Optimizing Landing Pages for Conversions
This post is a part of our series on “Website Must Haves”
Today, we will discuss Landing pages and optimizing landing pages for conversions– a key conversion strategy deployed by most pay for performance marketers.
Landing pages are pages on your websites that users come to via directed marketing communication. If you are trying to generate prospects (new leads) or sell products online, landing pages form a critical component of your marketing strategy.
The page above is a landing page created by Dr. Batra’s specifically for their Google AdWords campaigns. Note that the landing page shows exactly the information a user was looking for and serves as a perfect page for generating leads for hair loss treatment.
As seen above, a landing page usually includes a compelling header, interesting copy, minimal navigation, and an optimized form. It is thus imperative to build unique landing pages for every marketing offer you have – Whether you want users to read case studies or download eBooks, whitepapers or coupons, make sure that users get them via gated landing pages.
Since landing pages are a key component of lead generation and consequently revenue, one must ensure that each and every element of the page is optimized for conversion. Below are some general guidelines for optimizing LP’s:
- Headline: Having a clear & concise headline is critical. Summarize the marketing offer you are providing in a single, easy to understand line. For e.g. Headline for the above landing page “New Zealand’s first licensed marketplace lending company” talks about the client case study.
- Hidden Navigation: As a thumb rule, landing pages must provide the least number of exit points (other pages users can visit via a click) for users. Hence, it is recommended that landing pages do not follow the same navigational system as their websites. For the above page of cloudlendinginc.com, we have no navigational elements besides the logo.
- Sub-heading: Below the headline, one must provide a context for the marketing offer or further explain the headline. Our sub-heading states that Cloud Lending is the driving force behind New Zealand’s first marketplace platform.
- What you see is what you get / Value: At times, a user may not get sufficient information about the marketing offer by reading the headline or the sub-header. To further strengthen the purpose of a landing page, one must communicate the value offered via easy to read bulleted text.
- Image: 90% of the information transmitted to the human brain is visual and visuals are processed 60k times faster than text -hence the adage, “A picture is worth a thousand words”. Use a relevant image that attracts the user and further communicates the value proposition.
- Lead capture form: A lead-capture form collects relevant information from your page visitor in exchange for the marketing offer /value communicated via the LP. As a golden rule, businesses must ask for only the information they want i.e. having too many form fields will make it cumbersome for users to provide information, whereas capturing too little information will not allow the business to gauge quality of lead. Moreover, lead forms must contain fields that will allow you to segment leads further. For e.g. in our form above, we have used “Annual Software Budget” which tells us the financial appetite of a lead (marketplace software is an expensive investment).
- Submit Button: The submit button at the end of your lead form is the call-to-action button on your Landing Page. Make sure you have included action words like “Download Now” or “Get Coupon” or “Sign Up” to clearly communicate the action visitors would be taking.
If you need help with marketing automation software (to setup landing pages), get in touch with our team. We’d be happy to help you maximize your lead conversions!