them something they’re interested in receiving. The better you reinforce what visitors stand to get out of your offer, the stronger their desire will be to get their hands on whatever you’re offering, and the more likely they’ll cross the line and convert.

Tip #7: Alleviating Visitor Doubt

When visitors have doubts, or simply don’t understand what your product or service is all about, you’ve lost them. To address this potential concern, more detail may be needed about what you’re offering. Best placed below the fold so it doesn’t distract from your form, present a succinct, benefits-oriented discussion that is no more than one or two paragraphs.

Tip 8: Send Out Trust Signals

A visitor wants to know that they can trust your product or service. Having testimonials on your landing page builds credibility. If they see a trustworthy testimonial, this goes a long way in cultivating the visitor’s trust.

Choose testimonials from people who are most relevant to your target audience. The best testimonies are those that are backed by real numbers, real data, and specific applications. And, make sure every featured testimonial is accompanied by a photo of a real person.

Finally on the topic of trust, it’s important to make sure the page includes a privacy statement or link to a privacy policy.

Tip #9: Sign up SubscribersSign Up Subscribers

We all want more email subscribers. An auto-checked box to subscribe to your newsletter or blog on your form is a great idea. If turned into an opt-in check box, it’s a perfect way to increase your email subscribers. And if for some odd and unknown reason they don’t want a lot of emails from your company, they can simply uncheck the box.

Tip #10: Design for Mobile Compatibility

Statistics show that the majority of visitors will be accessing your landing page on their smartphones or tablets. It’s imperative that your landing page be designed (or re-designed) for mobile compatibility on Android and iOS. Also, make sure your landing page forms are optimized for mobile. If you don’t do this, you’re missing out on HUGE opportunities to convert mobile visitors.

Tip #11: Always A/B Test

It’s no use following all these tips if you’re not going to rely on some cold, hard data to make your final decisions. It’s crucial to A/B test every aspect of your landing page, forms, and CTA before settling on a final design for your campaign launch.

Conclusion

In an oversaturated, fast-paced online environment… a clean, focused, simple experience on your landing page that guides the visitor to completing the conversion action will be much more appealing to the visitor and get you the conversion results you are looking to achieve.

By |January 26th, 2017|Analytics|Comments Off on 11 Helpful Tips for Creating High-Converting Landing Pages

About the Author:

Evan Moltz
Evan Moltz is the president and co-founder of CogentROI. Cogent ROI creates high-converting interactive landing pages that engage the prospect with a personalized presentation of the financial return their business would realize using of the featured product or service.

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