There’s no question that landing pages and the lead-capture forms that come with them are two of the important elements of lead generation. Without them, marketers would be much more limited in their ability to convert website visitors into leads and generate reconversions, sales, too.
That’s because landing pages and for that matter even microsites, enable us to direct site visitors to better-targeted pages that have the ability to capture leads at a much higher rate than forms on other web pages.
Landing pages also focus your visitors’ attention on one particular offer, limiting the distractions of everything else on your website. Visitors are on a landing page for just one single purpose: to obtain an offer by completing a lead-capture form.
Have you finished with your landing page? Have you looked at your operating landing page or website?
Before sending it out into the world, check it with these landing page tips and if you are up and running a check up always is good to do.
Verify your visual effect
Think of your landing page as a short conversation.
Do you supply the most critical information in the most logical (compelling) order? Is the most important information up front? Does it flow well?
Keep your design simple
When in doubt, leave it out. Every design element should work to drive visitors toward conversion (to take a single call to action). Design should elevate the key content that needs to be communicated and support the copy, rather than distract from it. Keywebco sites tend to be heavy with massive amounts of content, in truth too much, I do this knowing I shouldn’t.
Use design to tell a story or make a point
Your graphics and images should spark the emotion you want visitors to feel while also clearly communicating what your offering is.
Choose fonts that speak your style
Saying something serious? Use a serif font. Want to send a playful message? Try a hand-written script font for your headline. Stick to no more than 2–3 fonts per page, and most importantly, keep it legible.
Select a color palette and stick to it
Choose up to 3–4 colors that work well together & align with the colors you use to represent your brand.
Tip: Once you’ve selected your color palette, keep the hex values on hand so you can quickly access them every time you make a page. Lead-pages makes this easy: simply save your colors in the branding section of your account.
Optimize your page as part of a larger journey
Where are visitors coming from and going to?
Your landing page is just a single step in someone’s journey across many touch-points with you. Be sure to plan out the content that leads visitors to your page, as well as what will be delivered after they take action — at the same time. Designing it concurrently will ensure your messages match and your creative is cohesive.
feedback is your friend
Before sharing your page with the world, why not forward your design to a colleague, friend, or (even better) current customer? Ask for constructive feedback, check to ensure your key message is conveyed, and do some final polishing before promoting.
Use hard-working, fast-loading images
Size images so they load quickly but still look great on every device. As a rule of thumb, consider the largest device your image will display on, and crop it to that width.
Tip: If you have an image- heavy page that will be viewed from both desktop and mobile devices, consider creating a separate mobile version with appropriately- sized images.
Then, use Lead-pages’ “Redirect Desktop Traffic” setting to send desktop visitors to a page that looks great to them (but may not load as quickly on mobile devices).
Contrast is key
When it comes to highlighting your primary call-to-action, be sure to choose a color that stands out from the rest of your page. Additionally, make sure there’s enough contrast between your text and background to ensure readability.
Design with a mobile-first mindset
Because more than 60% of all web traffic occurs on a mobile device, it’s crucial to ensure these users can view your landing pages and fully interact with your content.
Tip: Lead-pages’ landing pages are 100% mobile responsive, so all elements scale proportionately by default. Choose maximum image width, set device-specific section display, and adjust margins & padding to fine-tune how your pages appear on mobile.
Include your logo
Visitors want to know they’re seeing content from a trusted source. By positioning your logo strategically near the top of your page, people will know where they are right away.
Add social proof
When it’s appropriate, include testimonials or reviews that entice visitors to take action. Use customer photos to help build credibility
Lead-pages is a digital marketing tool that enables businesses to generate leads by optimizing web traffic conversion from ad to action. It allows you to quickly build high-converting landing pages and Facebook ad campaigns that convert quality web traffic into qualified leads and loyal customers.
