Landing pages are one of the main components of any inbound marketing strategy. They capture the user’s attention and drive them back to your website, while capturing lead information. Landing pages are extremely effective when done correctly, but there are some easy mistakes to avoid and be aware of.
Don’t forget to have a compelling call to action.
Users need a good reason to click on a landing page link, and then they need a better reason to fill out a lead capture form. You may have a great e-book waiting on the other side, but that doesn’t make a difference if the user isn’t made aware of that. Make sure your call to action is easy to see, front and center, and compelling.
Don’t overcomplicate sign up forms.
Landing page sign up forms are great for lead capturing. They need to be as simple as possible. Too many fields can scare potential leads away. Focus on what’s absolutely necessary. You can use A/B testing to find out how many fields is ideal. Don’t worry if that ideal number is just two fields for first/last names and an email address. Some contact information is better than no contact information.
Don’t forget to integrate analytics with your landing pages.
This is absolutely crucial. Using analytics to track performance is a must. Without it you will be completely in the dark as to how you are doing and what you need to change. Use bit.ly or another URL shortener to track click throughs to your landing page. Then make sure to use Google Analytics and/or a marketing automation platform to track landing page performance. Some of the more comprehensive marketing solutions offer great features like A/B testing, and on page analysis to track performance. At the very least make sure you have something in place to track click throughs and that your forms link to a database.