10 Tips For Creating a Brilliant Landing Page

Building a great landing page should be on top of your priority list if you want your website visitors transformed into customers.

landing-page

While a great looking website can grab the attention of your visitors, a strong landing page will keep them involved and get them to buy your products/services.

Wikipedia defines a landing page as:

The page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.

Wikipedia’s definition sums it up nicely but there is certainly more to a great landing page then relevant and keyword rich content. Here’s 10 things that you should be looking at when optimizing a landing page:

– Relevant Content

A landing page’s content should be directly related to organic search results, PPC campaign, anchor text in inbound links and any other targeted inbound advertising, online and offline. If people don’t get what they expect, they will be more likely to leave.

– Multiple Landing Pages

A landing page shouldn’t necessarily be your homepage. In many instances a homepage is a good landing page. However, for more targeted traffic and better results, you want a landing page to be focused on specific offer and specific call for action. To accomplish this, a given website should have multiple landing pages. Create some deep link landing pages that will focus on specific offer and your conversion rate will be higher.

– Focus on Functionality

More and more visitors seem to judge the professionalism and credibility of a site by its design. To satisfy this, many website owners concentrate on the design aspect instead of focusing on its functionality. A well-designed landing page is essentially worthless if the prospect can’t accomplish anything. While I wouldn’t suggest skimping on the design, it shouldn’t be your priority. Focus on the exact steps you want your visitor to take and design a page with that in mind.

– Call To Action

You got visitors to your landing page, now direct them to take action. Make it clear and highly noticeable without overwhelming your audience. Whether it’s a sign-up form or a “buy now” button, make it the focus of your page.

– Send a Clear Message

Keep your landing page clean and clutter free so your visitors stay focused on your message. Emphasize the biggest reasons that they should carry out the applicable call to action with larger text, contrasting colors, images. Make it easier for them to scan the content by using lists and getting right to the point.

– Offer Incentive

Bribing your visitors with freebies and samples is a proven method of enticing them to sign up. Offer more than your competition but don’t sell yourself short either. Provide a list of reasons why your offer is better and what exactly the visitor can expect. Provide references and testimonials.

– Make Visitors Stay

Avoid sending your visitors to another page unless it is absolutely necessary. That includes any internal navigation as well as external banners. If you remove all distractions and limit navigation options, you stand a better chance of keeping your visitors around.

– Simple is Better

Make it easy for your visitors to complete the action you want them to. Less confusion and decision making for your visitor means better conversions rate for your landing page. Don’t offer multiple choices and throw in optional extras. Focus on the offer the page was created for.

– Power of Freebies

Everyone likes free offers. They are hard to resist and can be a powerful conversion tool. Whether a call to action is free or something free is received as a result of carrying out a call to action, it certainly doesn’t hurt. If your competition charges for something and you offer it for free, you’ll win the customer. Remember, just because you make a free offer doesn’t mean that it shouldn’t be quality.

– Testing

In a recent post “How to Turn Website Visitors into Buyers“, I’ve stressed how important testing is in finding out what your visitors like. Testing various text, call to action forms, layouts will give you true idea what produces the best results as far as conversion.

Using a tool like Google’s Website Optimizer you can easily monitor the conversion rate, bounce rate, and tons of other useful metrics found in most modern day web analytics apps. Using these metrics you can easily figure out which version will be your optimal page, one that maximizes the results.

Creating a successful and effective landing page takes a lot of work but should be the focus for anyone involved with a website. Whether you are a website owner, web designer, web developer or a web marketing specialist you must be aware of the components that comprise a solid landing page. After all this can mean website’s success or failure.

Advertisements

The Landing Page Conversions

 

Are you satisfied with the conversion rate on your landing page?

I hope the answer to that question – no matter what your conversion rate – is an emphatic “No!” Because no matter what your conversion rate is, there’s always the chance that it can be better.

You’ll never know how much money you’re leaving on the table until you start measuring, optimizing and testing. If you’re a newbie to website testing, there are two different schools of thought as to how you should get started.

The first says you should start with an “unimportant” page on your site. Use that page as your “practice field” to avoid making any grave mistakes while you’re learning the ins and outs of testing. I, on the other hand, subscribe to the second school of thought: start with a high traffic web page so you can see results more quickly. If there’s one thing the internet era has done to all of us, it’s turned us into a society of “immediate gratification seekers”. We want results now. We don’t want to wait for the answer.

The danger in starting your website testing with an “unimportant page” is that it will take too long to see any real results. You’ll grow impatient, you’ll get bored, and chances are you’ll abandon the concept of testing before you’ve had a chance to appreciate its amazing merits.

 

So let’s start with your highest traffic page (if you’re scared you’ll make a mess, start with the second or third highest traffic page – but don’t worry. As long as you back up ahead of time, anything you “mess up” can be undone!)

The page components you want to test are:

1. Your Headline

Without a doubt, your headline is the most important component of your web page. It’s the first thing your visitor will see when landing on your site. It will either compel him to continue reading, or convince him he’s at the wrong page.

And the best part is, it’s super easy to test. You don’t need to get your graphic artist involved, or even your copywriter. You can easily craft a few benefits-laden headlines to test on your own. I suggest writing at least four different headlines and designing an A/B test to verify the effectiveness of each.

2. Your Opening Paragraph

Just as in offline direct mail marketing, the opening paragraph of your web page sales letter must pull the reader into your copy and make him want to read more.

Because many small business owners have a harder time writing opening paragraphs than headlines, you might want to get your copywriter involved in this one. But again, a simple A/B test can be used to measure the effectiveness of each paragraph.

3. Your Call to Action

There are dozens of different ways to spell out to your reader exactly what you want him to do. And depending on your product, your niche, your audience, etc, some will definitely be more effective than others.

 

This is one component of your web page that you don’t want to leave to chance. Rather than simply copying what other marketers are doing, choose several different calls to action and test them each against each other.

 

4. Your Product Benefits

Your sales copy will be most effective when you list the most important benefit first. But Wait!! Your prospect might have a different opinion of which is the most important benefit.

Try varying the order of your benefit statements to test which positioning converts at the highest rate. This could also provide some valuable insight into rewriting your entire sales letter for higher conversions – or writing the sales letter for your next product.

5. Your Graphics and Visual Elements

They say a picture is worth a thousand words – but what is the wrong picture worth? Some colors, graphics and photographs can actually hurt your conversion rate. Some can provide a so-so conversion rate. While others can have your conversion rate soaring through the roof.

The only way you’ll know for sure that you’re using the right visual elements is to test. A multivariate test will allow you to test several different elements simultaneously to ensure you have the right combination.

Once these initial tests are done, it will be time to move on to more tests. Never rest on your laurels and never assume that your conversion rate is as good as it could possibly be. There will always be room for improvement – and room for more testing.

About the Author: Karen Scharf is an Indianapolis marketing consultant who works with small business owners and entrepreneurs. 

 

%d bloggers like this: