Landing pages are web pages on your website that are used to generate leads for your business. The main purpose of a landing page is to entice visitors to perform a desired action whether it is registering an interest in one of your products, arranging a demo, downloading an eBook, signing up to your newsletter, or another product or service that your business offers. Every business, however small or large, can benefit from optimized landing pages.
Businesses use several methods to promote and build traffic to their website. However, ultimately the success of a business online depends largely on how many visitors are converted into sales or leads for the business, referred to as conversion rate. Optimised landing pages are one of the most effective tools a business can use to boost conversions on the website.
Creating effective landing pages have become a standard marketing practice for any business that wants to increase conversions and generate leads for the business. In this article we take a look at 5 easy but highly effective ways to get better results from your landing page.
1. Focus All Attention on One Conversion Action
Your landing page should be dedicated to one task or one desired user action only e.g. register for your newsletter, sign-up for a webinar, download an eBook or another lead that is relevant to your business. The entire attention should be focused on one conversion event. More than one action will dilute the focus away from your primary lead event and have a negative impact on your conversion rate.? If you are running multiple campaigns or wish to generate additional leads from your website, use dedicated landing pages for each.
Take a look at DeVry University?s landing page below for requesting information about the courses. There is only one conversion action on the page and all attention is devoted toward it.
2. Test Variations
A/B split testing is widely acknowledged as an essential element of an effective landing page optimisation strategy. However, it remains under-utilised. Simple changes like the design or colour of your buttons or the placements of your lead capture form can make a huge difference to your conversion rates.
Businesses have been able to double their conversion rate by applying simple tweaks and variations to their landing page elements. Split testing makes this possible. Google?s Website Opitmizer is one of the easiest ways to do this.
Make it easy ? Make sure that?s it is obvious what you want the visitor to do and even more obvious how to do it. (This is where the use of video, audio, arrows and buttons can be effective.) Limit any data collection to name and email or your conversions will drop unless what you are offering is so valuable people will give more information.
3. Use Supporting Media
Studies have shown that use of relevant media e.g. an image or a video on your landing page is a sure-shot way to boost conversions. It also makes your page more appealing and can help to highlight benefits. Displaying an image of the product in use or a video tour are some examples of supporting media that can boost conversions. You can also create a video explaining your product or create a video testimonial of existing customers. Seeing a real person can make your landing page more engaging for visitors, helps to build trust and personalise the user experience.
4. Remove All Unnecessary Elements
A typical web page consists of several elements e.g. menu, newsletter sign-up, general text about your business, footer links, and more. It may be beneficial to remove a lot of these elements from your landing page. Effective landing pages that get the best results are usually those that focus entirely on the product you are offering and do not give user with additional options on the page. As a general rule, try to remove elements that are not related to you primary conversion event.
Take a look at Match.Com?s registration landing page below. There are no links, or any other additional elements on the page, giving the user only option which is to register for the service.
Some items you can remove are:
- General Website menu
- General header and footer used on the rest of your page
- All other secondary conversion elements like newsletter sign-ups or other calls to action
- All extra content or links that are not directly related to your primary conversion event
5. Leverage Your Thank You Page
The thank you page or confirmation screen is the page where users are redirected to upon successful completion of the desired action on your landing page. Although this is a very important part of your conversion process, it is often overlooked.
A good confirmation page offers the ideal opportunity to get more out of your landing page and should be planned carefully. In addition to a relevant confirmation message and fulfilment of your offering, you can take advantage of this space to boost engagement further. E.g. you can offer something extra such as an eBook, report or another download relevant to your main conversion action. Confirmation page can also be used to generate additional leads.
Take a look at the?eBook confirmation page on Hubspot below. It is a perfect example of how you can leverage your thank you page.
What About You?
Do you use landing pages to generate leads for your business? Are you taking advantage of any of the methods above? We would like to hear from you. Please share your responses by leaving a comment below.
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Source: http://www.kronikmedia.co.uk/blog/improve-landing-page/6104/
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