Landing pages, sometimes also called “lead-capture pages,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. As I have said above in this article before. In order to make these transactions happen, it’s critically important that your landing pages consist of the following components:
A headline and (optional) sub-headline
A brief description of the offer that clearly emphasizes its value
At least one supporting image
(Optional) supporting elements such as testimonials or security badges
And most importantly, a form to capture visitors’ information
A headline is where everything begins — interest, attention, and understanding.
It’s what compels a user to stay and learn more about what you’re offering — or not.
Here’s what it needs to accomplish:
The headline should grab the reader’s attention.
The headline should tell the user what the product or service is all about.
The headline should be short. Never make it more than twenty words, and preferably limit it to ten.
It’s also worth noting that if your headline complements an image that explains the product or service, then you don’t need to go into quite as much detail in the copy.
Encourage Social Sharing
Don’t forget to include social media sharing buttons that enable your prospects to evangelize your content and offers. To limit cluttering, just be sure to only include buttons for the social platforms your audience uses. And don’t forget to add an email forwarding option, since people have different sharing preferences. Keep in mind that even if your social media contacts never buy from you, there’s always a possibility that someone in their personal network will!
Only Ask for the Information You Really Need
You might be wondering how much or how little information you should require in your forms. There is no magic answer to this, but the best balance is to collect only the information you really need to qualify leads. In general, the fewer fields you have on a form, the higher the conversion rate. This is because, with each new field you add to a form, it creates more work for the visitor, and thus fewer conversions. A longer form looks like more work and will often be avoided altogether. On the other hand, the more fields you require, the better quality those leads will likely be, because they thought your offer was valuable enough to warrant a form completion. Essentially, the best way to determine what form length works best for your business is to test it for yourself.
Trust & Security
With the proliferation of spam, pyramid and get-rich-quick schemes found in online marketing, becoming a leader with regard to trust can give your pages an instant leg up. The first key to success here is simply to care. Donʼt pay lip service to this area as itʼs more important to people than you may think.
Show a phone number
By having a phone number present, it tells people you are legitimate and that there are real people at the end of the line. It can also be a good fallback for
people who aren’t comfortable with online transactions, but who like your offer.
Remove barriers to valuable content
If you are giving something away for free, but asking for personal details in exchange, offer something that really is for free in advance, such as a small portion of the materials you are providing (a chapter 1 preview or fist in a video training set). This gets the interest going and lets people know you are not going to send them something worthless in exchange for their personal information. People like the try-before-you-buy option. A real world example would be the unwritten rule that it’s OK to eat a grape in the supermarket. Really this is theft, but everyone likes to do it to check that the goods are in fact good. You might be thinking, yeah but if the grapes are bad, people will find out and not buy them. Exactly! If you have a great product you shouldn’t be scared to share a little up front.
If your banner, landing page and destination site donʼt feel part of the same family you will lose business. The landing page falls right in the middle of the acquisition process and should extend the minimal capabilities of banners/AdWords into a real sense of brand values — while not providing the complete experience of the destination website.
Extending the brand messaging
Ensure that your visual design is the same from banner to the landing page. Donʼt change color palette and typography from one to the other. Repeat the original core message on the landing page for instant recognition and increased conﬁdence that you are in the right place.
Refrain from using gimmicky sales tactics
The web is littered with so much crap that waders should be the preferred footwear of today’s surfer. No matter how much you feel the need to use the BUY NOW, BEST DEAL EVER type guff that proﬂigates the sad lower end of our industry, just remember one thing… authenticity rules. People are starting to learn to see through the hype and understand when you are telling the truth.
Use veriﬁable facts
In an age of comparison shopping and online research, bold claims about your product or service may elicit a modicum of trepidation (on the part of the consumer). If what you are promising is not really true donʼt say it, because you will get caught out. Perhaps by only a few individuals, but if they turn out to be social connectors, you could quickly ﬁnd yourself plastered all over social media with devastating consequences.
If you have afﬁliations with well-known people or businesses, use their endorsements to build credibility. Iʼm pretty sure that Proactive is not some miracle cure for acne, but Iʼm willing to suspend that doubt purely because the celebrities promoting it are placing their reputation on the line.
