When designing landing pages, there are a couple key challenges that you’ll face when optimizing your pages for the highest possible conversions. First, you’ll face various visitors from difference sources, whether through paid, social or email campaigns. Remember to use the same language used in the campaign. Visitors see this as “message match”, and this helps to develop trust with the customer and eventually convert them.
People who visit your landing pages need to be persuaded to purchase through the use of targeted messaging. But with all of the different visitors, campaigns and locations, how can you set up landing pages specific to all of different targets? They key is to generally define audience ‘types’ and then create landing pages with specific messages to these targets.
The next challenge is to capture the data that you need from the site visitor in the hopes of creating a conversion. This usually involves having some kind of form on the page. Asking visitors to fill out a form can be challenging, so the less fields to fill, the better. Remember that people don’t give their information easily, so designing the page with branded visuals helps in portraying trust and authority for your brand.
Why take time to optimize your landing page?
It expedites the sales process. Capturing data from your prospects helps you to expedite your sales process. One you have their information, you can place them in to your sales cycle and eventually turn them into customers.
It will lower your cost per lead. When your landing pages become more successful, your cost per lead goes down. It’s important to drive traffic to your landing pages to promote their success. A lot of time and money goes into creating your campaigns, be sure to make them pay off as much as possible.
What do you need to include on your page?
Here is a short list of items that should be on every landing page:
- Offer. The images and text on the page should answer this one question for your visitors: “What can you do for me”. This should be the first thing they see when they visit the page.
- Large, beautiful image. The image should relate to the text and offer in some way.
- Call to action. Your call to action should be clear and concise. Be sure to make the steps obvious and easy to do.
- No Navigation. If possible, remove any non-essential navigation on the page. You want page visitors to focus on your offer.
- Form. The length and usability of the form is crucial in getting conversions. Remember that the lower the number of fields in your form, the greater number of leads you’ll receive.
Landing pages should be usable, readable, and persuasive and appear trustworthy.