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9 Tips for the Perfect Landing Page - See Your Conversions Increase

by David on Monday 23rd January, 2012 at 15:01 COMMENTS (0)

Website landing pages are one of the most important elements of lead generation. Most companies still do not use lead generation pages, but concentrate on stuffing as much information about their products or services within their website pages. This often leads to confusing the visitor.

Studies show that the average conversion rate for the majority of websites is between 1% and 3%, whereas landing pages have a 5% to 15% conversion rate because they are targeted and tell your visitor what to do.

For years business owners have sent traffic to their home page without knowing where that traffic comes from. Now business owners can use email marketing, social media and pay per click (PPC) advertising and drive traffic to landing pages designed to turn that visitor into a lead. These landing pages also let you know exactly which marketing channels are working best for your business.

The job of a landing page is to tell your visitors what you want them to do and why. Your homepage, although still an important element of your website, serves the masses and has to get a lot of general information across to different types of visitors, whereas the landing page will be targeted to a specific type of visitor, often coming from your advert, your social media account or from an email you sent out.

As mentioned above landing pages can achieve a 5% to 15% conversion rate. Check out our tips below and start creating the perfect landing page today.

1. Do not use your home page as a landing page
Home pages typically have too much information on them, containing directions to all your other pages or most important pages as well as Twitter feeds, news and events and other information, this makes visitors feel lost. Do not use your product or service pages either. Dedicated landing pages work far better.

2. Must Haves for a good Landing Page

A headline and (optional) sub-headline
A brief description of your offer
A supporting image or short video
Testimonials, customer logos or security badges for secure payments (all optional).
Most important! A form to capture the visitor's information. If you can't include a form use a large call to action button which stands out and directs the visitor to the next step.

3. Remove Navigation
You need to keep the visitor on your landing page carrying out whatever it is you want them to do. By removing navigation you keep them on the page and moving with the flow of the information you provided. It removes distractions and limits options. If you are not that comfortable with this option limit the navigation as much as possible.

4. Keep it Simple, Keep it Clear
Keep it clear and get to the point and make the call to action obvious. Ask friends to visit the page for a couple of seconds then ask them what the page wanted them to do and what was on offer. If they can not tell you then your visitor will not know what to do either.

5. Match the Content to the Visitors Previous Source
Your call to action has to match all the way through your conversion path. If you have a PPC advert giving away a website design guide for £5.00, the landing page needs to say the same. If you do not match your landing page to your advert the visitor will be confused or felt lied to and will hit the back button.

6. Reduce Obstacles
Remove anything that inhibits a visitor from taking action, be that too much information, anything distracting or links which aren't working. You want the visitor's eye's to follow your message and complete your call to action. Add trust by including customer testimonials or security badges for secure payments.

7. Focus on what value you can add to your visitor's life
Do not create landing pages for "Contact Us", use them to offer valuable guides, demonstrations, or free trials. Offering value over a period of time will generate more leads you can nurture over time until they are 'ready to buy'.

8. Don't ask for too much information
When it comes to your forms, only ask for the information you really need. If you want to call a client, its better to ask for their name, position and telephone number instead of address and email as well. Do not use the word "Submit" on the call to action button. Tell them what they are getting, "Download Now", "Sign up for our Blog", "Join our mailing list" or simpy 'Send' sounds better.

9. Create Trackables
These are links that you can monitor and track to see how many clickthrus the landing page gets and that your conversion is working or not. Once you have a working landing page you can link to it using QR Codes or other techniques and know where your visitors are coming from and other data that is important to ensure it is working and giving you a good return.

If you need further help, advice or would like to commission a landing page give us a call.

The DR Adept Team

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