Donʼt ask for information you don’t really need
Sure, there are 5 people in your ofﬁce beating down your door asking for an extra phone number or age or bra size, but if itʼs not critical to the information or product being requested on your landing page, then donʼt risk scaring people away. Chances are that the extra information will be scantily used anyway.
Terms and Conditions in Laymanʼs Terms
If you need to have a terms and conditions page or section, try to put the important stuff in laymanʼs terms. Better yet, make it entertaining, by separating it into two segments — t&c for lawyers, and t&c for the rest of us.
Testimonials work to create trust on your landing pages. But resist the urge to use false or made up ones. If you invent over-enthusiastic statements by caricatures of stereotypical personas and position them with images grabbed from stock photo sites you will look disingenuous. Authentic Business Practices Produce Authentic Testimonials
If you have a great product or service and you treat your customers well, testimonials will either come to you or you’ll have established the relationships where you can go and ask for them. Wait for that great personal story that could be the tipping point in making people believe your landing page message, something that shows you have affected someone’s life or business.
If you don’t have one yet, increase the feedback mechanisms on your website to allow your customers to provide the information you need.
Perform A/B Testing on Your Landing Page
To measure the effect testimonials have on your landing page conversion rate, consider running an A/B split test. You could run tests to compare the following things:
With and without testimonials
With and without photos
With short or full quotes
With few or many testimonials
If you ﬁnd that fewer testimonials work better, you could then try using only 1, but test each testimonial, in turn, to see which people respond best to.
Certiﬁcation and brand logos
This is a classic technique to garner trust. If you have an association with a company such as Verisign, wear it proudly on your sleeve. However, itʼs important to use relevant and well-known brands in your alignment strategy. Saying you are part of the Viagra sellers alliance probably wonʼt help you convert women into paying customers for a trek in the Andes.
Often, the more expensive you look, the more believable your story will appear. In this case money talks. You still need the right call to action and
landing page copy, but as single folks know, a beautiful apartment with picture perfect interior design and seductive Feng Shui can make the difference between second base and a home run.
Following on from the last point, if you oversell yourself in the living room, you may very well attract your guest into the bedroom, only to ﬁnd that they leave at the sight of the real thing.
Provide links to a privacy statement and/or terms and conditions to quell fears of email abuse. A good technique is to write “Weʼll never sell your email address” in close proximity to your lead gen form.
Partners drive trafﬁc to your business, often to a landing page. Using a co-branded landing page can enhance the ad message momentum and improve your conversion rate.To clarify, what this does is provide the customer with the conﬁdence that their intended goal is being maintained. For example, if an affiliate is be offering a discount coupon (something they have arranged with you so that they can attract customers based on this special deal), the customer needs to know that when they click from the initiating site over to your landing page, the offer hasn’t been “digitally disregarded”.Maintain Ad Message Momentum
The best way to maintain momentum is:
Include the partner/affiliate logo on the landing page alongside your own, showing that you have an established relationship.
Repeat the offer. Show that clicking through to your landing page didn’t cause the promise to be forgotten.
Reduce your attention ratio
One of the concepts that stuck with me from an event I attended was an idea shared called ‘Attention Ratio’. Attention Ratio is the ratio between the number of things you can do on a given page to the number of things you want people to do.
Your landing page should, ideally, have an attention ratio of 1:1.
In other words, the only thing that people should be able to do on your landing page is the thing that you want them to do. Every other link, button, or offer is merely a distraction.
In reality, most landing pages have 50–100 different things competing for a visitor’s attention. I am guilty of this a bit.
Crafting a high converting landing page is not for the faint of heart.
There are dozens of different components to keep in mind, a whole science of psychology lurking beneath the surface, and the vague idea of “what the customer wants” whispering in the background.
A high converting landing page is a place where all your efforts come to fruition. This is the place where customers click, people buy, and you earn revenue.
So don’t take shortcuts.
Fortunately, creating a powerful and high-converting landing page isn’t rocket science.
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