Landing pages are the heart of every campaign; yet, not much thought is put into it. Follow these simple tips to help you create your next successful landing page.
Landing pages are customized pages that your leads are directed to from a social media page, an email send, an event invitation, a paid ad, or a search engine result.
No matter how much time or money you spend on a campaign, if your landing page doesn't resonate with your audience, they will bounce - potentially never to return. The goal of your landing page is to keep a potential customer interested enough to keep reading—ideally, they will fill out your form and become a lead.
Most leads take only a few seconds to decide whether they'll read a page or bounce. Does the page make sense immediately, or is it hard to understand? Is it relevant to the link your lead clicked on, or does it seem out of place?
BE CAMPAIGN SPECIFIC
Your landing pages should be specific to your campaign. Although creating a new landing page for every campaign isn’t easy, it’s a critical part of conversion and optimization.
LANDING PAGE DESIGN
Err on the side of simplicity with your landing page design. Use your design layout carefully–the wrong design for your audience can immediately detract from the offer and ultimately the conversion. Simply put: design can have a polarizing effect.
Consider including the following design elements in your landing pages:
- Company logo
- A banner image or heading
- A "hero" shot – a mock-up of your ebook or offer, or a photo of your webinar speaker
Basically, you want to follow the K.I.S.S (Keep It Simple, Silly) rule with a logical, well-designed landing page your lead shouldn't have to wade through clutter.
It may be tempting to include your main navigation links on your landing pages ("If they don't like this offer, they'll be able to find something else!"), but these can distract your leads from your CTA. In eye tracking studies, it's been found that navigation panels draw attention away from your offer and conversion. Remember that your main goal isn't a visit to your website–it's lead conversion for a particular campaign.
LANDING PAGE COPY
Your landing page copy and CTAs should be clear and direct, and should give your prospects a good reason to provide their information.
As you write your landing page copy, use these four steps as a guide:
- Set up the problem
- Talk about the solution
- Point out the WIIFM (What's In It For Me)
- Deliver the goods (such as an ebook, video, or webinar registration)
People simply don't read full landing pages—they scan. Studies have shown that, at most, people read three pieces of your landing page:
- The headline
- Bullet points
- Bio (if applicable)
Keep it short and sweet with a bold headline, one or two short paragraphs of explanatory copy, and bullet points to show your leads why they should click through. To engage leads without overwhelming the page, consider using interactive elements such as an audio clip or a short video.Your landing page doesn't need to sell your product and company, but it does need to have a very clear offer. Focus your landing page around a single CTA, which must be relevant to the ad, email, or link that your lead originally clicked on. Avoid additional offers, or additional information about your company.
LANDING PAGE CONFIRMATION AND THANK YOU PAGE
After a customer converts, take time to thank them with an email, or send them to a confirmation page.
Confirmation and thank you pages are an important way to track conversion. These also give you the opportunity to deepen the relationship by making another offer, promoting your blog, asking for feedback or a social share, or running a poll. In fact, over 40% of prospects are willing to share additional information after they convert.
LeadZen has implemented thousands of campaigns (and their landing pages) for its clients. To learn more and understand how you can also create these awesome campaigns, contact us here.