Many businesses are investing heavily to drive traffic to
their landing pages in hopes of garnering more leads, sales, and email
subscribers. To maximize your investment you need a top converting landing page.
Here are a few tips to make better landing pages:
Content From The User’s Perspective
Think of content as what you use to get your message across.
That could be mainly words, it could be images, it could be video; it could
even be audio or animation. The amount of content you need on a landing page
depends on what your offer is and how much trust you need to build in order for
people to take action.
If you’re offering a simple, compelling lead magnet on the
landing page and you’re only requiring an email address to get it, you
shouldn’t need a ton of content to convince people to opt in. However, if
you’re asking them to fill out a long form of information or invest money, you
may need more content to help visitors feel good about their decision.
Another element of your content to consider is what format
works best for your audience. When they want to learn something, do they head
to an online forum or look up a how-to video on YouTube? Would just talking
about your product or service be enough or do they need to see it in action?
This kind of data—whether from personal experience or large-scale studies—can
be used to decide what kind of content to use, and which formats to scrap.
Use An Effective Landing
Coming up with an effective landing page design is easier
said then done. At Sales & Marketing Technologies, we use a tool called LeadPages.
LeadPages is a template-based landing page design software. Even though there
are hundreds of page builder tools on the market, the secret sauce in LeadPages
is that the system tracks the most successful landing page designs created by
their over 400,000 users. They put the most effective design templates at the
top of the list to pick from. So if you pick one of the top designs, you know
the design is already tested and proven to work.
Using a LeadPage template is a great start to creating a
landing page unique to your business that has a high conversion rate. You just
edit the design template for you purpose. Try choosing a template or layout
that matches your content rather than having it dictate your content. The
landing page templates are fully customizable and connect to several different
email services and sales and marketing automation platforms, such as
Once you place your content, scroll through and see what
parts of the page your eye lands on. If your call to action (CTA) doesn’t grab
your attention, you need to make it so it does.
Streamline Your Call
Because your CTA is such an important part of your landing
page’s success, it is essential you make taking action easy.
Here are some
quick tips for optimizing your CTA:
- Make buttons look clickable
- Make them easy to complete (short forms, one click buttons)
- Focus on outcomes (“Claim Your Free Guide” rather than
LeadPages also developed a two-step opt-in form called LeadBoxes.
This was developed out of tests in which asking someone to click a button, then
presenting an opt-in form routinely resulted in relative conversion rate
improvements of about 30%. That’s a big jump in conversions.
This article only scratches the surface when it comes to
landing page optimization in order to increase leads; but it does cover some of
the most important aspects. Your content, design and CTA are the three most
important parts of your landing page’s success.
If you’d like to have an experienced partner design your
landing pages, give us a call at (407) 682-2222 or use the contact form below.